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The Knowledge Graph. What is it? How does it work? How do you get in? @YoastCon

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Google’s Knowledge Graph is increasingly pivotal in their search algorithm. Jason Barnard explains the why and how of the Knowledge Graph and gives the audience practical tips and tricks to fully exploit the opportunities it offers.

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The Knowledge Graph. What is it? How does it work? How do you get in? @YoastCon

  1. 1. 1 The Knowledge Graph. What is it? How Does it work? How do you get in? Jason Barnard @jasonmbarnard jasonbarnard jasonbarnard kalicube.pro
  2. 2. 2Watch the series: Kalicube.pro/ws3 #SEOisAEO Thanks and Kudos :)
  3. 3. 3#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard AEO 1. Answer 2. Assistive 3. Awesome Engine Optimisation Engine Optimisation Engine Optimisation
  4. 4. 4#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Graph Theory
  5. 5. 5#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Graph Theory 2. What are Knowledge Graphs
  6. 6. 6#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Graph Theory 2. What are Knowledge Graphs 3. How Knowledge Graphs are being Built
  7. 7. 7#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Graph Theory 2. What are Knowledge Graphs 3. How Knowledge Graphs are being Built 4. Who Else is Playing the Game
  8. 8. 8#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Graph Theory 2. What are Knowledge Graphs 3. How Knowledge Graphs are being Built 4. Who Else is Playing the Game 5. How to get into these Knowledge Graphs
  9. 9. 9#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Graph Theory 2. Knowledge Graphs 3. How Knowledge Graphs are being Built 4. Who Else is Playing the Game 5. How to get into these Knowledge Graphs 6. A Rather Groovy Example (We all know and love)
  10. 10. 10#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard What do all these have in common?
  11. 11. 11#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  12. 12. 12#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Graph theory Nodes, attributes and edges
  13. 13. 13#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Vaidehi Joshi @vaidehijoshi
  14. 14. 14#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Weighting 6 yrs 4 yrs 8 yrs 1 yr 3 yrs 10 yrs 2 yrs 3 yrs
  15. 15. 15#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard A knowledge graph Entities with types, properties and relationships
  16. 16. 16#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Jo Stichbury @fluffymaccoy Knowledge graphs are large networks of entities, their semantic types, properties, and relationships between those entities” M Kroestch and G Weikum
  17. 17. 17#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Kate knows Mary. Mary likes Pete. Mary age "32". Pete brother_of Kate. Pete born_on "27-03-1982".
  18. 18. 18#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  19. 19. 19#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard S to Things
  20. 20. 20#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Knowledge graphs = the hub of Answer Engines
  21. 21. 21#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard A Q Relevancy Understanding Credibility
  22. 22. 22#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Building a Knowledge Graph
  23. 23. 23#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 2005 - the Fact Repository
  24. 24. 24#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard In general, knowledge graphs can be created by 1. manual curation 2. crowdsourcing 3. ...
  25. 25. 25#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard A combination of : 1. manual curation 2. crowdsourcing 3. (semi-) automatic extraction
  26. 26. 26#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Xin Luna Dong - my new favourite person :)
  27. 27. 27#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Xin Luna Dong - my new favourite person :) Research on knowledge management, data cleaning and integration, information extraction, graph mining and embedding, knowledge-based search…
  28. 28. 28#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Head knowledge mainly collected by manual curation or importing large datasets How to collect long tail knowledge in a scalable way? Xin Luna Dong
  29. 29. 29#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard The web as a database: The biggest knowledge graph ever Imagine you could get the entire web in a database, and structure it. Then you would be able to get answers to complex questions in seconds by querying, rather than searching. This is what Diffbot promises.
  30. 30. 30#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Xin Luna Dong
  31. 31. 31#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Annotated Web Schema / Structured Data
  32. 32. 32#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Tables and lists Seemingly simple Devilishly tricky, apparently
  33. 33. 33#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard DOM extraction Yelp, Amazon and other sites with solid HTML providing semi-structured data
  34. 34. 34#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Free Texts NLP, relatedness and co-occurence, topical siloing, semantic triples...
  35. 35. 35#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard It is one thing extracting the data and making (some) sense of it
  36. 36. 36#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard It is one thing extracting the data and making (some) sense of it But is it true?
  37. 37. 37#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard It is one thing extracting the data and making (some) sense of it But is it true? TRUST based Knowledge
  38. 38. 38#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Manually curated Xin Luna Dong Extracted
