0
LINK
SOCIAL
GRAPH
graph GRAPH

theory

!

The theory that underpins how all search
KNOWLEDGE work
engines
ETC.
GRAPH
@kelv...
Graph Theory
The most important theory in
search that nobody talks about
Kelvin Newman

@kelvinnewman

JD Hancock
Organiser
BrightonSEO / Content Marketing
Show / MeasureFest
Three Free (and awesome) Conferences
Strategy Director
SiteVisibility
A digital agency specialising in retail, travel and
financial services
Co-Founder
Clockwork Talent
Decent Digital Recruitment
shhhhh!

JD Hancock
JD Hancock

I might get in trouble for this

JD Hancock
I’ve been let into a secret
future beta of Google, and
I’m going to reveal it to you
Joking aside; I think FB
GraphSearch is a great indicator of
the future of G

JD Hancock
as it helps us
better
understand
one of the
theories that
underlies all
search
engines
JD Hancock
graph
theory

!
graph
theory

!

Hugely Important
graph
theory

!

Rarely Spoken About
LINK
GRAPH
LINK
GRAPH

SOCIAL
GRAPH
LINK
GRAPH

KNOWLEDGE
GRAPH

SOCIAL
GRAPH
LINK
GRAPH

SOCIAL
GRAPH

KNOWLEDGE
GRAPH

OPEN
GRAPH
LINK
GRAPH

SOCIAL
GRAPH

KNOWLEDGE
GRAPH

SORT OF
LINK
GRAPH

SOCIAL
GRAPH

KNOWLEDGE
GRAPH

ETC.
LINK
SOCIAL
GRAPH
graph GRAPH

theory

!

ETC.
Hugely Important

KNOWLEDGE
GRAPH
but we’ve been distracted,
from what our job really is
which is understanding how the
search engines fundamentally work

jronaldlee
LINK
SOCIAL
GRAPH
graph GRAPH

theory
KNOWLEDGE
is central to that
GRAPH

!

understanding
ETC.
this presentation may
contain maths

Benson Kua
hartjeff12
Will Critchlow
Maths MA - University of
Cambridge

will - cambridge maths

Dana Lookadoo - Yo! Yo! SEO
Tom Anthony
PhD Artificial Intelligence
University of Hertfordshire
Kelvin Newman
Media Studies
University of Sussex
I’m no computer scientist
or mathematician

jlwo
graph
theory

!

“a mathematical model for any
system involving a binary relation”
Frank Harary, 1969
“perhaps even more
than to the contact
between mankind and
nature, graph theory
owes to the contact of
human beings betwee...
http://www.slideshare.net/digitalmethods/gephi-rieder-23834788
Vertices or Nodes

dominicotine
edges

Matt Seppings
Nodes are Nouns
Edges are Verbs
basic graph visualisation
This Graph is Isomorphic of the other one,
aka it’s the same but looks different
Matrix view of graph
V1
V1
V2
V3
V4
V5
V6

V2

V3

V4

V5

V6
Matrix view of graph
V1
V1
V2
V3
V4
V5
V6

0

V2

V3

V4

V5

V6
Matrix view of graph
V1
V1
V2
V3
V4
V5
V6

V2

0

1

V3

V4

V5

V6
Matrix view of graph
V1
V1
V2
V3
V4
V5
V6

V2

V3

V4

0

1

1

1

V5

V6
Matrix view of graph
V1
V1
V2
V3
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V5
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V2

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V4

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0

1

1

1

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0
Matrix view of graph
V1

V2

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V4

V5

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0

1

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Matrix view of graph
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Matrix view of graph
V1

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0

V2

1

0

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1

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V4

1

0

0...
Or maybe?
Blogger 1

Blogger 2

Blogger 3

Blogger 4

Blogger 5

Blogger 6

Blogger1

0

1

1

1

0

0

Blogger 2

1

0

0...
Cardinality is the number of Nodes or
Vertices in a Graph

Prayitno/
Degrees of Vertex is how
many edges a vertex has.

chedder
Trees & Circuits
Our Graph here is
known as a tree,
because you can’t loop
back on yourself.
If you could loop back
on you...
Watch PatrickJMT’s
Graph Theory Videos

http://patrickjmt.com/graph-theory-an-introduction/
What’s the first thing you
teach your team?

