1. Google Rich Snippets

2. Overview • May 2009, Google announced that they would be parsing the hCard, hReview, and hProduct microformats and using them to populate search result pages • These Rich Snippets give users convenient summary information about their search results at a glance • Structured data from pages showed in Google's search results • Enabled by embedding microformatsand RDFa

3. Development • October 2009 • Release of Rich Snippet testing tool • Extension of RDFasupport with some fields from FOAF and vCard • Mark-up of Video Content

4. Development • Support of multiple information types • Reviews • People profiles • Products • Business listings • Recipes • Events • Mark up • Microdata • Microformats • RDFa

5. Schema.org • June 2011, Introduction of schema.org (Google, Bing, Yahoo) as preferred way of annotation • Using microdata(is a balance between the extensibility of RDFa and the simplicity of microformats) markup format and a vocabulary that is shared by all search engines • Covers broad range of domains • Old (RDFa, Microformats) markups still work

6. GoodRelations and schema.org • GoodRelations • Powerful Web vocabulary specifically designed for e-commerce scenarios, covering business, store, product, offer, warranty, payment, delivery, and other information • For e-commerce scenarios, both schema.org and GoodRelations can be used • Combination of both maximize impact for the visibility in search engines • Use GoodRelations to extend schema.org markup in Microdata syntax • Use schema.org types to extend GoodRelations markup in RDFa syntax

7. Conclusions • Why annotate your website? • SEO • Visibility • Data integration possibilities for the future • Make a website understandable for humans as well as computers • Microdata annotation using schema.org vocabulary very interesting especially for businesses • Not all fields form schema.org influence the search results • Not clear yet if schema.org will be successful • Criticism around the fact that microdata is the only supported format