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. ...

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