Semantic Optimization with Structured Data - SMX Munich
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Transcript of Semantic Optimization with Structured Data - SMX Munich
brought to you by…
March 2015
SEMANTIC OPTIMIZATION WITH STRUCTURED DATA
@CraigBradford
Craig BradfordVP, LondonDistilled
2011...
We had Panda
Image Credit
But not Penguin
Image Credit
(Not Provided)
Schema.org
Strings to Things
The goal in 2011
source: Tesco
Who is this?Image Credit
source: Tesco
Snoop Dog
source: Tesco
Snoop Dog Snoop Doggy Dogg
source: Tesco
Snoop Dog Snoop Doggy Dogg
Snoopzilla
source: Tesco
Snoop Dog Snoop Doggy Dogg
SnoopzillaBigg Snoop Dogg
source: Tesco
Snoop Dog Snoop Doggy Dogg
DJ Snoopadelic
SnoopzillaBigg Snoop Dogg
source: Tesco
Snoop Dog Snoop Doggy Dogg
DJ Snoopadelic
SnoopzillaBigg Snoop Dogg
Snoop Lion
source: Tesco
<div itemscope itemtype="http://schema.org/Person"> <span itemprop=“name">Snoop Dog</span> </div>
Microdata
source: Tesco
<div vocab="http://schema.org/" typeof="Person"> <span property="name">Jane Doe</span> </div>
RDFa<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Person", "name": "Jane Doe" } </script>
JSON-LD
source: Tesco
<div itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Snoop Dog</span> <span itemprop="sameAs" content="http://en.wikipedia.org/wiki/Snoop_Dogg"></span> </div>
SameAs tag introduced 2013
source: Tesco
Success
The reward
source: Tesco
source: Tesco
I won’t talk about any of that today
Google’s mission is to organize the world’s information and make it
universally accessible and useful.
No mention of webpages or search
engines
source: Tesco
The old “Google it”
Search with words on a computer
source: Tesco
The old “Google it”
Get a list of webpages
source: Tesco
The new “Google it”
Search anywhere
source: Tesco
The new “Google it”
Get anything
Organise the world’s information
Universally accessible?
Useful?
Useful? That depends…
Useful data helps you get more done ✔️
How does Google help us get more done?
Understanding user intent
query
“london tube stations”
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
explicit aspect of query
implicit aspect of query
iPhone user, on street in London
“london tube stations”
Critical to understanding user intent
1. Action (Do) 2. Informational (Know) 3. Navigational (Go)
“Download Adobe reader” Likely user intent: Download software
“Do”
Standard set of results
“Online personality test” Likely user intent: Take an online personality test
“Do”
Standard set of results
“Know”
“Germany” Likely user intent: Find travel and tourism
information for planning a vacation or holiday, or find information about the German geography,
languages, economy, etc.
Much harder to know what you want
Results reflect that
“How to remove candle wax from carpet”
Likely user intent: Find information on how to remove candle wax from carpet
“Know”
No need to visit a page
“Go”
“YouTube”
Likely user intent: Go to the homepage of YouTube
Hard to say what you want from YouTube
“Sony customer services”
Likely user intent: Go to the customer support page on official Sony website
“Go”
UK IP Address
Information you want in search results
US IP Address
Implicit location information
KnowDo Go
Regular search Knowledge graph
Answers
Strings to things
Things to actions
Strings to things
Things to actions
✔️
?
The future of structured data isn’t about understanding what a thing is, it’s about understanding
what a thing can do
How can you help people get more done?
source: Tesco
More ways to achieve the same goal
Sometimes the best place to do an action isn’t on a
webpage
“The LinkedIn Problem”
Connection request on mobile (I have
app installed)
Directed to a login page
Directed to a login page
source: Tesco
This gives Google a problem
source: Tesco
They can’t crawl apps
This gives Google a problem
They need our help
1. What action can the app take?
2. Where should the action be done?
They need answers
1. What action can the app take?
2. Where should the action be done?
Structured data
They need answers
The reward
App ChangesWebsite Changes
1. Add deep link annotations 2. Verify your website in Play store
1. Update the app manifest file
How
App Changes
Intent-filter (What can this thing do?)
<intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> <data android:scheme="http" android:host="www.example.com" android:pathPrefix="/gizmos" />
Update Manifest File
Adding Deep Links (Where should the action be done?)
android-app://{package_name}/{scheme}/{host_path}
Anatomy of a deep link
Package IDProtocol • Scheme • http • custom
Host Path
android-app://{package_name}/{scheme}/{host_path}
Example - Rick Roll - Get the URL
Package IDProtocol • Scheme • http • custom
Host Path
www.youtube.com/watch?v=dQw4w9WgXcQ
android-app://{package_name}/{scheme}/{host_path}
Find the YouTube App on Google Play
Package IDProtocol • Scheme • http • custom
Host Path
…store/apps/details?id=com.google.android.youtube
CombineProtocol android-‐app://
Package ID com.google.android.youtube/
Scheme http/
Host Path www.youtube.com/watch?v=dQw4w9WgXcQ
+
+
+
=android-‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ
https://twitter.com/craigbradford
Example - Follow me on Twitter
(Regular Link)
Taken to the mobile version of the site
(Deep link)bit.ly/craigsmx
Example - Follow me on Twitter
Native App
Add Deep Links to Your Website
<link> element Schema.org ActionsSitemap <url>
<link> element
<html> <head> ... <link rel="alternate" href="android-‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ" /> ... </head> <body> … </body>
Sitemap <url>
<?xml version="1.0" encoding="UTF-‐8" ?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>http://www.youtube.com/watch?v=dQw4w9WgXcQ</loc> <xhtml:link rel="alternate" href="android-‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ" /> </url> ... </urlset>
Schema.org Actions
<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebPage", "@id": "www.youtube.com/watch?v=dQw4w9WgXcQ", "potentialAction": { "@type": "ViewAction", "target": "android-‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ" } } </script>
Verify your website and App
http://bit.ly/smxverify
*Terms and Conditions do Apply
Android only (at the moment)
No Website?
App indexing API
Web and App App Only
Deep linking and/or indexing API App indexing API
App Indexing API
Page 1
Page 1 Page 2
Page 1 Page 3Page 2
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Personalised Autocomplete
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Acquisition Behaviour Outcomes
• Reviews • In-depth articles • Social profiles • Events • Recipes • etc.
Old structured data
Acquisition Behaviour Outcomes
• Deep linking • App indexing API
New structured data
What about Email?
No MaybeYes
How many emails could you answer with …
104
Accept Invite?
Yes, subscribe me to this list
Confirm your Subscription?
Yes No Maybe
RSVP
Gmail Actions
1. In-App Actions 2. Go-to App Actions
One-Click Action
Save Confirm
RSVP
Reviews
Go-to Actions
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In-App - RSVP<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Event", "name": "John's Birthday Party", ... information about the event ... "action": { "@type": "RsvpAction", "actionHandler": { "@type": "HttpActionHandler", "url": "https://events-‐organizer.com/rsvp?eventId=123", "method": "POST", "requiredProperty": "rsvpStatus", } } } </script>
113
Go-To - Watch Movie
<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "EmailMessage", "action": { "@type": "ViewAction", "url": "https://watch-‐movies.com/watch?movieId=abc123", "name": "Watch movie" }, "description": "Watch the 'Avengers' movie online" } </script>
Approval guidelines
bit.ly/smxemailactions
How it looks in Google inbox
It’s easy - here’s a fake event I created
How it looks in Google inbox
Example script: bit.ly/1O8trsE
117
Can’t believe Google I/O is at my
mum’s house…
118
Can’t believe Google I/O is at my
mum’s house…
Example script: bit.ly/1O8trsE
More benefits to email markup
Natural language search
This doesn’t work in gmail
Google is very good at identifying things
Funny looking dog
Combine things beer+Seattle
Why is that useful?
source: Tesco
The new “Google it”
Actions to Anticipation (Anticipatory search)
“When we started Google 15 years ago, my vision was that information would
come to you as you need it. You wouldn’t have a search query at all.”
