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Toyota Motor Europe use of schema.org and auto.schema.org vocabularies [via Automotive Ontology Community Group]

From: W3C Community Development Team <team-community-process@w3.org>
Date: Tue, 12 Sep 2017 19:53:32 +0000
To: public-gao@w3.org
Message-ID: <bff7fe36b106334b42dada61104eef34@www.w3.org>
Toyota Motor Europe (TME), led in the area of Semantic SEO by MakoLab SA and
Hepp Research GmbH, has implemented elements of schema.org core and
auto.schema.org extension vocabularies in their websites across Europe.
The scope of the vocabularies use
In particular, TME’s Models and Specification Pages (e.g. Spec1 , Spec2) and
Grades Details Pages (e.g. Grade1, Grade2) contain schema.org markup with types
and properties from both core of schema.org and the automotive extension. In
some other pages (like the main car pages (e.g. Main1, Main2) there is
schema.org markup targeting the display of Google Rich Snippets

As an example of the use, let us see the use of the type EngineSpecification and
the properties: vehicleEngine and vehicleConfigurationin the following
 "@type": [ "Car", "ProductModel"],
 "name": "Toyota AYGO x Hatchback 5-dørs 1.0 VVT-i (69 hk) 5-trins manuelt",
 "description": " ",
 "vehicleConfiguration": "AYGO 5-dørs hatchback 1.0 VVT-i x",
 "vehicleEngine": {
 "@type": "EngineSpecification",
 "name": "1.0 VVT-i (69 hk)"
While the use of auto.schema.org seems to be quite modest in its scope, the size
of the set of URLs that contain elements of the markup is impressive: our
post-implementation assessment shows that objects of type Car are in almost
7000 URLs from the entire TME web landscape – already indexed by Google!
What are the effects of the markup?
So far, the fundamental effect of the markup will be to feed Google’s
Knowledge Graph. For example, we can already see that Google is looking for this
data as per example of the Knowledge Panel:


It is expected and highly anticipated, that the manufacturer’s websites with
Schema.org markup will be very trustworthy source of information for Google, and
the data in the Knowledge Panel will be coming from this source.

However, as the life of the markup has just started, we suspect that the data
marked up with Schema might be used for example in Tabular Search Results or so
called “Direct Answers”:

Today we can see that the data comes from various websites’ content (for
example from Wikipedia, manufacturer’s websites and other), but we suspect
they might be soon based to a higher extent on the most reliable data which is
the structured markup embedded into the pages of the manufacturer website.

It also worth noticing that the use of schema.org in the TME pages brings Google
Rich Snippets to life:

Despite using a small part of the schema.org and automotive extension
vocabularies in the TME websites the early results are quite promising and show
the impact of the schema.org markup on the Customer Search Experience related to
the manufacturer.


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Received on Tuesday, 12 September 2017 19:53:34 UTC

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