 beaten to death around five years back, you would have not even heard it because around eight years back or even ten years back it was in such a huge hype. You guys understand Gartner hype cycle, there is a cycle which says it is a, so till 2012 it was shown in a dipping side where you know it was no more a hype nor it had any future and then after that just removed the semantic web all together from the Gartner cycle. If you have patience to listen to those I am quite happy but there are certain interesting things I will be sharing with you. It has not come up so the vision what they had, they wanted to do it in a different form. If you see the emphasis by Google and all the search engines are doing differently. So I will just share about what was the earlier attempt, what they have made and what is it coming back, I just wanted to share that. I must have heard of JSON at least. JSON in terms of the object exchange and how it became popular. I think most of you might also be knowing that you know that is the most standard way right now to exchange data. So the topic might sound a little vague but I will go with the some of the basics and also I will tell why you know this whole thing is happening. Let's get started. My name is Janardhan. I work for HP. I am the part of the R&D team who is doing the private cloud administration. It is mostly I work on the manageability side. We do the cloud infrastructure management. It's mostly a browser based software so we use all the web technologies required for making it happen and on server side we use Java. So I am part of the enterprise division who works on server storage and networking. I have been associated with web for last 18 years from the time whatever you are seeing as a browser start the ones which I had used as my primary browser for a long time. So that starts with Netscape Navigator. Navigator 3 is what I got started with and then IE because most thought parts we need to ensure that we are using that and Mozilla you remember the reincarnation of Netscape Navigator and Mozilla and then the prime time Google took over and then Chrome is the most favorite browser for most people at least. In this journey what has remained is you know my passion to be associated with technology has been there. I have seen that you know technology change from year to year or the corporates change hands in terms of the roles they have, the dominant position they have felt that helped me in terms of staying connected with the technology. In addition to that I also have a passion, the passion for you know watching movies. I enjoy movies I think how many of you have watched Bahubali? Okay so how many of you watch two times? Oh wow. Okay so I am quite thrilled watching movies that is my favorite past time other than technology. The reason I put this picture is not just because you know I am passionate about movies. What I have seen is really the way the miraculously you know if you have not seen the movie there is a baby who is you know who miraculously is saved you know by one of the women who is carrying it to the shore so that you know he is in safe hands. This whole thing happens so miraculously it's unbelievable okay and if you see a similar state JavaScript also for the duration what it has done. I really find it very surprising the companies have changed generations have changed but JavaScript actually survived all through this and it is with all its imperfections if you just want to contrast in terms of a language to be put in place. If you take C language you know approximately it took around four years for Dennis Ricci put that in place and the project Java approximately took the similar time of four years. Now compare it with a language like JavaScript which is put in ten days with all the rework and all the things or you know maybe even if you share or you know bundle it all the wisdom coming together in ten days and there is a lot of parallel that you see from you know this is how I learn technology and learn the the movie part of it right. It got saved because the ECMA script if you go to ECMA website you will not find the word called JavaScript. The ECMA script the whole standard that is there it is not in place with the corporation the way you know if you have seen Java if you see Oracle but Java and then you know what happened to that there are a lot of people migrating out and stuff. So the way I find it JavaScript is the most amazing journey that it had I think that's what makes it you know still survive till now. Now next what are we going to talk about today I'm going to talk about link data what is that and then there are a lot of jargon here so you know it's good we go step by step I'll take you to step by step and I will also take you to some of the most common one right now Google now so how many of you have used or seen Google now experienced it. Yeah so it's quite a simple one it's so effective it's so productive but you know what it what Google is doing it's collecting a lot of your personal information and also from the other people who are using it and bringing out to your best experience. So we will talk about that how can you use the link data mix it with your apps so that you know your apps are more productive and more useful and more we will talk about that. Now who are the three kinds of people I'm trying to address with this presentation one is the web developers okay I'm not mimicking even here web developer web developer with a job web developer without a job so either category web developers is one of the key things because JSON LD is driven from the web development community okay JSON LD the influence that it has is purely from the web development side the second is the entrepreneurs because the link data opens up a lot of opportunity for you a lot of opportunity where you have not seen it before I'll just share some examples for more an amusement side but you know if you combine it with the visualizations what the previous session has conducted it's really mind-boggling so you can do really miracles there and the last part of it the user user experience designers so if you see it's not just about conveying data it's about making something more meaningful to the user and making the person more productive so how is the user experience coming into place so I'm going to combine all three things and cover it and I thank Chris for suggesting that you know in terms of visualization instead of going the SEO the search engine optimization way we are going to a different direction visualization and what is it for each of you JSON LD if you are a web developer JSON LD something you will be coding and if it is your entrepreneur you know you will come to know what are the lot of open