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Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014

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Ícaro Medeiros
Ícaro Medeiros

In my talk I walk throgh Semantic Web initiatives, like RDF and SPARQL, linked data principles, discuss some implementation and adoption issues and talk about semantic annotation in HTML. Semantic annotation using the Schema.org vocabulary is demonstrated using both HTML 5 Microdata or JSON-LD input. There is a strong highlight in benefits seen in Google search results with Rich Snippets, Actions in Email, and Google Now with real examples.

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LINKED DATA IN USE
LINKED DATA IN globo.com Ícaro Medeiros icaro.medeiros@gmail.com ! Time de Semântica semantica@corp.globo.com Front in Bahia 13/9/2014 USE Schema.org, JSON-LD, and hypermedia APIs
WHAT IS LINKED DATA?
SEMANTIC WEB ! DONE RIGHT
"I have a dream for the web in which computers become capable of analyzing all the data on the web - the content, links, and transactions between people and computers." Tim Berners-Lee
ROBERTO CARLOS GOAL AT MARACANÃ
http://www.bbc.co.uk/blogs/legacy/radiolabs/s5/linked-data/s5.html
http://www.bbc.co.uk/blogs/legacy/radiolabs/s5/linked-data/s5.html
Standard Vocabularies • Dublin Core: publications • FOAF: people • SIOC: online communities • DBPedia: Wikipedia in triples
Linked Data Principles 1. Use URIs as names for things 2. Use HTTP URIs so that people can look up those names. 3. When someone looks up a URI, provide useful information, using the standards (RDF*, SPARQL) 4. Include links to other URIs, so that they can discover more things.
Or… 1. Entity identity 2. Access 3. Structure 4. Integration
RDF AND SPARQL
Triple representation subject predicate object Neymar is a player Barcelona is a team Neymar plays for Barcelona
<Player> <Time> is a is a is a plays for <Neymar> <Barcelona> <Santos> <Partida> <BarcelonaXSantos:02082013> is a home team away team location <Camp Nou> date "2013/08/02"
RDF triples @prefix rdf: <http://www.w3.org/1999/02/22-rdf-syntax-ns#>. @prefix rdfs: <http://www.w3.org/2000/01/rdf-schema#>. @prefix foaf: <http://xmlns.com/foaf/0.1/>. @prefix dbpedia: <http://dbpedia.org/ontology> ! esportes:Neymar rdf:type dbpedia:SoccerPlayer ; rdfs:label "Neymar" ; foaf:name "Neymar da Silva Santos Júnior" ; dbpedia:birthDate "05/02/1992" ; owl:sameAs dbpedia:Neymar . Linking! datasets
LINKED DATASETS
SPARQL query Select all instances of dbpedia:SoccerPlayer class and its names ! ! ! SELECT ?player ?name FROM <http://dbpedia.org> WHERE { ?player rdf:type dbpedia:SoccerPlayer ; rdfs:label ?name . }
• Complexity (ontologies?) • NO clear advantage • Triplestore databases: immature • Missing a killer application • Fax problem • Slow adoption Problems
LINKED DATA WITHOUT RDF?
DON’T YOU WORRY ABOUT A schema.org/Thing
SCHEMA.ORG
Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014
RICH SNIPPETS GOOGLE NOW KNOWLEDGE GRAPH CLEAR ADVANTAGE
RICH SNIPPETS City Date Location
Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014
GMAIL https://developers.google.com/gmail/actions/reference/flight-reservation?hl=pt-BR
GOOGLE NOW
MAPS
SERP
<html itemscope itemtype="http://schema.org/Event"> <head> <title itemprop="name"> Front in Maceió </title> crawler! saves annotation! in KG search results! enhanced
ONE VOCABULARY TO RULE THEM ALL
HOW TO DO IT?
MICRODATA <html itemscope itemtype="http://schema.org/Event"> <head> <title itemprop="name"> Front in Bahia </title> ...
NESTED PROPERTIES <html itemscope itemtype="http://schema.org/Event"> ... <section itemprop="location" itemscope itemtype="http://schema.org/Place"> <span itemprop="name">CESMAC</span> <span itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="addressLocality"> Maceió </span> ...
Schema.org usage • Sample 12B pages (Google Index) • 6% domains • ~21% pages • Avg entities/page: 6 • Avg facts/page: 26 http://www.slideshare.net/rvguha/sem-tech2014c
JSON-LD
Plain old JSON { "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", }
JSON-LD { "@context": "http://schema.org", "@type": "MusicEvent", "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", }
Advantages • Semantic layer on top of JSON • Self-described • Can be added to existing APIs • JSON is extensively used • Data can be anchored in schema.org • Easy serialization to RDF
JSON-LD AND HYPERMEDIA APIS
GET /events/1 HTTP/1.1 Host: example.com ==================================== HTTP/1.0 200 OK ... Content-Type: application/json Link: <example.com/events/1.jsonld>; rel=http://www.w3.org/ns/json-ld#context; type=application/ld+json ! { "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", } Client follows link! (hypermedia API)
