Semantic Optimization with Structured Data - SMX Munich

brought to you by…

March 2015

SEMANTIC OPTIMIZATION WITH STRUCTURED DATA

@CraigBradford

Craig  BradfordVP,  LondonDistilled

2011...

We had Panda

Image  Credit

But not Penguin

Image  Credit

(Not Provided)

Schema.org

Strings to Things

The goal in 2011

source: Tesco

Who is this?Image  Credit

source: Tesco

Snoop Dog

source: Tesco

Snoop Dog Snoop Doggy Dogg

source: Tesco

Snoop Dog Snoop Doggy Dogg

Snoopzilla

source: Tesco

Snoop Dog Snoop Doggy Dogg

SnoopzillaBigg Snoop Dogg

source: Tesco

Snoop Dog Snoop Doggy Dogg

DJ Snoopadelic

SnoopzillaBigg Snoop Dogg

source: Tesco

Snoop Dog Snoop Doggy Dogg

DJ Snoopadelic

SnoopzillaBigg Snoop Dogg

Snoop Lion

source: Tesco

<div  itemscope  itemtype="http://schema.org/Person">      <span  itemprop=“name">Snoop  Dog</span>  </div>

Microdata

source: Tesco

<div  vocab="http://schema.org/"  typeof="Person">      <span  property="name">Jane  Doe</span>  </div>

RDFa<script  type="application/ld+json">  {      "@context":  "http://schema.org",      "@type":  "Person",      "name":  "Jane  Doe"  }  </script>

JSON-LD

source: Tesco

<div  itemscope  itemtype="http://schema.org/Person">    <span  itemprop="name">Snoop  Dog</span>    <span  itemprop="sameAs"  content="http://en.wikipedia.org/wiki/Snoop_Dogg"></span>  </div>

SameAs tag introduced 2013

source: Tesco

Success

The reward

source: Tesco

source: Tesco

I won’t talk about any of that today

Google’s mission is to organize the world’s information and make it

universally accessible and useful.

No mention of webpages or search

engines

source: Tesco

The old “Google it”

Search with words on a computer

source: Tesco

The old “Google it”

Get a list of webpages

source: Tesco

The new “Google it”

Search anywhere

source: Tesco

The new “Google it”

Get anything

Organise the world’s information

Universally accessible?

Project LoonImage  Credit

Useful?

Useful? That depends…

Useful data helps you get more done ✔️

How does Google help us get more done?

Understanding user intent

query

“london tube stations”

explicit aspect of query

implicit aspect of query

iPhone user, on street in London

“london tube stations”

explicit aspect of query

implicit aspect of query

iPhone user, on street in London

“london tube stations”

Critical  to  understanding  user  intent

1. Action (Do) 2. Informational (Know) 3. Navigational (Go)

“Download Adobe reader” Likely user intent: Download software

“Do”

Standard set of results

“Online personality test” Likely user intent: Take an online personality test

“Do”

Standard set of results

“Know”

“Germany” Likely user intent: Find travel and tourism

information for planning a vacation or holiday, or find information about the German geography,

languages, economy, etc.

Much harder to know what you want

Results reflect that

“How to remove candle wax from carpet”

Likely user intent: Find information on how to remove candle wax from carpet

“Know”

No need to visit a page

“Go”

“YouTube”

Likely user intent: Go to the homepage of YouTube

Hard to say what you want from YouTube

“Sony customer services”

Likely user intent: Go to the customer support page on official Sony website

“Go”

UK  IP  Address

Information you want in search results

US  IP  Address

Implicit location information

KnowDo Go

Regular search Knowledge graph

Answers

Strings to things

Things to actions

Strings to things

Things to actions

✔️

?

The future of structured data isn’t about understanding what a thing is, it’s about understanding

what a thing can do

How can you help people get more done?

source: Tesco

More ways to achieve the same goal

Sometimes the best place to do an action isn’t on a

webpage

“The LinkedIn Problem”

Connection request on mobile (I have

app installed)

Directed to a login page

Directed to a login page

source: Tesco

This gives Google a problem

source: Tesco

They can’t crawl apps

This gives Google a problem

They need our help

1. What action can the app take?

2. Where should the action be done?

They need answers

1. What action can the app take?

2. Where should the action be done?

Structured data

They need answers

The reward

App ChangesWebsite Changes

1. Add  deep  link  annotations  2. Verify  your  website  in  Play  store

1. Update  the  app  manifest  file

How

App Changes

Intent-filter (What can this thing do?)

<intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> <data android:scheme="http" android:host="www.example.com" android:pathPrefix="/gizmos" />

Update Manifest File

Adding Deep Links (Where should the action be done?)

android-app://{package_name}/{scheme}/{host_path}

Anatomy of a deep link

Package  IDProtocol • Scheme  • http  • custom

Host  Path

android-app://{package_name}/{scheme}/{host_path}

Example - Rick Roll - Get the URL

Package  IDProtocol • Scheme  • http  • custom

Host  Path

www.youtube.com/watch?v=dQw4w9WgXcQ

android-app://{package_name}/{scheme}/{host_path}

Find the YouTube App on Google Play

Package  IDProtocol • Scheme  • http  • custom

Host  Path

…store/apps/details?id=com.google.android.youtube

CombineProtocol android-­‐app://

Package  ID com.google.android.youtube/

Scheme http/

Host  Path www.youtube.com/watch?v=dQw4w9WgXcQ

+

+

+

=android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ

https://twitter.com/craigbradford

Example - Follow me on Twitter

(Regular Link)

Taken to the mobile version of the site

(Deep link)bit.ly/craigsmx

Example - Follow me on Twitter

Native App

Add Deep Links to Your Website

<link>  element Schema.org  ActionsSitemap  <url>

<link>  element

<html>  <head>      ...      <link  rel="alternate"  href="android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ"  />      ...  </head>  <body>  …  </body>

Sitemap  <url>

<?xml  version="1.0"  encoding="UTF-­‐8"  ?>  <urlset  xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"    xmlns:xhtml="http://www.w3.org/1999/xhtml">  <url>      <loc>http://www.youtube.com/watch?v=dQw4w9WgXcQ</loc>      <xhtml:link  rel="alternate"  href="android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ"  />  </url>  ...  </urlset>

Schema.org  Actions

<script  type="application/ld+json">  {      "@context":  "http://schema.org",        "@type":  "WebPage",        "@id":  "www.youtube.com/watch?v=dQw4w9WgXcQ",        "potentialAction":  {          "@type":  "ViewAction",            "target":  "android-­‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ"      }  }  </script>  

Verify your website and App

http://bit.ly/smxverify

*Terms and Conditions do Apply

Android only (at the moment)

No Website?

App indexing API

Web and App App Only

Deep linking and/or indexing API App indexing API

App Indexing API

Page  1

Page  1 Page  2

Page  1 Page  3Page  2

Flats for sale

Flats for rent

Flats in London

Flat prices

Flat

Zoopla Flats in London

Personalised  Autocomplete

Flats for sale

Flats for rent

Flats in London

Flat prices

Flat

Zoopla Flats in London

Flats for sale

Flats for rent

Flats in London

Flat prices

Flat

Zoopla Flats in London

Acquisition Behaviour Outcomes

• Reviews • In-depth articles • Social profiles • Events • Recipes • etc.

Old structured data

Acquisition Behaviour Outcomes

• Deep linking • App indexing API

New structured data

What about Email?

No MaybeYes

How many emails could you answer with …

104

Accept Invite?

Yes,  subscribe  me  to  this  list

Confirm your Subscription?

Yes No Maybe

RSVP

Gmail Actions

1. In-App Actions 2. Go-to App Actions

One-Click Action

Save Confirm

RSVP

Reviews

Go-to Actions

112

In-App - RSVP<script  type="application/ld+json">  {      "@context":  "http://schema.org",      "@type":  "Event",      "name":  "John's  Birthday  Party",      ...  information  about  the  event  ...      "action":  {          "@type":  "RsvpAction",          "actionHandler":  {              "@type":  "HttpActionHandler",              "url":  "https://events-­‐organizer.com/rsvp?eventId=123",              "method":  "POST",              "requiredProperty":  "rsvpStatus",          }      }  }  </script>

113

Go-To - Watch Movie

<script  type="application/ld+json">  {      "@context":  "http://schema.org",      "@type":  "EmailMessage",      "action":  {          "@type":  "ViewAction",          "url":  "https://watch-­‐movies.com/watch?movieId=abc123",          "name":  "Watch  movie"      },      "description":  "Watch  the  'Avengers'  movie  online"  }  </script>

Approval guidelines

bit.ly/smxemailactions

How it looks in Google inbox

It’s easy - here’s a fake event I created

How it looks in Google inbox

Example script: bit.ly/1O8trsE

117

Can’t believe Google I/O is at my

mum’s house…

118

Can’t believe Google I/O is at my

mum’s house…

Example script: bit.ly/1O8trsE

More benefits to email markup

Natural language search

This doesn’t work in gmail

Google is very good at identifying things

Funny looking dog

Combine things beer+Seattle

Why is that useful?

source: Tesco

The new “Google it”

Actions to Anticipation (Anticipatory search)

“When  we  started  Google  15  years  ago,  my  vision  was  that  information  would  

come  to  you  as  you  need  it.  You  wouldn’t  have  a  search  query  at  all.”  

