Halyard Consulting
Schema | Freebase | EdgeRank
Future Search 2014
jgoodman@halyardconsulting.com
●
●

Who Am I
Schema
○
○
○

●

Freebase
○
○

●

Query Editor
In Action

EdgeRank
○

●

What Is Schema
How It Affects Searc...
Who I Am
jgoodman@halyardconsulting.com
●
●

●

Name: Jonathan Edward Goodman
Position: President of Halyard Consulting
○ Established: 2007
○ Client Focus: Small ...
What Is Schema
jgoodman@halyardconsulting.com
What You See
jgoodman@halyardconsulting.com
What The Engines See
jgoodman@halyardconsulting.com
itemtype =http://schema.
org/Product

itemtype =http://schema.
org/Organization

itemprop="name“ Apple

itemtype=http://sc...
MetaData
<meta name="description" content="Apple designs and creates iPod and iTunes, Mac laptop
and desktop computers, th...
itemscope itemtype = http://schema.org/Corporation
itemprop = "name"> Apple
itemprop="description"> Apple Inc., formerly A...
How It Affects
Search Results
jgoodman@halyardconsulting.com
<div itemprop="video" itemscope itemtype="http://schema.org/VideoObject">
<span itemprop="name">Affiliate Summit East 2013...
DISCLAIMER: I DID NOT READ THIS BOOK - NOR DO I HAVE ANY INTEREST!!
<div itemscope itemtype="http://schema.org/Book">
<spa...
<div itemscope itemtype="http://schema.org/BusinessEvent">
<a itemprop="url" href="http://www.affiliatesummit.com/13e-conf...
"Just because you implement schema.org doesn't mean that you should
necessarily rank higher...I'm not going to take it off...
Great Resources
jgoodman@halyardconsulting.com
●

Test Includes:
○ Authorship Test
○ Authorship Email Verification
○ Authorship rel=author Markup
○ Publisher Markup
○ Ex...
Structured Data
Markup Helper
jgoodman@halyardconsulting.com
●

Schema-creator.org

Schema Creator
jgoodman@halyardconsulting.com
Freebase
What Is It?
jgoodman@halyardconsulting.com
●

Metaweb then acquired by Google

●

Over 40 million topics

●

Over 2K types = relational table

●

30K properties = ta...
●

Freebase = Graph Data Structure - Allows for growth of data without restructuring.
○

Nodes - Data Points (ex. Bryan Cr...
●

Topic - is a node BUT not every node is a topic.
■

Psychost
imulant

Physical Entities (Bryan Cranston)

■

Artistic C...
●

Types - Topics can have numerous associated types.
■

(Breaking Bad a /tv_program/ with /award_nominations/ and
/award_...
●

Properties - Each Type carries a different set of properties.
■

(Breaking Bad a /tv_program/ with /program_creator/ Vi...
PLUS: College Attended, Street, Age, Where Born, Endless Etc.

6 Degrees of Kevin Bacon
jgoodman@halyardconsulting.com
What Two Ways is Gregory Peck Connected to Steve Wozniak?

Let’s Play A Game
jgoodman@halyardconsulting.com
Schema.org

Google
Knowledge Graph

Freebase

In the Scheme of Things
jgoodman@halyardconsulting.com

Wikipedia
Freebase
Query Editor
jgoodman@halyardconsulting.com
MQL (Metaweb Query
Language) w/ JSON
Syntax

NOTE: Make
Sure Query
Assist is On.

Freebase.com/query
jgoodman@halyardconsu...
Results
jgoodman@halyardconsulting.com
Template
jgoodman@halyardconsulting.com
Freebase.com/AppEditor
jgoodman@halyardconsulting.com
Freebase
In Action
jgoodman@halyardconsulting.com
Freebase pulls every song, person,
food, and place from within every book.

