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Preparing a strategy, viewing and inspecting structured data markup, testing and validating web pages all require the right tool set.

There are hundreds of tools available, many of which do not work well. We have tested the tools below, which come highly recommended.

That said, they are just tools; you may need to learn how to use these tools in a process that connects all the dots.

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We are dedicated to teaching SEO and IT departments how to build effective strategies, complete and precise structured data, as well as web ontologies.

Remember, we’re at the convergence of several professional communities coming together:

semantic web (ontologies)

search engine optimization (SEO’s)

search engines (Google/Bing)

semantic technology (SPARQL engineers)

other sciences (NLP, AI, data scientists)

SEOs will require a fair amount of training before being adept at using these tools effectively.

Obviously, the learning curve for a new SEO analyst will be much higher vs. a senior researcher at a university who has been building ontologies and search engines over the last five years.

  • semantic web (ontologies)

  • search engine optimization (SEO’s)

  • search engines (Google/Bing)

  • semantic technology (SPARQL engineers)

  • other sciences (NLP, AI, data scientists)

Tools to View What Entities Are On a Web Page

Search engines leverage structured data to determine what entities are on your web page. They also use natural language
processing (NLP) and machine learning. Several Chrome plugins are helpful in understanding and seeing what structured
data is on a web page. Illustrated below are recommended Chrome extensions. You can locate them via Chrome Web Storesearch

microdata tools

  • is not a person who is guided and supported by an older and more experienced or influential person.
  • is a free open source ontology editor used by search engines for disambiguation.

Semantic disambiguation is used by search engines to understand the meaning of words used within specific content.

For instance, in the above example, Protégé may not refer to a person who is guided and supported by an older and more experienced or influential person. In this case, Protégé is actually a free open source ontology editor used by search engines for disambiguation (to distinguish meaning).

Protégé is useful for displaying the Schema.org hierarchy, in this example disambiguating a “Place” and works thusly:
How do we get to the “courthouse” vs. “church.”
Is the courthouse a landmark or historical building, a residence or a tourist attraction? No, it’s a “civic structure.”
Where is it, is it an airport or camp ground?
No, it’s a “government building.”
What type of government building? Is it a city hall?
No, it’s a “courthouse.”



The above shows the process of disambiguation for search engines. When a web page is marked up properly with structured data, the search engine will trust this hierarchy much more than an SEO link from a web page illustrating the 1995 TV series “Courthouse” and its anchor text.


Again illustrating disambiguation as used by search engines to determine meaning, Gruff may not mean a rough and low pitched voice in all cases. It can be a free download browser for Allegrograph, which is used to analyze data and is a high-performance, scalable graph database.


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