1. STRUCTURED DATA
THE “FUTURE” OF SEARCH
Elias Dabbas
December 3, 2012
Monday, December 3, 12

2. “The future is already here, it’s just
not very evenly distributed.”
William Gibson
Monday, December 3, 12

3. UNDERSTAND THIS
I was at the big apple, eating a big apple, and working on
my big apple computer.
I’m working with the head of HR, Steve. Jobs, interviews,
payroll and everything else is his responsibility.
Monday, December 3, 12

4. UNDERSTAND THIS
I was at the big apple, eating a big apple, and working on
my big apple computer.
I’m working with the head of HR, Steve. Jobs, interviews,
payroll and everything else is his responsibility.
Entity Extraction
Monday, December 3, 12

5. UNDERSTAND THIS
City:NY Device:computer Fruit:apple
I was at the big apple, eating a big apple, and working on
my big apple computer.
I’m working with the head of HR, Steve. Jobs, interviews,
payroll and everything else is his responsibility.
Person:Steve Johnson: HR Head
Monday, December 3, 12

6. NEW PROTOCOL FOR STRUCTURED
MARKUP
Agreed on by top search engines
Established in June 2011
Continuously adding new schemas for different types of data
Monday, December 3, 12

7. SAMPLE ENTITY WITH ALL RELATED INFO
http://schema.org/LocalBusiness
Monday, December 3, 12

8. EXAMPLE
Beachwalk

9. Beachwear

11. Giftware
A

12. superb

13. collection

14. of

15. fine

16. gifts

17. and

18. clothing

19. to

20. accent

21. your

22. stay

23.
in

24. Mexico

25. Beach.
3102

26. Highway

27. 98
Mexico

28. Beach,

29. FL
Phone:

30. 850-648-4200
Understandable by humans
Need to know certain conventions
Monday, December 3, 12

31. WITH MICRODATA
div itemscope itemtype=http://schema.org/LocalBusiness
span itemprop=name
Beachwalk

32. Beachwear

34. Giftware
/span
span itemprop=description
A

35. superb

36. collection

37. of

38. fine

39. gifts

40. and

41. clothing

42. to

43. accent

44. your

45. stay

46. in

47.
Mexico

48. Beach.
/span
span itemprop=streetAddress
3102

49. Highway

50. 98
/span
/div
Monday, December 3, 12

51. SEARCH RESULTS SNIPPETS
Depends on query
Search engine tries to figure out the most relevant text to display
Monday, December 3, 12

52. RICH SNIPPETS IN ACTION
Monday, December 3, 12

53. THE NEXT LEVEL
Give me the recipe of a pizza
with feta, pita, spinach , olive, and
no pesto, that I can prepare in
less than 30 minutes and doesn’t
make me very fat
Monday, December 3, 12

54. Monday, December 3, 12

55. Monday, December 3, 12

56. Free text to express yourself
Needs intelligence, processing, and cost, and is not exact
Monday, December 3, 12

57. STANDARDIZE YOURSELF
Names in standard format
as registered in Facebook
Location in standard format
known to Facebook and
maps application
Posting information in standard structured format helps
Facebook better understand, analyze, and serve you
Monday, December 3, 12

58. MORE EXAMPLES
You are increasingly selecting options instead of writing using
free text
Monday, December 3, 12

59. Technology already available
Much simpler than regular search, similar to working with
a spreadsheet or database
Challenge on content creators to implement and update
their content
Monday, December 3, 12

60. Thank you...
SlideShare.net/eliasdabbas
Monday, December 3, 12