http://i.imgur.com/PGE2D2n.gif
For me it is
PageRank
http://computationalculture.net/article/what_is_in_pagerank
Jim Seward
is a legend
http://computationalculture.net/article/what_is_in_pagerank
What is
PageRank?

http://i.imgur.com/aNXqGNT.gif
A set of rules which can be used
to give a numerical weighting to
assess the importance of
document within linked data set
A set of rules which can be used
to give a numerical weighting to
assess the importance of
nodes
document within linked da...
it is not
PageRank is used for
than the Algo

natalielucier
Understand Lung Cancer
http://www.news-medical.net/news/20130326/Algorithm-similar-to-Google-PageRank-helps-map-spread-of-...
Rank Scientific Significance
http://bulib4research.blogspot.co.uk/2008/11/eigenfactor-scimago-journal-rankings.html
Predict Traffic

http://iopscience.iop.org/1742-5468/2008/07/P07008/

deepsan
three different surfers

Chris Hunkeler
three different surfers

Random Surfer
Chris Hunkeler
Random Surfer
Reflects the chance that the random surfer will
leave the site through a link chosen at random,
so all equall...
three different surfers

Reasonable Surfer

Chris Hunkeler
Reasonable Surfer
The reasonable surfer model supposes
that some links are more likely to be
clicked on and therefore shou...
three different surfers

Intentional Surfer

Chris Hunkeler
Intentional Surfer
The intentional surfer model supposes
that links which ‘actually’ receive the
most links should be give...
A lot has changed at Google,
but it will always be a search
engine which relies upon
PageRank; which is a practical
applic...
Insert Audience
Participation
Hands up who thinks FB
GraphSearch is the best
search engine in the
world?
Just me?
Not here to convince you
GraphSearch will catch on
but...
If the area of this slide
represents all the traffic on the
internet
This much is
Facebook
http://mashable.com/2010/11/19/facebook-traffic-stats/
And every thing in
white is the rest of the
internet
Google, YouTube,
Wikipedia, The Daily
Mail, etc.
your website, my
website, her website etc.
If anyone can
build a Google-Killer
it’s Facebook...
There’s a fundamental
difference between Facebook &
Google
is about...
documents and links

JD Hancock
is about...
things and relationships

JD Hancock
this difference is subtle but

huge
but I think it works
better for the web as we
know it

JD Hancock
Google are trying to catchup but will struggle

zoom images
Facebook’s data has
a far more explicit
structure than
traditional web text

JD Hancock
it’s not that
tricky
for Google to
parse
“I Like Nerf
Guns”
porkist
they could even have a go at “I was at Bodeans on Poland
Street for Lunch Yesterday”*
*if you mark it up in the right way
...
but has a much harder job understanding
“Kelvin is married to Carolyn”
Facebook knows that
happened in 2007
And who attended the
ceremony
And when we got engaged
etc.
Google have to infer structure
Facebook know the structure
On GraphSearch you’re not
really making a search.

You’re just filtering a
structured database of all the
data Facebook ha...
On GraphSearch you’re not
really making a search.

You’re just filtering a
structured database of all the
data Facebook ha...
But it’s a bloody big
database

JD Hancock
1 Billion Users Every
Month
240 Million Photo’s Per
Day
2.7 Billion Likes Everyday
People share billions of
pieces of content everyday
One trillion connections of
a thousand different types
1,000,000,000,000
http://mashable.com/2013/07/08/facebook-launch-graph-search/
Every User, Page, Photo, Post &
Place is a Node

https://thetribe.s3.amazonaws.com/ferris.gif
http://maxlutz.com/blog/wp-content/uploads/2013/05/coffee2.gif

Every friendship, checkin, tag
or like is an Edge
Each Node has Meta-Data
like description, this how
the old FB Search “worked”
GraphSearch Allows you
search the Edges as well
as the Nodes

JD Hancock
JD Hancock
GraphSearch makes it easy to find nodes that are connected to
another node by searching for an edge-type combined with an
i...
‘Facebook use query-independent
signals to come up with a numeric
value for importance.
This value is
called the
“static r...
What makes up static rank is still up for
debate, but sensibly could be informed by
the elements of Edgerank
aka
the (old ...
Affinity
Weight
Decay
The value of legitimate
likes from well connected
people just increased
There’s also been
lot going on at
Google
not a new update

