SEO for the Semantic Web
-
Upload
mihai-gheza -
Category
Technology
-
view
6.088 -
download
0
description
Transcript of SEO for the Semantic Web
![Page 1: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/1.jpg)
How do the machines know what Tasty Wheat what Tasty Wheat
tasted like?Mouse – The Matrix
![Page 2: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/2.jpg)
Short SEO HistoryShort SEO History• Web1 0• Web1.0
• Web2.0Web2.0
• Web3.0
![Page 3: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/3.jpg)
GenesisGenesis
• A story of the Internet byA story of the Internet, by
• Solving the most important problems
l i fl d b• Greatly influenced by one man…
![Page 4: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/4.jpg)
Tim Berners‐LeeTim Berners Lee
“the World Wide Web is Berners-Lee's alone. He designed it. He loosed it on the gworld. And he more than anyone else has fought to keep it open, nonproprietary and free.”
Time Magazine 1999Time Magazine, 1999
![Page 5: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/5.jpg)
The ProblemThe Problem
• Where can I find the information?Where can I find the information?
“Our ineptitude in getting at the record is largely caused by the artificiality of the systems of indexing ”systems of indexing.
The Atlantic Monthly, 1945
![Page 6: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/6.jpg)
Archie, 1990Archie, 1990
• Indexed file names andIndexed file names and
• Returned results based on pattern matching
![Page 7: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/7.jpg)
Web1 0Web1.0
![Page 8: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/8.jpg)
Web1.0Web1.0
• Means HTMLMeans HTML
• Is born in 1991, with the help of
i ( ) h l f d d• Tim Berners‐Lee (TBL), who also founded
• WWW Consortium (W3C) at MIT, and also
• Created WWW Virtual Library – the 1st catalog
![Page 9: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/9.jpg)
Yahoo Directory, 1994Yahoo Directory, 1994
• Vertical = categories is likeVertical = categories... is like
• “Show me all the stuff and I’ll handle it”
ll i d d ff hi h• Manually indexed stuff, which was
• OK for starters, but…
• Websites quickly grew in number and
• Y! started charging money for one listingY! started charging money for one listing
• Increasingly more money...
![Page 10: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/10.jpg)
![Page 11: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/11.jpg)
,1994,1994
• First SE to fully search textFirst SE to fully search text
• Bought by AOL, then
S ld i hi h• Sold to Excite, which
• Excite went bankrupt and
• WebCrawler ends up bought by InfoSpace
![Page 12: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/12.jpg)
Other “Search Engines”Other Search Engines
• 1994 reaches 60mil pages in ‘961994, reaches 60mil pages in 96
• 1995, bought by Overture, bought by Y!
996 h b h b• 1996, meta search, bought by Lycos
• 1997, bought by IAC/InterActiveCorp
• 1999, bought by Overture, meaning Y!
![Page 13: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/13.jpg)
Shopping fun, right?Shopping fun, right?
![Page 14: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/14.jpg)
, 1998, 1998
• Open Directory ProjectOpen Directory Project
• Each listing is checked and certified by a volunteervolunteer
• The main source for Google Directory
![Page 15: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/15.jpg)
Current State of Search IndustryCurrent State of Search Industry
![Page 16: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/16.jpg)
Web1.0 ProblemsWeb1.0 Problems
• SE couldn’t understand text soSE couldn t understand text, so
• They said “why don’t you implement some meta tags (description & keywords) so we canmeta tags (description & keywords) so we can get a glimpse of what you’re saying”
Th l f i h• The relevancy of a page with respect to a keyword was determined by a few factors, so
• It was very easy to abuse and spam, therefore
• Search Results had poor qualityp q y
![Page 17: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/17.jpg)
Web2 0Web2.0
![Page 18: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/18.jpg)
Web2.0Web2.0
• Is coined by Tim O’Reilly yetIs coined by... Tim O Reilly, yet
• TBL later said that “web2.0” is a stupid, meaningless term and that he thought of itmeaningless term and that he thought of it first in ’96 anyway
![Page 19: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/19.jpg)
Web2.0 meansWeb2.0 means
• which grew apart because ofwhich grew apart because of
• PageRank (1998) invented by
& S i h d d h l f• Larry & Sergei who adapted the algo from
• An MIT professor who had developed
• A nasty mathematical formula for positioning keywords in a 3d space model based on the y prelevancy that one kw holds … whatever
![Page 20: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/20.jpg)
PageRank actually meansPageRank actually means
• That a link is a vote andThat a link is a vote and
• Not all links are created equal, so
h li k• It matters who links to you
• Just like in our real life society
![Page 21: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/21.jpg)
• Read the content of pages really well just thatRead the content of pages really well, just that
• Pages were crappy:N t d d di– Non‐standard coding
– Ugly tech (like applets)
– Senseless IA
• So Google said: “don’t do evil and try to nicely format the info, according to W3C standards”(remember TBL)
![Page 22: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/22.jpg)
Enter the SEOEnter the SEO
![Page 23: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/23.jpg)
SEOSEO
• Is a multitude of practices aimed at facilitatingIs a multitude of practices aimed at facilitating the indexing of pages by search engines
• Evolves as the ranking algorithm changes and• Evolves as the ranking algorithm changes, and
• Of course, the algorithm is kept secret.
