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

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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