data linked open data sources available for you to start your business or start your idea and the last one is the cards you are there are and each of the cases link data all three are independent I just want to get these are not tightly coupled link the JSON LD can exist independently of link data similarly cards you I can be I'm just taking one example from each of the areas and covering it okay so I how many of you have used metadata or micro data micro format so far in your okay so I will try to cover more details of it I don't see not many people use it but I will cover as much possible and I you already mentioned about Google now how many people I use it okay right so what is semantic let's get to the very basics of what is semantic you must have heard in your in a programming world you use the word semantic but in general semantic means you know if you say HTML5 they say that there are few semantic elements that got added that means that you know these have some meanings they are not just divs divs are something very general purpose but here these are nav navigation article and section so they have a particular meaning so when you think of that you can associate you know it is an element which is related to navigation on some side like that similarly age age is just finally a bit of it's an integer and integer can be any data but here you're particularly saying age is an integer so you know that will never go below zero and you also know that it may be at the most 120 130 it may reach it may not reach thousand or 10,000 so that is what the semantic associate can be age of a girl it can be anything so this is just an example of what cement semantic is the funny part is semantic is actually the meaning so you cannot say what semantic means is the meaning okay how many of you know who is Tim Berners-Lee okay so Tim Berners-Lee is credited for being the inventor of the web the HTA the basic HTTP and HTML he put it together because he was so much frustrated with the different types of systems that were there and then he got so frustrated he wants to readily refer data when he's going through 10 different documents whenever he has to go through glossary from a different document he has to see he sees that you know it's there on a different type of system and it's not linked so he started establishing the links the hyper links what he called and then that became so revolutionary that really started off the whole innovation and the web technology so he is credited for that unfortunately I have a lot of sympathy for him because he dreamt of things very grand and very good for human beings but unfortunately the technology damage direction sometimes did not go in favor of that for example even before going to semantic web or what we call web 3.0 it's also called web 3.0 he had a vision for web 1.0 you know what he thought about two things he never felt that developers will ever do hand coding of HTML okay he felt that it will be mostly like a VC week what you see as viki something it's so easy to write you don't do HTML tag and then head and body and other stuff he felt that it's more like a vcgator a word document you don't generate a doc by coding it into the templates right you just say what do you want in terms of so that is one thing he thought second thing he thought was the browsers are read write if you see the current browsers are read only you normally unless you know you click a button to change the content you don't do that so there was one browser that W3C has actually supported for a long time the browser name is Amaya I don't think they are supporting right now but that browser is something any page you can go and then start modifying of course since you don't have the permissions you cannot really save it on the server but the browser is built that way so that was one of the visions of him burnestly but that didn't happen as much he had another vision so now after he saw that 20 years or even around 1919 around that 2000 time frame he felt that you know web has been extremely successful now he felt that you know we should take the web to the next level for that he felt a whole of the web the HTML markup is mainly for the human beings to consume which means that you know you have the styling you have the layout you know how easy easy to go to one page to other pages and consume the data so that was very successful so humans are fantastic in terms of the scientific reports in terms of the data you want entertainment everything is linked so you just click a link and you can go across the world and documents so it has been very successful but then he felt that we have to now take it to next level which means computer should start understanding the data what we are producing not just human beings reading it but also computers should consume it so that was the vision he said for web 3.0 this is a very interesting Ted video I would encourage you to watch that I have also tweeted it it's a it's a very good video he has the vision about the past it tells how he invented the web and then he also talks about you know how to go next so it is there on tweet that yes yes JavaScript conference I put that sorry the equity conference I put that let's see a brief about this is just for amusement but it does help in terms of driving certain points okay Rithik Roshan one of the popular stars in the Hollywood sorry Bollywood and is an actor and you want to try strike a relation with Bangalore at one thing I'm sure that he's not born in Bangalore so there's no direct association with that but I have an entity called actor and actor typically what are the actor would if you are creating a jesson object for him what are the things you will create an actor will have an age maybe place of birth and he may have his own data birth age spouse maybe something like that right so you will have those and place typically it's a city or it's in which state or you may have you know things like the population in that or the area in square feet that may be there so these are two different entities so a structured data is individual entity individual entity you are saying you can take it as if you are more comfortable with jesson you can just assume it as you know two jesson objects there the link data is about associating them associating them with some common attributes so anyone can have a if you are familiar with maybe you know all Bollywood and then you know the stars can you see is there any relation between them any further relation in terms of how is Ritik Roshan related to Bangalore any wild guesses gold yeah correct so very good so one of the thing I could relate was Bob you know what golden palms is owned by Sanjay Khan Sanjay Khan is his father of Suzan