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Connecting)The)
Probable(Dots
Disambiguating+strategies+for+entity+
oriented(search(and(natural(
language'understanding'
Dawn%Anderson
@dawnieando #FOS20
The$probability$
of#rolling#an#even#
number'or'an'
odd#number#is#
1:2
This%is%‘Equiprobability’%!
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equiprobable+outcomes
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equal probabilities+to+
outcomes(when(they(
are$judged$to$be$
equipossible”"
(Wikipedia)
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locations)&)entities)
equiprobability-can-
be#problematic
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of#Data#(entities,#
including(locations)
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entity&determinations&are&
considered)equal)a)
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one’%(canonical)
Equiprobability-is-like-‘See-saw-SEO’
Nearest'Neighbours
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together'
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one$is$picked
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Where%there%is%equipossibility
there%is%a%need%for%further%
confirmations+beyond+the+
content&itself
One$must$
beat%the%
other
Sometimes(‘bits’(
are$picked$from$
multiple(
‘equiprobable,
outcomes’
Today’s(Topic:(Disambiguating(
equiprobability-for-improved-
search'performance
WHO
IS
DAWN
ANDERSON
@dawnieando
dawn.anderson@@move-it-
marketing.co.uk
move-it-marketing.co.uk
linkedin.com/in/msdawnanderson
Meet$Bert$&$Tedward
@dawnieando #FOS20
In#an#ideal#
world&
‘precision’+and+
‘recall’(would(
be#perfect…#
but…%it’s%NOT
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also%work%off%probability%
determination
Using&‘The&Law&of&
Large&Numbers’&
(Educated)guesses))–
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Google&Uses&(some)'Machine'Learning(for(Crawling,(Indexing(&(Ranking
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there’s'often'
very%little,%or%
nothing'in'it
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one$of$very$many$things)
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balance'tips'from'
equiprobability-
slightly
Your%ranking%flux%might%well%be%transferring%equiprobability
Several'types'of'
equiprobability-
ambiguitity may$cause$
your%project%to%
perform'less'well'
overall'in'search
Different(
types&of&
ambiguity)
can$impact$
SEO
Exact&duplicate&content
Near%duplicate%content
Natural'language'ambiguity
Generational*cruft*based*ambiguity
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content
Google&
probably(
chooses&the&
one$with$
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HTTPS
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several'of'many'
‘importance’-
factors
Google&works&this&
out$VERY$quickly
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content
It#starts#off#well#
enough…(but(over(
time
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these%pages%are%
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reasons
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Big$Boilerplate$/$little$main$value
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trying'to'make'a'URL'
footprint(well(beyond(their(
contribution)to)a)positive)
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Spoofing(the(
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After&some&crawling&
&"sampling"Google"
puts%the%pieces%of%
the$puzzle$together
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exclude'pages'
from%the%index
Exclusion*still*
happens…(A(LOT
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Twitter'
competition)
with%only%
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the$prize
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were$huge…$
millions
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Pareto'Principle
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contribute*well*to*
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crawled’)will)be)
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saying…
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in
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enormously
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mathematical)spaces
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word%by%the%
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(Firth,(1957)
Relatedness
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relatedness
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relatedness
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occurrence'
in#content#
helps&A&LOT
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adds$to$the$contextual$2nd
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with%
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with%
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informational*
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passes%throughout%
the$whole$site
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ecommerce&pagesAdding
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relatedness)
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vectors
Internal(linking
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well
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demand&&&content&
naturally(grows
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which%is%‘too’%
conceptually+
very%similar%with%
no#separate#
demand
Google&may&realise&you&
can$‘probably’$help$with$
transactional*queries
Dot!to!dot$
ambiguity
Who$knows$what$
this%dot%to%dot%
puzzle&is&creating?
Absolutely*
no!one
If#you#chop#away#or#migrate#
half%of%your%website%then%
equiprobability-will-likely-be-a-
problem
A"half"drawn"website"
is#not#the#same#as#a#
fully%drawn%previous%
website?
