Linked Data Engineering
Linked Data communicates information about the meaning of your content in a standardized, machine readable way. This means that digital agents like Google and Alexa can more easily “understand” what your content is about—and will be more willing to feature it in search listings and rich results.
I can help you plan and implement a systematic approach to linked data publication using schema.org, JSON-LD, and supplemental industry ontologies as needed.
Why Linked Data Matters
In order for content to be found and understood by users in the smart technology driven internet of the 2020s, website owners must include more robust methods of communicating the meaning of published content to both humans and algorithms. The primary method of accomplishing this level of communication is by including Linked Data on published pages.
In addition to marking up content with properties that describe what “page part” a piece of content is, such as a “header” or a “paragraph,” linked data allows website publishers to connect (link) page elements communicating facts to frameworks that give those facts context. One of the most prevalent of these frameworks as of 2020 is schema.org.
Linked Data Engineering
To implement a sustainable, scalable approach to linked data publication it is important understand not only which facts appear on a page, but also to how those facts represent connected elements in a digital property’s information ecosystem as a whole. A due date for a health insurance policy payment is much different than a due date for a pregnant person insured by that policy. By understanding the larger system of meaning facts represent, individual instances can be mapped in a purposeful way to the structured vocabularies algorithms draw on for reference.
The specific steps to planning and implementing a linked data strategy will depend on your organization’s content, publication process, and technology stack. Common steps in the process include:
- Interviewing your stakeholders and subject matter experts to identify, define, and model key concepts in your website’s subject domain
- Identifying priority concepts and linked data vocabularies appropriate to represent those concepts
- Mapping vocabulary types and property attributes across identified domain concepts
- Working with your developers or development partners to integrate vocabulary references into your site (typically with JSON-LD)
- Testing linked data implementations across templates and content types
- Guiding the formulation of a governance plan that ensures your linked data remains relevant and grows with your communication goals and content over time