Schema.org: The What, Why and How of Structured Data
1. Schema.org
Structured Data
the What, Why, & How
Search Marketing Connect
Rimini
December 14th 2018
Richard Wallis
Evangelist and Founder
Data Liberate
richard.wallis@dataliberate.com
@rjw
3. Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cultural Heritage technology
12+ Years – Semantic Web & Linked Data
4. Independent Consultant, Evangelist & Founder
W3C Community Groups:
• Schema Bib Extend (Chair) - Bibliographic data
• Schema Architypes (Chair) - Archives
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
• Schema IoT Community
• Educational & Occupational Credentials in Schema.org
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cultural Heritage technology
12+ Years – Semantic Web & Linked Data
5. Independent Consultant, Evangelist & Founder
W3C Community Groups:
• Schema Bib Extend (Chair) - Bibliographic data
• Schema Architypes (Chair) - Archives
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
• Schema IoT Community
• Educational & Occupational Credentials in Schema.org
richard.wallis@dataliberate.com — @rjw
40+ Years - Computing
27+ Years – Cultural Heritage technology
12+ Years – Semantic Web & Linked Data
Works With:
• Google – Schema.org vocabulary, site, extensions. documentation and community
• OCLC – Global library cooperative
• FIBO – Financial Industry Business Ontology Group
• Various Clients – Implementing/understanding Schema.org:
British Library — Stanford University — Europeana
6. Structured Data
— did it come from
— is Schema.org
— is it necessary
— to apply it
• Where
• What
• Why
• How
7. Structured Data
— did it come from
— is Schema.org
— is it necessary
— to apply it
• Where
• What
• Why
• How
10. ● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become capable of
analyzing all the data on the Web – the content, links, and transactions
between people and computers. A ‘Semantic Web’, which should make this
possible, has yet to emerge, but when it does, the day-to-day mechanisms of
trade, bureaucracy and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will finally
materialize”
11. ● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become capable of
analyzing all the data on the Web – the content, links, and transactions
between people and computers. A ‘Semantic Web’, which should make this
possible, has yet to emerge, but when it does, the day-to-day mechanisms of
trade, bureaucracy and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will finally
materialize”
12. ● 1999●
Tim Berners-Lee, 1999
“I have a dream for the Web [in which computers] become capable of
analyzing all the data on the Web – the content, links, and transactions
between people and computers. A ‘Semantic Web’, which should make this
possible, has yet to emerge, but when it does, the day-to-day mechanisms of
trade, bureaucracy and our daily lives will be handled by machines talking to
machines. The ‘intelligent agents’ people have touted for ages will finally
materialize”
Intelligent Agents …
13. “A Linked Data Web” – Introducing Linked Data● 2009
Feb
Linked Data
28. Knowledge Graph
Bart Simpson
Nancy Cartwright
Dayton Ohio
Dayton Aviation
Heritage National Park
Played By
Born In
Place of Interest
Related Entities in a Graph
32. Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
•Harvested during normal web crawls
•Under control of the [site] publisher
33. •In use on over 12 million domains
•Broad core vocabulary:
-Types: 597 Properties: 867 Values: 114
•Extensions published:
- auto.schema.org
- bib.schema.org
- health-lifesci.schema.org
Schema.org today
34. •In use on over 12 million domains
•Broad core vocabulary:
-Types: 597 Properties: 867 Values: 114
•Extensions published:
- auto.schema.org
- bib.schema.org
- health-lifesci.schema.org
Schema.org today
12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015
35. Schema.org today
A de facto vocabulary for
structured data on the web
12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015
36. Schema.org today
A de facto vocabulary for
structured data on the web
12+ Million
Web Sites
Found On30% Pages*
So, what does it look like ….
* In a 10 billion page sample - 2015
62. Where do I put it?
(on the page)
In a <script type="application/ld+json"> tag
63. Where do I put it?
(on the page)
In a <script type="application/ld+json"> tag
In the header ?
In the body ?
In the footer?