Although(you(may(rank(‘marginally’(better(for(
fewer%things
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became&overall&more&
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content&adds&
to#the#
contextual*2nd
level$
relatedness)of)
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content
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content
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content
Prune,'Merge,'Improve,'Archive
Prune&– Only%
ballast
01
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semantically+
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02
Improve(–
Evergreen'pages'
worth&the&effort
03
Archive(– Older&
pieces&of&
temporal)content)
(like&a&library)
04
Avoid&removing&or&
hiding&user&
generated(content(
(except'spam)
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ambiguity
Generational*cruft*
contributes+to+
equiprobability-
issues
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examples…)
legacy'is'a'
problem
301$redirect$chains
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things'(tokens'
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re!filed
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at#all
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true%‘soft%404’
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are$like$a$game$of$
rugby&as&the&ball&
(signals))is)passed)
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temporarily+wrong+target+
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time%– See!saw$SEO
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learned'
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to#get#enough#crawl#for#
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been$crawled$for$years
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no#‘demand’#for#your#poopy#
pages’
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Wordpress(site
You$need$to$lure$
a"Grumpy"
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quality(in(the(site(as(a(whole(&"
add#more#value#OVERALL
Regain'the'crawl&and&get&more&
demand
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patterns((clues)(in(
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take%a%demand!
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identify(valuable(content,(
features(&(attributes(your(
audience(wants(
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words&to&transactional&pages&
does%not%always%add%much%value
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mathematically*natural*
ordered%pattern%to%things%
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frequencies*
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popularities+will+
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n"is#inversely#
proportional)to)its)
frequency)table)rank)–
1/n
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occurs&in&
many%other%
rankings(
unrelated)to)
language
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channel
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popularity*that*mirrors*
‘real&life&popularity
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popular'in'
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Does%it%follow%
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Effect’?
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things'you'want'to'rank'for'
(which&aren’t&really&popular&at&
all)?
Building(genuine(
topical(hubs((Hub(&(
spoke)'(Strongly'
connected'
components)
Google&puts&the&pieces&of&the&
puzzle&together&slowly&but&
increases(with(quality(
improvements
Equipossibility goes%well%
beyond'duplicate'content'too
Semantic)
heterogeneity
Mis!matching)data)types)or)
equivalencies+in+data+tables+
from%same%or%other%domains
Linked'Data'has'been'around'for'a'long'time
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been$several$ways$to$
implement(linked(data
Some%Types%of%Semantic%Web%Technologies%&%
Their&Markups
RDF SPARQL OWL SKOS
RDFa JSON!LD Microdata
Several'linked!data$types$&$web$
sources'come'together'causing'
equipossibility
Implementation+
Inconsistencies)Prevail)
(ed)
The$Knowledge$Graph$
&"Its"Data"Sources
The$majority$of$Google’s$entity$
types&reference&the&Wikipedia&
URI$or$the$Knowledge$Graph$MID
But$Now$Anything$Structured$Might$Be$Used
We#already#know#conversation#search#fills#gaps#via#web#information
The$web$is$a$‘Data$Lake’
Public'Datasets'(e.g.'Kaggle)'>'27k'datasets
Enter&Data&Search&by&Google&AI
Disambiguating+Data+
Sets%(is%hard)
I"asked"for"some"examples"on"Twitter
Example:)
Philosophers*Dates*
of#Birth#different#in#
Wikidata &"DBPedia
The$community$responded
'Mashed!up’$
Knowledge)Graphs)
(Two%Don%Cherry’s%
and$his$dog’s$name$
! ‘Blue’
Image&Search&Got&Don&Cherry’s&Dog&Right
Wrong&price&included&in&images&from&other&sites
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Direct'
Competitors
Edgar’s(Were(Comical
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Death&– To#Be#
Advised??
Does%An%Ice%
Cube%Have%
Parents?
