Drupal Rdf

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

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White Label Development (www.white-label.biz) –

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Dedicated to working with marketing companies

IO1 (www.io1.biz) –

Largest Drupal company in UK

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Major sponsor for Drupal community ●

CVS, Testing.drupal.org, etc.

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Primary sponsor for RDF in Drupal 7

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Semantic web Fanatics

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Large-scale SEO experts

About me - Personal ●

10 years promoting the Semantic Web to anyone that would listen

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Sun Tzu student

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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

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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 :

I stayed in the Paris Hilton and met Paris Hilton.

Example with RDFA What the users see :

I stayed in the Paris Hilton and met Paris Hilton.

What the search engines see :

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

Current Status ●

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Widespread adoption of

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Semantic publishers

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RDFa

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Yahoo

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Microformats

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US Gov

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FOAF

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Cnet

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SIOC

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Reuters

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GEO

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Twitter

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etc.

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Dbpedia

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Digg

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Kelkoo

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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

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Professional services

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Tripit

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Usage

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Wolframalpha

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Enterprise versions

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Travelocity

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Sales

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Bing

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Advertisement

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Swotti

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Affiliate

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Google

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Advertisement

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Panasonic

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Product Advisor

What it means to SEs ●

Stop the guess-work / Return better results

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Build more intelligent link graphs

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Potential for major blackhat issues

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Directly compete with companies –

Business networks (Linkedin)

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Directories / Comparison sites

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Geo based services

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E-commerce sites

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Social networks

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You?

What do you get ●

Rich snippets

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More targeted traffic

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Easier to analyse competitors

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Easier to integrate data from external sources

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Easier to share data

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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”

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Yes, it’s tooooo easy to rank for long tail, bringing in quality issues for Search Engines

SEO Breakdown ●

On-Site SEO

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Off-site SEO

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Content tools

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Competitive / Market Research

On-site SEO - Overview ●

Now

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Next

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Words used

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As before

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Page structure

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Meaning of words used

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Site structure

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HTML

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URLs

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etc

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Expressed relationships between entities

On-site SEO : What we give search engines ●

Now

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Next/Now

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Robots.txt

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Robots.txt

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sitemap.xml

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sitemap.xml

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RDFA

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RDF

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Microformats

HTML + RDFa ●

HTML

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RDFA

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For users

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For Computers

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Structure information for viewing

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Structure information for processing

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H1

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DC

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Bold

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FOAF

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UL

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SIOC

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etc

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etc

On-site : How to Win ●

Add semantic information to your data

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Adopt Early (well maybe not early, but don't be any later!)

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Get RDFA and microformats on your pages ASAP

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Realise that opening your data up is critical

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Data silos are losing value

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Make sure you know what people can do with your data

USE STANDARDS –

Google et al don't know about your internal standards

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You don't have the time, you need to be focused on developing points of difference

USE DRUPAL ;-)

Off-Site SEO ●

Now

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Next

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Link Text

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As before

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No. of links

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Who links are from

SE will know exactly the context of links

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Links express relationships

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SE guess context of links



Off-site SEO : Old links

Off-Site SEO : Intelligent links

Off-site : How to Win ●

Promote your data's availability –

To search engines

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To people who are creative

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Constantly push to have your data integrated into other sites

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Make it easy for people to use semantic references to your data

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Create semantically rich sites focused on niches

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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

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Next

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Micro sites deployments

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Rapid Site deployments

All that just got easier

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Re-purposing data

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External data Integration

Rapid adoption of new niche standards

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Be able to give and take semantic data

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Content Distribution

Content Tools : How to Win ●

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Use a CMS that can produce/consume semantic data Have well established data structures with mappings to open standards

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Have well defined templates for publishing semantic data

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Start by adding any site wide elements you can

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Ensure all pages provide at least some semantic data –

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Speed –

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e.g. DC.TITLE, DC.CREATOR

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

USE DRUPAL ;-)

Competitive research tools ●

Now

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Next

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Link research

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As before

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WHOIS / IP

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Simple link graphs

Complex link graphs

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Simple tools

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Online services

Complex in-house and online tools

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Semantic content analysis

Competitive research - How to Win ●

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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)

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A web application framework (according to me)

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A semantic content platform (definitely)

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A community

State of Drupal7 + RDF ●

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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

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It’s incredibly flexible / scalable

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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

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It will buzz over the next 12-18 months

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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

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In future it will be filtered by trust

Q&A

THANK YOU!!

Contact Details: [email protected] Twitter: @suncao Blog: http://www.io1.biz/blog/