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Re: schema.org and proto-data, was Re: schema.org as reconstructed from the human-readable information at schema.org

From: Guha <guha@google.com>
Date: Wed, 30 Oct 2013 11:55:38 -0700
Message-ID: <CAPAGhv8RQVDQ_iSqA1UagKQVCazz7R-_UifG3cuxLxpAjqiaCw@mail.gmail.com>
To: Peter Patel-Schneider <pfpschneider@gmail.com>
Cc: Christian Bizer <chris@bizer.de>, Martin Hepp <martin.hepp@unibw.de>, W3C Vocabularies <public-vocabs@w3.org>
No, consuming data in schema.org fields does not require the resources of a
major search company.

Guha


On Wed, Oct 30, 2013 at 11:50 AM, Peter Patel-Schneider <
pfpschneider@gmail.com> wrote:

> Well, sure, getting more information into easy-to-consume form is a great
> idea, and there are paths towards this goal.
>
> However, my question was whether consuming the data that is already in
> schema.org fields requires the resources of a major search company.   I
> would certainly hope not, but some posts here seemed to point that way.
>
> peter
>
>
>
> On Wed, Oct 30, 2013 at 1:57 AM, Christian Bizer <chris@bizer.de> wrote:
>
>> Hi Peter,****
>>
>> ** **
>>
>> while I agree that better documentation and examples are always a plus, I
>> think the problem lies elsewhere.****
>>
>> ** **
>>
>> Let’s take the example of  JobPostings again. Schema.org defines lots of
>> nice properties for describing job postings including “skills”,
>> “qualifications”, and “responsibilities”. But these properties are not used
>> by the data providers which describe job postings mostly (50% of the sites
>> that we examined) using the properties “title”, “jobLocation”, and
>> “description”.****
>>
>> ** **
>>
>> I think that the reason for this are the schemata used by most of today’s
>> HR databases. All of these databases are likely to have a job title and job
>> description field, but many won’t have skills, qualifications, and
>> responsibilities fields and also the departments of the companies deliver
>> job postings as free-text to the HR department and not nicely split into
>> different fields.****
>>
>> ** **
>>
>> So what do you do as a webmaster in charge of publishing your companies
>> job postings on the Web?****
>>
>> ** **
>>
>> You edit the PHP-script or other script that produces the HTML pages and
>> add Schema.org markup. This is a 10 minutes job.****
>>
>> Convincing all the departments of your company to deliver job postings to
>> you in a different, more structured format would be a large project and the
>> departments are likely not to cooperate as they don’t see the benefits of
>> the whole endeavor.****
>>
>> ** **
>>
>> So the problem is not missing documentation or that the webmaster is
>> stupid, but that the webmaster currently cannot do anything about it.****
>>
>> ** **
>>
>> I think the adoption path of the more specialized properties will be as
>> follows:****
>>
>> ** **
>>
>> **1.       **Many websites roughly markup their content using a minimal
>> set of schema.org terms. This is happening now.****
>>
>> **2.       **The major search engines like Google extract “skills”,
>> “qualifications”, and “responsibilities” from the free-text of the
>> description field using NLP techniques and start providing sophisticated
>> job search features (similar to the features provided by specialized job
>> portals today).****
>>
>> **3.       **The departments of our example company recognize that the
>> search engines make errors in guessing the features from the free-text and
>> that their job postings are thus harder to find than the job postings of a
>> competitor.****
>>
>> **4.       **Thus, they ask the HR or IT department what to about this
>> and a process is started inside the company to capture job postings in a
>> more structured way and to extent the current HR database with the required
>> fields for this.****
>>
>> ** **
>>
>> So the major driver for getting more structured data onto the Web are
>> mainstream applications consuming it. The rich snippets provided by search
>> engines today are a nice start, but I honestly hope that the major search
>> engines are already working on features such as improved job search and
>> that such features will be deployed soon.****
>>
>> ** **
>>
>> Especially for the job market, this is beneficial for everybody. Job
>> seekers get better market transparency as they don’t need to visit
>> different job portals anymore, but can find all job postings in a single
>> portal (the search engine). For companies offering jobs this is also better
>> as their add reaches more people and as they don’t need to pay portals like
>> Monster or StepStone thousands of dollar for the add anymore.****
>>
>> ** **
>>
>> Cheers,****
>>
>> ** **
>>
>> Chris****
>>
>> ** **
>>
>>
>>
>
>
Received on Wednesday, 30 October 2013 18:56:07 UTC

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