Small Demons
jgoodman@halyardconsulting.com
Yatedo is a free people search engine that
provides relevant personal connections
through a social graph along with images...
Richseam.com lets you
discover music through the
collaborations and connections
of your favorite artists.
Richseam also br...
EdgeRank
jgoodman@halyardconsulting.com
●

Affinity - Viewer to Creator Relationship
Weight - Interactions: Comments, Likes, Shares
Decay - Age of Content

●

Ave...
Affinity
Categories &
Subcategories

Global
Interactions

Post Types
Complaints

Ad Interactions

Machine
Learning
Last Ac...
College
Friends
People Who
Think Are Your
Friends
Family

Local
Friends

Business
Associate

High
School
Friends

Affinity...
Global Outweighs Affinity

More Interaction = More Shown

Global Interactions
jgoodman@halyardconsulting.com
Dirk

Jon

Duc

Likes, Comments &
Shares

Likes, Comments &
Shares

Likes, Comments &
Shares

Articles

Photos

Videos

Se...
● Interactions with
ads can influence
News Feed.

Ad Interaction
jgoodman@halyardconsulting.com
● Device - Some content doesn’
t perform well.
● Slow Speed Connection
Shown More Text Feeds.

Device & Speed
jgoodman@hal...
● Unread Stories w/
Interaction Shown
Again
● Bends Time Decay
Rule: Higher Priority
for Older Unseen Posts.
● Proven Incr...
4 Video Shares
6 Video Likes
3 Video Comments

8 Articles Shares
10 Articles Likes
4 Articles
Comments

4 Photo Shares
6 P...
●

Complaints (Hide/Spam) of content or page hosts get
lower priority and eventually not shown.

Complaints
jgoodman@halya...
Relationships
jgoodman@halyardconsulting.com
●

Friend
○
○

●

Close Friend
Acquaintance

Update
○
○

All Updates
Most Updates

Friends
jgoodman@halyardconsulting.com
●

Liked Pages
○
○

Get Notifications
Show in News Feed
■
■
■

All Updates
Most Updates
Only Important

Pages
jgoodman@hal...
https://www.facebook.
com/search/single/users/108424279189115/resident
s/present/109241542435052/homeresidents/females/int...
Coming Soon
jgoodman@halyardconsulting.com
● A Page from Twitter:
○ Live Events
■ Sports
■ Television
■ News
○ Not re-ordered later
by importance.

Chronological Ord...
Phone: 800-641-9157
Email: jgoodman@halyardconsulting.com
Website: http://halyardconsulting.com
Twitter: HalyardConsult
Fa...
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2013 Tech Wrap Up at Dragon Search

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This presentation was given to the Dragon Search team up in Kingston New York. It combined all the important aspects of Jonathan Goodman's conference presentations on Schema, Freebase, EdgeRank.

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2013 Tech Wrap Up at Dragon Search