Martin Cathrae
but a new
paradigm
introducing Knowledge
Graph*
introducing Knowledge
Graph*
*and things not technically Knowledge
Graph but sort of along the same lines
The Knowledge Graph enables you to
search for things, people or places that
Google knows about—landmarks,
celebrities, cit...
Knowledge Graph is
part of a huge change
in how Google deliver
search results
I’m now going to give you lots of
examples of changes in the way
Google present results,
not all of them are truly ‘Knowle...
There’s more than 85 of these
features that Dr. Pete from Moz has
documented
http://www.slideshare.net/crumplezone/
beyond...
But they’re just for informational
queries... Right?
a change in purpose:
help find pages
help find answers
a change in purpose:
help find pages
help find answers
You can no longer rely on
Google to send you traffic
or even tell you about it

Alex E. Proimos
for nearly a year
iPhone search
traffic appeared as
direct

JD Hancock
and we’re rapidly approaching the point
where we have no data on keyword traffic
Search isn’t about
keywords anymore
It's about
entities.

chukgawlikphotography
Entities are
normally,
people, places,
brands etc
JD Hancock
but can be any ‘thing’ which has a relationship to
another ‘thing’

JD Hancock
how can you make money if nobody
ever goes to your site?

JD Hancock
You may need to
revisit your business
model

kennymatic
I love the Business Model
Canvas

http://en.wikipedia.org/wiki/Business_Model_Canvas
sit down and ask yourself
could your business have
an api
as every business
is really just a
database and a
front end

JD Hancock
and Google wants to
become that front-end

JD Hancock
So what can I do?
Familiarize yourself with
Freebase

http://www.freebase.com/
And DBpedia

http://wiki.dbpedia.org/Datasets
It’s amazing the data they have

yaph
If any of your keywords
contain entities you
MUST be prepared

http://i.imgur.com/GLCC0bd.gif
Use BlueNod to Visualise
Social Networks

http://bluenod.com/
Different communities manifest
themselves in different ways

http://www.beautifullife.info/wp-content/uploads/2012/12/11/0...
Play with VisualDataWeb

http://www.visualdataweb.org/relfinder
Mark Up using the Open
Graph Protocol

http://ogp.me/
Implement Schema.org

http://schema.org/
No schema?
Create one/extend one
http://schema.org/docs/extension.html
Follow Peter Mika
@pmika
Read Matthew J. Brown’s
Mozcon Deck

http://www.slideshare.net/MatthewBrownPDX/strings-to-things-the-move-to-semantic-seo-...
Watch WSDM Videos
Web Search and Data Mining Conference

http://videolectures.net/wsdm/
Do Good Marketing
tl;dr
SEO is changing it’s not about
optimising your website for
search engines, it’s about
optimising your business
for s...
Kelvin Newman
kelvin@brightonseo.com

@kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman
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Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman

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At #searchlove I spoke about Graph Theory which is a theory that underpins how all the search engines work.

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Transcript of "Graph Theory #searchlove The theory that underpins how all search engines work @kelvinnewman"

