Web 2.

0 & Search Engines
Search Engine Strategies 2008
<div id="hcard-Ambles-Kwok" class="vcard"> <span class="fn">Ambles Kwok</span>

Ambles Kwok Inc

<span class="title">Sr. Engineering Manager</span>

Senior Engineering Manager

Yahoo! Canada <div class="org">Yahoo! Canada</div></div>

What I am (and am not) about to tell you?
 SEO: The Goal  Web 2.0 & Semantic Web  SEO + Semantic Web = SEO 2.0  Yahoo! Semantic Web Strategy in Search

✗ Optimize your AJAX/Flash/UGC pages ✗ Cover details all Microformats ✗ Comparing eRDF, RDF, and RDFa ✗ Create your first SearchMonkey



SEO: The Basics Picture by Flickr user lynac Picture by Flickr user mari781008 • SEO – Drive Traffic – Lots of Traffic – How? • Be found • Drive Click Thru -3- YAHOO! CONFIDENTIAL .

Web 2.0 (definition by tag cloud) Tag Cloud by Markus Angermeier -4YAHOO! CONFIDENTIAL .

Semantic Web (definition by example) <b> vs. <em> -5- YAHOO! CONFIDENTIAL .

Content vs. Contextual Data • Paris Hilton • Hilton (in) Paris <div id="hcard-Paris-Hilton" class="vcard"> <span class="fn">Paris Hilton</span> </div> <div id="" class=“hcard"> <div class="org">Hilton</div> <div class="adr”> <span class="locality">Paris</span> </div> </div> -6- YAHOO! CONFIDENTIAL .

Semantic Web – Before you know it! rel=“nofollow” <a href=http://myblog.com/ rel=“nofollow”>myblog</a> -7- YAHOO! CONFIDENTIAL .

com/tag/seo/" rel="tag">seo</a> <a href="http://upcoming.Live Semantic Web Example: SES 2008 on Upcoming hCard hReview <div class="hreview"> <span class="reviewer vcard">Reviewer: <span class="fn url”> <a href=http://upcoming.yahoo.com/tag/sem/" rel="tag">sem</a> <a href="http://upcoming.yahoo. 2008</abbr></span> <div class="description”>Looking forward!</div> </div> rel-tag <a href="http://upcoming.com/user/159507/>Ambles</a> </span> <abbr class="dtreviewed" title="20080623T2300-0400”>June 13.yahoo.com/tag/online/" rel="tag">online</a> … -8YAHOO! CONFIDENTIAL .yahoo.

1 • Leverage semantic web to enable blended search -9YAHOO! CONFIDENTIAL .0 + Yahoo! = • SearchMonkey + POSH = SEO 2. hEvent.Yahoo’s SearchMonkey • Web 2.0 • Supported HTML Annotations: microformats. XFN 1. hReview. hAtom. & RDFa • Supported Microformats: hCard. eRDF.

10 - YAHOO! CONFIDENTIAL .SearchMonkey Live Example .

11 - YAHOO! CONFIDENTIAL .SearchMonkey Example .

12 YAHOO! CONFIDENTIAL .yahoo.A Few SearchMonkey Examples http://gallery.search.com/ .

13 - YAHOO! CONFIDENTIAL .Semantics Web & SEO? What does it mean to me? How does Semantics Web affect my Search Engine Strategy? .

friends and significant others. business acquaintances. • You search for a specific date and receive a list of categorized events occurring on that date that people have posted on their website.com/archives/how-microformats-affect-search-engine-optimization-seo/ . and documents that people have decided to relate to the word “Ford mustang” through tagging on their website.14 YAHOO! CONFIDENTIAL . • You search for a product and receive a list of reviews related to that product which people all over the net have posted on their website.Imagine … • You perform a search for a person’s name and see their family tree.usweb. Source: http://blog. along with the ability to download their vCard (possibly to your handheld) • You search for a keyword such as “Ford mustang” and receive a list of sites. photos.

Semantic Web Search & Conclusion • “Context is King!” • Keywords.0 • Structured pages are SEO 2.15 - YAHOO! CONFIDENTIAL . & links are SEO 1.0 • Semantic Web is NOW! Adopt it NOW! • Semantic Web + Search Engine • Think outside the browser • Define your own heatmap . URL.

org/2001/sw/ • SearchMonkey: http://developer.org/ .Appendix: Resources • Contact: ambles@yahoo-inc.yahoo.com • Semweb/SW: http://www.16 - YAHOO! CONFIDENTIAL .com/searchmonkey/ • Microformats: http://microformats.w3.

Facts • Yahoo SearchMonkey supports microformats.17 YAHOO! CONFIDENTIAL (permalink) . eRDF. and RDFa • Microsoft Outlook supports hCalendar • Google Maps supports hCard • Alexa (AWSP) supports hCard Search .

0 Definition • Web 2. Source: O’Reilly Radar “Web 2.0 is a set of economic. and network effects.18 YAHOO! CONFIDENTIAL . openness.Web 2.0 Principles and Best Practices” . social. distinctive medium characterized by user participation. and technology trends that collectively form the basis for the next generation of the Internet – a more mature.

19 YAHOO! CONFIDENTIAL .0 (definition by tag cloud) Tag Cloud by Markus Angermeier .Web 2.

20 - YAHOO! CONFIDENTIAL .Mircoformats (µf) • A schema to provide contextualization • New buzzword after XML .

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