Hacking the Knowledge Graph - BrightonSEO 2014

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A talk into how Google are making use of semantic markup, Linked Data sources and their own data to fuel the Knowledge Graph/Snapshot and how SEOs can influence these to highlight themselves as entities.

An extension to I Am An Entity Hacking The Knowledge Graph - http://moz.com/blog/i-am-an-entity-hacking-the-knowledge-graph

Published in: Marketing, Technology, Design

Hacking the Knowledge Graph - BrightonSEO 2014

  1. 1. HACKING THE KNOWLEDGE GRAPH BrightonSEO - April 2014
  2. 2. My name is Andrew… • SEO Manager at Gocompare.com • Big Cardiff City fan • Twitterholic - @andrew_isidoro
  3. 3. My name is Andrew… and I am an “Entity” • SEO Manager at Gocompare.com • Big Cardiff City fan • Twitterholic - @andrew_isidoro
  4. 4. What is an Entity? Any & everything can be an entity… Concepts + References = Entity
  5. 5. Understanding an Entity “I'm going to make him an offer he can't refuse”
  6. 6. Understanding an Entity “I'm going to make him an offer he can't refuse”
  7. 7. Understanding an Entity Ratings: IMDB, Rotten Tomatoes Cast Al Pacino, Marlon Brando, Robert Duvall, James Caan, Diane Keaton Initial release: March 15, 1972 Featured songs: I Have But One Heart, Speak Softly Love Director: Francis Ford Coppola Writer: Mario Puzo
  8. 8. Search has been rubbish for a while…
  9. 9. Search has been rubbish for a while… Search [was] mostly based on matching words and phrases, and not what they actually mean Shashidar Thakur, Knowledge Graph Tech Lead at Google
  10. 10. More than 1/5 of all Bing queries submitted are purely named entities Named Entity Recognition in Query – Microsoft (2009)
  11. 11. Over 1/5 of all Bing queries submitted are purely named entities Named Entity Recognition in Query – Microsoft (2009) 71% of Bing search queries contain named entities
  12. 12. • Knowledge Graph Facts
  13. 13. Data verification "Content including at least one content item obtained from a first resource and at least one second content item obtained from a second resource different than the first resource“ - Knowledge Graph Patent
  14. 14. A few months ago…something odd occurred.
  15. 15. Trouble at’ Mill
  16. 16. Busted!
  17. 17. Let’s get hacking…
  18. 18. External Structured Data • People • Organizations • Things • sameAs
  19. 19. Connected accounts • Rel Publisher • Authorship • Bing Connected Accounts
  20. 20. Connected accounts • Klout & Snapshot http://blog.klout.com/2013/10/bing-klout-verified-snapshots/
  21. 21. Freebase • Add yourself to the database. • Share only data which is relevant and useful. • Use the help guide: http://wiki.freebase.com
  22. 22. Wikipedia (aka dbpedia) Yes…it’s a major Knowledge base No…you probably shouldn’t add yourself
  23. 23. Wikipedia (aka dbpedia) Read the rules: http://www.cipr.co.uk/content/policy-resources/best-practice- guides-toolkits/wikipedia-and-public-relations
  24. 24. Next steps… • Entity recognition • Personalisation of results • Entity search could mean there is value in schema citations, especially for physical real life objects.
  25. 25. Thanks for listening… • Slides available at: http://bit.ly/QAYYdh • Questions? Tweet me at @andrew_isidoro

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