  1. 1. LINK SOCIAL GRAPH graph GRAPH theory ! The theory that underpins how all search KNOWLEDGE work engines ETC. GRAPH @kelvinnewman
  2. 2. Graph Theory The most important theory in search that nobody talks about Kelvin Newman @kelvinnewman JD Hancock
  3. 3. Organiser BrightonSEO / Content Marketing Show / MeasureFest Three Free (and awesome) Conferences
  4. 4. Strategy Director SiteVisibility A digital agency specialising in retail, travel and financial services
  5. 5. Co-Founder Clockwork Talent Decent Digital Recruitment
  6. 6. shhhhh! JD Hancock
  7. 7. JD Hancock I might get in trouble for this JD Hancock
  8. 8. I’ve been let into a secret future beta of Google, and I’m going to reveal it to you
  9. 9. Joking aside; I think FB GraphSearch is a great indicator of the future of G JD Hancock
  10. 10. as it helps us better understand one of the theories that underlies all search engines JD Hancock
  11. 11. graph theory !
  12. 12. graph theory ! Hugely Important
  13. 13. graph theory ! Rarely Spoken About
  14. 14. LINK GRAPH
  15. 15. LINK GRAPH SOCIAL GRAPH
  16. 16. LINK GRAPH KNOWLEDGE GRAPH SOCIAL GRAPH
  17. 17. LINK GRAPH SOCIAL GRAPH KNOWLEDGE GRAPH OPEN GRAPH
  18. 18. LINK GRAPH SOCIAL GRAPH KNOWLEDGE GRAPH SORT OF
  19. 19. LINK GRAPH SOCIAL GRAPH KNOWLEDGE GRAPH ETC.
  20. 20. LINK SOCIAL GRAPH graph GRAPH theory ! ETC. Hugely Important KNOWLEDGE GRAPH
  21. 21. but we’ve been distracted, from what our job really is
  22. 22. which is understanding how the search engines fundamentally work jronaldlee
  23. 23. LINK SOCIAL GRAPH graph GRAPH theory KNOWLEDGE is central to that GRAPH ! understanding ETC.
  24. 24. this presentation may contain maths Benson Kua
  25. 25. hartjeff12
  26. 26. Will Critchlow Maths MA - University of Cambridge will - cambridge maths Dana Lookadoo - Yo! Yo! SEO
  27. 27. Tom Anthony PhD Artificial Intelligence University of Hertfordshire
  28. 28. Kelvin Newman Media Studies University of Sussex
  29. 29. I’m no computer scientist or mathematician jlwo
  30. 30. graph theory ! “a mathematical model for any system involving a binary relation” Frank Harary, 1969
  31. 31. “perhaps even more than to the contact between mankind and nature, graph theory owes to the contact of human beings between each other” Dénes König, 1936
  32. 32. http://www.slideshare.net/digitalmethods/gephi-rieder-23834788
  33. 33. Vertices or Nodes dominicotine
  34. 34. edges Matt Seppings
  35. 35. Nodes are Nouns
  36. 36. Edges are Verbs
  37. 37. basic graph visualisation
  38. 38. This Graph is Isomorphic of the other one, aka it’s the same but looks different
  39. 39. Matrix view of graph V1 V1 V2 V3 V4 V5 V6 V2 V3 V4 V5 V6
  40. 40. Matrix view of graph V1 V1 V2 V3 V4 V5 V6 0 V2 V3 V4 V5 V6
  41. 41. Matrix view of graph V1 V1 V2 V3 V4 V5 V6 V2 0 1 V3 V4 V5 V6
  42. 42. Matrix view of graph V1 V1 V2 V3 V4 V5 V6 V2 V3 V4 0 1 1 1 V5 V6
  43. 43. Matrix view of graph V1 V1 V2 V3 V4 V5 V6 V2 V3 V4 V5 V6 0 1 1 1 0 0
  44. 44. Matrix view of graph V1 V2 V3 V4 V5 V6 V1 0 1 1 1 0 0 V2 1 0 V3 V4 V5 V6
  45. 45. Matrix view of graph V1 V2 V3 V4 V5 V6 V1 0 1 1 1 0 0 V2 1 0 0 0 0 0 V3 1 0 0 0 0 0 V4 V5 V6
  46. 46. Matrix view of graph V1 V2 V3 V4 V5 V6 V1 0 1 1 1 0 0 V2 1 0 0 0 0 0 V3 1 0 0 0 0 0 V4 1 0 0 0 1 0 V5 0 0 0 1 0 1 V6 0 0 0 0 1 0
  47. 47. Or maybe? Blogger 1 Blogger 2 Blogger 3 Blogger 4 Blogger 5 Blogger 6 Blogger1 0 1 1 1 0 0 Blogger 2 1 0 0 0 0 0 Blogger 3 1 0 0 0 0 0 Blogger 4 1 0 0 0 1 0 Blogger 5 0 0 0 1 0 1 Blogger 6 0 0 0 0 1 0
  48. 48. Cardinality is the number of Nodes or Vertices in a Graph Prayitno/
  49. 49. Degrees of Vertex is how many edges a vertex has. chedder
  50. 50. Trees & Circuits Our Graph here is known as a tree, because you can’t loop back on yourself. If you could loop back on yourself it would be known as a circuit This is interesting to think about in the context of your site, or an area of the link graph
  51. 51. Watch PatrickJMT’s Graph Theory Videos http://patrickjmt.com/graph-theory-an-introduction/
  52. 52. What’s the first thing you teach your team? http://i.imgur.com/PGE2D2n.gif
  53. 53. For me it is PageRank http://computationalculture.net/article/what_is_in_pagerank
  54. 54. Jim Seward is a legend http://computationalculture.net/article/what_is_in_pagerank
