precision • When it works, it's amazing. But it's hard to get it to work. • Powers Google Squared, fact extraction, search tools Structured data markup • Encourage webmasters to encode semantic labels in their web pages • Use open standards like Microdata/HTML5, Microformats, RDFa • Data is available to anyone, helps spur innovation across the web • Medium recall, medium to high precision • Powers rich snippets Feeds • Ideal for rapidly changing data • Risk that data can go out of sync with the corresponding web page • Low recall, medium to high precision, fresh data updates