From Structured Data to the
Knowledge Graph
Jason Douglas, Group Product Manager
Dan Brickley, Developer Advocate
Agenda
The end of search as we know it
Knowledge Graph
Schema.org and markup
Developer tools
What the future holds
Search is dramatically changing right before our eyes
Amit Singhal
Google, Inc.
Answer
Converse
Anticipate
Understanding the world
A Snoop by any other name...
Calvin Cordozar Broadus, Jr.
Snoop Scorsese Snoop Dogg
Big Snoop
Snoop Lion
Uncle Snoop Big Snoop Dog
Snoop Doogy Dog
DJ Snoopadelic
Snoopy Snoop Dog
Big Snoop Snoop Doggy Dog
Knowledge Graph
Knowledge Graph helps answer user's queries
... and know what things exist...
... summarize relevant facts about those things ...
... discover related things of interest
40 million entities
1 billion facts
freebase.com
developers.google.com/freebase
Freebase in your apps
Full weekly data dump in RDF Turtle
Reconciliation APIs for matching your data
Filtered entity autocomplete in any HTML form
Topic API for getting all facts for an entity
Structured Data from the Web
Reviews in
Knowledge
Panels
Events in
Knowledge
Panels
Statistics
Knowledge
Panels
Structured Markup
Schema.org
Schema.org partners
Schema.org - the wider community
So far, weve seen many tremendous enhancements to schema.org come from:
IPTC rNews group for News publishing
GoodRelations for products and e-commerce
W3C Government Linked Data Working Group for dataset description
LRMI for educational resources, co-led by the Association of Educational Publishers and
the Creative Commons
Many others, both individuals and organizations
see schema.org site for links to the W3C Web Schemas group, vocab proposals and more
Schema.org markup in practice
Thing Thing
Person
CreativeWork
Article Place
ScholarlyArticle
CivicStructure
Airport
MedicalScholarlyArticle
EventVenue
Blog
GovernmentBuilding
Book
CittyHall
ExercisePlan
Embassy
Event
LocalBusiness
ChildrensEvent
FinanicalService
Festival
BankOrCreditUnion
UserInteraction
UserBlocks
Product
UserComments
IndividualProduct
UsersDownloads
ProductModel
SomeProducts
Organization
Property
Markup examples
Describing a Movie with schema.org
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop="name">
Pirates of the Carribean: On Stranger Tides
</h1>
<span itemprop="description">
Jack Sparrow and Barbossa embark on a quest to find the elusive
fountain of youth, only to discover that Blackbeard and his
daughter are after it too.
</span>
</div>
Adding an Actor
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop="name">
Pirates of the Carribean: On Stranger Tides
</h1>
...
<div itemprop="actor" itemscope itemtype="http://schema.org/Person">
Starring: <span itemprop="name">Johnny Depp</span>, ...
</div>
</div>
Actor as a typed link
<div itemscope itemtype="http://schema.org/Movie">
<h1 itemprop="name">
Pirates of the Carribean: On Stranger Tides
</h1>
...
Starring:
<a href="/people/johnny_depp" itemprop="actor">Johnny Depp</a>,
...
</div>
Schema.org in a nutshell
These three patterns are at the core of schema.org markup:
attribute-value pairs where the value is...
something simple like the string "Johnny Depp"
a thing, but described inline within the same page
a thing, described in more detail on a linked page
Schema.org makes it possible to do useful things with the simplest of markup, but also provides
mechanisms that allow descriptions from multiple pages to be composed into larger and larger
linked graphs of structured data.
Introducing sameAs
<div itemscope itemtype=http://schema.org/Actor>
<span itemprop=name>Tom Hanks</span>
...
<a itemprop=sameAs
href=http://en.wikipedia.org/wiki/Tom_Hanks>
on Wikipedia
</a>
...
</div>
Invisible sameAs
<div itemscope itemtype=http://schema.org/Actor>
<span itemprop=name>Tom Hanks</span>
...
<link itemprop=sameAs
href=http://www.freebase.com/m/0bxtg>
on Wikipedia
</a>
...
</div>
Back to the future?
"Some link types for example express relationships
between the things described by two nodes."
From 1992 - http://info.cern.ch/hypertext/WWW/DesignIssues/LinkTypes.html
Webmaster (Developer) Tools
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What's Next?
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Answers about your world
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Actions
Questions?
Thank You!
Sandbox Q&A: 11am - 1pm
Dan Brickley: <
[email protected]>
