1. An Introduction to Semantic Web Structured Data “It is very hard for search engines to understand the structure and semantics of data embedded in an HTML page. To create these snippets, Google needs the help of hundreds of thousands of webmasters around the world, and by extension, content management systems like Drupal, Joomla!, and others. Specifically, Google is asking all of us to surface structured data to their crawlers by marking up our HTML with RDFa and Microformats.” -Semanticweb.com, 2010

2. Structured Data An Introduction to Semantic Web • Conventions (a tangent) • Microdata / Microformats (back on track)- Formats: Rich Snippets, RDFa, Microformats- Supported Content Types: Reviews, People, Products, Business, Recipes, Events, Music • Example: Schema.org Module • Testing Tool

3. Conventions & Magic An Introduction to Semantic Web

4. Magic Methods An Introduction to Semantic Web <fieldset class="collapsible"> <legend class="collapse-processed"> <a href="#">Click to Collapse</a> </legend> <div class="fieldset-wrapper" style="display: block;"> <p>This is how you collapse code. Now what?</p> <p></p> </div> </fieldset>

5. Rich Snippets & MicroFormats An Introduction to Semantic Web <div (Hey Google, this is a person)> <div (this is his name)>John Smith</name> <div (this is his image)><img /></div> <div (this is his title)>Web Developer</title> </div>

6. Structured Data An Introduction to Semantic Web /tangent

7. Rich Snippets & Microformats An Introduction to Semantic Web Rich Snippets:

8. Rich Snippets & MicroFormats An Introduction to Semantic Web Micro Formats: Think of it as Metadata for your Element Tags. • Earliest forms of Micro Formats: • Vcards • RSS Feeds “Reader” extrapolates descriptive info about the content in your tags

9. Rich Snippets & Microformats An Introduction to Semantic Web Rich Snippets:

10. Rich Snippets & MicroFormats An Introduction to Semantic Web Several Frameworks RDFa, Microdata, Schema.org RDFa example: <span property="name" lang="en">John Smith</span> Microdata example: <span itemprop="name" lang="en">John Smith</span>

11. Drupal & RDFa An Introduction to Semantic Web Resource Description Framework Drupal 7 core ships with some default RDF mappings for each built in content type like blog posts, articles, forums. You can change them or specify mappings for the new content types you might create on your site with the RDF module. Schema.org Schema.org provides a collection of shared vocabularies webmasters can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo! You use the schema.org vocabulary, along with the microdata format, to add information to your HTML content. While the long term goal is to support a wider range of formats, the initial focus is on Microdata.

12. Drupal & RDFa: Out of the Box An Introduction to Semantic Web Demo: Drupal 7 Integration

13. Demo: Creating a Person Content Type An Introduction to Semantic Web Schema.org http://schema.org/Person

14. Demo: Creating a Person Content Type Demo: Schema.org Module

15. Demo: Google Rich Snippet Testing http://www.google.com/webmasters/tools/richsnippets