Schema.org and One Hundred Years of Search
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'Schema.org and One Hundred Years of Search' Libraries, Media and The Semantic Web BBC Academy, March 28th 2012, London Dan Brickley <[email protected] > Friday, March 30, 2012
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A talk from London SemWeb meetup hosted by the BBC Academy in London, Mar 30 2012. Video of the talk: http://www.youtube.com/watch?v=_-6mhdjE1XE See also http://www.meetup.com/LondonSWGroup/events/56987682/ http://openglam.org/2012/03/29/libraries-media-and-the-semantic-web-event-at-the-bbc/ https://twitter.com/#!/kansandhaus/status/185064835694862337
Transcript of Schema.org and One Hundred Years of Search
'Schema.org and One Hundred Years of Search'
Libraries, Media and The Semantic Web
BBC Academy, March 28th 2012, London
Dan Brickley <[email protected]>
Friday, March 30, 2012
In 20 minutes
• Introduce you to the schema.org initiative
• Revisit 'the Web before the Web' of 1912
• Use this to describe what's new with schema.org, ... and the practical choices we face when scaling to billions of users and pages
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Intro: Dan Brickley
• Ex-W3C, helped start Semantic Web project
• Worked on RDF/S, FOAF, SKOS & other standards around W3C
• Currently [email protected] working on <http://schema.org/> project
• See also <http://danbri.org/>, @danbri
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Back to 1912
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■ The Republic of China is proclaimed.■ Albert Berry makes the first parachute jump from a moving airplane.■ Prague Party Conference: Vladimir Lenin and the Bolshevik Party
break away from the rest of the Russian Social Democratic Labour Party.
■ France establishes a protectorate over Morocco.■ RMS Titanic strikes an iceberg in the northern Atlantic Ocean. ■ Paramount Pictures, the oldest American motion picture studio still in
operation, is founded■ Albania declares independence from the Ottoman Empire.■ First Balkan War■ Alan Turing, British mathematician is born
■ Semantic search over structured data goes mainstream, in Belgium.
source: http://en.wikipedia.org/wiki/1912
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Credit and thanks: W. Boyd RaywardFriday, March 30, 2012
Moteur Diesel. Philosophie des mathematiques. Les pecheries au Maroc et sur la cote d'Espagne. Finances Bulgares. Gyroscope. Culte de feu. Motocolture (garden). Evolution de la dent humaine. Emigration italienne. Casier civil. Chemin de fer de bagdad (railroad...). Planete Mars. Suffrage universel. Nevrose traumatique. Eugenism. Le saumon; Saumons manques et repeches. Boomerang. Fabrication del la cyanamide. Emigration des Juifs. Intoxications par le tabac. Quantite d'huile d'olive importee en Belgique. Jurisprudence des compagnies d'assurances en Angleterre, Hollande et Danemark...
Sample queries from 1912
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Search before search
• Paul Otlet, "the man who dreamed the Internet", http://www.youtube.com/watch?v=fmsOI5SdLkE
• "The International Centre organises collections of world-wide importance. These collections are the International Museum, the International Library, the International Bibliographic Catalogue and the Universal Documentary Archives. These collections are conceived as parts of one universal body of documentation, as an encyclopedic survey of human knowledge, as an enormous intellectual warehouse of books, documents, catalogues and scientific objects."
• Start at http://en.wikipedia.org/wiki/Mundaneum for full whole story
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Libraries, media & ...?
• Universal Decimal Classification (UDC) used in many 1000s of libraries today
• In BBC archive for 40 years, as 'Lonclass'
• Shows the challenge and promise of structured description
• So what's in Lonclass? What's not in Lonclass!
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Lonclass by example
• R672:32.007(47)YELTSIN:342.518.1THATCHER “TWO SHOTS OF MARGARET THATCHER AND BORIS YELTSIN”
• [BRITISH AEROSPACE].007.11PEARCE: 656.881:342.518.1THATCHER “LETTER TO MRS THATCHER FROM SIR AUSTIN PEARCE”
• 656.881:301.162.721:32.007THATCHER: 654.192.731TV-AM “MARGARET THATCHER'S LETTER OF APOLOGY TO TV AM”
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Compositional Semantics
• 656.881:301.162.721 “LETTERS OF APOLOGY”
• 656.881 “LETTERS (POSTAL SERVICES)”
• 656.881:06.022.6 “RESIGNATION LETTERS”
• 654.192.731TV-AM “TV AM (TELEVISION AM)”
(this work pre-dated modern linguistics, never mind computing...)
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Archives and classification
• Lonclass tells a story of the world; of this country at least; and a lot about the rest
• It is huge - 1000s of terms, composite sentence-like codes, and rather sparse
• It began with UDC in 1890s, and remains key to BBC's media archives even today
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And now for something new.