Khan and Suzan Khan is ex spouse of Ritik Roshan okay so this is the relation if you see the link data part of it this one this one when I actually did the tool there is a tool called Relfine when I tried to do that I had this in mind but then it didn't show me this graph because he because it's not the current marital status or relation is not the exposed so it didn't show me that but actually I found something more interesting is can you think of any other relation how is it related to I'll just show that because I found has visited can be but there is no attribute called has visited there so there can be one more attribute so something I found surprising was this one so Ritik Roshan Rajnikant acted in a movie called Bhagwan Dada and Bhagwan Dada happens to be when Ritik Roshan was a child actor okay long long back and then Rajnikant was born in Bangalore okay so so so this is this so this is one of the surprising things I have to link data so I did when I started off with that I knew the one on the top but then I didn't know about this kind of revelation so the link data can show a lot of things what I'm just giving you a reason why you know making the computers understand the data and then visually represent certain things it can solve a lot of problems a lot of problems in the medicine field if you if you see what the previous talk he talked about the common symptoms you just imagine the on the left side you have a list of patients and list of symptoms and you just want to relate to what are the common causes for that it can really do wonders and now let's talk about web evolution so how it has all started so web originally the web one dot of what we call it as mainly we were consuming data which means that you know there was a whole deposits like a library you go read a book and then come back so that's what it is mostly the read only part then web 2.0 was about this is where you know we started becoming so wild in terms of producing data whether it is Facebook whether it is Twitter whether it is anything you think of we started to review comments or you know a news article is there we start for bouncing on that and then you produce a lot of data so that is really labeled as web 2.0 and now we're talking about semantic web or web 3.0 there are two things that are really playing a major role here one is you know we talk about internet of things internet of things where you know objects or things are the ones which are going to consume as well as be connected so that means that you know there is a responsibility that we should give right information and right direction to the devices you're going to be used similarly the computers computers which are doing you can take a simplest example you can think of is web crawlers or the Google search engines right they have to continuously process the data to show something meaningful to you okay and Google has actually given up given up in terms of how notorious people are when they write documents so laborious so detailed that it they lose in terms of the detailing in terms of what is the relation that is there for example if you want to if you want to just parse a whole movie review movie review of you know that is published very recently it's very tough to say whether the characters that are there in the page are they the character names in the movie or are they the names of the actor or are they the names of the reviewer or are they the names of anything goes in any screw in that so it's very difficult to do that so even Google is looking for some data which is more structured so that they can give a more meaningful information back to user so that is that way that is where really the web developers have a role to play in terms of producing data which is more meaningful I'll talk about more about these things in the later slides okay this is the most important slide it took me almost two to three years to condense and understand why did the semantic web when the initial revolution that happened why did it fail and what is it very different that Google is now emphasizing on Google and any of the search engines are emphasizing on what happened was if you see the simplest form of understanding there is a on the left side you have the weak semantics means the meanings are very direct very direct primitive organism or primitive person can understand the details of the lower part of the quadrant that is the left most and on the higher side you will see the most complex one when web semantic web started off it started off as an artificial intelligence you know making the whole world so that we have mapped the whole real world into a relational part a relation in terms of you know the concepts the conceptual part or you know we call something called ontologies that is there on top right the all the concepts have to be translated to scientific way more in a graph we don't know everything is related to everything else they started building it from that fashion where you know the scientists all the people who are very knowledgeable and the bright minds have started looking from that angle so they wanted to make the whole web the data that is there on the web in a graph form if you say graph as a data structure the graph from they wanted to achieve that and that's where it went into a huge huge list of things in terms of the we call it rdf and there are many other things what they have come up with tuples all this I'll cover in the next part so they started there and then from there if you see now where Google is positioning or any of the search engines mainly are positioning is at a different level so they are now coming somewhere in middle middle so that it is not very complex and not also compromising in terms of making it so simple that it is not so worthy so they're not the extreme form but they're somewhere in the middle so I will explain you what it most further now let's understand the history of semantic technology if you have heard of any of these words it's so confusing that you know at some point of we start thinking okay what's happening around right first thing is metadata metadata was you know when when we started off with the web every page was very nice it had a markup and people can instantly read it I can know from the heading that you know the topic that is being discussed in this article is blah blah and then I know exactly what is the detail but then we wanted to have the metadata metadata is what is it talking about the document who is the author of the document or the keywords are the most common things you will find in the web pages of the keywords okay so we started describing that way then we went into a form where I mentioned about semantic web where you know RDF RDF is one of