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Schema.org

Where did that come from!
Richard Wallis
Evangelist and Founder

Data Liberate

richard.wallis@dataliberate.com

@rjw
DC- 2016

Copenhagen

October 13, 2016
richard.wallis@dataliberate.com — @rjw
Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw
Independent Consultant, Evangelist & Founder
richard.wallis@dataliberate.com — @rjw
25+ Years – Library systems technology
10+ Years – Semantic Web & Linked Data
Independent Consultant, Evangelist & Founder
W3C Community Groups:
• Schema Bib Extend (Chair)

• Schema.org for bibliographic data

• bib.schema.org
• Schema Architypes (Chair)
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
richard.wallis@dataliberate.com — @rjw
25+ Years – Library systems technology
10+ Years – Semantic Web & Linked Data
Independent Consultant, Evangelist & Founder
Working With:
• Google – Schema.org vocabulary, site, extensions 

documentation and community
W3C Community Groups:
• Schema Bib Extend (Chair)

• Schema.org for bibliographic data

• bib.schema.org
• Schema Architypes (Chair)
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
richard.wallis@dataliberate.com — @rjw
25+ Years – Library systems technology
10+ Years – Semantic Web & Linked Data
Independent Consultant, Evangelist & Founder
Working With:
• Google – Schema.org vocabulary, site, extensions 

documentation and community
• OCLC - Global library cooperative
W3C Community Groups:
• Schema Bib Extend (Chair)

• Schema.org for bibliographic data

• bib.schema.org
• Schema Architypes (Chair)
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
richard.wallis@dataliberate.com — @rjw
25+ Years – Library systems technology
10+ Years – Semantic Web & Linked Data
Independent Consultant, Evangelist & Founder
Working With:
• Google – Schema.org vocabulary, site, extensions 

documentation and community
• OCLC - Global library cooperative
• FIBO – Financial Industry Business Ontology
W3C Community Groups:
• Schema Bib Extend (Chair)

• Schema.org for bibliographic data

• bib.schema.org
• Schema Architypes (Chair)
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
richard.wallis@dataliberate.com — @rjw
25+ Years – Library systems technology
10+ Years – Semantic Web & Linked Data
Independent Consultant, Evangelist & Founder
Working With:
• Google – Schema.org vocabulary, site, extensions 

documentation and community
• OCLC - Global library cooperative
• FIBO – Financial Industry Business Ontology
• Various Clients – Implementing/understanding Schema.org
e.g. Singapore National Library Board - Europeana
W3C Community Groups:
• Schema Bib Extend (Chair)

• Schema.org for bibliographic data

• bib.schema.org
• Schema Architypes (Chair)
• Financial Industry Business Ontology – fibo.schema.org
• Tourism Structured Web Data (Co-Chair)
• Schema Course Extension
richard.wallis@dataliberate.com — @rjw
25+ Years – Library systems technology
10+ Years – Semantic Web & Linked Data
Linked Data
<SGML>
Linked Data
<SGML>
A Schema.org Family Tree
The Web Conceived
Tim Berners-Lee
The Web Conceived
● 1989●
March
Tim Berners-Lee
The Web Conceived
● 1989●
March
Tim Berners-Lee
Vague but exciting …
Semantic Web Arrives
Semantic Web Arrives
● 2001 ●
MAY
A vision of the future …
“A Linked Data Web” – Introducing Linked Data
“A Linked Data Web” – Introducing Linked Data
● 2009
Feb
Linked Data
The Infamous 

Open Linked Data Cloud
Linked Open Data
The Infamous 

Open Linked Data Cloud
Impressive!
Linked Open Data
The Infamous 

Open Linked Data Cloud
Impressive! • Raw RDF
• Many Vocabs
Linked Open Data
The Infamous 

Open Linked Data Cloud
Impressive! • Raw RDF
• Many Vocabs
Linked Open Data
The Infamous 

Open Linked Data Cloud
Impressive! • Raw RDF
• Many Vocabs
• SPARQL
Linked Open Data
The Infamous 

Open Linked Data Cloud
Impressive!
But Useful?
• Raw RDF
• Many Vocabs
• SPARQL
Schema.org: Where did that come from!
2
● 2011 ●
June
Introducing Schema.org
2
● 2011 ●
June
Introducing Schema.org
2
● 2011 ●
June
Introducing Schema.org
2
● 2011 ●
June
Introducing Schema.org
Knowledge Graph
Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph
Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph
Knowledge Graph
16
● 2012 ●
May
Google Knowledge Graph
Google Knowledge Graph
Google Knowledge Graph
Google Knowledge Graph
Google Knowledge Graph
Knowledge Graph
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Nancy Cartwright
Played By
Related Entities in a Graph
Knowledge Graph
Bart Simpson
Nancy Cartwright
Dayton Ohio
Played By
Born In
Related Entities in a Graph
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
Knowledge Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Sources for the Graph
Knowledge Graph
Powered by the Graph
Knowledge Graph
Powered by the Graph
Knowledge Panel
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Rich Snippets
Knowledge Graph
Powered by the Graph
Knowledge Panel
Info Box
Answer Box
Rich Snippets
Using Schema.org
Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
•Harvested during normal web crawls
Using Schema.org
•Data embedded in website html
-Microdata / RDFa / JSON-LD
•Harvested during normal web crawls
•Under control of the [site] publisher
Schema.org today
•In use on over 12 million domains
•Broad core vocabulary:
Schema.org today
•In use on over 12 million domains
•Broad core vocabulary:
-Types: 571 Properties: 832 Values: 114
•Extensions published:
Schema.org today
•In use on over 12 million domains
•Broad core vocabulary:
-Types: 571 Properties: 832 Values: 114
•Extensions published:
- auto.schema.org
- bib.schema.org
- health-lifesci.schema.org
Schema.org today
Schema.org
Schema.org
12+ Million
Web Sites
Schema.org
12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015
Schema.org
A de facto vocabulary for
structured data on the web12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015
Schema.org
A de facto vocabulary for
structured data on the web
So, what does it look like ….
12+ Million
Web Sites
Found On30% Pages*
* In a 10 billion page sample - 2015
A Bibliographic Example
WorldCat.org
A Bibliographic Example
WorldCat.org
A Bibliographic Example
WorldCat.org
A Banking Example
Banc of California
A Banking Example
Banc of California
A Banking Example
Banc of California
• [Linked Data] Vocabulary
• RDF (triples)
• URIs / string values
• Types / Properties / Enumerations
• “Not strongly typed”
• RangeIncludes / DomainIncludes
• Three serializations
• Microdata, RDFa, JSON-LD
• A web vocabulary to describe stuff!
Reintroducing Schema.org
What is Schema.org
• Librarians	…	
– Really	understand	their	domain	and	their	data	
– Good	at	cooperation	
• Early	Schema.org	–	Useful	but	not	good	enough	
• Form	a	W3C	Community	Group	–		Schema	Bib	Extend	
• Identified	public	data	sharing	use	cases	–	Knowledge	Graph	
• What	can't	you	do	with	Schema	as	it	is?	
• Fill	in	the	gaps	
• Create	real	examples	
• Proposed	enhancements	to	core	vocabulary	
• Proposed	more	focused	extension	–	bib.schema.org	
• A	few	iterations	–	2	years
A story from the library
How to make Schema.org work for you
The story behind Schema Bib Extend
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
Acknowledging the contributions
Schema.org Building on Communities
LRMI Continuing to Build and Influence
Schema.org

Where did that come from!
Richard Wallis
Evangelist and Founder

Data Liberate

richard.wallis@dataliberate.com

@rjw
DC- 2016

Copenhagen

October 13, 2016

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