How the Knowledge Graph Works with the Social Graph by Reva Mceachern
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From SMX East 2013 - Entity Search is Coming - How the Knowledge Graph Works with the Social Graph by Reva Mceachern

From SMX East 2013 - Entity Search is Coming - How the Knowledge Graph Works with the Social Graph by Reva Mceachern

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How the Knowledge Graph Works with the Social Graph by Reva Mceachern Presentation Transcript

  • 1.  How people become things… or how the knowledge graph works with the social graph. “…when it comes to information, the real value isn’t just in a list of data elements, but in understanding the properties and relationships, basically how these data elements connect. That’s what a knowledge graph and a social graph truly represent.” - Search Engine Journal SMX East 2013 The Coming Entity Search Revolution Presented by Reva McEachern 1
  • 2. Properties & Relationships “…when it comes to information, the real value isn’t just in a list of data elements, but in understanding the properties and relationships, basically how these data elements connect. That’s what a knowledge graph and a social graph truly represent.” John Mihalik, Search Engine Journal 2
  • 3. Leveling the Playing Field “We are trying to level the playing field a bit. All those people doing, for lack of a better word, over optimization or overly SEO – versus those making great content and great site. We are trying to make GoogleBot smarter, make our relevance better…” Matt Cutts, Google 3
  • 4. Google Stats *425 million Gmail users **500million Google+ users (343M active) ***26.4% searches w/o keyword data Sources *TechCrunch **VentureBeat, Wikipedia ***Practical Ecommerce 4
  • 5. Democratization of Data Things Files Entities Text and Links 5
  • 6. Interconnected Graphs Knowledge LinkSocial Missing factual verification Missing authority signals Missing authorship & social signal validation Sweet spot 6
  • 7. Knowledge Graph Facts Answers Facts 7
  • 8. Social Graph Facts Preferences Opinions 8
  • 9. Facts & Opinions Knowledge Graph Social Graph Knowledge Graph Social Graph • Recursive knowledge discovery • Answers to complex questions • Content endorsed by friends • Content tailored to preferences • Semantic markup • Wikipedia • Freebase • Google+ • Authorship • Engagement WHAT HOW WHAT HOW 9
  • 10. Semantic Markup • Schema.org is a shared mark-up vocabulary, created by search engines including Bing, Google, Yahoo! and Yandex to give them a greater understanding of a webpage and its contents. • To achieve rich snippets and appear in new Google displays that leverage the knowledge graph, markup the structured content on Web pages with Microdata aka Schema.org. • For example, when reviews information is marked up in the body of a Web page, Google can identify the content as a review and display the review with rating stars and an image. rating name image count 10
  • 11. Google+Verification To have your business appear in Google local results, create or verify a Google+ Local page and optimize it like you would the home page of your website. 11 To have authorship information appear in search results for the content you create, connect a personal Google+ Profile with the content via an onsite tag.
  • 12. 1. Link your content to your Google profile by creating a link to your Google profile from your webpage, like this: Replace [profile_url] with the your Google Profile URL, like this: Your link must contain the ?rel=author parameter. If it's missing, Google won't be able to associate your content with your Google profile. 2. The second step of the verification process is to add a reciprocal link back from your profile to the site(s) you just updated. AuthorshipTags Source: Google 12
  • 13. 1. Update your site's home page by adding a link to your Google+ page, like this: 2. Link to your website from your Google+ page's profile. PublisherTags <a href="https://plus.google.com/[yourpageID]" rel="publisher">Find us on Google+</a> 13
  • 14. Author Rank  Add people related to your business in your circles.  Post regularly on topics related to your business or area of expertise.  +1 content that is relevant to your industry, remember it’s now Search + Your World. 14
  • 15. Search Results Google+ Local verification ensures visibility as Google envisions new ways to display this type of data. Authorship enhances visibility as social signals become more important in search results. User location data allows Google to deliver the most relevant local results to searchers. 15
  • 16. Marketing Implications Google can deliver answers to complex questions and keep users engaged for longer periods of time. Word of mouth is digitized and can thus be amplified and optimized via social listening and SEO tactics. 16
  • 17. ThankYou Reva McEachern Principal, REVA Digital Media LLC Learning & Development Manager, Razorfish Email Contacts reva@revadigital.com reva.mceachern@razorfish.com @revadigital 17
  • 18. Appendix  http://www.searchenginejournal.com/knowledge-graph-vs-social-graph/56504/  http://searchengineland.com/google-launches-knowledge-graph-121585  http://econsultancy.com/us/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web  http://socialmediatoday.com/deepfootprints/512650/google-knowledge-graph-and-seo  http://www.forbes.com/sites/ciocentral/2013/01/22/search-marketing-routing-around-googles-privacy-policy/  http://www.googleplusdaily.com/2013/02/google-where-social-graph-and-interest.html#.Ui42qmQ6Wb8  http://www.seobythesea.com/2013/05/google-knowledge-graph-results/  http://moz.com/blog/authorship-google-plus-link-building  http://dejanseo.com.au/2012-brings-3-key-improvements-in-googles-algorithm/  http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5 18