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2013 Tech Wrap Up at Dragon Search


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This presentation was given to the Dragon Search team up in Kingston New York. It combined all the important aspects of Jonathan Goodman's conference presentations on Schema, Freebase, EdgeRank.

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2013 Tech Wrap Up at Dragon Search

  1. 1. Halyard Consulting Schema | Freebase | EdgeRank Future Search 2014
  2. 2. ● ● Who Am I Schema ○ ○ ○ ● Freebase ○ ○ ● Query Editor In Action EdgeRank ○ ● What Is Schema How It Affects Search Results Great Resources Relationships Coming Soon Agenda
  3. 3. Who I Am
  4. 4. ● ● ● Name: Jonathan Edward Goodman Position: President of Halyard Consulting ○ Established: 2007 ○ Client Focus: Small to Medium Businesses ○ Development: WordPress Exclusive ○ Services: Full Range of Internet Marketing ■ Including: ● Optimization ● Development ● Content ● Advertising ● Public Relations Author & Podcast: The World of Internet Marketing Halyard Consulting
  5. 5. What Is Schema
  6. 6. What You See
  7. 7. What The Engines See
  8. 8. itemtype =http://schema. org/Product itemtype =http://schema. org/Organization itemprop="name“ Apple itemtype= itemprop="name“ Apple itemprop=“Color" Red itemtype= itemprop=“founder" Steve Jobs Schema Understands
  9. 9. MetaData <meta name="description" content="Apple designs and creates iPod and iTunes, Mac laptop and desktop computers, the OS X operating system, and the revolutionary iPhone and iPad." > <meta name="author" content=“Apple Inc."> MicroData <div itemscope itemtype=""> <div itemtype=“” itemprop="name">Apple</div> <div>Url: <span itemprop="url"></span></div> <div itemtype="" itemprop="address"> <div itemprop="streetAddress">1 Infinite Loop</div> <div><span itemprop="addressLocality">Cupertino</span> <span itemprop="addressRegion">CA</span> <span itemprop="postalCode">95014</span></div> MetaData vs. MicroData
  10. 10. itemscope itemtype = itemprop = "name"> Apple itemprop="description"> Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California itemtype => itemprop = "founder"> Steve Jobs itemscope itemtype="" itemprop="name"> Apple itemprop="description"> The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family. itemprop=“color"> Red Defining ItemType
  11. 11. How It Affects Search Results
  12. 12. <div itemprop="video" itemscope itemtype=""> <span itemprop="name">Affiliate Summit East 2013 Speaker Preview - Jonathan Goodman</span> <meta itemprop="duration" content="T6M51S" /> <meta itemprop="thumbnail" content="jonathan-goodman-interview-thumb.jpg" /> <span itemprop="description">In this video interview from our "Speaker Preview" Series. We introduce Jonathan Goodman, CEO of Halyard Consulting.</span> name thumbnail description duration Videos
  13. 13. DISCLAIMER: I DID NOT READ THIS BOOK - NOR DO I HAVE ANY INTEREST!! <div itemscope itemtype=""> <span itemprop="name">Fifty Shades of Grey</span> <span itemprop="description">Fifty Shades of Grey is a 2011 erotic romance novel by British author E. L. James. It is the first instalment in the Fifty Shades trilogy that traces the deepening relationship between a college graduate</span> <div itemprop="author" itemscope itemtype=""> <span itemprop="name">E. L. James</span> <meta itemprop="datePublished" content="June 20, 2011">Date published: June 20, 2011 datePublished name description Products author / name
  14. 14. <div itemscope itemtype=""> <a itemprop="url" href=""> <div itemprop="name">Affiliate Summit East 2013</div></a> <meta itemprop="startDate" content="2013-08-18T12:00">Starts: 08/18/2013 12:00PM</div> <div itemprop="location" itemscope itemtype=""> <div itemprop="streetAddress">1101 Arch St,</div> <span itemprop="addressLocality">Philadelphia</span>, <span itemprop="addressRegion">PA</span> <div itemprop="postalCode">19107</div> startDate location / Postal Address Events name
  15. 15. "Just because you implement doesn't mean that you should necessarily rank higher...I'm not going to take it off the table...But just because somebody implements markup, that doesn't mean that they're necessarily an automatically better site...although it can be a good idea to markup things in a rich structure just because then different people can slice and dice and find your site more easily if they are doing more digging." Matt Cutts - GoogleWebmasterHelp on YouTube Head of the Webspam Team at Google "...a well structured site, rich in detail and capable of correctly offering more extensive data is more likely to gain ranking within the search results. Jonathan Goodman - FeedFront President of Halyard Consulting Rules of Engagement
  16. 16. Great Resources
  17. 17. ● Test Includes: ○ Authorship Test ○ Authorship Email Verification ○ Authorship rel=author Markup ○ Publisher Markup ○ Extracted Structured Data ○ RDFA Nodes Structured Data Testing Tool
  18. 18. Structured Data Markup Helper
  19. 19. ● Schema Creator
  20. 20. Freebase What Is It?
