Drupal For Marketing

# RDF How the Semantic Web will boost your SEO

by Fintan Galvin, White Label Development

About me - Business

Owner of the IO1 Group White Label Development (www.white-label.biz)

Dedicated to working with marketing companies

IO1 (www.io1.biz)

Largest Drupal company in UK
Major sponsor for Drupal community

CVS, Testing.drupal.org, etc.

– –

Primary sponsor for RDF in Drupal 7 Semantic web Fanatics

Large-scale SEO experts

About me - Personal

10 years promoting the Semantic Web to anyone that would listen

Sun Tzu student Geek

The Semantic Web

A web aimed at machines, not people.

What is the Semantic Web?

Simply put.......

The Semantic Web allows us to

Explicitly provide information about stuff on websites so that software (e.g. A search engine) does not have to guess at what you meant when you wrote it
Provide intelligent links between stuff on the web

Wind - a common problem

I go out for a stroll on a breezy day and as I wind my way along, I feel the wind in my face.

This sets my mind thinking about how to improve the way that people wind up companies when they fall on their face?
Recently I was involved in the wind up of a company that was involved in making gears for wind up clocks.

Example without RDFA
What the users see :

I stayed in the Paris Hilton and met Paris Hilton.

What the search engines see : <p>I stayed in the Paris Hilton and met Paris Hilton.</p>

Example with RDFA
What the users see :

I stayed in the Paris Hilton and met Paris Hilton.

What the search engines see :

<p>I stayed in the <span property="vcard:Locality"> Paris</span><span typeof="vcard:Organization"> Hilton</span> and met <span typeof="foaf:Person" property="foaf:name">Paris Hilton</span>. </p>

Current Status

Widespread adoption of

Semantic publishers

RDFa

Yahoo


– –

Microformats
FOAF SIOC


– –

US Gov
Cnet Reuters


GEO
etc.


– –

Twitter
Dbpedia Digg



Kelkoo
Etc

http://esw.w3.org/topic/TaskForces/CommunityProjects/LinkingOpenData/DataSets

Imagine how much content I can generate from these datasets!
http://www4.wiwiss.fu-berlin.de/bizer/pub/lod-datasets_2009-07-14_colored.png

Who's making money ?

Freebase Tripit Wolframalpha
Travelocity Bing Swotti Google Panasonic

Professional services Usage Enterprise versions
Sales Advertisement Affiliate Advertisement Product Advisor

What it means to SEs

Stop the guess-work / Return better results Build more intelligent link graphs

Potential for major blackhat issues Directly compete with companies
– –

Business networks (Linkedin) Directories / Comparison sites


– –

Geo based services
E-commerce sites Social networks

You?

What do you get

Rich snippets More targeted traffic

Easier to analyse competitors Easier to integrate data from external sources
Easier to share data A chance to grab an advantage

SEO

Getting to No. 1

What is SEO

The ability to get your content to the top of search engine listings

“Drupal semantic web experts”
Yes, it’s tooooo easy to rank for long tail, bringing in quality issues for Search Engines

SEO Breakdown

On-Site SEO Off-site SEO Content tools Competitive / Market Research

On-site SEO - Overview

Now

Next

Words used
Page structure

As before
Meaning of words used

HTML


URLs
etc

Site structure

Expressed relationships between entities

On-site SEO : What we give search engines

Now

Next/Now

– – –

Robots.txt
sitemap.xml

Robots.txt
sitemap.xml RDFA RDF

Microformats

HTML + RDFa

HTML

RDFA

For users

For Computers

Structure information for viewing
● ● ● ●

Structure information for processing
● ● ● ●

H1 Bold

DC FOAF

UL
etc

SIOC
etc

On-site : How to Win

Add semantic information to your data
Adopt Early (well maybe not early, but don't be any later!) Get RDFA and microformats on your pages ASAP

Realise that opening your data up is critical
– –

Data silos are losing value Make sure you know what people can do with your data

USE STANDARDS
– –

Google et al don't know about your internal standards You don't have the time, you need to be focused on developing points of difference

USE DRUPAL ;-)

Off-Site SEO

Now
– –

Next
– –

Link Text No. of links

As before
SE will know exactly the context of links Links express relationships

Who links are from
SE guess context of links

<link about="[_:W3C]" rel="foaf:isPrimaryTopicOf" href="http://www.w3.org/" />

Off-site SEO : Old links

Off-Site SEO : Intelligent links

Off-site : How to Win

Promote your data's availability
– –

To search engines To people who are creative


Constantly push to have your data integrated into other sites

Make it easy for people to use semantic references to your data Create semantically rich sites focused on niches

Figure out how your site can be a partner in a niche i.e. what can you provide to others in the niche or outside your niche Think in terms of people creating web applications rather than web sites USE DRUPAL ;-)

Content Tools

Now

Next

Micro sites deployments Rapid Site deployments
Re-purposing data

All that just got easier
Rapid adoption of new niche standards Be able to give and take semantic data

External data Integration Content Distribution

Content Tools : How to Win

Use a CMS that can produce/consume semantic data
Have well established data structures with mappings to open standards Have well defined templates for publishing semantic data Start by adding any site wide elements you can

Ensure all pages provide at least some semantic data

e.g. DC.TITLE, DC.CREATOR

Speed

Ensure that you have the capabilities to rapidly deploy new content in any format needed

USE DRUPAL ;-)

Competitive research tools

Now
– –
– – –

Next
– –

Link research WHOIS / IP
Simple link graphs Simple tools Online services

As before Complex link graphs Complex in-house and online tools

Semantic content analysis

Competitive research - How to Win

Start building / using semantic tools now Build tools that aggregate semantic data from as wide a variety of sources as possible
Index and monitor your competitors’ sites for semantic data Monitor social data on individuals in competitors

Use DRUPAL ;-)

Drupal

What is Drupal

A framework and an application (according to Dries)
A web application framework (according to me)

A semantic content platform (definitely) A community

State of Drupal7 + RDF

Agreed final D7 features in Paris
Extended deadline for rdf in D7 IO1 stepped up to the plate and sponsored Scor to get it done Scor Delivered

My favourite commit

Why to use Drupal

It’s dedicated to the Semantic Web It’s incredibly flexible / scalable Drupal 7 is essentially a Semantic Web publishing framework
Views & Feed API Module brings Drupal's semantic capabilities to a whole new level

It’s way ahead of the competition

How long do you have?

It’s 9pm and someone just told you about the party that started at 8pm, how quick can you join in
It will buzz over the next 12-18 months Still time....

6 – 9 months to still grab advantages over competitors

Parting thought

The semantic web will move the end points
– –

Now it’s filtered by destination In future it will be filtered by trust

Q&A

THANK YOU!!

Contact Details: fintan@io1.biz Twitter: @suncao
Blog: http://www.io1.biz/blog/

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