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Structured Data - The Future of Search
1. STRUCTURED DATA
THE “FUTURE” OF SEARCH
Elias Dabbas
December 3, 2012
Monday, December 3, 12
2. “The future is already here, it’s just
not very evenly distributed.”
William Gibson
Monday, December 3, 12
3. UNDERSTAND THIS
I was at the big apple, eating a big apple, and working on
my big apple computer.
I’m working with the head of HR, Steve. Jobs, interviews,
payroll and everything else is his responsibility.
Monday, December 3, 12
4. UNDERSTAND THIS
I was at the big apple, eating a big apple, and working on
my big apple computer.
I’m working with the head of HR, Steve. Jobs, interviews,
payroll and everything else is his responsibility.
Entity Extraction
Monday, December 3, 12
5. UNDERSTAND THIS
City:NY Device:computer Fruit:apple
I was at the big apple, eating a big apple, and working on
my big apple computer.
I’m working with the head of HR, Steve. Jobs, interviews,
payroll and everything else is his responsibility.
Person:Steve Johnson: HR Head
Monday, December 3, 12
6. NEW PROTOCOL FOR STRUCTURED
MARKUP
Agreed on by top search engines
Established in June 2011
Continuously adding new schemas for different types of data
Monday, December 3, 12
7. SAMPLE ENTITY WITH ALL RELATED INFO
http://schema.org/LocalBusiness
Monday, December 3, 12
53. THE NEXT LEVEL
Give me the recipe of a pizza
with feta, pita, spinach , olive, and
no pesto, that I can prepare in
less than 30 minutes and doesn’t
make me very fat
Monday, December 3, 12
56. Free text to express yourself
Needs intelligence, processing, and cost, and is not exact
Monday, December 3, 12
57. STANDARDIZE YOURSELF
Names in standard format
as registered in Facebook
Location in standard format
known to Facebook and
maps application
Posting information in standard structured format helps
Facebook better understand, analyze, and serve you
Monday, December 3, 12
58. MORE EXAMPLES
You are increasingly selecting options instead of writing using
free text
Monday, December 3, 12
59. Technology already available
Much simpler than regular search, similar to working with
a spreadsheet or database
Challenge on content creators to implement and update
their content
Monday, December 3, 12
60. Thank you...
SlideShare.net/eliasdabbas
Monday, December 3, 12