The Future of Search and SEO: How to Make your Drupal Data Easily Understandable By Search Engines

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  • 1. The future of search and SEO Stéphane Corlosquet & Nick Veenhof Webinar, November 2013 2
  • 2. About the speakers ● Stéphane “scor” Corlosquet – 7 years with Drupal – Software engineer @ Acquia – Drupal 7 RDF core maintainer – Drupal Security Team member – Co-authored the Definitive Guide to Drupal 7 – Contrib modules: RDF Extensions, SPARQL, schema.org, WebID – Member of the RDFa WG at W3C 3
  • 3. About the speakers ● Nick “Nick_vh” Veenhof – 6 years with Drupal – Search engineer @ Acquia – Drupal 7 Apache Solr maintainer – Very much involved in the community across North America and Europe 4
  • 4. The problem 5
  • 5. 6
  • 6. Knowledge Graph ● Google's internal knowledge base ● Helps user find information quickly + easily ● ● ● Knows about people, places, cities, celebrities, movies, work or art... “Things, not strings” - no keyword matching Hummingbird algorithm update (largest update since 2001) 7
  • 7. Knowledge Graph ● Live Entity disambiguation 8
  • 8. Knowledge Graph ● Direct answers 9
  • 9. Knowledge Graph ● List and collections 10
  • 10. Knowledge Graph ● Entity summary 11
  • 11. Knowledge Graph ● Rich Snippets 12
  • 12. Knowledge Graph ● 570 million real-world objects ● 18 billion facts and relationships ● Built from content gathered from the Web ● Freebase – Acquired by Google in 2010 – 39 Million topics – 1,9 Billion facts and relationships ● Wikipedia ● More? → Video and video 13
  • 13. Other search engines similar efforts ● Yahoo! 14
  • 14. Other search engines similar efforts ● Bing - Satori 15
  • 15. What about Drupal? ● Drupal sites hold a lot of the data on the Web – – 2% of the web – ● > 1 Million sites Variety of content: news, gov, corporate, media, commerce Drupal's data is structured inside – Entities: Node, User, Comment, Taxonomy term – Properties: fields (text, entity reference...) 16
  • 16. Challenge How can you make Drupal data easily understandable by search engines? 17
  • 17. Schema.org standard ● General web schema for everyone to use ● 400+ types (book, recipe, event, person...) ● ● Sponsored and supported by major search engines: Google, Yahoo!, Bing, Yandex Multiple formats: RDFa, Microdata, JSON-LD 18
  • 18. Schema.org 19
  • 19. How does schema.org apply to Drupal? 20
  • 20. Schema.org module for Drupal ● Map your content types and fields to the schema.org terms http://drupal.org/project/schemaorg 21
  • 21. Schema.org module for Drupal ● Map your content types and fields to the schema.org terms http://drupal.org/project/schemaorg 22
  • 22. Schema.org module for Drupal ● Map your content types and fields to the schema.org terms http://drupal.org/project/schemaorg 23
  • 23. Schema.org module for Drupal ● New release today with support for addressfield and fivestar fields http://drupal.org/project/schemaorg 24
  • 24. Schema.org mappings in HTML 25
  • 25. Preview Rich Snippet ● http://www.google.com/webmasters/tools/richsnippets 26
  • 26. Examples ● Recipe preview ● Event preview ● Person preview 27
  • 27. 28
  • 28. rich_snippets.module Yes! 29
  • 29. RDF support in Rich Snippet 30
  • 30. Multisite search + Rich Snippets 31
  • 31. Without Rich Snippet module 32
  • 32. With Rich Snippet module 33
  • 33. Benefits of Rich Snippets ● ● ● Same look and feel as Google search for private content Schema.org mappings used for Google search and internal Solr search Mix Drupal and non-Drupal data 34
  • 34. Modules used ● Apache Solr Search ● Apache Solr Multisite Search ● Schema.org ● Rich Snippets ● Blog post: Bridge Drupal and Non Drupal content with RDF and Solr 35
  • 35. Thanks! Stéphane Corlosquet: ● ● ● stephane.corlosquet@acquia.com @scorlosquet http://openspring.net/ Nick Veenhof: ● ● ● nick.veenhof@acquia.com @nick_vh http://veenhof.be/ 36