the resource description frameworks so we wanted to discuss the whole web as a graphical graph form and then so that you know everything is interconnected then we went into micro format micro format is nothing but the extension you will have the same web page and then if you go into the HTML you will start spotting some of the things that got attributes got added so embed you are embedding the whole in for example you have an address for example for this when you chance repavilion along with the chance repelio what is visible to the user you start embedding span and then you mention about the item property and you say that you know this is a latitude and longitude of this place so that if somebody is seeing on their mobile they can exactly see that you know click on it and go to map and see all those are facilitated through embedding that micro format markup micro format and micro data are little bit related except that micro format is completely out of W3C that means the worldwide web consortium is not involved but it is by more open source group or a community driven one and micro data is markup you know they do similar things which means that inside the HTML inside your divs you start embedding some extra data which is more friendly for the for the search engines to take in and then you come to link data that's where we are talking about I am going to talk mostly focus on the current Google, JSON, LDN, schema.dog that is the core focus of this session but otherwise in a historical perspective it is always good to understand how it has evolved and metadata this is one example in case you have not understood the verbal form of what I mentioned if you see here if you see here every page has a heading in the header you have this aspects of you know the name keyword and the author so this is how every even now we use it because search engines still use that but it so happened that you know Google started in terms of page ranks and all it went ahead in terms of the content if you see lot of content what Google was crossing it started looking into the page rank in terms of the how closely the words are associated with what you are searching for they started relying on that more because people started misusing the metadata which means that if you had seen if you had ever tried to search for a book or a PDF document on the web there are some web pages any document you search they will directly go to answer I have this document for you once you go there they'll say click on this to install a software there it could be a pirated one anything it can be because they were actually misusing all the metadata and then they were making as if they dynamically create the metadata so that search engines feel that you know that is the thing and it comes in your top ten of your Google search so that is when you know Google started things I don't know this is not the way I should go forward next came the search for example you know j jqueryconn right jqueryconn.in is the website for this conference that is hosted so if you just see the format of it okay this is something Google does it take the bits and pieces from the first few lines of text and then it embeds there it shows there and then if you see here it has some detailing about you know what is the date and what is the start time of it in registration so but that is in a simplest form now some questions you might have if it is just flashed on your first page of your results is this official jqueryconference so how does Google know that you know this is an official jqueryconference and it is not what you know some people who are very passionate about jquery has started it how do differentiate that because here in in some of the headings it was mentioned is the first official jqueryconference mentioned but if you see doesn't it may not appear there on the top and the second thing is from this information there is a mention of you know 9am I can do registration but is it a walk in registration or do I need to do or is it a paid one I may not get the full idea about that the third aspect is any of my friends attending this you know if they are attending it's more likely that you know I will associate with them maybe I have a word with them and then do and the fourth aspect is if there is registration is it still open even if it is the third day of the conference maybe that I'm interested in the half part of it I may still want to join so these kind of details are they provided so what link data or the JSON LD I'm going to talk about is just ensuring that you know your content is there and the first page and also whatever user needs it and how do you fetch it from different places so that is the whole point. Now let's take another example another example is about RDF as I mentioned you know it is a web 1.0 we had resources the uniform resource locator is nothing but the URL we talked about the R is the resources right resources can be any multimedia video clip it can be image it can be a document it can be anything description through resource description frameworks you know you are actually describing that is nothing but you are explaining that the structure of the document and how is it linked with other documents you are making the computer understand so that is the whole purpose of resource description framework it's not a language but it's a model as I mentioned it's like a graph representation it is based on XML and XML you know it has been it was popular quite sometime and roughly metadata if you want to know the timelines metadata the previous one what I told that happened sometime in 1999 and then since 99 to 2005 sometime RDF was very popular it's still supported by all the search engines but in terms of popularity and the peak of it right RDF was very popular during that time till 2005 roughly and subject predicate object you know if you had learned anytime the English or you know artificial intelligence or logical reasoning all the stuff you would have very commonly come if I had to start the semantic web conference maybe five to eight years back I would have started actually with this slide and explaining you how the world is in terms of subject predicate and object so that would have been quite a boring one but okay let's see what is now now let's talk about structured data so we're talking about we first talked about the metadata how you know in the header you put it and then we talked about if you give a plane jQuery con for how does the search result come if you do not have that data and this is an example where I just give instead of jQuery con which I know thoroughly I'm just giving conference Bangalore just I want to know all the conferences that are there in Bangalore for this month if you