• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Getting Things To Rank: Improve Search Visibility Using Entities
 

Getting Things To Rank: Improve Search Visibility Using Entities

on

  • 3,243 views

Presentation for SMX London Session: What is Hummingbird & The Entity Search Revolution. ...

Presentation for SMX London Session: What is Hummingbird & The Entity Search Revolution.

Covers:
Implicit vs. explicit entity search queries
Tokenization
Parts of speech tagging
Lemmatization
Knowledge graph optimization
MQL
Schema.org
Targeting entities

Statistics

Views

Total Views
3,243
Views on SlideShare
2,630
Embed Views
613

Actions

Likes
21
Downloads
64
Comments
0

8 Embeds 613

https://twitter.com 277
http://www.onetoomanymornings.co.uk 197
http://www.anicca.co.uk 101
http://inbound.org 30
http://plus.url.google.com 3
https://tweetdeck.twitter.com 2
http://localhost 2
http://webcache.googleusercontent.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Getting Things To Rank: Improve Search Visibility Using Entities Getting Things To Rank: Improve Search Visibility Using Entities Presentation Transcript

    • Getting Things To Rank Improve search visibility using entities.
    • Justin Briggs Product Marketing / Management @ Getty Images @justinrbriggs JustinBriggs.org
    • In search today, things matter.
    • Entities aren’t always explicit…
    • “photos of Big Ben”
    • Often, they’re implicit…
    • “that big clock in London”
    • Sometimes, even less obvious
    • Opportunity in implicit queries
    • Think vertical search…
    • Think blended search…
    • Where some of the results are entities
    • Where entities power ranking
    • Where entities lift video results
    • Look beyond presentation layers
    • Answer box…
    • Knowledge panel…
    • Carousel…
    • These are harder to get value from
    • Breaking down strings #1 Tokenization #2 Parts of speech tagging #3 Lemmatization
    • #1 Tokenization Who directed pulp fiction
    • #2 Parts of speech tagging
    • #2 Parts of speech tagging Who directed pulp fiction WP VBD NNP WP: wh-pronoun VBD: verb, past tense NNP: noun, proper, singular
    • #3 Lemmatization am, are, is => be car, cars, car’s, cars’ => car
    • #3 Lemmatization Converting to canonical words
    • Accessing knowledge becomes “simple”
    • We can query this with mql
    • https://www.googleapis.com/freebase/v1/mql read?query={<insert query here>}
    • Convert strings to structured queries
    • [{ "!/film/film/directed_by": [{ "/type/object/name": "pulp fiction", "/type/object/type": "/film/film" }], "/type/object/name": [{}], "/type/object/type": "/people/person" }] Question: Who directed the movie Pulp Fiction?
    • { "result": [ { "!/film/film/directed_by": [ { "/type/object/type": "/film/film", "/type/object/name": "Pulp Fiction" } ], "/type/object/type": "/people/person", "/type/object/name": [ { "lang": "/lang/en", "type": "/type/text", "value": "Quentin Tarantino" } Answer: Quentin Tarantino
    • [{ "type": "/film/film", "only:starring": { "actor": { "name": "Emma Watson" } }, "name": null, "imdb_id": [] }] Question: What movies did Emma Watson star in?
    • { "only:starring": { "actor": { "name": "Emma Watson" } }, "name": "The Bling Ring", "imdb_id": [ "tt2132285" ], "type": "/film/film" } Answer: List of movies, including Bling Ring
    • Look at foundational work
    • Knowledge Graph Optimization: http://www.blindfiveyearold.com/knowledge-graph-optimization
    • Clean up data sources
    • Update your listing
    • Robust, accurate, information
    • Define connections / relationships
    • Use structured data
    • Schema.org
    • <div itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Jane Doe</span> <img src="janedoe.jpg" itemprop="image" /> <span itemprop="jobTitle">Professor</span> <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress"> 20341 Whitworth Institute 405 N. Whitworth </span> <span itemprop="addressLocality">Seattle</span>, <span itemprop="addressRegion">WA</span> <span itemprop="postalCode">98052</span> </div> </div>
    • Ranking pages in blended entity results
    • Queries that imply entity as answer
    • Use entities in copy
    • 15 things you didn’t know about Emma Watson in Bling Ring
    • Next level “keyword” targeting
    • Use entity attributes
    • Which Brad Pitt?
    • Actor: actor, producer, Angelina Jolie, 1963, Fight Club Boxer: martial arts, boxing, Olympics, 1981
    • Answer questions about entities
    • Keep parts of speech in mind
    • Create clear sentence structures
    • Shows relationships between noun & facts
    • Creates relationship between entities
    • Justin Briggs Product Marketing / Management @ Getty Images @justinrbriggs JustinBriggs.org