  1. 1. Halyard Consulting Schema | Freebase | EdgeRank Future Search 2014 jgoodman@halyardconsulting.com
  2. 2. ● ● Who Am I Schema ○ ○ ○ ● Freebase ○ ○ ● Query Editor In Action EdgeRank ○ ● What Is Schema How It Affects Search Results Great Resources Relationships Coming Soon Agenda jgoodman@halyardconsulting.com
  3. 3. Who I Am jgoodman@halyardconsulting.com
  4. 4. ● ● ● Name: Jonathan Edward Goodman Position: President of Halyard Consulting ○ Established: 2007 ○ Client Focus: Small to Medium Businesses ○ Development: WordPress Exclusive ○ Services: Full Range of Internet Marketing ■ Including: ● Optimization ● Development ● Content ● Advertising ● Public Relations Author & Podcast: The World of Internet Marketing Halyard Consulting jgoodman@halyardconsulting.com
  5. 5. What Is Schema jgoodman@halyardconsulting.com
  6. 6. What You See jgoodman@halyardconsulting.com
  7. 7. What The Engines See jgoodman@halyardconsulting.com
  8. 8. itemtype =http://schema. org/Product itemtype =http://schema. org/Organization itemprop="name“ Apple itemtype=http://schema.org/Brand itemprop="name“ Apple itemprop=“Color" Red itemtype=http://schema.org/Person itemprop=“founder" Steve Jobs Schema Understands jgoodman@halyardconsulting.com
  9. 9. MetaData <meta name="description" content="Apple designs and creates iPod and iTunes, Mac laptop and desktop computers, the OS X operating system, and the revolutionary iPhone and iPad." > <meta name="author" content=“Apple Inc."> MicroData <div itemscope itemtype="http://schema.org/Organization"> <div itemtype=“http://schema.org/Brand” itemprop="name">Apple</div> <div>Url: <span itemprop="url">http://apple.com</span></div> <div itemtype="http://schema.org/PostalAddress" itemprop="address"> <div itemprop="streetAddress">1 Infinite Loop</div> <div><span itemprop="addressLocality">Cupertino</span> <span itemprop="addressRegion">CA</span> <span itemprop="postalCode">95014</span></div> MetaData vs. MicroData jgoodman@halyardconsulting.com
  10. 10. itemscope itemtype = http://schema.org/Corporation itemprop = "name"> Apple itemprop="description"> Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California itemtype = http://schema.org/Person> itemprop = "founder"> Steve Jobs itemscope itemtype="http://schema.org/Product" itemprop="name"> Apple itemprop="description"> The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family. itemprop=“color"> Red Defining ItemType jgoodman@halyardconsulting.com
  11. 11. How It Affects Search Results jgoodman@halyardconsulting.com
  12. 12. <div itemprop="video" itemscope itemtype="http://schema.org/VideoObject"> <span itemprop="name">Affiliate Summit East 2013 Speaker Preview - Jonathan Goodman</span> <meta itemprop="duration" content="T6M51S" /> <meta itemprop="thumbnail" content="jonathan-goodman-interview-thumb.jpg" /> <span itemprop="description">In this video interview from our "Speaker Preview" Series. We introduce Jonathan Goodman, CEO of Halyard Consulting.</span> name thumbnail description duration Videos jgoodman@halyardconsulting.com
  13. 13. DISCLAIMER: I DID NOT READ THIS BOOK - NOR DO I HAVE ANY INTEREST!! <div itemscope itemtype="http://schema.org/Book"> <span itemprop="name">Fifty Shades of Grey</span> <span itemprop="description">Fifty Shades of Grey is a 2011 erotic romance novel by British author E. L. James. It is the first instalment in the Fifty Shades trilogy that traces the deepening relationship between a college graduate</span> <div itemprop="author" itemscope itemtype="http://schema.org/Person"> <span itemprop="name">E. L. James</span> <meta itemprop="datePublished" content="June 20, 2011">Date published: June 20, 2011 datePublished name description Products author / name jgoodman@halyardconsulting.com
