ENTITY BASED SEARCH
& EXPERIENCES
Evan Fishkin
Principal Program Manager, MSN
ENTITY EXPERIENCES HAVE BECOME
COMMON-PLACE
INSTANT ANSWER
KNOWLEDGE GRAPH
RICH SNIPPETS
AND IT’S GROWING…
THE SEARCH CHARM
GOOGLE NOW
GOOGLE NOW
ENTITIES IN SEARCH CHARM
WHAT CONSTITUTES AN ENTITY?
According to schema.org
AN ENTITY IS A THING

Thing
_

DEFINED:

The most generic type of item.
THERE ARE SO MANY THINGS!
Action
BroadcastService
Class
CreativeWork
Event
Intangible
MedicalEntity
Organization
Person
Pl...
THINGS WITHIN THINGS: ACTION
AchieveAction
AssessAction
ConsumeAction
CreateAction
FindAction
InteractAction
MoveAction
Or...
IT GOES DEEPER!
WHICH ONES MATTER TODAY?
IN THE KNOWLEDGE GRAPH…
PERSON
PLACE
THING
INTANGIBLE
IN INSTANT ANSWERS…
PERSON
PLACE
ORGANIZATION
EVENT
DATASETS
CREATIVEWORKS
INTANGIBLE
IN RICH SNIPPETS
STRAIGHT FROM THE HORSES MOUTH
Articles
Events
Local Businesses
Restaurants
Products

Software Applications
Movies
TV Epis...
FACTS FOR THESE ENTITIES ARE PROVIDED BY…
BROUGHT TO YOU BY
BROUGHT TO YOU BY
BROUGHT TO YOU BY
VIEWERS LIKE YOU

<INSERT YOUR MICRODATA TAGGED CONTENT HERE>
WAIT A MINUTE.
WHY?
THREE REASONS
INCREASED VISIBILTY

INCREASED AUTHORITY
INCREASED CLICK-THROUGH-RATES
BING ON THE SCHEMAS!
PRIORITIZE EFFORTS
DO WHAT EVERYONE ELSE TOLD YOU DO FIRST
REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL
FOCUS ON TODAYS OPP...
FOR THE TECHNICALLY INCLINED
NOT ON APACHE?
Got 99 Problems

But Apache Aint One
HERE’S HOW YOU CAN GET STARTED
TODAY!
no money down
ASSESS - MARKUP HELPER

https://www.google.com/webmasters/markup-helper/
EXECUTE - DATA HIGHLIGHTER
REVIEW - STRUCTURED DATA TESTING TOOL

http://www.google.com/webmasters/tools/richsnippets
THE NEXT GENERATION OF SERPS
EXPANDED KNOWLEDGE GRAPH
THE END

THE END
THANK YOU JINDRICH!
THANK YOU MARKETING FESTIVAL!
THANK YOU CZECH REPUBLIC
THANK YOU BRNO
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Evan Fishkin (Microsoft) - Entity Based Search and Experiences

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Evan Fishkin (Microsoft) - Entity Based Search and Experiences

  1. 1. ENTITY BASED SEARCH & EXPERIENCES Evan Fishkin Principal Program Manager, MSN
  2. 2. ENTITY EXPERIENCES HAVE BECOME COMMON-PLACE
  3. 3. INSTANT ANSWER
  4. 4. KNOWLEDGE GRAPH
  5. 5. RICH SNIPPETS
  6. 6. AND IT’S GROWING…
  7. 7. THE SEARCH CHARM
  8. 8. GOOGLE NOW
  9. 9. GOOGLE NOW
  10. 10. ENTITIES IN SEARCH CHARM
  11. 11. WHAT CONSTITUTES AN ENTITY? According to schema.org
  12. 12. AN ENTITY IS A THING Thing _ DEFINED: The most generic type of item.
  13. 13. THERE ARE SO MANY THINGS! Action BroadcastService Class CreativeWork Event Intangible MedicalEntity Organization Person Place Product Property
  14. 14. THINGS WITHIN THINGS: ACTION AchieveAction AssessAction ConsumeAction CreateAction FindAction InteractAction MoveAction OrganizeAction PlayAction SearchAction TradeAction TransferAction UpdateAction
  15. 15. IT GOES DEEPER!
  16. 16. WHICH ONES MATTER TODAY?
  17. 17. IN THE KNOWLEDGE GRAPH…
  18. 18. PERSON
  19. 19. PLACE
  20. 20. THING
  21. 21. INTANGIBLE
  22. 22. IN INSTANT ANSWERS…
  23. 23. PERSON
  24. 24. PLACE
  25. 25. ORGANIZATION
  26. 26. EVENT
  27. 27. DATASETS
  28. 28. CREATIVEWORKS
  29. 29. INTANGIBLE
  30. 30. IN RICH SNIPPETS
  31. 31. STRAIGHT FROM THE HORSES MOUTH Articles Events Local Businesses Restaurants Products Software Applications Movies TV Episodes Books
  32. 32. FACTS FOR THESE ENTITIES ARE PROVIDED BY…
  33. 33. BROUGHT TO YOU BY
  34. 34. BROUGHT TO YOU BY
  35. 35. BROUGHT TO YOU BY
  36. 36. VIEWERS LIKE YOU <INSERT YOUR MICRODATA TAGGED CONTENT HERE>
  37. 37. WAIT A MINUTE. WHY?
  38. 38. THREE REASONS INCREASED VISIBILTY INCREASED AUTHORITY INCREASED CLICK-THROUGH-RATES
  39. 39. BING ON THE SCHEMAS!
  40. 40. PRIORITIZE EFFORTS DO WHAT EVERYONE ELSE TOLD YOU DO FIRST REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL FOCUS ON TODAYS OPPORTUNITIES DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAM EXECUTE
  41. 41. FOR THE TECHNICALLY INCLINED
  42. 42. NOT ON APACHE? Got 99 Problems But Apache Aint One
  43. 43. HERE’S HOW YOU CAN GET STARTED TODAY! no money down
  44. 44. ASSESS - MARKUP HELPER https://www.google.com/webmasters/markup-helper/
  45. 45. EXECUTE - DATA HIGHLIGHTER
  46. 46. REVIEW - STRUCTURED DATA TESTING TOOL http://www.google.com/webmasters/tools/richsnippets
  47. 47. THE NEXT GENERATION OF SERPS
  48. 48. EXPANDED KNOWLEDGE GRAPH
  49. 49. THE END THE END
  50. 50. THANK YOU JINDRICH!
  51. 51. THANK YOU MARKETING FESTIVAL! THANK YOU CZECH REPUBLIC THANK YOU BRNO

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