  55. 55. What is PageRank? http://i.imgur.com/aNXqGNT.gif
  56. 56. A set of rules which can be used to give a numerical weighting to assess the importance of document within linked data set
  57. 57. A set of rules which can be used to give a numerical weighting to assess the importance of nodes document within linked data set
  58. 58. it is not
  59. 59. PageRank is used for than the Algo natalielucier
  60. 60. Understand Lung Cancer http://www.news-medical.net/news/20130326/Algorithm-similar-to-Google-PageRank-helps-map-spread-of-lung-cancer.aspx jasleen_kaur
  61. 61. Rank Scientific Significance http://bulib4research.blogspot.co.uk/2008/11/eigenfactor-scimago-journal-rankings.html
  62. 62. Predict Traffic http://iopscience.iop.org/1742-5468/2008/07/P07008/ deepsan
  63. 63. three different surfers Chris Hunkeler
  64. 64. three different surfers Random Surfer Chris Hunkeler
  65. 65. Random Surfer Reflects the chance that the random surfer will leave the site through a link chosen at random, so all equally likely, and therefore valuable
  66. 66. three different surfers Reasonable Surfer Chris Hunkeler
  67. 67. Reasonable Surfer The reasonable surfer model supposes that some links are more likely to be clicked on and therefore should be given more value.
  68. 68. three different surfers Intentional Surfer Chris Hunkeler
  69. 69. Intentional Surfer The intentional surfer model supposes that links which ‘actually’ receive the most links should be given more value. http://en.wikipedia.org/wiki/PageRank#The_intentional_surfer_model
  70. 70. A lot has changed at Google, but it will always be a search engine which relies upon PageRank; which is a practical application of Graph Theory
  71. 71. Insert Audience Participation
  72. 72. Hands up who thinks FB GraphSearch is the best search engine in the world?
  73. 73. Just me?
  74. 74. Not here to convince you GraphSearch will catch on but...
  75. 75. If the area of this slide represents all the traffic on the internet
  76. 76. This much is Facebook http://mashable.com/2010/11/19/facebook-traffic-stats/
  77. 77. And every thing in white is the rest of the internet
  78. 78. Google, YouTube, Wikipedia, The Daily Mail, etc.
  79. 79. your website, my website, her website etc.
  80. 80. If anyone can build a Google-Killer it’s Facebook...
  81. 81. There’s a fundamental difference between Facebook & Google
  82. 82. is about...
  83. 83. documents and links JD Hancock
  84. 84. is about...
  85. 85. things and relationships JD Hancock
  86. 86. this difference is subtle but huge
  87. 87. but I think it works better for the web as we know it JD Hancock
  88. 88. Google are trying to catchup but will struggle zoom images
  89. 89. Facebook’s data has a far more explicit structure than traditional web text JD Hancock
  90. 90. it’s not that tricky for Google to parse “I Like Nerf Guns” porkist
  91. 91. they could even have a go at “I was at Bodeans on Poland Street for Lunch Yesterday”* *if you mark it up in the right way R_Savvy
  92. 92. but has a much harder job understanding “Kelvin is married to Carolyn”
  93. 93. Facebook knows that happened in 2007
  94. 94. And who attended the ceremony
  95. 95. And when we got engaged
  96. 96. etc.
  97. 97. Google have to infer structure
  98. 98. Facebook know the structure
  99. 99. On GraphSearch you’re not really making a search. You’re just filtering a structured database of all the data Facebook has.
  100. 100. On GraphSearch you’re not really making a search. You’re just filtering a structured database of all the data Facebook has.
  101. 101. But it’s a bloody big database JD Hancock
  102. 102. 1 Billion Users Every Month
  103. 103. 240 Million Photo’s Per Day
  104. 104. 2.7 Billion Likes Everyday
  105. 105. People share billions of pieces of content everyday
  106. 106. One trillion connections of a thousand different types
  107. 107. 1,000,000,000,000
  108. 108. http://mashable.com/2013/07/08/facebook-launch-graph-search/
  109. 109. Every User, Page, Photo, Post & Place is a Node https://thetribe.s3.amazonaws.com/ferris.gif
  110. 110. http://maxlutz.com/blog/wp-content/uploads/2013/05/coffee2.gif Every friendship, checkin, tag or like is an Edge
  111. 111. Each Node has Meta-Data like description, this how the old FB Search “worked”