want to look at so if you see here it has shown a Bangalore fashion week edu summit and this it has shown it in a nice snippet down as if you know it is giving exactly the date when it is now what is it that has happened behind that this is one example of structured data if you remember the example I gave in terms of Russian and Bangalore every entity that object is just structured data okay it is not linked data so this is one example of structured data so I have ensured that we have covered it as part of the item prop there's a URL and then I mentioned a name and this is for the first item the if you go into the source you will find this one item prop right so for rich snippet what Google calls this is called rich snippet it can actually embed lot of information it can even give the ratings of this from the past if there was a last conference say last year it can collect that and it still fetch it and show that so that is possible now link data what is link data link data is data with context context means there is some reference point with it you are associating it that is one thing and so this is actually mainly for machines to confuse that is the search engines or the crawlers what we are talking about this for them to consume search engines build a knowledge graph if you heard of something called knowledge graph what Google talks about that knowledge graph is built based on this data or the structured data what we are actually filling in and establish authority of data owner as I mentioned in the earlier case right is it an official website or is it some some people passionate about it doing it what is the relation with the jQuery foundation if you want to know so these are the things that help in terms of establishing now very specific link data one of the ways of realizing link data is JSON LD just like you know you can have a problem statement and the implementation can be done in any language a Java see and anything similarly this is the case link data is a general concept and JSON LD is one way of implementing and this is picked up because of last two three years the search engines have come together and said you know we will start supporting it for good reasons the first reason is if you see over a period in terms of the interchange between between whether you take it as between two services or whether it is the interaction between the front end and back end JSON has become so popular compared to XML right so that is one of the reasons and JavaScript everywhere if you see the way server side JavaScript has taken over in terms of the node JS or in terms of the interchange everything is JavaScript so this is another way instead of doing with the XML based mechanism JavaScript is one way to represent the data link I shunned the semantic grand vision as I mentioned in the graph right I mentioned you know where they started with top instead they came somewhere in between let's see how to go make it further it's a W3C specification that came out in 2014 and disambiguation so if you search in Wikipedia you will mostly find that you know disambiguation if you give a term which is say Apple if you give it can be a fruit it can be a music band it can be Apple company so if it is Google when you say Apple it directly gives the all iPhone model with the prices because Google knows what you're actually searching as they know that you know anyone above 13 don't search for Apple fruit in the web right so it knows but whereas Wikipedia will give you that you know you have to do disambiguation which means that you know you could be meaning that you could be meaning anything so it gives you choices and reuse reuse in terms of so that you know you produce one structure and then it can be linked to any other structure so that you just have references in the example what I have taken say jQuery conference what is happening now if there is a link mentioned to jQuery foundation which is jQuery.org then it makes it more authentic and if jQuery.org makes links to jQuery conference then Google understand that yes this is the authentic data it's not a fan club or something and authentic because you know you have a source which is the authority in one link with the ID you are referencing and that helps you achieve that. This is the W3C standard it's an official one because there are many formats and many things that came in between which are not really W3C compliant or a part of W3C so this is one format that has evolved as a as you can see this last January 14th is when the first version got. Now let's do you know a lot of theories there so let's do some browsing any of you have a browser I cannot flash it on the screen maybe if you are interested you can just do a search and the first thing I want to do is I want you to Google on baby doll just search the keyword baby doll. If you don't have it fine I'm going to tell the results anyway so what are the things that can come when you type baby doll guesses wild guesses or crazy guesses is it baby doll song a very good singer okay baby doll okay a very noble thought okay right right okay I hope you have I cannot show the visuals here that's I'm restricting it here but I think you would have got the thought what I'm trying to share so okay this is how for those who are not very okay the first one will be the actress reader you should be seeing if you are in the google.co.indomain certainly you will see the lady who is the lady Sanil you are very good so you will see that as a video clip which is very nice to click and easy to click that the first one you will get the second one is toys dolls you know that the second one you will get then you will get actress pictures and that is the reason I couldn't not show it here there are all set of images are you meaning this okay and on top of it there are also some laundry products from Victoria secrets with the same brand name as baby doll and then comes toys are as you know for kids if you are planning to buy toys there are few section or category in that which is a baby doll and then you have IMDB there is a movie I think 1956 or sometime I never knew about it till I went to Wikipedia so there is also that so there are so many combinations out of which Google has to decide what is right for you to show and and if you compare the same thing with Wikipedia okay Wikipedia where you know the first thing it shows is it's a 1956 film there's a baby doll movie Hollywood movie 1956 and then it talks about clothes in terms of clothes and various categories there are there it says you know did you mean anything in terms of baby doll in these categories then it talks about film and television there are serials or anything that are related to baby doll any with time with that