Teenage&
Mutant&Ninja&
Turtles(paint(
works&of&art
Wikipedia(Made(Their(Point(Well
A"six"legged"horse?
Somes&Reputable&
Knowledge)
Repositories)are)
Just%Plain%‘Wrong’
“Simply(saying(that(a(horse(
has$five$legs$doesn't$make$
it#true#– calling'a'horse's'
tail%a%leg%does%not%make%it%
one.”&(Wikipedia,&2019)
Equivalency,
between&data&
sources'is'sought
Efforts'Are'Underway'
to#Resolve
Since&2011&major&search&
engines&have&been&
focusing)on)Schema)
commonly
Google&
Deprecating+
Data!vocabulary*
Schema
Your%
Breadcrumbs+
Markup'May'
Be#Impacted
Entities'often'have'
many%surface%forms
Schema:SameAs and$OWL:SameAs
SameAs'Seems'To'Be'Effective
BE#consistent#in#ALL#
mentions(of(your(brand(
name%&%ALL%THINGS%
GENERALLY
Utilise'‘known’'
(popular))public)
datasets&&&knowledge&
repositories
Avoid&conflict&with&
‘known’'(popular)'
public'datasets'&'
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repositories’
Realise well$
known%
knowledge)
repositories(
may$be$wrong
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conceptually+still+
be#‘right’"– They%
will$PROBABLY$win
Location(based(
ambiguity
Semantic)Heterogeneity)
is#a#problem#locally
Entity&
Address&
(location)*is*
a"VERY"Big"
Problem(
with%entity!
oriented(
search
street%number
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street/route(name,(if(detected
postal'code,'if'detected
country,)if)detected
broad_region+! administrative+area,+such+as+the+state,+if+
detected
Narrow_region+! smaller'administrative'area,'such'as'county,'
if#detected
Narrow_Region,
is#VERY#
Problematic
Inconsistent)data)from)
knowledge)repositories
Inconsistent)data)from)websites
Inconsistent)data)from)searchers
HUGELY'SPLIT'EQUIPROBABILITY
Which%
County'is'
Bristol(in?
Bristol(is(
BOTH%a%
county'and'a'
city
In#Scotland#and#Wales#
it’s%worse&(They&work&of&
a"different"regional"
division'system)
Google&Does&Not&
Understand)the)
Word%‘Historic'
What%about%
counties)that)
don’t&even&exist&
any$more?
At#least#this#
one$mentions$
London%as%well%
as#Middlesex
Everyone...)Is)
confused
Older&humans&
probably(keep(
ambiguous)
county'+'town'
combinations*
alive
In#location#focused#pages#adding#a#
postcode(could(be(much(more(valuable(
than%adding%lots%of%words
Contextual*relatedness*
in#local#spaces#is#
proximity!based
AreaServed Schema'&'Internal'
linking&by&Proximity&(e.g.&lat (x)$
&"long%(y))%is#powerful
Google&sometimes&puts&
the$pieces$of$the$puzzle$
together'sporadically
Align&ALL&the&
dots
Remember:'Consistency'is'one'of'the'Kings
Leave%no%room%for%
ambiguity
Keep$in$Touch
•@dawnieando
•@BeBertey
Some%Take%Aways
Go
• Watch&for&‘impact’&patterns&to&maximise upon%in%GSC%‘coverage’%reports
Optimise
• Be#careful#you#don’t#prune#away#second#level#relatedness#signals
Map
• Consider)Pareto’s)Law)when)identifying)issues)to)fix)in)GSC)coverage
Optimise
• Check&for&‘wrong&page&ranking’&due&to&cruft&&&lag&passing&signals
Get
• On#location#sites#consider#internal#linking#on#proximity
Identify
• Add#value#to#improve#on#‘The#Network#Effect’#in#attributes#&#informational#content
Use
• Make%it%obvious%you%can%‘probably’%help%with%transactional%needs%through%other%content

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