Semantic Optimization with Structured Data - SMX Munich

brought to you by…
March 2015
SEMANTIC OPTIMIZATION WITH
STRUCTURED DATA

@CraigBradford
Craig
Bradford
VP,
London
Distilled

But not Penguin
Image
Credit

Strings to Things
The goal in 2011

source: Tesco
Who is this?
Image
Credit

source: Tesco
Snoop Dog Snoop Doggy Dogg

source: Tesco
Snoopzilla

source: Tesco
Snoopzilla
Bigg Snoop Dogg

source: Tesco
DJ Snoopadelic
Snoopzilla
Bigg Snoop Dogg

source: Tesco
DJ Snoopadelic
Snoopzilla
Bigg Snoop Dogg
Snoop Lion

source: Tesco
<div
itemscope
itemtype="http://schema.org/Person">

<span
itemprop=“name">Snoop
Dog</span>

</div>
Microdata

source: Tesco
<div
vocab="http://schema.org/"
typeof="Person">

<span
property="name">Jane
Doe</span>

</div>
RDFa
<script
type="application/ld+json">

{

"@context":
"http://schema.org",

"@type":
"Person",

"name":
"Jane
Doe"

}

</script>
JSON-LD

source: Tesco
<div
itemscope
itemtype="http://schema.org/Person">

<span
itemprop="name">Snoop
Dog</span>

<span
itemprop="sameAs"
content="http://
en.wikipedia.org/wiki/Snoop_Dogg"></span>

</div>
SameAs tag introduced 2013

source: Tesco
Success
The reward

I won’t talk about any of
that today

Google’s mission is to organize the
world’s information and make it
universally accessible and useful.

No mention of
webpages or search
engines

source: Tesco
The old “Google it”
Search with words on a computer

source: Tesco
The old “Google it”
Get a list of webpages

source: Tesco
The new “Google it”
Search anywhere

source: Tesco
Get anything

Organise the world’s information

Useful data helps you get more done ✔️

How does Google help us get more done?

query
“london tube stations”

explicit aspect of query
implicit aspect of query
iPhone user, on street in London

explicit aspect of query
implicit aspect of query
iPhone user, on street in London
Critical
to

understanding
user

intent

1. Action (Do)
2. Informational (Know)
3. Navigational (Go)

“Download Adobe reader”
Likely user intent: Download software
“Do”

“Online personality test”
Likely user intent: Take an online personality test
“Do”

“Know”
“Germany”
Likely user intent: Find travel and tourism
information for planning a vacation or holiday, or
ﬁnd information about the German geography,
languages, economy, etc.
Much harder to know what you want

“How to remove candle wax
from carpet”
Likely user intent: Find information on how to
remove candle wax from carpet
“Know”

“Go”
“YouTube”
Likely user intent: Go to the homepage of
YouTube

Hard to say what you want from YouTube

“Sony customer services”
Likely user intent: Go to the customer support
page on oﬃcial Sony website
“Go”

UK
IP
Address
Information you want in search results

US
IP
Address
Implicit location information

KnowDo Go
Regular search
Knowledge graph
Answers

Strings to things
Things to actions

Strings to things
Things to actions
✔️
?

The future of structured data
isn’t about understanding what a
thing is, it’s about understanding
what a thing can do

How can you help people
get more done?

source: Tesco
More ways to achieve the same goal

Sometimes the best place to
do an action isn’t on a
webpage

Connection request
on mobile (I have
app installed)

source: Tesco
This gives Google a problem

source: Tesco
They can’t crawl apps
This gives Google a problem

1. What action can the app take?
2. Where should the action be done?
They need answers

1. What action can the app take?
2. Where should the action be done?
Structured data
They need answers

App ChangesWebsite Changes
1. Add
deep
link
annotations

2. Verify
your
website
in
Play
store
1. Update
the
app
manifest
file
How

Intent-filter
(What can this thing do?)

