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Oxford Seo.Com Presentation


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Introduction to the Impact of Semantic Web Search on SEO

Published in: Technology, Business
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Oxford Seo.Com Presentation

  1. 1. Welcome to the Launch
  2. 3. Who Am I? Igor Goldkind From Wikipedia, the free encyclopedia Born April 20, 1960 (1960-04-20) (age 48) Lansing, Michigan Nationality American Area(s) Writer, Technologist Igor Goldkind (born April 20, 1960) was a marketing consultant who worked for a number of publishers, before moving into writing comics. He currently works in semantic web development and web-based marketing. Igor Goldkind worked first for Titan Books in the 1980's and then for Egmont Fleetway in the 1990's as a marketing consultant and became well known for marketing the graphic novel publishing format within the book trade and mainstream press. Igor Goldkind was the marketing consultant who worked at Titan and moved to the IPC Youth Group and is generally credited with popularizing the term "graphic novel" as a way to help sell the trade paperbacks they were publishing. He admits that he "stole the term outright from Will Eisner" and his contribution was to "take the badge (today it's called a 'brand') and explain it, contextualise it and sell it convincingly enough so that bookshop keepers, book distributors and the book trade would accept a new category of 'spine-fiction' on their bookshelves." Goldkind left mainstream comics industry to set up on of the first digital media companies in the UK, Artemis Communications developing some of the early publishing websites for Oxford University Press and Usborne Books, among others.
  3. 4. What is the Internet?
  4. 5. Dr. David Clarke: Principal Architect of the Internet
  5. 6. What is the Internet?
  6. 8. Tim Berners- Lee: Inventing the World Wide <ul><li>While an independent contractor at CERN from June to December 1980, Tim Berners-Lee proposed a project based on the concept of hypertext, to facilitate sharing and updating information among researchers. </li></ul><ul><li>In 1989, CERN was the largest Internet node in Europe, and Berners-Lee saw an opportunity to join hypertext with the Internet: &quot;I just had to take the hypertext idea and connect it to the Transmission Control Protocol and domain name system ideas and — ta-da! — the World Wide Web. </li></ul><ul><li>It was a solution to a specific communications issue or in his words “The scratch for a particular itch” Before eCommerce, Before Data Mining, the WWW was and still is primarily a means of interlinking information for users </li></ul><ul><li>Today, the correct and accurate use of content language is more important than design. </li></ul>
  7. 9. 85% of Web uses start with a Search Engine <ul><li>And yet only 25% of Websites are designed with Search Engines in mind </li></ul><ul><li>Which is where the Search Engine Optimisation business comes in </li></ul><ul><li>This year businesses and organisations are spending as much on SEO and SEM as they did building their websites </li></ul>
  8. 10. Standard SEO Tactics <ul><li>* Keyword usage: Ensuring natural flow of copy while using relevant phraseology </li></ul><ul><li>* Use language your searchers would use </li></ul><ul><li>* Make your url a keyword </li></ul><ul><li>* Headings: Using headings that are compelling and informative </li></ul><ul><li>* Title tag: Create a compelling, keyword rich title for the page </li></ul><ul><li>* Description tag: Build a description that is both compelling and reinforces the keyword relevance of the page </li></ul>
  9. 11. Some New SEO Tricks <ul><li>1. Google Image Search: It has always been a good idea to use images on </li></ul><ul><li>your site for illustrating your products and services. Now customers can </li></ul><ul><li>find your site via Google Image Search. Optimize your images with </li></ul><ul><li>descriptive, keyword-rich file names and ALT tags. Use accurate </li></ul><ul><li>descriptions of your image files for the benefit of those who might need to </li></ul><ul><li>view the site in text only format. </li></ul><ul><li>2. Google Video (beta): Use descriptive, keyword-rich file names for your </li></ul><ul><li>video files. Also create a keyword-rich title tag, description tag, and video </li></ul><ul><li>site map. </li></ul><ul><li>3. Google News: Submit your press releases for display as news, and also </li></ul><ul><li>as a new content page on your site. </li></ul><ul><li>4. Google Maps: AKA Google Local – this has been included in Google </li></ul><ul><li>search results for a while. Give your site a local presence through the </li></ul><ul><li>Google Maps Local Business Center where local businesses can get a </li></ul><ul><li>free basic listing to extend their reach in the SERPs. </li></ul><ul><li>5. Google Blog Search (beta): Use social media and Blog engines to drive </li></ul><ul><li>traffic to the site. Submit to the Google Blog search and have your Blog indexed </li></ul>
