How Google is using Linked Data Today and Vision for Tomorrow

1. How Google is using Linked Data Today and Vision for Tomorrow Presented By:- Thomas Steiner Raphael Troncy Michael Hausenblas Reviewed By:- Sudeep Malik sudeepma@usc.edu Professor :- Chris Mattmann

2. 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. Introduction Linked Data today & Vision for Tomorrow

3. 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. How it fits in our course Linked Data today & Vision for Tomorrow

4. 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:- • RDFa • Microformats • Microdata Google Rich Snippet Formats and Support Linked Data today & Vision for Tomorrow

5. 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. Linked Data today & Vision for Tomorrow

6. Rich Snippets Example Linked Data today & Vision for Tomorrow

7. 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. How much of Semantic Markup is in use Linked Data today & Vision for Tomorrow

8. 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. Business Impact of Rich Snippets Linked Data today & Vision for Tomorrow

9. 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. Tomorrow’s Rich Snippets in Search Engines Linked Data today & Vision for Tomorrow

10. Philipp Poisel Concert Linked Data today & Vision for Tomorrow

11. A different class of extended Rich Snippets could be based on multimedia semantics in order to provide richer video search result. Example:- Video Snippet Linked Data today & Vision for Tomorrow

12. 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. Vision of Extended Rich Snippet Linked Data today & Vision for Tomorrow

13. In content-centric networking there are two kind of packages. • Interest Package. • 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. Content-Centric Networking Linked Data today & Vision for Tomorrow

14. 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. Triple-Centric Networking Linked Data today & Vision for Tomorrow

15. 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. Addition of 7a Layer Linked Data today & Vision for Tomorrow

16. Pros:- • Triple-centric networking is potential improvement to the host-to host networking infrastructure. • Cons:- • Code given in paper was not explained properly. • Should have elaborated more about formats in Rich Snippets. • Triple-centric is in experimentation form so its not a sure thing as of now. • Addition of new layer doesn’t seem very promising. Pros and Cons Linked Data today & Vision for Tomorrow