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, si...
#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/...
{
"result": [
{
"!/film/film/directed_by": [
{
"/type/object/type": "/film/film",
"/type/object/name": "Pulp Fiction"
}
],...
[{
"type": "/film/film",
"only:starring": {
"actor": {
"name": "Emma Watson"
}
},
"name": null,
"imdb_id": []
}]
Question:...
{
"only:starring": {
"actor": {
"name": "Emma Watson"
}
},
"name": "The Bling Ring",
"imdb_id": [
"tt2132285"
],
"type": "...
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=...
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
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
Getting Things To Rank: Improve Search Visibility Using Entities
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Getting Things To Rank: Improve Search Visibility Using Entities

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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

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Getting Things To Rank: Improve Search Visibility Using Entities

  1. 1. Getting Things To Rank Improve search visibility using entities.
  2. 2. Justin Briggs Product Marketing / Management @ Getty Images @justinrbriggs JustinBriggs.org
  3. 3. In search today, things matter.
  4. 4. Entities aren’t always explicit…
  5. 5. “photos of Big Ben”
  6. 6. Often, they’re implicit…
  7. 7. “that big clock in London”
  8. 8. Sometimes, even less obvious
  9. 9. Opportunity in implicit queries
  10. 10. Think vertical search…
  11. 11. Think blended search…
  12. 12. Where some of the results are entities
  13. 13. Where entities power ranking
  14. 14. Where entities lift video results
  15. 15. Look beyond presentation layers
  16. 16. Answer box…
  17. 17. Knowledge panel…
  18. 18. Carousel…
  19. 19. These are harder to get value from
  20. 20. Breaking down strings #1 Tokenization #2 Parts of speech tagging #3 Lemmatization
  21. 21. #1 Tokenization Who directed pulp fiction
  22. 22. #2 Parts of speech tagging
  23. 23. #2 Parts of speech tagging Who directed pulp fiction WP VBD NNP WP: wh-pronoun VBD: verb, past tense NNP: noun, proper, singular
  24. 24. #3 Lemmatization am, are, is => be car, cars, car’s, cars’ => car
  25. 25. #3 Lemmatization Converting to canonical words
  26. 26. Accessing knowledge becomes “simple”
  27. 27. We can query this with mql
  28. 28. https://www.googleapis.com/freebase/v1/mql read?query={<insert query here>}
  29. 29. Convert strings to structured queries
  30. 30. [{ "!/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?
  31. 31. { "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
  32. 32. [{ "type": "/film/film", "only:starring": { "actor": { "name": "Emma Watson" } }, "name": null, "imdb_id": [] }] Question: What movies did Emma Watson star in?
  33. 33. { "only:starring": { "actor": { "name": "Emma Watson" } }, "name": "The Bling Ring", "imdb_id": [ "tt2132285" ], "type": "/film/film" } Answer: List of movies, including Bling Ring
  34. 34. Look at foundational work
  35. 35. Knowledge Graph Optimization: http://www.blindfiveyearold.com/knowledge-graph-optimization
  36. 36. Clean up data sources
  37. 37. Update your listing
  38. 38. Robust, accurate, information
  39. 39. Define connections / relationships
  40. 40. Use structured data
  41. 41. Schema.org
  42. 42. <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>
  43. 43. Ranking pages in blended entity results
  44. 44. Queries that imply entity as answer
  45. 45. Use entities in copy
  46. 46. 15 things you didn’t know about Emma Watson in Bling Ring
  47. 47. Next level “keyword” targeting
  48. 48. Use entity attributes
  49. 49. Which Brad Pitt?
  50. 50. Actor: actor, producer, Angelina Jolie, 1963, Fight Club Boxer: martial arts, boxing, Olympics, 1981
  51. 51. Answer questions about entities
  52. 52. Keep parts of speech in mind
  53. 53. Create clear sentence structures
  54. 54. Shows relationships between noun & facts
  55. 55. Creates relationship between entities
  56. 56. Justin Briggs Product Marketing / Management @ Getty Images @justinrbriggs JustinBriggs.org
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