  39. 39. 39#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Manually curated Xin Luna Dong Extracted
  40. 40. 40#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Manually curated Xin Luna Dong Extracted
  41. 41. 41#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Breaking News Associate scores / confidence
  42. 42. 42#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  43. 43. 43#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Node "Bryce Harper" 201 with attribute has_birthday date entity node "Oct. 16, 1992" 203 association score of 0.84
  44. 44. 44#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Node "Bryce Harper" 201 with attribute has_career_HR_total value entity node "60 Home Runs" 204 association score of 0.37
  45. 45. 45#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard The difference in these association scores (confidence) may arise due to
  46. 46. 46#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard The difference in these association scores (confidence) may arise due to - the reliability of the sources used to generate such relationships
  47. 47. 47#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard The difference in these association scores (confidence) may arise due to - the reliability of the sources used to generate such relationships - the frequency of co-occurrences between the entities
  48. 48. 48#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard The difference in these association scores (confidence) may arise due to - the reliability of the sources used to generate such relationships, - the frequency of co-occurrences between the entities - the fact that one of the attributes values (node 204) is changing over time
  49. 49. 49#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard The difference in these association scores (confidence) may arise due to - the reliability of the sources used to generate such relationships, - the frequency of co-occurrences between the entities - the fact that one of the attributes values (node 204) is changing over time - and/or other factors
  50. 50. 50#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Who is playing the game ? (and how well)
  51. 51. 51#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  52. 52. 52#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  53. 53. 53#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  54. 54. 54#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  55. 55. 55#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard There are 1224 datasets in the Linked Open Data Cloud
  56. 56. 56#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Containing over 40 billion facts
  57. 57. 57#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard How you can get into these Knowledge Graphs
  58. 58. 58#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Communicate
  59. 59. 59#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Communicate Corroborate
  60. 60. 60#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Who you are Communicate Corroborate
  61. 61. 61#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Who you are 2. What you offer Communicate Corroborate
  62. 62. 62#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard 1. Who you are 2. What you offer 3. In detail Communicate Corroborate
  63. 63. 63#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard *Typical* Steps to the Knowledge Graph 1. Use Structured Data on your site 2. Quality About Us page 3. Get a Wikipedia Page 4. Add yourself to Wikidata 5. Have a Google My Business 6. Confirmation from Trusted Sources 7. ...
  64. 64. 64#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  65. 65. 65#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Confirmation 20 to 30
  66. 66. 66#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Where to start
  67. 67. 67#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Find your springboard Boinggggg!!!!
  68. 68. 68#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  69. 69. 69#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  70. 70. 70#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  71. 71. 71#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  72. 72. 72#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  73. 73. 73#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Noteworthy + Proof = Deeper Understanding
  74. 74. 74#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  75. 75. 75#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  76. 76. 76#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  77. 77. 77#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  78. 78. 78#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard A working example
  79. 79. 79#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Knowledge graphs ... Suitable for a continuous flow of large amounts of data from diverse, heterogenous sources. The ontology (semantics of the data) can be extended and revised algorithmically as new data arrives. Jo Stichbury @fluffymaccoy (paraphrased)
  80. 80. 80#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  81. 81. 81#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard “Google Maps is a great example of what the future of search should look like — augmented public data, powered by a knowledge graph. Ivan Bercovich (Graphiq - now Alexa)
  82. 82. 82#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
  83. 83. 83#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Ivan Bercovich (Graphiq - now Alexa) Google is able to maintain a real-time representation of the world and answer geospatial queries that have never been asked.
  84. 84. 84#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard Conclusion
  85. 85. 85#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard A Q Relevancy Understanding Credibility
  86. 86. 86 The Knowledge Graph Thanks ! Jason Barnard @jasonmbarnard jasonbarnard jasonbarnard kalicube.pro

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