Self-described Resource { "@context": "http://schema.org", "@type": "MusicEvent", "@id": "/events/1", "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", }
Resource+links { "@context": "http://schema.org", "@type": "MusicEvent", "@id": "/events/1", "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", "offers": [{ "@id": "/events/1/offer/1", "@type": "Offer" }]} Client follows link
JSON-SCHEMA
Schema in different resource GET /events/1 HTTP/1.1 Host: example2.com ==================================== HTTP/1.0 200 OK … Content-Type: application/json; profile=/events/1/_schema ! { "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", } Client follows link (hypermedia API)
GET /events/1/_schema HTTP/1.1 Host: example2.com ==================================== HTTP/1.0 200 OK … ! { "title": "Event", "type": "object", "properties": { "name": {"type": "string"}, "url": {"type": "url"} }, "links": { "rel": "offers", "href": "/events/1/offers" } } Client does not know! URLs, just 'rel's
HYPERMEDIA APIS
Hypermedia? • Don’t remind URLS. Navigate! • Decoupling server and client • Content negotiation • Application treated as State Machine
GET / "links": [ { "href": “http://example.com/“, "rel": "self" }, { "href": "http://example.com/{resource_id}", "rel": "item" }, { "href": "http://example.com", "method": "POST", "rel": "create" }, { "href": "http://example.com/{resource_id}", "method": "DELETE", "rel": "delete" }, { "href": "http://example.com/?page=2", "method": "GET", "rel": "next" } ] { "items": [ { "title": "News", "@id": "http://example.com/news/", "resource_id": "news" }, { "title": "Sports", "@id": "http://example.com/sports/", "resource_id": "sports" } ]
resource_id:sports rel:item GET / /sports GET
self Relations /sports/Team/ Barcelona /sports/ Team inCollection item create replace delete
JSON-LD IN HTML
JSON-LD annotation <script type="application/ld+json"> [{ "@context": "http://schema.org", "@type": "MusicEvent", "name": "Keith Urban", "url": "http://www.keithurban.net/tour/420", "startDate": "2014-09-07", "performer": [{ "@type": "MusicGroup", "name": "Keith Urban", "sameAs": "http://www.keithurban.net"}], www.keithurban.net/tour Linking! datasets Same! vocabulary
"location": { "@type": "Place", "name": "Sleep Train Amphitheatre", "address": { "@type": "PostalAddress", "addressLocality": "Sacramento", "addressState": "CA", "addressCountry": "US" }}, "offers": [{ "@type: "Offer", "name": "TICKETS", "url": "http://www.keithurban.net/tour/420" }]} //... ] </script> Link is! followed! by crawler
{ "@context": "http://schema.org", "@type": "MusicEvent", // ... "offers": [{ "@type": "Offer", "name": "General Tickets", "price": "40.00", "priceCurrency": "USD", "availability": "InStock", "validFrom": "2014-02-15T10:00", "category": "primary", "url": "www.axs.com/events/248328/keith-urban-tickets" }]} keithurban.net/tour/420 ……..
www.axs.com/events/248328/keith-urban-tickets
JSON-LD IN EMAIL
<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "FlightReservation", "reservationNumber": "RXJ34P", "reservationStatus": "http://schema.org/Confirmed", "underName": { "@type": "Person", "name": "Eva Green" }, "reservationFor": { "@type": "Flight", "flightNumber": "110", "airline": { "@type": "Airline", "name": "United" }, //... </script>
GMAIL https://developers.google.com/gmail/actions/reference/flight-reservation?hl=pt-BR
OPEN GRAPH
Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014
Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014
TOOLS
SCHEMA.ORG
JSON-LD.ORG
g.co/StructuredData
http://www.google.com/webmasters/tools/richsnippets
STRUCTURED DATA MARKUP HELPER https://www.google.com/webmasters/markup-helper
https://www.google.com/webmasters/markup-tester/
Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014
Semantic annotation goes a looong way • +SEO • +Mobile Rich Info • Applications we don’t even know yet
github.com/! globocom/ IWantToWorkAtGloboCom
icaromedeiros.com.br • Pelican (Python) • Use ReStructuredText (rst) or Markdown • Generate static pages • Deploy to github pages easily • github.com/icaromedeiros/pelican-microdata
.. itemscope:: BusinessEvent :tag: p ! Today I have presented a talk in :itemprop:`Salvador <location>` at :itemprop:`Front in Bahia <name>`.
<p itemscope itemtype="http://schema.org/BusinessEvent"> Today I have presented a talk in <span itemprop="location">Salvador</span> at <span itemprop="name">Front in Bahia</span>. </p>
globo.com Ícaro Medeiros icaro.medeiros@gmail.com ! Semantic team semantica@corp.globo.com slides icaromedeiros.com.br slideshare.net/icaromedeiros

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Linked Data in Use: Schema.org, JSON-LD and hypermedia APIs - Front in Bahia 2014