http://www.searchinfluence.com/blog/ Search Influence's Lunch and Learn series brings you and your team up to date on methods, processes, and best practices of the hReview Microformat, a widespread and easy-to-implement Semantic Web solution. Visit our blog today for more strategies, practices, and news in Internet Marketing.

1. hReview & the Semantic Web:
the New Meta Keywords
Doug Thomas
Internet Marketing Associate @
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2. Traditional
HTML
Semantic
Web
from 1989 WWW proposal
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3. Semantic Web Cross-Section
HTML4 XML/HTML5
based based
Microformats
Meta Schema (2011)
(2006)
Music, Reviews, Recipes
Data hReview, hCard
based on HTML5 microdata
hProduct, hFeed
Social Open Graph (2010)
Link XFN (2003)
Connects with Facebook
rel= on links and anchors
Graph Description, Titles, Images
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4. Popularity
http://www.google.com/insights/search/#q=hcard%2Chreview%2Copen%20graph%2Cxfn%2Cschema.org&cmpt=q
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5. hReview
• Extension of classes & IDs
• Based on hCard
• Ratings and written reviews
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6. Tags in Three Parts:
hCard
<div id="hcard-{identifier}" class="vcard">
<span class="fn {n|org}">{Name of Business}</span>
<span class="adr">
<span class="street-address">{Address}</span>
<span class="locality">{City}</span>
<span class="region">{State}</span>
<span class="postal-code">{Zip}</span>
</span>
<span class="tel">{Telephone}</span>
</div>
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7. Tags in Three Parts:
hReview Aggregate
<div class="hreview-aggregate">
<span class="item fn vcard">
<span class="value-title" title="{Name}"></span>
</span>
<span class="rating">
<span class="average">
<span class="value-title" title="{#}"></span>
</span>
<span class="best">
<span class="value-title" title="{#}"></span>
</span>
<span class="count">
<span class="value-title" title="{#}"> </span>
</span>
</span>
</div>
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8. Tags in Three Parts:
Single hReview
<div class="hreview">
<span class="item fn">
<span class="value-title" title="{Name}"></span>
</span>
<span class="summary">
<span class="value-title" title="{Text}"></span>
</span>
<span class="description">{Review Text}</span>
<span class="reviewer">{Reviewer Name}</span>
<span class="rating">
<span class="value-title" title="{#}"></span>
</span>
</div>
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9. Smart hReview
What could be better?
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10. Best Practices
Make sure NAP is consistent
Link to what’s referenced
Use shorthand & permalinks
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11. Best Practices
Use appropriate parts
Use “value-title” to hide
Use hCard for Who’s
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12. That’s cool... I guess.
WHY?
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13. hCard “In the Wild”
2007:
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14. hReview “In the Wild”
Today’s SERPs:
Google Places:
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15. Other Microformats
• rel=nofollow
• rel=author
• hproduct
• hfeed
• hcalendar
• hrecipe
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16. More Semantic Markup:
XFN
Schema
Open Graph
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17. XFN
• <a href=“link!” rel=“XFN relationship”>
– rel=me
– rel=colleague
– rel=bookmark
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18. Schema
• itemtype
– Tells what kind of Schema
• itemscope
– Turns on Schema
• itemprop
– specific parts of schema
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19. Schema “In the Wild”
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20. What is Spam?
• Any kind of self-reporting?
• Moderating Feedback?
• Marking up reviews as votes?
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21. Being Semantic
• Get UGC to directly get content for
reviews
• Find flat content that could be semantic
– Addresses
– Events
– Content
– Products
– People
– Places
– Profiles
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