  112. 112. GraphSearch Allows you search the Edges as well as the Nodes JD Hancock JD Hancock
  113. 113. GraphSearch makes it easy to find nodes that are connected to another node by searching for an edge-type combined with an input node.  E.g.: ■Your friends:  friend:10003 ■People who live in new york: lives-in:111 ■People who like downtown abbey: like:222
  114. 114. ‘Facebook use query-independent signals to come up with a numeric value for importance. This value is called the “static rank” of the entity.’ JD Hancock
  115. 115. What makes up static rank is still up for debate, but sensibly could be informed by the elements of Edgerank aka the (old name for) newsfeed algo
  116. 116. Affinity
  117. 117. Weight
  118. 118. Decay
  119. 119. The value of legitimate likes from well connected people just increased
  120. 120. There’s also been lot going on at Google
  121. 121. not a new update Martin Cathrae
  122. 122. but a new paradigm
  123. 123. introducing Knowledge Graph*
  124. 124. introducing Knowledge Graph* *and things not technically Knowledge Graph but sort of along the same lines
  125. 125. The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. Amit Singhal, Google
  126. 126. Knowledge Graph is part of a huge change in how Google deliver search results
  127. 127. I’m now going to give you lots of examples of changes in the way Google present results, not all of them are truly ‘Knowledge Graph’ but do indicate a general shift in the way they present results.
  128. 128. There’s more than 85 of these features that Dr. Pete from Moz has documented http://www.slideshare.net/crumplezone/ beyond-10-blue-links-the-future-of-ranking
  129. 129. But they’re just for informational queries... Right?
  130. 130. a change in purpose: help find pages help find answers
  131. 131. a change in purpose: help find pages help find answers
  132. 132. You can no longer rely on Google to send you traffic
  133. 133. or even tell you about it Alex E. Proimos
  134. 134. for nearly a year iPhone search traffic appeared as direct JD Hancock
  135. 135. and we’re rapidly approaching the point where we have no data on keyword traffic
  136. 136. Search isn’t about keywords anymore
  137. 137. It's about entities. chukgawlikphotography
  138. 138. Entities are normally, people, places, brands etc JD Hancock
  139. 139. but can be any ‘thing’ which has a relationship to another ‘thing’ JD Hancock
  140. 140. how can you make money if nobody ever goes to your site? JD Hancock
  141. 141. You may need to revisit your business model kennymatic
  142. 142. I love the Business Model Canvas http://en.wikipedia.org/wiki/Business_Model_Canvas
  143. 143. sit down and ask yourself could your business have an api
  144. 144. as every business is really just a database and a front end JD Hancock
  145. 145. and Google wants to become that front-end JD Hancock
  146. 146. So what can I do?
  147. 147. Familiarize yourself with Freebase http://www.freebase.com/
  148. 148. And DBpedia http://wiki.dbpedia.org/Datasets
  149. 149. It’s amazing the data they have yaph
  150. 150. If any of your keywords contain entities you MUST be prepared http://i.imgur.com/GLCC0bd.gif
  151. 151. Use BlueNod to Visualise Social Networks http://bluenod.com/
  152. 152. Different communities manifest themselves in different ways http://www.beautifullife.info/wp-content/uploads/2012/12/11/05.gif
  153. 153. Play with VisualDataWeb http://www.visualdataweb.org/relfinder
  154. 154. Mark Up using the Open Graph Protocol http://ogp.me/
  155. 155. Implement Schema.org http://schema.org/
  156. 156. No schema? Create one/extend one http://schema.org/docs/extension.html
  157. 157. Follow Peter Mika @pmika
  158. 158. Read Matthew J. Brown’s Mozcon Deck http://www.slideshare.net/MatthewBrownPDX/strings-to-things-the-move-to-semantic-seo-mozcon-2013
  159. 159. Watch WSDM Videos Web Search and Data Mining Conference http://videolectures.net/wsdm/
  160. 160. Do Good Marketing
  161. 161. tl;dr SEO is changing it’s not about optimising your website for search engines, it’s about optimising your business for search engines
  162. 162. Kelvin Newman kelvin@brightonseo.com @kelvinnewman
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