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Schema.org
• Search engine collaboration:
• Google, Bing, Yahoo! & Yandex
• Simple factual data for better search
• Launched June 2011, schema.org schema
• 300 classes, 261 properties & growing
• discussions: W3C WebSchemas group
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Example: Google Rich Snippets
See also Yandex's http://webmaster.yandex.ru/microtest.xml
From: http://www.google.com/webmasters/tools/richsnippets
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<div id="content-2-wide" itemscope itemtype="http://schema.org/CreativeWork">
<div class="star-box" itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<div class="txt-block"> <h4 class="inline">Stars:</h4> <a onclick="(new Image()).src='/rg/title-overview/star-1/images/b.gif?link=%2Fname%2Fnm0010930%2F';" href="/name/nm0010930/" itemprop="actors">Douglas Adams</a>, <a onclick="(new Image()).src='/rg/title-overview/star-2/images/b.gif?link=%2Fname%2Fnm0048982%2F';" href="/name/nm0048982/" itemprop="actors">Tom Baker</a> and <a onclick="(new Image()).src='/rg/title-overview/star-3/images/b.gif?link=%2Fname%2Fnm3035100%2F';" href="/name/nm3035100/" itemprop="actors">Hans Peter Brondmo</a></div>
Linked Data: see http://www.imdb.com/name/nm0010930/ for schema.org markup describing Douglas Adams as a http://schema.org/Person (jobTitle, birthDate, description, performerIn, ...).
On IMDB:
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What’s in the schema?
• Classes (types) e.g. LocalBusiness, Person, Organization, VideoObject, TVSeries...
• Properties (attributes) e.g. openingHours, transcript, productionCompany, streetAddress
• That’s all - a dictionary of terms, used for annotating data within normal Web pages
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event
place
intangibleLocalBusiness
Organization
CivicStructure
CreativeWork
Landform
UserInteraction
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Another example:
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<div itemscope itemtype="http://schema.org/Restaurant">
<span itemprop="name">GreatFood</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">1901 Lemur Ave</span> <span itemprop="addressLocality">Sunnyvale</span>, <span itemprop="addressRegion">CA</span> <span itemprop="postalCode">94086</span> </div> <span itemprop="telephone">(408) 714-1489</span> <a itemprop="url" href="http://www.dishdash.com">www.greatfood.com</a>
Hours: <meta itemprop="openingHours" content="Mo-Sa 11:00-14:30">Mon-Sat 11am-2:30pm <meta itemprop="openingHours" content="Mo-Th 17:00-21:30">Mon-Thu 5pm-9:30pm <meta itemprop="openingHours" content="Fr-Sa 17:00-22:00">Fri-Sat 5pm-10:00pm
Categories: <span itemprop="servesCuisine">Middle Eastern</span>, <span itemprop="servesCuisine">Mediterranean</span>
</div>
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Schema.org scope
• In-page structured data for search
• Not asking an unconstrained “so, how do we describe cars?”, but “how can we improve markup on existing pages that describe cars?” (or Comics, SoftwareApps, Sports, ...)
• Simplify publisher/webmaster experience
• Record agreements between search engines
• Central use case: augmented search results
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Schema.org and UDC• In many ways the opposite of UDC
• Small (by contrast), pragmatic, Web-based
• Yet by Semantic Web standards and culture, it is a big 'centralised' schema
• The art is finding ways to decentralise without creating chaos
• We don't want to re-invent UDC, or Wikipedia; but integrate such things into simple descriptive templates for search
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Lots missing! e.g. sports
• Current vocabulary emphasizes 'points of interest' on a map and sporting activities rather than sports content 'as entertainment'
• We also have terms to describe videos, TV shows etc., ...but no sports-specifics yet
• How deep to go? How to integrate with existing vocabulary? How to identify players, teams, kinds of 'football'? Video clips for that 'hand of God' goal?
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Job postings (done), rNews(done), Comics, Learning, ScholaryArticle, Software, Events, Genealogy, Real Estate, eCommerce, Health, Sports, Transport, Vehicles, Comments, Datasets, Bio, ... (+bugfixes, integration, ...)
http://www.w3.org/wiki/WebSchemas/SchemaDotOrgProposals
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Everything overlaps
• We added JobPosting; what if the job was sports-related?
• We're adding educational markup; does it help describe sports education, training?
• Is there a sports perspective on the health/medical vocabulary we're working on?
• Can't coordinate everything! Pragmatism...
* 'intertwingularity'
*
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Practicalities
• Delegation to external sources for enumerations and detail
• e.g. country codes from UN FAO or Wikipedia/DBpedia/Wikidata
• We don’t want to create big enumerations
• all the countries? sports? things that go on maps?
• Decentralised subclassing & property values
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Process
• Search partners retain ultimate oversight
• W3C hosts community group, discussion, wiki and proposal tracking
• Web Schemas group - planning monthly telecons at W3C, based around proposals
• Evolving, pragmatic, collaborative
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Compositional Semantics revisited• If we have SportsCentre and Karate, we
can we describe a Karate Club?
• If we have recipes vocab, and medical vocab, and restaurants, can we describe allergy free food?
• If UN have country codes, Wikipedia list religions, ... then we just re-use those
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And libraries
• If the library world share their controlled vocabularies as open SKOS linked data
• ...can we plug them directly into schema.org descriptions?
• of videos? news? scholarly articles? (yes)
• Why re-invent when you can collaborate?
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WebSchemas public-vocabs list
• Schema.org process
• Looking for rough consensus and incremental improvements
• Realistic examples, simplicity for publishers, and re-use of existing vocabulary are important
• <http://www.w3.org/wiki/WebSchemas/>
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