  10. 12. More Important than Tricky SEO Tactics is Standard Housekeeping <ul><ul><ul><li>1. The proper use of simple HTML markup : only structural tags in the HTML, use of CSS, proper use of structural tags in the layout (<h> tag order in a document for example). </li></ul></ul></ul><ul><ul><ul><li>2. Respect to usability in web site design: using proven layouts </li></ul></ul></ul><ul><ul><ul><li>3. Search engine-aware web pages and web site. </li></ul></ul></ul><ul><ul><ul><li>4. Well structured - easily updateable. </li></ul></ul></ul><ul><ul><ul><li>Automatically printable with CSS media type linked CSS files. </li></ul></ul></ul><ul><ul><ul><li>Elimination of Duplicate Content </li></ul></ul></ul><ul><ul><ul><li>IOW: a w3c standards-compliant website. </li></ul></ul></ul>
  11. 13. <ul><li>The keyword mode of Internet search technique is about to be taken over by a new breed of semantic search technology. </li></ul><ul><li>Standard keyword and key phrase searches although universally accepted are often unreliable and cumbersome. Users sometimes get up to 10,000 hits on a search engine result page (SERP) and then have to wade through a list of loosely related keyword results to find the relevant documents they were searching for. </li></ul><ul><li>This where a new breed of semantic technologies comes into the frame. Unlike ranking algorithms such as Google's PageRank for predicting relevancy, semantic search dips into the meaning in language to produce highly relevant search results. </li></ul><ul><li>In comparison to standard search, semantic search looks at the logic of the sentence: how words in a sentence relate to one another as well as understanding the context of the keywords. </li></ul><ul><li>Instead of clumsy, corresponding criteria, the words grouped around a keyword or phrase will now play as important a factor in weighing the relevancy of the term as the keyword itself. The focus is now on context, how words and assets are grouped together. </li></ul><ul><li>The results are a more accurate and specific response to a search query. </li></ul>
  12. 14. The Semantic Web doesn’t just make data searchable, but knowledge searchable. <ul><li>According to Lyang Yu, author of The Semantic Web and Semantic Web Services , most of us use the web for three basic functions: search, integration and data mining, in that order. Searching is the entry point and primary activity on the World Wide Web. </li></ul><ul><li>The Semantic Web uses smart programs to tag and link to information across different mediums that provides context to web content without relying on humans. </li></ul><ul><li>It’s about enabling search engines to scan for meaning and interpretation as the primary relevance criterion for a search query rather than just clumsily corresponding the number and density of matching search terms. </li></ul><ul><li>Websites will either have to adapt to the Semantic Web or be left outside of the search loop. </li></ul>
  13. 15. Currently there are a variety of new semantically driven search engines that provide results that more accurately respond to the intention of the searcher. <ul><li> Cuil (pronounced &quot;cool&quot;, according to the creators) is a search engine that organises web pages by thematically linked content and displays relatively long entries along with thumbnail pictures for results. Inspired by semantic search criterion, it claims to have a larger index than any other search engine, with about 120 billion web pages. </li></ul><ul><li>Calais, from Thomson Reuters is a Semantic Web service, and open API that allows web publishers to automatically scan content and pull out semantic metadata.. By adding a vertical layer of meta data, your product or catalogue information acquires an additional dimension of search-ability. More and more Search Engines are gearing their algorithms towards a semantic sensibility. Now is the time to ready your online data for the Semantic Web. </li></ul><ul><li> is a subscription based, online workflow solution designed to help corporate scientists, engineers and R&D professionals quickly discover and explore technologies, organisations, products, and more. It combines scientific content, millions of patent sources, and billions of web pages, with an advanced semantic indexing and search engine. </li></ul>
  14. 16. So What Do I Do?