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My presentation from the Super Session: Enhancing Search Results With Structured Data & Markup
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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
Initial Effort
• Publish data that has valuable meaning beyond keywords
• “Clean” and “Cool” URLS• Syntax: RDFa – Resource Description Framework in
Attributes• Ontologies– GoodRelations – The Web Vocabulary for Ecommerce– FOAF – Friend of a Friend– GEO – Basic methods for representing spatially-located
things
Now: Best Buy properties use Microdata and schema.org
Additional data elements drive customer engagement
Additional data elements drive customer engagement
Additional data elements drive customer engagement
Additional data elements drive customer engagement
Future DirectionGmail Actions in the inbox
Future DirectionGmail Actions in the inbox
<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "Order", "merchant": { "@type": "Organization", "name": "bestbuy.com" }, "orderNumber": "1234567890", "priceCurrency": "USD", "price": "29.99", "acceptedOffer": { "@type": "Offer", "itemOffered": { "@type": "Product", "name": "Vinotemp - Epicureanist 3-in-1 Wine Bottle Stopper" }, "price": “19.99", "priceCurrency": "USD", "eligibleQuantity": { "@type": "QuantitativeValue", "value": "1" } },"url": "https://www.bestbuy.com/orderconf/?orderID=1234567890"}</script>
Future Direction
• Pilot to improve visibility of product information on the web
GS1 GTIN Initiative
<span itemprop=”gtin13”>0887276965147</span>
http://semanticweb.com/gs1-explores-systems-standards-will-fit-semantic-web_b41164
Future DirectionFeeding knowledge
Future DirectionFeeding knowledge
Future DirectionFeeding knowledge
Future DirectionFeeding knowledge
Thank You!