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STRUCTURED DATA
                         THE “FUTURE” OF SEARCH
                               Elias Dabbas
                             December 3, 2012

Monday, December 3, 12
“The future is already here, it’s just
             not very evenly distributed.”

                         William Gibson



Monday, December 3, 12
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
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
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
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
SAMPLE ENTITY WITH ALL RELATED INFO




                         http://schema.org/LocalBusiness
Monday, December 3, 12
EXAMPLE
                         Beachwalk
 Beachwear
 
 Giftware
                         A
 superb
 collection
 of
 fine
 gifts
 and
 clothing
 to

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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
  • 8. EXAMPLE Beachwalk
  • 10.  
  • 14.  of
  • 17.  and
  • 19.  to
  • 23.   in
  • 25.  Beach. 3102
  • 27.  98 Mexico
  • 29.  FL Phone:
  • 30.  850-648-4200 Understandable by humans Need to know certain conventions Monday, December 3, 12
  • 31. WITH MICRODATA div itemscope itemtype=http://schema.org/LocalBusiness span itemprop=name Beachwalk
  • 33.  
  • 34.  Giftware /span span itemprop=description A
  • 37.  of
  • 40.  and
  • 42.  to
  • 46.  in
  • 47.   Mexico
  • 48.  Beach. /span span itemprop=streetAddress 3102
  • 50.  98 /span /div Monday, December 3, 12
  • 51. SEARCH RESULTS SNIPPETS Depends on query Search engine tries to figure out the most relevant text to display Monday, December 3, 12
  • 52. RICH SNIPPETS IN ACTION 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