1. schema.org, an ontology for discovery on the web Phil Barker, Heriot-Watt University http://people.pjjk.net/phil @philbarker

2. Centre for Educational Technology and Interoperability Standards Supporting innovation and interoperability in educational technology http://jisc.cetis.ac.uk Learning Resource Metadata Initiative Make it easier to find educational resources by developing a common metadata framework (within schema.org) to describe their educational characteristics http://www.lrmi.net

3. Schema.org is a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines. On-page markup helps search engines understand the information on web pages and provide richer search results. A shared markup vocabulary makes easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. Search engines want to make it easier for people to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure. Schema.org FAQ http://schema.org/docs/faq.html (June 2011) schema.org

4. Screenshot of MIT OCW page licence CC:BY-NC-SA http://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/

5. Adapted screenshot of MIT OCW page licence CC:BY-NC-SA http://ocw.mit.edu/courses/mathematics/18-03sc-differential-equations-fall-2011/ Resource Title Creators Description Resource Type Educational level URI Publisher Subject Keywords Goals Pre-requisites

6. schema.org = ontology + syntax Hierarchy of types, each with own properties Microdata or RDFa in HTML

7. Instructor(s) Prof. Arthur Mattuck Prof. Haynes Miller Dr. Jeremy Orloff Dr. John Lewis Level Undergraduate

8. (some) schema.org types

11. schema.org properties for Thing Thing additionalType (a URL) description (text) image(a URL) name(text) url(a URL) (Expected type for property)

12. (some) schema.org properties Creative Work about(a schema.org Thing) author(a schema.org Person or Organization) copyrightHolder(a schema.org Person or Organization) dateCreated(a Date) publisher(a schema.org Organization) and many, many more.... Plus, from Thing additionalType, description, image, name, url

13. Emphasis on simplicity and search Prof. Arthur Mattuck Should be <p itemprop="author" itemscope itemtype="http://schema.org/Person"> Prof. Arthur Mattuck But even the former helps Google

14. Other observations  The ontology is growing (discussion at Public-vocabs@w3.org)  Being implemented by web sites See http://webdatacommons.org/vocabulary-usage-analysis/  Implementation by Google?  Not much obvious use yet  Difficult to know what Google does in background  Can use to build “niche” searches via Google CSE

15. Conclusion Consider using schema.org to help build more sophisticated search services by disambiguating information exposed in web pages.

16. Licence and attribution This work is licensed under the Creative Commons Attribution 3.0 Unported licence. To view a copy of this licence, visit http://creativecommons.org/licenses/by/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California 94105, USA. By Phil Barker, JISC CETIS