title it shows it then it shows the songs in songs was then that's where it comes you know our Sunil you on famous song comes there so if you compare the contrast there's a huge contrast right from Google Google is personalizing to extend where it really knows what you really meaning and and and it's and it's not surprising you Google actually publishes Google trends how many of you follow that the most search person in 2014 who is that not Narendra Modi the most search person in India according to people is the Sunil you on second comes Narendra Modi and and anyone in the top five list there are I think three three three Bollywood actresses and that's what and 2013 anyone knows who comes top good guess any other guesses Arvind K. Diwal very good any other it's 2013 also it's Sunil you on sorry to disappoint you guys okay now let me check a little more back 2012 okay it has to be cut enough see that falling any other guess it's 2012 also it is the same Sunil you on yes so and anybody from West Bengal here Google also shares a lot of info okay by the West Bengal leads in terms of the searches okay and this is this quite surprising because I think that way I was I was feeling very bad for Narendra Modi G because I felt he is just coming second but I have seen that in the last three to four years he never came in top ten at all and he came first time in 2014 the second portion I think he deserves okay so the final element here is you know the whole problem what we're trying to disambiguation disambiguation means you are removing the ambiguity in terms of what is you're trying to look for so that is the whole point here now one of the important concepts in link data is concept is a concept called context okay context because every item you say it could be a person it could be a film if you see the previous example it could be a film it could be a place name it could be a nickname also if you see one of the nickname baby doll is a nickname of an actress in the film actress so it can be anything so you have to figure out what it is so the context is very important context it's not very different anything whatever is being covered here nothing is revolution new it's always been there but with a different name so at the rate context is a very important aspect in link data how is the data should be interpreted it's nothing but if you are familiar with the XML and DTD it's actually the schema or the DTD runs code by the cricketer it can be anything so it's actually giving meaning to that and the context came from a schema from a web from any schema so context is one thing what I'm going to explain about one example for schema.org schema.org is giving you all that context what is required from a JSON-LD point of view but it is lot more than that so which means that there are many schemas one example is Facebook actually Facebook came up with the concept little earlier in terms of the schema there is something called open graph protocol OGP if you type OGP.me you will get their website with all the data so they are most focused on people people and the relations if you see the Facebook solution that it comes is based on the graph that it builds for every individual it has a relation and then it says that the father sister mother all these things come into picture so they were more focused on the people and also organizations. BBC also has something that for ontology not to be confused oncology ontology is about again you know building that vocabulary with some relationships between them so BBC has BBC themselves realize that they have four different verticals there is one vertical in terms of the news that is in terms of the media one is the web point of you there is a news and then there is a news and then in terms of radio and TV and they also have some channel CBBC or something so there are various other things they realize that within the organization they had different structures different data types and then they were following very different so it is not one division cannot consume the data of other division so they came up with the concept of BBC oncology and ontology and that helped in terms of building relation with other other other databases like you know it could be Google it could be Facebook they started sharing the data so that way the open data is helping a lot of other companies scheme or talk this is one of the important element or the for link data or the revolution that is happening in the link data and and Jason LD these are the four search engine companies came together there were many other formats as I mentioned scheme or talk or right there were many other formats already available but they felt that from a search point of you representing different types of entities what users might be needing so they group together the vocabulary and came up with this concept so if you see pretty much it covers all the web search engines except for maybe in China where it is not very popular all other four major companies are they came together to develop this website for schema dot org where they said we agree upon certain attribute like DTD they agreed say they said that all four of us will agree on a DTD so that all web developers whenever they say an entity or a thing they actually should mention attributes related to that so that's what I think they came up with I'll give an example in the next slide so they are the main purpose is create maintain and promote they also encourage that companies or organization can contribute to the schema dot org which means that in the medicine field there are many companies pharmaceutical companies coming and defining their own medical records and medical data which means that they are open to take that information also similarly film fraternity or film group who are mostly into the production and publishing they can also have a schema that is defined for the film industry separately so each industry each division can actually have the common stream of the talk here they also encourage they really encourage the structured data here that's what now things not strings this is one of the major milestone from what Google is developing because it wants to build the knowledge graph based on things so that they are entities and they have relationships with each other that's the whole idea so they came up with this where you know the article that says introducing knowledge graph things not strings because till 2012 or before they were doing the hard work of turning or the parsing the whole strings and trying to make sense of it and they were so utterly confused in terms of what the web page is talking about as I mentioned some examples that they were having all that issues so they started encouraging this kind