![Page 24: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/24.jpg)
SEO actually meansSEO actually means
Courtesy of Kelly Ishikawa
![Page 25: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/25.jpg)
SEO actually meansSEO actually means
• An on‐going battle between bots & SEO guysAn on going battle between bots & SEO guys
• Now 100+ factors influence ranking
d ’d lik k h i lk b h• And I’d like to take the time to talk about each one of them in the following…
![Page 26: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/26.jpg)
Just kiddingJust kidding
![Page 27: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/27.jpg)
My SEO Cheat SheetMy SEO Cheat Sheet
• Consider:Consider:1. Page Titles2. URLs (mod_rewrite)3. Anchor Text4. Website Architecture (IA)5. Link Title & Alt Images6. Relevant content (text)7 Sitemap xml7. Sitemap.xml8. Hosting9. Freshness9. Freshness
![Page 28: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/28.jpg)
ResourcesResources
Matt Cutts Blog
Mihai’s SEO Cheat Sheet :D
![Page 29: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/29.jpg)
Web2.0 ProblemsWeb2.0 Problems
• © for pictures articles books etc© for pictures, articles, books, etc
• PPC fraud
i• Privacy
• Search Engine SPAM
• Link bombing
• Paid linksPaid links
• But more important...
![Page 30: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/30.jpg)
Web2.0 ProblemsWeb2.0 Problems
• SE still don’t understand what the $#%@SE still don t understand what the $#%@ you’re talking about
• Crawling a website’s interface to extract info is• Crawling a website s interface to extract info is almost insane
![Page 31: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/31.jpg)
Web3 0Web3.0
![Page 32: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/32.jpg)
Web3.0Web3.0
• Means semantic webMeans semantic web
• Attention migrates from syntax/formatting to semantics andsemantics and
• Meta Data (data about the data) becomes...
![Page 33: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/33.jpg)
Web3.0Web3.0
&
Resource Description MicroformatsResource DescriptionFramework
Microformats
![Page 34: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/34.jpg)
Resource Description FrameworkResource Description Framework
• A kind of XMLA kind of XML
• RDF = Subject + Predicate + Object
S O i l hi h• S + P + O creates a Triple which
• Can describe almost anything in the universe
• Triples are connectable (eg: FOAF)
• RDFa = XHTML + RDF (W3C compliant)RDFa XHTML + RDF (W3C compliant)
![Page 35: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/35.jpg)
MicroformatsMicroformats
• hCalendar • hCard• rel‐tag• VoteLinks• XFN• Geo• hResumehR i• hReview
• etc
![Page 36: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/36.jpg)
Case StudyCase Study
![Page 37: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/37.jpg)
SPARQLSPARQL
• SPARQL Protocol and RDF Query LanguageSPARQL Protocol and RDF Query Language
• Standardized on 15th Jan 08 (1 month ago) and
d d b ?• Endorsed by?... TBL
"Trying to use the Semantic Web withoutSPARQL is like trying to use a relational Q y g
database without SQL“
TBLTBL
![Page 38: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/38.jpg)
PotentialPotential
• With SPARQL you skip the presentation layerWith SPARQL you skip the presentation layer
• You can query ad‐hoc any API, so
d ’ d l i d h f• You don’t need to crawl in advance, therefore
• Information will be as fresh as it gets
![Page 39: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/39.jpg)
And possibilitiesAnd possibilities
• Query: “I can has pizza?”Query: I can has pizza?
• Returns: A f i d f (XFN F b k)– A friend of yours (XFN ‐ Facebook)
– has a colleague (FOAF ‐ LinkedIN) who
( )– said that they make good pizza (hReview ‐ yelp) at
– a restaurant nearby (geo – Gmaps)
– Tip: U2 in concert today (hCalendar ‐ upcoming)
![Page 40: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/40.jpg)
Perhaps now we can seePerhaps now we can see
• Why Social Networking Communities areWhy Social Networking Communities are worth so much, even though most of them don’t have a revenue model– Facebook– LinkedIN– Meebo– Beebo – Pipu...
• They/We are the databases of the future
![Page 41: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/41.jpg)
![Page 42: SEO for the Semantic Web](https://reader033.fdocuments.in/reader033/viewer/2022051313/54b392c24a7959f9038b456f/html5/thumbnails/42.jpg)
Thanks!Thanks!
“Most of the right choices in SEO come from asking: What’s the best thing for the user?”g g
Matt Cutts
Mih i GhMihai Gheza
Creative Commons Attribution‐Noncommercial‐Share Alike 3.0 Unported License.