  21. 21. ● Metaweb then acquired by Google ● Over 40 million topics ● Over 2K types = relational table ● 30K properties = table columns ● What Can You Do ○ Query Freebase's data using MQL ■ ○ ● (Metadata Query Language) Build applications using API Community of thousands working to improve the data. History of Freebase
  22. 22. ● Freebase = Graph Data Structure - Allows for growth of data without restructuring. ○ Nodes - Data Points (ex. Bryan Cranston) - Defined as /type/object/ ○ Edges - Connectors (Bryan Cranston is in Breaking Bad) - Defined as /type/link/ Node (type/object) Breaking Bad Node (type/object) is in Edge (type/link) Bryan Cranston Freebase: Nodes & Edges
  23. 23. ● Topic - is a node BUT not every node is a topic. ■ Psychost imulant Physical Entities (Bryan Cranston) ■ Artistic Creations (Breaking Bad) ■ Classification (Psychostimulant) ■ Abstract Concept (Awesomeness) ■ Methamp hetamine Schools of Thought (Empire Building) Empire Building Breaking Bad Bryan Cranston Freebase: Topics Awesom eness
  24. 24. ● Types - Topics can have numerous associated types. ■ (Breaking Bad a /tv_program/ with /award_nominations/ and /award_winning_work/) Breaking Bad /tv_program/ /award_nomin ations/ Freebase: Types /award_winni ng_work/
  25. 25. ● Properties - Each Type carries a different set of properties. ■ (Breaking Bad a /tv_program/ with /program_creator/ Vince Gilligan /air_date_of_first_episode/ was 1/20/2008 and currently has /number_of_seasons/ equaling 5. /tv_program/ Breaking Bad 5 /number_of _seasons/ /air_date _of_first_ episode/ /program _creator/ 008 1/20/2 Vince Gilligan Freebase: Properties
  26. 26. PLUS: College Attended, Street, Age, Where Born, Endless Etc. 6 Degrees of Kevin Bacon
  27. 27. What Two Ways is Gregory Peck Connected to Steve Wozniak? Let’s Play A Game
  28. 28. Google Knowledge Graph Freebase In the Scheme of Things Wikipedia
  29. 29. Freebase Query Editor
  30. 30. MQL (Metaweb Query Language) w/ JSON Syntax NOTE: Make Sure Query Assist is On.
  31. 31. Results
  32. 32. Template
  33. 33.
  34. 34. Freebase In Action
  35. 35. Freebase pulls every song, person, food, and place from within every book. Small Demons
  36. 36. Yatedo is a free people search engine that provides relevant personal connections through a social graph along with images, video, web pages, news, and books associated with that person. Yatedo
  37. 37. lets you discover music through the collaborations and connections of your favorite artists. Richseam also brings in APIs from DBpedia, EchoNest, Last. fm, MusicBrainz, Songkick, Spotify Metadata, and YouTube. RichSeam
  38. 38. EdgeRank
  39. 39. ● Affinity - Viewer to Creator Relationship Weight - Interactions: Comments, Likes, Shares Decay - Age of Content ● Average User Could Be Shown 1,500 Stories Each Visit ● ● EdgeRank Equation
  40. 40. Affinity Categories & Subcategories Global Interactions Post Types Complaints Ad Interactions Machine Learning Last Actor Device Page Relationships Story Bumping Friend Relationships 100K Points
  41. 41. College Friends People Who Think Are Your Friends Family Local Friends Business Associate High School Friends Affinity: Cat & SubCat The Reason You’re In Therapy
  42. 42. Global Outweighs Affinity More Interaction = More Shown Global Interactions
  43. 43. Dirk Jon Duc Likes, Comments & Shares Likes, Comments & Shares Likes, Comments & Shares Articles Photos Videos Sees Mostly Articles Sees Mostly Photos Sees Mostly Videos ● Diversify Your Post Type Post Types
  44. 44. ● Interactions with ads can influence News Feed. Ad Interaction
  45. 45. ● Device - Some content doesn’ t perform well. ● Slow Speed Connection Shown More Text Feeds. Device & Speed
  46. 46. ● Unread Stories w/ Interaction Shown Again ● Bends Time Decay Rule: Higher Priority for Older Unseen Posts. ● Proven Increased Interaction ○ 5% Friend Stories ○ 8% Pages Stories Story Bumping
  47. 47. 4 Video Shares 6 Video Likes 3 Video Comments 8 Articles Shares 10 Articles Likes 4 Articles Comments 4 Photo Shares 6 Photos Likes 2 Photos Comments 1 Ad Clicks 2 Page Likes ● Last 50 rolling interactions assist sorting news feed. Last Actor
  48. 48. ● Complaints (Hide/Spam) of content or page hosts get lower priority and eventually not shown. Complaints
  49. 49. Relationships
  50. 50. ● Friend ○ ○ ● Close Friend Acquaintance Update ○ ○ All Updates Most Updates Friends
  51. 51. ● Liked Pages ○ ○ Get Notifications Show in News Feed ■ ■ ■ All Updates Most Updates Only Important Pages
  52. 52. https://www.facebook. com/search/single/users/108424279189115/resident s/present/109241542435052/homeresidents/females/intersect ● Single Women Residents of New City NY. ○ 108424279189115 = New York ○ 109241542435052 = New City Mutual Friends No Mutual Friends Facebook Search
  53. 53. Coming Soon
  54. 54. ● A Page from Twitter: ○ Live Events ■ Sports ■ Television ■ News ○ Not re-ordered later by importance. Chronological Ordering
  55. 55. Phone: 800-641-9157 Email: Website: Twitter: HalyardConsult Facebook: HalyardConsulting Thank You!