of thing as there are a lot of tools available I'll show one by one examples schema dot org what are things things are something which you can very much relate in day to day life one is you're talking about person organization place product event so these are the various types and you have the action which is the action is one type where you know action could be your rating rating in an email for a conference about the conference after the conference is over we send an email and then you do rate in terms of what is your satisfaction that could be one medical entity broadcast service creative working tangible various categories link data principles this is the principle the principle that are laid by Tim Berners-Lee and that has been followed he's talking about the U.R.A. for naming things you know all the resources on the web you already have a URL for any YouTube video you have one unique way to reach that video similarly for everything just like people or the organization should have a unique identifier the HTTP it should be based on HTTP because there may be other protocols that are possible but the emphasis is more on HTTP because it's more standard when someone looks up for a U.R.A. provide useful information using that suppose I have my own blog site or a web page so in that web page I will create not only information what is relevant for the blog I will also have the data which are about my passions or which are I'm interested in different areas so that that one place it can be a lot of information and links to a lot of other places include links to other U.R.A.s so that we can discover more things so that helps in terms of the connecting of the overall network I'll be little faster I think I'm running short of time I'll do it little faster but after the session is over if you have more details I'll be able to interact with you if you see the jQuery conference event just an example of you know structured data and the link part of it so we can have a link for the jQuery con that is 2015 right now and then a link to the organization that is jQuery foundation this is not what visually seems by the user at the in the front end but actually it is the data that is embedded as part of that and you have the jQuery con 14 event just to get if you want to get the ratings or any other event happened last year you want to get the satisfaction or the rate of speakers of that you can always have that link second thing is confident if you see most of us registered to confident confidence supports us with you know the participants speaker organizer and they themselves have organized many other events so this kind of relation helps helps in terms of the speaker having linked to the his own personal sites in terms of Twitter's and all so then what happens is as an individual I have just my blog site where I give it as a URL then everything anyone wants to know about me is all linked so I'm giving information to Twitter Facebook and other blogs what I also monitor. Implementation part is part 2 sorry it's not very visible but what it's trying to say is here this is one example of a JSON LD the new type that got introduced is application LD plus JSON and then this is a context context in terms of schema dot org which is saying that you know what am I referring to what is my DTD or what is my schema and it is telling this about a person the name is here and then the URL the unique URL for my website I will give you here and all the links in terms of my social networking site. The important aspect is here is the same as same as means you know this is this is me if you're anywhere referring here this is me so that way there's a cross reference when I when somebody goes to this website there's a reference back here to my website so that way I'm establishing also the authentic authority that you know this is the same person people who are interested on the authentication of the security this is being used for web payment also the same link data or the JSON LD part is being used for that because you are trying to establish a unique identifier for every individual and the payment payment mechanism also is going to be streamlined to that. Similarly an organization organization is talking about the context again is just mentioning is organization and you pretty much have similar stuff here there are some exact examples I will go through here what is not very visible is this is about RSVP if somebody has invited you for a party here you can just go to Google and then you just click on that at the end there is an icon and then it will give you how many people accepted it and whether you want to yes maybe or no so it gives directly from there instead of even you don't need to open that that is possible because of structure data but link data gives you more options in terms of linking more information you can have down and then connect it some example I'll just take one example in the interest of time so these are the schemas what are defined by Google and this is pretty much same or similar to what schema.org is defining this is one example where you can take a web if you have your blog site or an event if you're hosting my advice is you go through this process I will share it as part of the structure data marker helper if you're organizing an event you ensure that you give the URL here and then once you start it gives you an option to tag your elements so if you are not very convergent with how to use the tagging or the JSON LD what it helps you is it will take you to your website you can start selecting the elements in the web page the HTML what you see and start saying that this is the event start date what is start time which is the location it gives you all that info and then it will also generate your JSON LD so that you can just directly copy paste in your header and you're ready Google ready now which means that you know Google will show you in a very systematic way for you. I'll just switch to the other one this is another example where you know I can load an exam this is a I want to track track I think it's not very visible here the actions that Google is allowing me to do is go to action which means that you want to go to a website you have an event card which means that if you see Google now if you have an email that comes to your Gmail and then Google picks it up and says that if you have an event today it will flash it as you are part of your today's calendar and it nicely shows your map and all the details so all that is possible if you start using this option. I'll show you an example here if you see this is an example of rate so jQuery conference I can just start on the rate here and it goes back similarly this example is to view website if I click