Best Buy’s schema.org Journey: Then and Now
Jay Myers | @jaymyers
Journey stop sign cc-‐by Joseph Novak
Original Web
Every store has valuable data that should be exposed
Experimental rich markup site outranked main site
“Shop URLs” serve as rich data experiences for both humans and machines
IniNal Effort
• Publish data that has valuable meaning beyond keywords
• “Clean” and “Cool” URLS • Syntax: RDFa – Resource Descrip:on Framework in A>ributes
• Ontologies – GoodRelaNons – The Web Vocabulary for Ecommerce – FOAF – Friend of a Friend – GEO – Basic methods for represenNng spaNally-‐located things
Now: Best Buy properNes use Microdata and schema.org
AddiNonal data elements drive customer engagement
AddiNonal data elements drive customer engagement
AddiNonal data elements drive customer engagement
AddiNonal data elements drive customer engagement
Future DirecNon Gmail AcNons in the inbox
Future DirecNon Gmail AcNons in the inbox
<script type="applicaNon/ld+json"> { "@context": "h`p://schema.org", "@type": "Order", "merchant": { "@type": "OrganizaNon", "name": "bestbuy.com" }, "orderNumber": "1234567890", "priceCurrency": "USD", "price": "29.99", "acceptedOffer": { "@type": "Offer", "itemOffered": { "@type": "Product", "name": "Vinotemp -‐ Epicureanist 3-‐in-‐1 Wine Bo`le Stopper" }, "price": “19.99", "priceCurrency": "USD", "eligibleQuanNty": { "@type": "QuanNtaNveValue", "value": "1" } }, "url": "h`ps://www.bestbuy.com/orderconf/?orderID=1234567890" } </script>
Future DirecNon
• Pilot to improve visibility of product informaNon on the web
GS1 GTIN IniNaNve
<span itemprop=”gNn13”>0887276965147</span>
h`p://semanNcweb.com/gs1-‐explores-‐systems-‐standards-‐will-‐fit-‐semanNc-‐web_b41164
Future DirecNon Feeding knowledge
Future DirecNon Feeding knowledge
Future DirecNon Feeding knowledge
Future DirecNon Feeding knowledge
Thank You!