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Web Page Optimization for Facebook and Beyond
Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa
Prof. Dr. Martin Hepp E-Business and Web Science Research Group
http://www.unibw.de/ebusiness/
Facebook Open Graph Protocol • Specification for
additional HTML markup so that Facebook user’s can recommend your page and its content to their peers.
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I like this
Starbuck's
store!
Me Paul
Peter Mary
My Friends (Social Graph)
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How Does It Work? • Add a few extra lines to the header of your
Web page source code.
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Page Source Code (HTML)
Why Should I Care? • The embedded information will be used by
Facebook to know the topic of the page, plus a few additional facts. – “The page describes a café.” – Geo positions of locations mentioned on the page.
• So Facebook users can directly point their friends to stores, products, movies, etc., instead of just sharing links.
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But…
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…when you take the time to touch your your Web page headers for
Facebook‘s new feature, anyway, ...
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…you should also insert 10 – 20 lines of additional mark-up to the
body of the page about ...
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Products & Services Store Info Price & Payment
… using GoodRelations in RDFa.
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This will have at least three nice effects:
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# 1
More powerful Facebook applications
(because they can extract & recombine this rich information)
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More Powerful Facebook Applications
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Your Friend's Favorite Cafés
Starbucks, closes 10.30 p.m.
Miller's, closes 7.15 p.m.
Requirements
Accepts MasterCard
Wifi
Has Vegetarian Food
ON
ON
ON
GoodRelations markup provides fine-
grained data about available products,
services, payment options, opening
hours, etc.
Open Graph API
provides social aspect
of recommendations.
1
2
# 2
Enhanced Rendering in Yahoo (because Yahoo honors and displays this rich information, if
available)
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Yahoo Example
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# 3
Enhanced Ranking in Google (because Google rewards such rich mark-up as good content
with a higher rank in the organic search results)
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Dream Team: Open Graph + GoodRelations
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Page Source Code (HTML)
Header: Facebook Open Graph Markup
Body: GoodRelations Markup
Basic info about your page
Detailed info about your business, e.g. • Products & services, • Opening hours, • Prices, • Payment, • Discounts, and a lot more!
GoodRelations Example: Camera
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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart
Is it difficult?
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No. Simply copy-and-paste the GoodRelations HTML patterns into
your page. The exact position does not matter.
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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart
Will it make my page slow?
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No. The additional markup will be just 10 – 20 lines, 1 – 3 KB per
pages. You will not even notice the payload.
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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart
Is it expensive?
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No. GoodRelations is free.
It‘s available under a very liberal Creative Commons license.
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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart
So when you update your Web templates to make them ready for Facebook’s Open Graph API,…
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…make sure you also make them ready for GoodRelations.
It will pay out. It’s simple. And BestBuy is already doing it with
remarkable results.
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Please Follow-up:
http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart
Twitter: mfhepp Skype: mfhepp
Prof. Dr. Martin Hepp Chair of General Management and E-Business
Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217
Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/
http://purl.org/goodrelations/ [email protected]
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