on this I directly go to the website so all these options are provided here because it is not visible if you see this webpage it is just about you know there is a test to go to query conference there is nothing that user can see but it is the metadata or what I have embedded inside that is making Google take the decision this is quite useful because many people struggle in terms of you know I want to get a rating from my clients thousands of clients but I think is once I give a link to them to go to say survey monkey or something they find it very discouraging I want to get a quick input from them so for those kind of thing it is quite useful next one is the structured data structured data testing tool one example I'll flash is the film critic so if you see film critic here this is about a person film critic writing a blog about a movie and in that movie some of the interesting thing is the person who is the editor is Lisa Kennedy and she has given her Google Plus website which means that it's an authentic data and it has a unique reference it is pointed to Google Plus site of hers and then it's talking about the movie name the movie description it talks about the movie name is gravity and it's giving links to two people one is one is Sandra Bullock and George Clooney and she's also giving in Wikipedia whom it is referring to if there are people celebrities with the same name but different geographies you are actually avoiding all the ambiguity there so they are giving the Wikipedia so if you see here this is how it is linked this is actually an example of good example of link data where you are giving as much information so that Google can take it and then start if you are going to this review at the bottom it can put all the movies of George Clooney which are which people other people have watched so people also have seen right so how does Google do that by helping with this information next okay this is the last part okay I think I overshoot my time if you can give me just three more minutes maybe I'll close it and if you please use the law of two legs in case you feel it's too extended okay this is about the cards cards UI cards you are quite popular if you see whether it is Twitter the rich content that comes to you or you know or if you see the Pinterest that is another popular utility which helps you in terms of you know in a small window it is able to show the rich content what is possible some of the reasons why people use cards are you know simple UI metaphor because we are so familiar with the cards and you can place them and you can delete them you operate on them fits the range of screens you can see even to the Apple Watch the card is a very convenient UI to show and even if you magnify it to a very large screen it can still fit because you can have a multiple layer or the multiple column column or approach static and interactive you can have cards which are static as well as interactive you can have a media play option and all the stuff and embed rich snippets rich snippets as I told you the rating if you want to show just a movie and then the ratings of that all those come in one place or even the people or your friends who have liked the similar movie that also comes there and it is composable bits because you know each card itself is a self-contained entity and you can compose it with a rich content and those are the diverse things what you can show boot cards is one example one example of an implementation of cards whatever you are seeing on the right side bootstrap based UI it is being developed it is in a 1.2 or some version early stages but the capability of it is not as rich as the other two implementations one implementation is Google Material Design is one if you are an app developer to follow the other one is Semantic UI Semantic UI is another framework the library that is available it also has an interaction if you click on that it will give you an ad friend you can make that person a friend this is just an example of fitter also has some suggestions on how to have your data embedded this is one aspect of that at the end there are lot of linked open data repositories that are available this is for most of the entrepreneurs there are so many linked data websites this is one example it gives in terms of the rich I think it will take some time to load it is quite a rich graphic in terms of what are the there are hundreds of open databases each organization sometimes given governments have ensured that you know the data of that country is published whether it is medical records whether it is a governance related data all those are this is part of the transparency drive each company each country is having so all those data is available here last okay DBPDIs is one website last I want to just flash you know the power of linked data this is a little more complicated than what we flashed earlier start with Dhanush and then end with Sridevi can you guys think about what is the combination what links both of them Tamil Nadu okay any other Rajnikant okay what is common with Rajnikant they made a movie together yes very good any other okay so my familiarity was still that one I thought you know Chalbaz is one movie where Rajnikant and Sridevi did and some more movies they did but you know the Hindi movie what this gives you is the rich set of data the multiple combinations yeah this is the graph actually unfortunately it's not very visible I'll just tell you Dhanush it's showing Dhanush here and then down you will have Dhanush wife is Rajnikant's daughter okay and then Dhanush also did a movie with Sonam Kapoor Sonam Kapoor is Anil Kapoor's daughter and Anil Kapoor's brother is Boni Kapoor Boni Kapoor's wife is Sridevi so this graph actually this graph actually is so beautiful the way it builds is really amazing I'll just if internet is actually good it shows the data very well it starts building such a way that you know it started with Tamil Nadu that is a common one birthplace okay and then it builds with film producer then it goes to actor both are actors very good then it builds the next level so I have chosen an option for four levels of data if I give two levels of data it says okay they both are producers and at the most it says you know Boni Kapoor is a producer and Dhanush was also a producer it just stops there but then if I go four levels of depth it starts building the whole graph I have given the URL you can just write on your laptop it's really amazing the way it builds so the bottom part if you see it established that you know Ranjana movie Sonam Kapoor did and Sonam Kapoor Anil Kapoor did Anil Kapoor and Arjun Kapoor Boni Kapoor and Sridevi I just wanted to demonstrate the power of link data thank you very much