How Google is using Linked Data Today and Vision for Tomorrow

Presented By:- Thomas Steiner Raphael Troncy Michael Hausenblas

Reviewed By:- Sudeep Malik [email protected] :- Chris Mattmann

* How Google is using Linked Data Today and

Vision for Tomorrow

mailto:[email protected]

Introduction

*How Google make use of linked data for Displaying Rich Snippet.

* We will see an example .

* Then we give some thoughts how it can be extended in future.

* In the end we outline bottlenecks in current Internet which need to be fixed to make it work on web scale.

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How it fits in our course* These slides are related with the lecture of rich snippets

in our course which was the last lecture.

* You will see examples of how to embed RDFa, microformat in slides 10,16and 18.

* You can also see more examples of rich snippets in all our the course slides.

* This paper gives some insight how we can deploy rich snippets all over the web.

*Google Rich Snippet Formats and Support

* Google introduced Rich Snippets on May 12,2009.

* What is Rich Snippet? It is a small summary of the data that a user can expect to see on a page without loading the whole page.

* Formats Supported are:-a. RDFab. Microformatsc. Microdata


*RDFa (Resource Description Framework):- It adds a set of attribute level extension to HTML,XHTML and XML for embedding rich metadata within a web document.

* Microformat:- It is reusing the existing HTML/XHTML tags to convey metadata and other attributes in web pages.

*Microdata :- It is a proposed feature of HTML5 intended to provide a simple way to embed a semantic markup into HTML documents.


Rich Snippets Example


How much of Semantic Markup is in use

*Some statistics regarding semantic markup on web in June 2010.

* They also observed a general confusion with what parts of a document should be marked up at all.


Business Impact of Rich Snippets*How search results are displayed in snippets preview

involve a huge market.

*The overall tendency being an increasing number of impressions for Rich Snippets-enabled pages.

*It also result into higher click-through rate for pages with Rich Snippets.

*Example:- A sample of song so that user can make sure that he is looking for the same song.


Tomorrow’s Rich Snippets in Search Engines*Suppose we are searching for a music concert , things we

would expect are comparative Rich Snippets as shown in next slide.

*Next step is to bring the social experience, granted the user has given access to his social graph.

Example: A user’s decision criteria whether or not attend an event is often dependent on whom of the user’s friends plan to attend the concert.


Philipp Poisel Concert


Video Snippet* A different class of extended Rich Snippets could be

based on multimedia semantics in order to provide richer video search result.

Example:-


Vision of Extended Rich Snippet* Today’s Rich Snippets:- The content of snippet is exclusively determined by information in one particular Web page.

*Extended Rich Snippets:- The content of snippet will be from more than just one data Source. *For extended rich snippets we need to combine information

coming from various data sources for that we need an information sharing mechanism must be established.


Content-Centric Networking* In content-centric networking there are two kind of

packages.1. Interest Package.2. Data package.

* Interests get broadcast by consumers and as soon as a node can satisfy an interest, it responds with the data. Otherwise it rebroadcasts the interest.

* A certain piece of information satisfies an interest if the content name in the interest package is a prefix of the content name in data packet.


Triple-Centric Networking* This is derived from content-centric networking.* Packets after applying principle of content-centric to

Triple-centric.

*It is useful when many parties are interested in the same

content. Which is same case as with popular web pages.


Addition of 7a Layer* Some have proposed to add new Layer between

application layer and presentation layer ,that aims to make sense of the data in such a way that it establishes interoperability between different applications.

* One of the potential bottlenecks of rolling out multi data sources rich snippets could be avoided by moving triple propagation to this new Triple-centric Networking Layer.

* It establish the links between the data providers and facilitate the work of search engines to make sense of data and present it in efficient way.


Pros and Cons*Pros:-

1. Triple-centric networking is potential improvement to the host-to host networking infrastructure.

*Cons:-1. Code given in paper was not explained properly.2. Should have elaborated more about formats in Rich

Snippets.3. Triple-centric is in experimentation form so its not a

sure thing as of now.4. Addition of new layer doesn’t seem very promising.


Documents

How Google is using Linked Data Today and Vision for Tomorrow