<intent-filter android:label="@string/filter_title_viewgizmos">
<action android:name="android.intent.action.VIEW" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
<data android:scheme="http"
android:host="www.example.com"
android:pathPrefix="/gizmos" />
Update Manifest File

Adding Deep Links
(Where should the action be done?)

android-app://{package_name}/{scheme}/{host_path}
Anatomy of a deep link
Package
IDProtocol • Scheme

• http

• custom
Host
Path

Example - Rick Roll - Get the URL
Package

• http

• custom
Host
Path
www.youtube.com/watch?v=dQw4w9WgXcQ

Find the YouTube App on Google Play
Package

• http

• custom
Host
Path
…store/apps/details?id=com.google.android.youtube

Combine
Protocol android-‐app://
Package
ID com.google.android.youtube/
Scheme http/
Host
Path www.youtube.com/watch?v=dQw4w9WgXcQ
+
+
+
=
android-‐app://com.google.android.youtube/http/www.youtube.com/watch?v=dQw4w9WgXcQ

https://twitter.com/craigbradford
Example - Follow me on Twitter
(Regular Link)

Taken to the mobile
version of the site

(Deep link)
bit.ly/craigsmx
Example - Follow me on Twitter

Add Deep Links to Your Website
<link>
element Schema.org
ActionsSitemap
<url>

Sitemap
<url>
<?xml
version="1.0"
encoding="UTF-‐8"
?>

<urlset
xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"

xmlns:xhtml="http://www.w3.org/1999/xhtml">

<url>

<loc>http://www.youtube.com/watch?v=dQw4w9WgXcQ</loc>

<xhtml:link
rel="alternate"
href="android-‐app://com.google.android.youtube/http/
www.youtube.com/watch?v=dQw4w9WgXcQ"
/>

</url>

...

</urlset>

Schema.org
Actions
<script

{

"@context":

"@type":
"WebPage",

"@id":
"www.youtube.com/watch?v=dQw4w9WgXcQ",

"potentialAction":
{

"@type":
"ViewAction",

"target":
"android-‐app://com.google.android.youtube/http/www.youtube.com/watch?
v=dQw4w9WgXcQ"

}

}

</script>

Verify your website and App
http://bit.ly/smxverify

*Terms and Conditions do
Apply
Android only (at the moment)

App indexing API
Web and App App Only
Deep linking and/or
indexing API
App indexing API

Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Zoopla Flats in London
Personalised
Autocomplete

Flats for sale
Flats for rent
Flats in London
Flat prices
Flat
Flats for sale
Flats for rent
Flats in London
Flat prices
Flat

Acquisition Behaviour Outcomes
• Reviews
• In-depth articles
• Social profiles
• Events
• Recipes
• etc.
Old structured data

Acquisition Behaviour Outcomes
• Deep linking • App indexing API
New structured data

No MaybeYes
How many emails could you answer with …

Yes,
subscribe
me
to
this

list
Confirm your Subscription?

Gmail Actions
1. In-App Actions
2. Go-to App Actions

112
In-App - RSVP
<script

{

"@context":

"@type":
"Event",

"name":
"John's
Birthday
Party",

...
information
about
the
event
...

"action":
{

"@type":
"RsvpAction",

"actionHandler":
{

"@type":
"HttpActionHandler",

"url":
"https://events-‐organizer.com/rsvp?
eventId=123",

"method":
"POST",

"requiredProperty":
"rsvpStatus",

}

}

}

</script>

113
Go-To - Watch Movie
<script

{

"@context":

"@type":
"EmailMessage",

"action":
{

"@type":
"ViewAction",

"url":
"https://watch-‐movies.com/watch?movieId=abc123",

"name":
"Watch
movie"

},

"description":
"Watch
the
'Avengers'
movie
online"

}

</script>

Approval guidelines
bit.ly/smxemailactions

How it looks in
Google inbox
It’s easy - here’s a fake event I created

How it looks in
Google inbox
Example script: bit.ly/1O8trsE

117
Can’t believe
Google I/O is at my
mum’s house…

118
Can’t believe
Google I/O is at my
mum’s house…
Example script: bit.ly/1O8trsE

Google is very good at identifying things

source: Tesco

Actions to Anticipation
(Anticipatory search)

“When
we
started
Google
15
years
ago,

my
vision
was
that
information
would

come
to
you
as
you
need
it.
You

wouldn’t
have
a
search
query
at
all.”