Sergey  Brin

Image  Credit

Action Status

1. Potential - A description of an action that is supported

2. Active - An in-progress action (e.g. while watching the movie, or driving to a location)

3. Completed - An action that has already taken place

source: Tesco

<script  type="application/ld+json">  {      "@context":  "http://schema.org",      "@type":  "MusicGroup",      "url":  [          "http://www.spotify.com/artist/Katy-­‐Perry-­‐35141/",          "android-­‐app://com.spotify.music/http/../listen"      ],      "name":  "Katy  Perry",      "potentialAction":  {          "@type":  "ListenAction",          "target":  [              "http://www.spotify.com/artist/Katy-­‐Perry-­‐35141/?autoplay=true&ext=1&playedFrom=197",              "android-­‐app://com.spotify.music/http/../listen"          ]      }  }  </script>

Music Play Actions

Match intent to potential actions

Google Now is getting better at anticipation

source: Tesco

The App Web

But it’s limited to Google data

Imagine Google had access to all your apps

1. Music you’ve listen to 2. Movies you’ve watched 3. Things you’ve eaten 4. Your heart rate 5. Where you are now 6. Where you might be going 7. Who you’re meeting 8. What you’re reading now 9. What you might read soon

Done Doing Might  Do

It’s not a ridiculous possibility

+ +Where you’re flying to When you’re flying

When you’ve arrived What hotel you’re staying in

+ +=

Get to your hotel for €30

Nearest driver is 5 minutes away

Order Car Now

You recently took a Lyft from your home

+ +=

Get to your hotel for €30

Nearest driver is 5 minutes away

Order Car Now

You recently took a Lyft from your home

They can probably do this now just using only structured data from flight and hotel confirmation

emails.

It’s  amazing  to  the  extent  to  what  software  developers  kind  of  get  lazy,  and  they’re  okay  with  things  taking  a  while,”  Page  said.  “But  it’s  really  not  

okay.

Obsessed by speed Image  Credit

Apps are slow

Extensions are helping but still not great

http://bit.ly/smxcardsRead this

The trend of cards

Google Now

Google Inbox

Twitter Cards

Image  Credit

So that’s anticipation V1…

How far can Google go?

How far can Google go? What about diagnosis?

Meet Tom

Meet Tom

We made a bet

Meet Tom

We made a bet

Get under 10% body fat in 6

weeks

81.1kg  Feb  13th

87.2  kg  April  13th

+  6.1kg

I had been going to the gym for a while

81.1kg  Feb  13th

+  6.1kg

Start

Bet started early May

87.2  kg  April  13th

I took this very seriously

Measured at University of Westminster

Measured at University of Westminster

Not me

Starting Numbers

17.2% Body fat

I exercised 6/7 days, quit alcohol and tracked every meal for 6 weeks!

81.1kg  Feb  13th

+  6.1kg

Start

I lost a lot of weight quickly

87.2  kg  April  13th

Finishing Numbers…

Finishing Numbers

11.2% Body fat

My Reaction to the news…

But something interesting happened

I started to notice what food made me feel really good and what made me feel bad

Around the same time I read about “The pulse test” by Dr. Arthur Coca

Image  Credit

It is based on the fact that allergens speed up the pulse. It consists

essentially of testing isolated foods in order to tell which ones accelerate the

pulse.

It is based on the fact that allergens speed up the pulse. It consists

essentially of testing isolated foods in order to tell which ones accelerate the

pulse.

Could our smartphones and smart watches do all this for us?

+What you’ve eaten Your heart rate throughout

the day

+What you’ve eaten Your heart rate throughout

the day=You might be lactose intolerant

Visit your GP

Book an appointment

We’ve detected irregularities in your heartbeat when you consume lactose.

The building blocks behind this is structured data

Key points

1. The future of structured data isn’t about understanding what a thing is, it’s about understanding what a thing can do (Strings - Things - Action - Anticipation)

2. Use structured data to help people get more done 3. Use structured data to influence all parts of your

marketing (Acquisition - Behaviour - Outcomes) 4. Start planning for a world of APIs and cards

Thank You

Craig Bradford

@CraigBradford

I’m speaking at SearchLove Boston