  14. 14. <div itemscope itemtype="http://schema.org/BusinessEvent"> <a itemprop="url" href="http://www.affiliatesummit.com/13e-conference/"> <div itemprop="name">Affiliate Summit East 2013</div></a> <meta itemprop="startDate" content="2013-08-18T12:00">Starts: 08/18/2013 12:00PM</div> <div itemprop="location" itemscope itemtype="http://schema.org/PostalAddress"> <div itemprop="streetAddress">1101 Arch St,</div> <span itemprop="addressLocality">Philadelphia</span>, <span itemprop="addressRegion">PA</span> <div itemprop="postalCode">19107</div> startDate location / Postal Address Events jgoodman@halyardconsulting.com name
  15. 15. "Just because you implement schema.org doesn't mean that you should necessarily rank higher...I'm not going to take it off the table...But just because somebody implements schema.org markup, that doesn't mean that they're necessarily an automatically better site...although it can be a good idea to markup things in a rich structure just because then different people can slice and dice and find your site more easily if they are doing more digging." Matt Cutts - GoogleWebmasterHelp on YouTube Head of the Webspam Team at Google "...a well structured site, rich in detail and capable of correctly offering more extensive data is more likely to gain ranking within the search results. Jonathan Goodman - FeedFront President of Halyard Consulting Rules of Engagement jgoodman@halyardconsulting.com
  16. 16. Great Resources jgoodman@halyardconsulting.com
  17. 17. ● Test Includes: ○ Authorship Test ○ Authorship Email Verification ○ Authorship rel=author Markup ○ Publisher Markup ○ Extracted Structured Data ○ RDFA Nodes Structured Data Testing Tool jgoodman@halyardconsulting.com
  18. 18. Structured Data Markup Helper jgoodman@halyardconsulting.com
  19. 19. ● Schema-creator.org Schema Creator jgoodman@halyardconsulting.com
  20. 20. Freebase What Is It? jgoodman@halyardconsulting.com
  21. 21. ● Metaweb then acquired by Google ● Over 40 million topics ● Over 2K types = relational table ● 30K properties = table columns ● What Can You Do ○ Query Freebase's data using MQL ■ ○ ● (Metadata Query Language) Build applications using API Community of thousands working to improve the data. History of Freebase jgoodman@halyardconsulting.com
  22. 22. ● Freebase = Graph Data Structure - Allows for growth of data without restructuring. ○ Nodes - Data Points (ex. Bryan Cranston) - Defined as /type/object/ ○ Edges - Connectors (Bryan Cranston is in Breaking Bad) - Defined as /type/link/ Node (type/object) Breaking Bad Node (type/object) is in Edge (type/link) Bryan Cranston Freebase: Nodes & Edges jgoodman@halyardconsulting.com
  23. 23. ● Topic - is a node BUT not every node is a topic. ■ Psychost imulant Physical Entities (Bryan Cranston) ■ Artistic Creations (Breaking Bad) ■ Classification (Psychostimulant) ■ Abstract Concept (Awesomeness) ■ Methamp hetamine Schools of Thought (Empire Building) Empire Building Breaking Bad Bryan Cranston Freebase: Topics jgoodman@halyardconsulting.com Awesom eness
  24. 24. ● Types - Topics can have numerous associated types. ■ (Breaking Bad a /tv_program/ with /award_nominations/ and /award_winning_work/) Breaking Bad /tv_program/ /award_nomin ations/ Freebase: Types jgoodman@halyardconsulting.com /award_winni ng_work/
  25. 25. ● Properties - Each Type carries a different set of properties. ■ (Breaking Bad a /tv_program/ with /program_creator/ Vince Gilligan /air_date_of_first_episode/ was 1/20/2008 and currently has /number_of_seasons/ equaling 5. /tv_program/ Breaking Bad 5 /number_of _seasons/ /air_date _of_first_ episode/ /program _creator/ 008 1/20/2 Vince Gilligan Freebase: Properties jgoodman@halyardconsulting.com
  26. 26. PLUS: College Attended, Street, Age, Where Born, Endless Etc. 6 Degrees of Kevin Bacon jgoodman@halyardconsulting.com
  27. 27. What Two Ways is Gregory Peck Connected to Steve Wozniak? Let’s Play A Game jgoodman@halyardconsulting.com
  28. 28. Schema.org Google Knowledge Graph Freebase In the Scheme of Things jgoodman@halyardconsulting.com Wikipedia
  29. 29. Freebase Query Editor jgoodman@halyardconsulting.com
  30. 30. MQL (Metaweb Query Language) w/ JSON Syntax NOTE: Make Sure Query Assist is On. Freebase.com/query jgoodman@halyardconsulting.com