Sergey
Brin
Image
Credit

1. Potential - A description of an action that is
supported
2. Active - An in-progress action (e.g. while
watching the movie, or driving to a location)
3. Completed - An action that has already
taken place

source: Tesco
<script

{

"@context":

"@type":
"MusicGroup",

"url":
[

"http://www.spotify.com/artist/Katy-‐Perry-‐35141/",

"android-‐app://com.spotify.music/http/../listen"

],

"name":
"Katy
Perry",

"potentialAction":
{

"@type":
"ListenAction",

"target":
[

"http://www.spotify.com/artist/Katy-‐Perry-‐35141/?
autoplay=true&ext=1&playedFrom=197",

"android-‐app://com.spotify.music/http/../listen"

]

}

}

</script>
Music Play Actions
Match intent to potential actions

Google Now is getting better at anticipation

source: Tesco
The App Web
But it’s limited to Google data

Imagine Google had access to all your apps

1. Music you’ve listen to
2. Movies you’ve watched
3. Things you’ve eaten
4. Your heart rate
5. Where you are now
6. Where you might be going
7. Who you’re meeting
8. What you’re reading now
9. What you might read soon

It’s not a ridiculous possibility

+ +
Where you’re ﬂying to
When you’re ﬂying
When you’ve arrived What hotel you’re
staying in

+ +
=
Get to your hotel for €30
Nearest driver is 5 minutes away
Order Car Now
You recently took a Lyft from your home

+ +
=
Get to your hotel for €30
Nearest driver is 5 minutes away
Order Car Now
You recently took a Lyft from your home
They can probably do this now just using only
structured data from flight and hotel confirmation
emails.

It’s
amazing
to
the
extent
to
what

software
developers
kind
of
get
lazy,

and
they’re
okay
with
things
taking
a

while,”
Page
said.
“But
it’s
really
not

okay.
Obsessed by speed Image
Credit

Extensions are helping but still not great

http://bit.ly/smxcardsRead this
The trend of cards

So that’s anticipation V1…

How far can Google go?
What about diagnosis?

Meet Tom
We made a
bet
Get under 10%
body fat in 6
weeks

81.1kg
Feb
13th
87.2
kg
April
13th
+
6.1kg
I had been going to the gym for a while

81.1kg
Feb
13th
+
6.1kg
Start
Bet started early May
87.2
kg
April
13th

Measured at University of Westminster

Measured at University of Westminster
Not me

Starting
Numbers
17.2% Body
fat

I exercised 6/7 days, quit alcohol and
tracked every meal for 6 weeks!

81.1kg
Feb
13th
+
6.1kg
Start
I lost a lot of weight quickly
87.2
kg
April
13th

Finishing
Numbers
11.2% Body
fat

But something interesting
happened

I started to notice what food made me feel
really good and what made me feel bad

Around the same time I read about “The
pulse test” by Dr. Arthur Coca
Image
Credit

It is based on the fact that allergens
speed up the pulse. It consists
essentially of testing isolated foods in
order to tell which ones accelerate the
pulse.

It is based on the fact that allergens
speed up the pulse. It consists
essentially of testing isolated foods in
order to tell which ones accelerate the
pulse.
Could our smartphones and smart watches
do all this for us?

+
What you’ve eaten Your heart rate throughout
the day

+
What you’ve eaten Your heart rate throughout
the day
=
You might be lactose intolerant
Visit your GP
Book an appointment
We’ve detected irregularities in your
heartbeat when you consume lactose.

The building blocks behind
this is structured data

Key points
1. The future of structured data isn’t about understanding
what a thing is, it’s about understanding what a thing
can do (Strings - Things - Action - Anticipation)
2. Use structured data to help people get more done
3. Use structured data to influence all parts of your
marketing (Acquisition - Behaviour - Outcomes)
4. Start planning for a world of APIs and cards

Thank You
Craig Bradford
@CraigBradford

I’m speaking at SearchLove Boston

Semantic Optimization with Structured Data - SMX Munich

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