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    Semantic SearchMonkey

    Uploaded by

    Paul Tarjan
    Semantic Search + SeachMonkey talk given at Yahoo! Hacku event. http://developer.yahoo.com/hacku http://developer.yahoo.com/searchmonkey

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    Semantic SearchMonkey

    Uploaded by

    Paul Tarjan
    260 views39 pages
    Semantic Search + SeachMonkey talk given at Yahoo! Hacku event. http://developer.yahoo.com/hacku http://developer.yahoo.com/searchmonkey

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    © Attribution Non-Commercial (BY-NC)

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    Semantic Search + SeachMonkey talk given at Yahoo! Hacku event. http://developer.yahoo.com/hacku http://developer.yahoo.com/searchmonkey

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    260 views39 pages

    Semantic SearchMonkey

    Uploaded by

    Paul Tarjan
    Semantic Search + SeachMonkey talk given at Yahoo! Hacku event. http://developer.yahoo.com/hacku http://developer.yahoo.com/searchmonkey

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 39

    Monkey with the Semantic Web

    SearchMonkey

    Presentation by:

    Paul Tarjan, Chief Technical Monkey


    ([email protected])

    Online at:

    http://www.slideshare.net/ptarjan/semantic-searchmonkey
    The web was / is fragmented

    Funny pictures
    Super secret
    military site

    Friend’s
    website
    University Cool
    event page bookmarks
    So we added search to find stuff

    Google Yahoo

    Super
    Funny
    secret
    pictures
    military site

    Friend’s
    University website Cool
    event page bookmarks
    But there are many similar sites

    Facebook Events Evite Events Upcoming Events

    Youtube Metacafe Vimeo

    Digg Reddit Technorati

    Let’s treat these as “views” onto “objects”


    Wouldn’t it be cool if you could do:

    •  object:video creator:”Paul Tarjan”


    length<=60s
    Wouldn’t it be cool if you could do:

    •  object:video creator:http://paulisageek.com/
    length<=60s
    Wouldn’t it be cool if you could do:

    •  object:game name:”Desktop Tower Defense”


    version:1.5 publishdate:”May 2 2005”
    Wouldn’t it be cool if you could do:

    •  object:video author:”The Escapist”


    game:”Left 4 Dead”
    It gets even
    cooler
    Aggregation:

    •  object:review type:camera make:canon


    model:D40
    Aggregation:

    •  object:event date:”May 16, 2008”


    type:party price<$5
    Aggregation:

    •  object:photo person:“Paul Tarjan”


    Aggregation:

    •  object:photo person:http://paulisageek.com
    The Semantic What?

    •  Web pages are views of data for people to


    read
    •  Search Engines are a hack
    •  They treat pages as a bucket of words
    •  Lets turn the web into a database
    •  APIs are good, but there is no “web” of APIs
    •  If you figure out a good way of doing that, let
    me know 
    Ok, I want to do it.
    Now what?
    Recommendation: µF

    •  If there is a microformat for your data, use it


    –  hcard
    –  hreview
    –  hresume
    –  hcalendar
    –  rel-tag
    –  rel-licence
    –  xfn
    –  hatom
    –  geo
    µF in a nutshell

    •  Change your @class to something that is known


    •  <div>
    –  <span class=“name”>Paul Tarjan</span>
    –  <span class=‘email’>[email protected]</span>
    •  </div>
    •  BECOMES
    •  <div class=“vcard”>
    –  <span class=“fn”>Paul Tarjan</span>
    –  <span class=“email”>[email protected]</span>
    •  </div>
    Recommendation: RDFa

    •  If you have data that doesn’t really fit in a


    µF
    •  Examples:
    –  Markup APIs (YUI, javadoc, etc)
    –  Media (Audios, Videos, Games, Presentations)
    –  Job Postings
    RDFa in a nutshell

    •  Make a namespace
    •  Use @property, @rel and @resource
    •  For DATA: @property makes the node
    contents into the value
    •  For URLs: @rel makes the @resource into
    the value
    Normal HTML

    •  <html>
    …
    <div class="private”>
    private static String
    <strong>_createCookieHash </strong>
    (hash)
    …
    RDFa: example

    •  <html xmlns:yui="http://yuilibrary.com/rdf/
    1.0/yui.rdf#">
    …
    <div class="private” rel="yui:method"
    resource="#method__createCookieHash">
    private static String
    <strong property="yui:name">
    _createCookieHash </strong> (hash)
    …
    That’s it!