  31. 31. Results jgoodman@halyardconsulting.com
  32. 32. Template jgoodman@halyardconsulting.com
  33. 33. Freebase.com/AppEditor jgoodman@halyardconsulting.com
  34. 34. Freebase In Action jgoodman@halyardconsulting.com
  35. 35. Freebase pulls every song, person, food, and place from within every book. Small Demons jgoodman@halyardconsulting.com
  36. 36. Yatedo is a free people search engine that provides relevant personal connections through a social graph along with images, video, web pages, news, and books associated with that person. Yatedo jgoodman@halyardconsulting.com
  37. 37. Richseam.com lets you discover music through the collaborations and connections of your favorite artists. Richseam also brings in APIs from DBpedia, EchoNest, Last. fm, MusicBrainz, Songkick, Spotify Metadata, and YouTube. RichSeam jgoodman@halyardconsulting.com
  38. 38. EdgeRank jgoodman@halyardconsulting.com
  39. 39. ● Affinity - Viewer to Creator Relationship Weight - Interactions: Comments, Likes, Shares Decay - Age of Content ● Average User Could Be Shown 1,500 Stories Each Visit ● ● EdgeRank Equation jgoodman@halyardconsulting.com
  40. 40. Affinity Categories & Subcategories Global Interactions Post Types Complaints Ad Interactions Machine Learning Last Actor Device Page Relationships Story Bumping Friend Relationships 100K Points jgoodman@halyardconsulting.com
  41. 41. College Friends People Who Think Are Your Friends Family Local Friends Business Associate High School Friends Affinity: Cat & SubCat jgoodman@halyardconsulting.com The Reason You’re In Therapy
  42. 42. Global Outweighs Affinity More Interaction = More Shown Global Interactions jgoodman@halyardconsulting.com
  43. 43. Dirk Jon Duc Likes, Comments & Shares Likes, Comments & Shares Likes, Comments & Shares Articles Photos Videos Sees Mostly Articles Sees Mostly Photos Sees Mostly Videos ● Diversify Your Post Type Post Types jgoodman@halyardconsulting.com
  44. 44. ● Interactions with ads can influence News Feed. Ad Interaction jgoodman@halyardconsulting.com
  45. 45. ● Device - Some content doesn’ t perform well. ● Slow Speed Connection Shown More Text Feeds. Device & Speed jgoodman@halyardconsulting.com
  46. 46. ● Unread Stories w/ Interaction Shown Again ● Bends Time Decay Rule: Higher Priority for Older Unseen Posts. ● Proven Increased Interaction ○ 5% Friend Stories ○ 8% Pages Stories Story Bumping jgoodman@halyardconsulting.com
  47. 47. 4 Video Shares 6 Video Likes 3 Video Comments 8 Articles Shares 10 Articles Likes 4 Articles Comments 4 Photo Shares 6 Photos Likes 2 Photos Comments 1 Ad Clicks 2 Page Likes ● Last 50 rolling interactions assist sorting news feed. Last Actor jgoodman@halyardconsulting.com
  48. 48. ● Complaints (Hide/Spam) of content or page hosts get lower priority and eventually not shown. Complaints jgoodman@halyardconsulting.com
  49. 49. Relationships jgoodman@halyardconsulting.com
  50. 50. ● Friend ○ ○ ● Close Friend Acquaintance Update ○ ○ All Updates Most Updates Friends jgoodman@halyardconsulting.com
  51. 51. ● Liked Pages ○ ○ Get Notifications Show in News Feed ■ ■ ■ All Updates Most Updates Only Important Pages jgoodman@halyardconsulting.com
  52. 52. https://www.facebook. com/search/single/users/108424279189115/resident s/present/109241542435052/homeresidents/females/intersect ● Single Women Residents of New City NY. ○ 108424279189115 = New York ○ 109241542435052 = New City Mutual Friends No Mutual Friends Facebook Search jgoodman@halyardconsulting.com
  53. 53. Coming Soon jgoodman@halyardconsulting.com
  54. 54. ● A Page from Twitter: ○ Live Events ■ Sports ■ Television ■ News ○ Not re-ordered later by importance. Chronological Ordering jgoodman@halyardconsulting.com
  55. 55. Phone: 800-641-9157 Email: jgoodman@halyardconsulting.com Website: http://halyardconsulting.com Twitter: HalyardConsult Facebook: HalyardConsulting Thank You! jgoodman@halyardconsulting.com
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