As mentioned in my column onstring entity optimization, the use of structured data allows search engines like Google to understand your page content so it can display better search results, or answers, to user queries.
This month, Ill focus onLinked Open Data(LOD), which will allow you to publish structured data so it can beinterlinkedto establishrelationships. This is important, as the relationship between words allows a clear understanding of site content by search bots.
In my column aboutunderstanding entity search, I explained how semantic search uses an ontology (or language) like microdata, RDFa, etc., to break down a sentence into its subject, predicate and object to show therelationshipbetween the words in your content.
Linked Open Data builds on standard Web technology such as HTTP, RDF, URLs, etc., extending them so they can be can be read automatically by computers. Thats why its important for SEOs to understand and use LOD when applying structured data to content to make it easier for machines to read that content.
LOD is used to leverage sentences in the digital realm as we do in everyday life. Optimizing for semantic search using LOD is about using a digital rendition of natural language sentence structure as the basis for describing things (content). SEOs need to look toward the use of sentences rather than keywords in order to enhance content published on the Web or on Intranets.
It appears future SEO will require a more technical background. Most SEOs, myself included, will have to collaborate with the semantic Web community to iron out the details. This isnt some new optimization tactic for SEOs to cut-and-paste into their client pages; but its the very fabric of the Web and will require your time, energy, study and perseverance to work through it.
To explain what Linked Data consists of in simple terms, Tim Berners-Lee has defined the following LOD principles.
In his Design Issues: Linked Data, Berners-Lee provides four principles of linked data (paraphrased below):
To help explain more about what LOD is and how you can use it, Id like to share a recent interview with Kingsley Idehen, founder & CEO of OpenLink Software. Kingsley is an industry-acclaimed technology innovator and provider of technology that exploits LOD across the enterprise and World Wide Web.
Paul: Kingsley, can you give us an idea of what LOD is?
Follow this link:
Future SEO: Linked Open Data (LOD)