    •  Automatically picked up by semantic


    parsers / crawlers
    •  Can build a SearchMonkey app on it
    •  Can make a mashup way easier than screen
    scraping
    •  Can get the data from Yahoo! BOSS
    What is SearchMonkey?

    an open platform for using structured data to build more


    useful and relevant search results

    Before After
    Enhanced Result: Zagat

    Image Links Key/Value Pairs


    or Abstract
    Infobar: Wikipedia Preview

    Summary Blob
    Part of the puzzle

    Semantic vocabularies

    Semantic markup on web pages

    SearchMonkey
    Vocabularies

    •  Need to speak the same language


    •  I like to see girls of that... caliber.
    •  English, French, Spanish, Esparanto?
    •  URLs to the rescue
    –  Dublin Core (http://purl.org/dc/elements/1.1/)
    –  Friend of a Friend (http://xmlns.com/foaf/0.1/)
    –  X-Friend Network (http://gmpg.org/xfn/11/)
    –  … (many more)
    Syntax

    •  Nouns, Verbs, and Adjectives, oh my!


    •  All phrases become lots of triples
    •  (Subject, Verb / Adj. / Prep. / etc, Object)
    •  Key / Value pairs ++
    –  Everything is a URL or String
    –  Subject doesn’t have to be the document
    Syntax 2

    •  Key / Value pair


    –  Title = Awesome SearchMonkey Presentation
    –  Homepage =
    http://search.yahoo.com/searchmonkey
    •  Triples
    –  (self, http://purl.org/dc#title, “Awesome
    SearchMonkey Presentation”)
    –  (self, http://vcard#url,
    http://search.yahoo.com/searchmonkey)
    Decompose to triples

    •  My friend “Bob” is an idiot.


    –  (self, http://xmlns.com/foaf/0.1/knows,
    genid:Ui__152310312_366)
    –  (genid:Ui__152310312_366, http://
    www.w3.org/2001/vcard-rdf/3.0#fn, “Bob”)
    –  (genid:Ui__152310312_366, http://
    example.org/ptarjan/isInstanceOf, http://
    example.org/ptarjan/idiot)
    •  Unnamed nodes are O.K.
    Writing URLs takes a lot of work!

    •  xmlns:foaf=http://xmlns.com/foaf/0.1/
    •  xmlns:vcard=http://www.w3.org/2001/vcard-rdf/
    3.0#
    •  xmlns:junk=http://example.org/ptarjan/
    •  My friend “Bob” is an idiot.
    –  (self, foaf:knows, genid:Ui__152310312_366)
    –  (genid:Ui__152310312_366, vcard:fn, “Bob”)
    –  (genid:Ui__152310312_366, junk:isInstanceOf, junk:idiot)
    •  Unnamed nodes are O.K.
    RDFa

    •  <html xmlns:foaf=“http://xmlns.com/foaf/0.1”
    xmlns:vcard=http://www.w3.org/2001/vcard-rdf/
    3.0# xmlns:junk=http://example.org/ptarjan/>
    <div rel=“foaf:knows”>
    <span property=“vcard:fn”>Bob</span>
    <span rel=“junk:isInstanceOf”
    resource=“junk:idiot” />
    </div>
    </html>
    •  </SemanticWeb>

    •  Questions?
    Innards of SearchMonkey

    •  You build a web-service inside our


    framework
    •  When a search page renders
    –  We check which SM apps are enabled
    –  We call them
    • 50ms for in-page
    • Long time for AJAX
    –  They return data in our template
    –  We render them (and cache)
    Prototyping with XSLT

    •  What if I don’t have structured data?


    –  I don’t own the site
    –  I do own the site, but I want to prototype first
    •  Build an XSLT custom data service first
    –  Write some XSLT to extract the data and
    transform it into DataRSS
    –  Mostly about finding the right XPath (use
    Firebug or XPather )
    –  Quick to implement, but brittle
    –  Can’t do a good Enhanced Result
    Do it for real

    •  Demo
    Examples

    •  Rubic’s cube
    •  VTA Bus
    •  API Monkey
    •  BugMeNot
    •  RetailMeNot
    •  Amazon
    questions?

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