64. Where do I put it?
(on the page)
In a <script type="application/ld+json"> tag
In the header ?
In the body ?
In the footer?
Provided all other [SEO] aspects have been considered
(rendering speed etc.)
ANYWHERE
65. When do I put it?
Server-side rendering
• Hard-coded in html
o Prototyping/testing
o Special pages eg. Homepage
• As part of normal page rendering
o Microdata / RDFa
• Bolt-on processing
o JSON-LD from data lookups
In-Browser rendering
• Dynamic insert <script> tag into DOM
• Asynchronous lookup from server (AJAX)
66. When do I put it?
Server-side rendering
• Hard-coded in html
o Prototyping/testing
o Special pages eg. Homepage
• As part of normal page rendering
o Microdata / RDFa
• Bolt-on processing
o JSON-LD from data lookups
In-Browser rendering
• Dynamic insert <script> tag into DOM
• Asynchronous lookup from server (AJAX)
68. What pages do I put it in?
Home
Page
Contact
Page
Article
Pages
Person
Pages
Staff
List
Product
Pages
Product
List
Organization
LocalBusiness
Location
Offers:
itemOffered
Location
ContactPoint
telephone
email
areaServed
Article
BlogPosting
about:
Product
Person
Organization
Person
subjectOf:
Article
worksFor:
Organization
Product
ProductModel
Vehicle
offers:
offeredBy:
Organization
price
subjectOf:
Article
✓ ✓ ✓ ✓ ✓✘ ✘
69. What pages do I put it in?
Home
Page
Contact
Page
Article
Pages
Person
Pages
Staff
List
Product
Pages
Product
List
Organization
LocalBusiness
Location
Offers:
itemOffered
Location
ContactPoint
telephone
email
areaServed
Article
BlogPosting
about:
Product
Person
Organization
Person
subjectOf:
Article
worksFor:
Organization
Product
ProductModel
Vehicle
offers:
offeredBy:
Organization
price
subjectOf:
Article
✓ ✓ ✓ ✓ ✓✘ ✘
A very limited example – as a guide only!
80. At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one of those
things that I want you to pay lots of
attention to this year.
… we started caring more and more and more about
structured data. That is an important hint for you if
you want your sites to appear in search features,
implement structured data.
And don’t just think about the structured data
that we documented on developers.google.com.
Think about any schema.org schema that you
could use on your pages
… add structured data to your pages
because during indexing, we will be able
to better understand what your site is
about.
November 2017
81. At Pubcon yesterday, Gary Illyes
from Google focused quite a bit of
time on structured data "Structured data. This is one of those
things that I want you to pay lots of
attention to this year.
… we started caring more and more and more about
structured data. That is an important hint for you if
you want your sites to appear in search features,
implement structured data.
And don’t just think about the structured data
that we documented on developers.google.com.
Think about any schema.org schema that you
could use on your pages
… add structured data to your pages
because during indexing, we will be able
to better understand what your site is
about.
November 2017
83. Schema.org FAQ #2
Schema.org looks complex – is it?
YES/NO
Like anything new & different its difficult at first.
Remember when you first met:
• CSS
• XHTML
• JSON
• JavaScript
87. Summary
Schema.org Structured Data:
• Its about describing Things / Entities
Not necessarily web pages
To aid discovery and discoverability — of things
• Its about describing relationships
With other things — People, Places, Events, Offers,
Suppliers, Reviews, Authoritative Descriptions
• It is new to us but not scary
No more than CSS, JavaScript, HTML5 were
Built on sound Semantic Principles core to the Web
• Don’t just sprinkle Schema terms in html
It needs some thought & planning
Think about the non-web page scenarios
• What should we be doing now/next
Learning about it / trying it
Start giving the search engines the data they need
to drive users to our products/services
88. Schema.org
Structured Data
the What, Why, & How
Search Marketing Connect
Rimini
December 14th 2018
www.slideshare.net/rjw
Richard Wallis
Evangelist and Founder
Data Liberate
richard.wallis@dataliberate.com
@rjw