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Slides from my talk at the Semantic Technology Conference 2010 in the session "Semantic Tools for More Profitable Online Commerce" http://semtech2010.semanticuniverse.com/sessionPop.cfm?confid=42&proposalid=2930
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SEO, RDF and GoodRelations An Implementation by a Major
Industry Online Retailer
Martin Hepp Email [email protected]
Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/
What’s SEO, Really?
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1. Being visible for potential buyers
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2. Articulating the value proposition
But: Often flattened to just the price tag…
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3. For a large number of items
Example Number of Products
BestBuy > 400 k Amazon > 4 Mio. Typical small shops 1 … 10 k items
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Semantic SEO Using product master data to articulate your
value proposition over the Web
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Semantic SEO: Immediate Effects • Improved Yahoo Rendering
• Google Price Info
• Ranking / Information Entropy
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Semantic SEO: Near-term Effects • Linking Datasheets & Offers • Linking Offers & Location Info • Semantic Affiliate Marketing
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How-to: Shop Recipe • Put basic RDFa in "about" page • Put RDFa template into "item" page
template • Make sure you have a sitemap.xml • Extensions
– Data dump in RDF/XML – Exposing own categories & feature
vocabulary 9
Effort • 15 – 30 lines of additional markup per
template • Data mapping • Validation • Quality control
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Page Size and Loading Time: No Problem Main Page (KB) Product Item Page (KB)
HTML Total HTML Total BestBuy 102 815 236 1536 Amazon 187 736 286 712 eBay 54 445 75 849
Mean 114 665 199 1032
Main Page Product Item Page HTML Total HTML Total
Minimal 1,40% 0,24% 1,31% 0,25% Full 2,19% 0,38% 3,22% 0,62% With Features
n/a n/a 6,03% 1,16%
Regular Pages
Increase by GoodRelations
in RDFa
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Experiences • Relatively straightforward to do • Easy, if site / templates are already up-to-
date – Valid Markup: XHTML / HTML 5 – sitemap.xml
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Conclusion • Use SEO & SearchMonkey effect to justify
effort now • Practically no impact on page speed &
traffic • One type of markup serves current SEO,
Yahoo, Google, and the Web 3.0
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Resources • GoodRelations Snippet Generator
– http://www.ebusiness-unibw.org/tools/grsnippetgen/
• GoodRelations Quickstart Guide – http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart
• Magento Extension – http://bit.ly/cZEVQV
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Contact
Martin Hepp Email [email protected]
Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/
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