1. Photo: flickr: dullhunk
Catching up with Matthew Brown
Structured Data SMX Advanced 2012

2. Matthew Brown
Slideshare: MatthewBrownPDX
Twitter: @MatthewJBrown
matthew@audiencewise.com
http://www.portlandground.com/archives/2003/05/steel_bridge_an.php

3. Structured Data = Data organized by a hierarchy or schema.
Can be organized and searched.
Linked Data = Publishing structured data so it can be accessed
at a URI.
Semantic Web = The web of globally accessible, interlinked
data.
Linked Open Data = A cloud of linked data sites that promote
open standards and linking to one another
Basic Overview of what the ‘semantic web’ is

4. So where are the search engines at with
the semantic web?
@MatthewJbrown

5. Google Knowledge Graph = Nothing New. More emphasis.

6. Image: Thos003
Bing has less semantic search results, but has deals with
both Twitter and Facebook

7. Don’t sleep on Facebook. They’ve got a huge open graph of
data

8. Open
Graph
Schema
Protip: Use Open Graph Markup in addition to schema, etc.

9. Structured Data Tools
@MatthewJbrown

10. Schema Creator from Raven: http://schema-creator.org/

11. Local Business Microdata Generator: http://microdatagenerator.org/

12. Rich Snippets Bookmarklet: http://www.blindfiveyearold.com/rich-
snippets-testing-tool-bookmarklet

13. Bing Webmaster Tools Markup Validator

14. http://linter.structured-data.org – Industrial Strength
Structured Data Display

15. Sindice.com – Semantic web search engine. Good way to see what

16. Also be on the lookout for new proposed data schemas

17. Semantic Tech and Linked Data – Why
should I care?
@MatthewJbrown

18. JUST MAKE GREAT CONTENT!!!111
Semantic Data can create unique content in all sorts of ways

19. Zip Codes from
Data.gov
List of College Towns
from dbpedia
Jay Myers (@jaymyers) of Best Buy advocates semantic data to
improve customer experience. (example is mine).

20. BBC and the 2012 Olympics:
http://www.bbc.co.uk/blogs/bbcinternet/2012/04/sports_dynamic_semantic.html

21. Point Blank SEO’s guide to data visualizations:
http://pointblankseo.com/visualizations

22. Getting started with semantic tech
@MatthewJbrown

23. http://www.seoskeptic.com/seo-semantic-web/
Great overview of the Semantic Web here
Linked Data is stored in RDF. These are called ‘triples.’

24. http://www.amazon.com/Learning-SPARQL-Bob-DuCharme/dp/1449306594
SPARQL is the query language for RDF data

25. http://richard.cyganiak.de/2007/10/lod/lod-datasets_2011-09-19_colored.html - Linking Open

26. http://www.kasabi.com- Data Marketplace for using and publishing linked data

27. Example of how to use a food-related SPARQL query on a Kasabi dataset

28. Many APIs are available on Kasabi, for ease of use with some datasets

29. No Data Format specified yet, but
it’ll probably have a SPARQL
endpoint
Be on the lookout for new linked datasets

30. Drupal has functionality to consume and publish RDF data. Guide to getting up and running at:
http://semantic-drupal.com/

31. LODSPeaKr – Simple Publishing Kit for Linked Data -
http://alangrafu.github.com/lodspeakr/

32. Example of a LODSPeaKr application pulling Farmer’s Market data
and city information (Hi Rhea!)

33. Add Semantic Tech to your SEO diet
@MatthewJbrown

34. http://www.youtube.com/watch?v=KuAaa6lZxAU
http://justinbriggs.org/entity-search-results-the-on-going-evolution-of-search
Learn what entities are.

35. Reading List
http://learnlinkeddata.com/articles Linked Data Primer – Start Here
http://semanticweb.com/introduction-to-rdf_b17953 - Dead simple intro to RDF and
associated vocabularies and tools. SemanticWeb.com rules.
http://www.w3.org/2011/Talks/0607-SemTech-RDFa-IH/Talk.pdf
Great intro to RDFa and highlights Best Buy, Overstock, Examiner.com
http://www.ibm.com/developerworks/library/x-disprdf/index.html
IBM Developer Works tutorial on how to combine data
http://searchnewscentral.com/20110207129/Technical/rdfa-the-inside-story-from-best-
buy.html
Interview with Jay Myers, Lead Development Engineer for Best Buy
There’s a ton of resources on the web to get you started

36. Follow List
Folks who have some SEO/Semantic Web crossover:
Aaron Bradley - @aaranged – Hands down the best curator of semantic
happenings on the SEO side. When he blogs at
http://www.seoskeptic.com it’s not to be missed.
Jeff Preston - @JeffreyPreston – Lead SEO at Disney Corp. Happens to
be speaking at the Semantic Web 2012 conference
Sean Golliher - @SeanGolliher – Publisher of SEMJ – writes occasionally
for http://www.semanticweb.com
Jay Myers - @jaymyers – Best Buy lead dev and RDFa proponent. He’s
the man responsible for Best Buy’s 30% CTR increase with rich snippets.
Dan Brickley - @DanBri – Schema.org outreach for Google, works on
proposed Schema.org specs
These Folks Pay Attention to the Semantic Web

37. Warning: Your head might explode
Semantic Tech Folks who are very smart and say things I don’t get:
Martin Hepp- @MFHepp– Heads up Good Relations, which is the most
extensive ontology for e-commerce data
Manu Sporny - @ManuSporny – Leader of the W3C working group for
RDF. The man leading the charge for the RDF spec.
Lin Clark - @LinClark – Works on the linked data/RDF integration for
Drupal. Codes neat linked data things for Drupal.
Gregg Kellogg - @Gkellogg – Semantic Web Developer of all trades.
Wrote the Structured Data Linter.
Aaron Bradley’s Semantic Web100 Twitter Group:
https://twitter.com/#!/SemanticWeb/semanticweb100 - Like tapping
into the Matrix of semantic tech information.
Prepare to understand 15% of what they say

38. Thank you!
Slideshare: MatthewBrownPDX
matthew@audiencewise.com
twitter: @matthewjbrown
LinkedIn: MatthewBrownPDX