Data published on the web varies widely across many dimensions including file format, markup scheme, quality, consistency, completeness, and correctness. Some websites may embed semantic metadata in one or more different formats while others may only provide information items as unstructured text. We do not want to make any assumptions about the type or amount of details available for the data on any given web page. By utilising different techniques depending on the specifics of the information provided by a particular website, we are better able to cope with the diversity of the information found on the web.