This document discusses Best Buy's use of Semantic Web technologies like RDFa and the GoodRelations ontology to provide structured data about their stores and products on the web. By adding RDFa markup to store and product pages, Best Buy is able to give meaningful context to both machines and humans about location details, pricing, and more. This structured data improves search engine visibility and allows for more informed customers. Over 460,000 Best Buy product pages have been marked up using this method.

1. Semantic Web at Best Buy

2. Stores Virtual Presence Physical Presence

5. GoodRelationsRDFa Gives Stores Meaning <div class="vcard" typeof="foaf:Organizationgr:BusinessEntity" about="http://products.semweb.bestbuy.com/company.rdf#BusinessEntity_BestBuy"> <span rel="rdfs:seeAlso" resource="http://www.bestbuy.com"></span> <span property="gr:hasLegalName" content="Best Buy Co., Inc." datatype="xsd:string"></span> <span rev="gr:hasPOS" resource="http://stores.bestbuy.com/1000#BestBuyStore_1000"></span> <div about="http://stores.bestbuy.com/1000#BestBuyStore_1000" typeof="gr:LocationOfSalesOrServiceProvisioning"> <div class="fn n" property="foaf:namerdfs:labelvcard:fngr:legalName"><h1 class="org" property="geo:lat_long" content="26.23946,-80.25539">Best Buy - Coral Springs</h1></div> <span rel="rdfs:seeAlsofoaf:depiction"><imgsrc="http://stores.bestbuy.com/1136/wp-content/store-images/1136.jpg" alt="Coral Springs 1136" class="photo" border="0"></span> <div class="info"> <div class="adr" rel="vcard:adr"> <div typeof="vcard:Address"> <div class="street-address" property="vcard:street-address">650 N University Dr</div> <span class="locality" property="vcard:locality">Coral Springs</span>, <span class="region" property="vcard:region">FL</span> <span class="postal-code" property="vcard:postal-code" datatype="xsd:string">33071</span> </div> </div> <div class="tel"><span>Phone</span>: <span property="vcard:tel">954-341-0256</span></div> <div class="geo" rel="vcard:geo">GEO: <span class="latitude" property="vcard:latitude">26.23946</span>, <span class="longitude" property="vcard:longitude">-80.25539</span></div> …

7. Bridges the gap by making important data points about stores findable – beneficial for customers and business

8. 10,590,212 visits to store pages (Apr-Oct ‘09)

11. Creates uninformed/ under informed customers

13. GoodRelationsRDFa Gives Products Meaning <div id="centrewell" typeof="gr:Offering" about="http://products.semweb.bestbuy.com/products/7590289/semanticweb.rdf#Offering_7590289"> <div rev="gr:offers" resource="http://products.semweb.bestbuy.com/company.rdf#BusinessEntity_BestBuy"></div> <span rel="rdfs:seeAlso" resource="http://www.bestbuy.com/site/olspage.jsp?skuId=7590289&type=product&id=47476&cmp=RMX&ky=1whYTIhnZ0ydleik4tkW4Z7Fn1kPFrBgb"></span> <span property="gr:validFrom" datatype="xsd:dateTime" content="2009-11-24T11:47:39"></span> <span property="gr:validThrough" datatype="xsd:dateTime" content="2009-12-07T16:59:58"></span> <span rel="gr:availableAtOrFrom" resource="http://products.semweb.bestbuy.com/company.rdf#BusinessEntity_BestBuy"></span> <div id="pricing"> <div rel="gr:hasPriceSpecification" id="price"> <h3>Reg. Price:</h3> <span typeof="gr:UnitPriceSpecification” about="http://products.semweb.bestbuy.com/products/7590289/semanticweb.rdf#UnitPriceSpecification_7590289_1"> $<span property="gr:hasCurrencyValue" datatype="xsd:float">9.99</span> <span property="gr:hasCurrency" datatype="xsd:string">USD</span> <span property="gr:priceType" content="SRP" datatype="xsd:string"></span> </span> </div> <div class="buy"><a href="http://www.bestbuy.com/site/olspage.jsp?skuId=7590289&type=product&id=47476&cmp=RMX&ky=1whYTIhnZ0ydleik4tkW4Z7Fn1kPFrBgb"><img src="/images/buy.gif" rel="buy" /></a></div> </div> …

15. “Next-gen” web pages that combine rich data with modern, user-friendly design and IA

16. Makes rich product information available to the Web of Data for query

19. Easy for HTML authors to add machine-readable tags to express the meaning of stores and products

20. Search engines processing rich data in RDFa, thus improving our ability to search

22. Thanks! Jay Myers (@jaymyers)