Sergey Brin
Image Credit
Action Status
1. Potential - A description of an action that is supported
2. Active - An in-progress action (e.g. while watching the movie, or driving to a location)
3. Completed - An action that has already taken place
source: Tesco
<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "MusicGroup", "url": [ "http://www.spotify.com/artist/Katy-‐Perry-‐35141/", "android-‐app://com.spotify.music/http/../listen" ], "name": "Katy Perry", "potentialAction": { "@type": "ListenAction", "target": [ "http://www.spotify.com/artist/Katy-‐Perry-‐35141/?autoplay=true&ext=1&playedFrom=197", "android-‐app://com.spotify.music/http/../listen" ] } } </script>
Music Play Actions
Match intent to potential actions
Google Now is getting better at anticipation
source: Tesco
The App Web
But it’s limited to Google data
Imagine Google had access to all your apps
1. Music you’ve listen to 2. Movies you’ve watched 3. Things you’ve eaten 4. Your heart rate 5. Where you are now 6. Where you might be going 7. Who you’re meeting 8. What you’re reading now 9. What you might read soon
Done Doing Might Do
It’s not a ridiculous possibility
+ +Where you’re flying to When you’re flying
When you’ve arrived What hotel you’re staying in
+ +=
Get to your hotel for €30
Nearest driver is 5 minutes away
Order Car Now
You recently took a Lyft from your home
+ +=
Get to your hotel for €30
Nearest driver is 5 minutes away
Order Car Now
You recently took a Lyft from your home
They can probably do this now just using only structured data from flight and hotel confirmation
emails.
It’s amazing to the extent to what software developers kind of get lazy, and they’re okay with things taking a while,” Page said. “But it’s really not
okay.
Obsessed by speed Image Credit
Apps are slow
Extensions are helping but still not great
Google Now
Google Inbox
Twitter Cards
So that’s anticipation V1…
How far can Google go?
How far can Google go? What about diagnosis?
Meet Tom
Meet Tom
We made a bet
Meet Tom
We made a bet
Get under 10% body fat in 6
weeks
81.1kg Feb 13th
87.2 kg April 13th
+ 6.1kg
I had been going to the gym for a while
81.1kg Feb 13th
+ 6.1kg
Start
Bet started early May
87.2 kg April 13th
I took this very seriously
Measured at University of Westminster
Measured at University of Westminster
Not me
Starting Numbers
17.2% Body fat
I exercised 6/7 days, quit alcohol and tracked every meal for 6 weeks!
81.1kg Feb 13th
+ 6.1kg
Start
I lost a lot of weight quickly
87.2 kg April 13th
Finishing Numbers…
Finishing Numbers
11.2% Body fat
My Reaction to the news…
But something interesting happened
I started to notice what food made me feel really good and what made me feel bad
Around the same time I read about “The pulse test” by Dr. Arthur Coca
Image Credit
It is based on the fact that allergens speed up the pulse. It consists
essentially of testing isolated foods in order to tell which ones accelerate the
pulse.
It is based on the fact that allergens speed up the pulse. It consists
essentially of testing isolated foods in order to tell which ones accelerate the
pulse.
Could our smartphones and smart watches do all this for us?
+What you’ve eaten Your heart rate throughout
the day
+What you’ve eaten Your heart rate throughout
the day=You might be lactose intolerant
Visit your GP
Book an appointment
We’ve detected irregularities in your heartbeat when you consume lactose.
The building blocks behind this is structured data
Key points
1. The future of structured data isn’t about understanding what a thing is, it’s about understanding what a thing can do (Strings - Things - Action - Anticipation)
2. Use structured data to help people get more done 3. Use structured data to influence all parts of your
marketing (Acquisition - Behaviour - Outcomes) 4. Start planning for a world of APIs and cards
Thank You
Craig Bradford
@CraigBradford
I’m speaking at SearchLove Boston
