Strings to Things: The Move to Semantic SEO by Matthew Brown – Moz #MozCon @MatthewJBrown
The 2011 me was a different SEO
3 The rise of Panda
The writing was on the wall
Adios, Keyword-based site architecture RIP: Industrial-Strength “Query SEO”
Semantic SEO: The Pitch The market corrected
7 The solution? Use the semantic web!
8 Entity-based SEO to increase relevancy
9 Turns out that‟s where Google was headed
“Search is dramatically changing right before our eyes” Amit Singhal Google I/O 2013 Source: Flickr: JD Hancock
“This is our flagship product used by billions of people, and yet we‟re saying it‟s changing fundamentally.” Jason Douglas...
Desktop PC sales: Freefall
13 Mobile. (source: http://slidesha.re/11aymBx)
14Or rather, Mobile ARPU (source: http://slidesha.re/11aymBx)
“The end of search as we know it?”
16 Source: Flickr: David Masters SEO is NOT dead
17 Source: LinkedData.org Links aren‟t going anywhere
18 Truth: The best SEOs make a lot of bets Source: Flickr: SLGCKGC
Are sites implementing structured data? Markup Percent of URLs Open graph 36.9% schema.org 9.9% G+ publisher 7.1% G+ autho...
How to level up in semantic SEO Source: Flickr: Rob Boudon
Step 1: What problem are the engines trying to solve? #MozCon @MatthewJBrown
Entity extraction from web documents http://bit.ly/17WMS1G
Co-reference and the WikiLinks Corpus Reading List: UMass Wikilinks Project - SEO by the Sea - Google Research
It‟s easy to extract entities from this.
This? Not so much.
Search engines need to do this at web scale http://bit.ly/17WMS1G
We see this in their presentations http://bit.ly/17WMS1G
We see this in the evolution of Schema.org
We see this in “conversational search”
We see this in Bing Research http://bit.ly/LxwYgh
And they‟re carefully measuring intent http://slidesha.re/17mS0OM
Step 2: Freebase (and other tools) #MozCon @MatthewJBrown
Freebase presentation from Google I/O http://bit.ly/YZt6C4
Using the Freebase API to get ranked entities http://bit.ly/12aetM0
Using the Freebase API to roll your own http://bit.ly/13sg2aW
Google‟s tilde search operator?
Entity search from Bing http://explicit.bing.net/entities/search?q=adidas
Bottlenose www.bottlenose.com
Yahoo Glimmer http://glimmer.research.yahoo.com
Fresh Web Explorer http://freshwebexplorer.moz.com/
RelFinder http://www.visualdataweb.org/relfinder.php
Step 3: Target the entity long tail #MozCon @MatthewJBrown
Avoid targeting Entity-based SERPs like this
Find the longer tail entity-based queries
Use Freebase and social tools to map entities
46 „Entity KW‟ stuffing will not look natural
Create a semantic content model http://bit.ly/11drfnY This is where you add Freebase and other semantic tools
48 Step 4: Profit?!?! Source: Flickr: Rob Boudon
@MatthewJBrown
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Strings to Things - The move to Semantic SEO - MozCon 2013

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My presentation at MozCon 2013 - I go into the latest information from Google, Bing and Yahoo and what tools to use to align SEO strategy with where the search engines are headed.

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  • ENTITY EXTRACTION – DISAMBIGUATION ENTITIES OUT OF QUERIES – IF THEY CAN’T DISAMBIGUATE, THEY CAN’T SERVE SEMANTIC RESULTSTHEY’VE GOT TO BE ABLE TO RECOGNIZE THERE IS AN ENTITY IN THERE. DEEPER QUERIES WITH MULTIPLE ENTITIES PRESENT TOUGHER QUERY CHALLENGESEXISTING DATA SETS NOW THAT HAVE BEEN THE BACKBONE COMPILED BY HUMANS (WIKIPEDIA, DBPEDIA, WORDNET, FREEBASE). SUMMARIZE DATA AND LOOKUPS. SCHEMA IS A SHORTCUT TO A DIFFICULT DISAMBIGUATION CHALLENGE.

    • Strings to Things - The move to Semantic SEO - MozCon 2013

    1. 1. Strings to Things: The Move to Semantic SEO by Matthew Brown – Moz #MozCon @MatthewJBrown
    2. 2. The 2011 me was a different SEO
    3. 3. 3 The rise of Panda
    4. 4. The writing was on the wall
    5. 5. Adios, Keyword-based site architecture RIP: Industrial-Strength “Query SEO”
    6. 6. Semantic SEO: The Pitch The market corrected
    7. 7. 7 The solution? Use the semantic web!
    8. 8. 8 Entity-based SEO to increase relevancy
    9. 9. 9 Turns out that‟s where Google was headed
    10. 10. “Search is dramatically changing right before our eyes” Amit Singhal Google I/O 2013 Source: Flickr: JD Hancock
    11. 11. “This is our flagship product used by billions of people, and yet we‟re saying it‟s changing fundamentally.” Jason Douglas Knowledge Graph Product Manager Google I/O 2013 http://bit.ly/17WMS1G
    12. 12. Desktop PC sales: Freefall
    13. 13. 13 Mobile. (source: http://slidesha.re/11aymBx)
    14. 14. 14Or rather, Mobile ARPU (source: http://slidesha.re/11aymBx)
    15. 15. “The end of search as we know it?”
    16. 16. 16 Source: Flickr: David Masters SEO is NOT dead
    17. 17. 17 Source: LinkedData.org Links aren‟t going anywhere
    18. 18. 18 Truth: The best SEOs make a lot of bets Source: Flickr: SLGCKGC
    19. 19. Are sites implementing structured data? Markup Percent of URLs Open graph 36.9% schema.org 9.9% G+ publisher 7.1% G+ author 2.2% And it‟s still plenty early to make this bet…
    20. 20. How to level up in semantic SEO Source: Flickr: Rob Boudon
    21. 21. Step 1: What problem are the engines trying to solve? #MozCon @MatthewJBrown
    22. 22. Entity extraction from web documents http://bit.ly/17WMS1G
    23. 23. Co-reference and the WikiLinks Corpus Reading List: UMass Wikilinks Project - SEO by the Sea - Google Research
    24. 24. It‟s easy to extract entities from this.
    25. 25. This? Not so much.
    26. 26. Search engines need to do this at web scale http://bit.ly/17WMS1G
    27. 27. We see this in their presentations http://bit.ly/17WMS1G
    28. 28. We see this in the evolution of Schema.org
    29. 29. We see this in “conversational search”
    30. 30. We see this in Bing Research http://bit.ly/LxwYgh
    31. 31. And they‟re carefully measuring intent http://slidesha.re/17mS0OM
    32. 32. Step 2: Freebase (and other tools) #MozCon @MatthewJBrown
    33. 33. Freebase presentation from Google I/O http://bit.ly/YZt6C4
    34. 34. Using the Freebase API to get ranked entities http://bit.ly/12aetM0
    35. 35. Using the Freebase API to roll your own http://bit.ly/13sg2aW
    36. 36. Google‟s tilde search operator?
    37. 37. Entity search from Bing http://explicit.bing.net/entities/search?q=adidas
    38. 38. Bottlenose www.bottlenose.com
    39. 39. Yahoo Glimmer http://glimmer.research.yahoo.com
    40. 40. Fresh Web Explorer http://freshwebexplorer.moz.com/
    41. 41. RelFinder http://www.visualdataweb.org/relfinder.php
    42. 42. Step 3: Target the entity long tail #MozCon @MatthewJBrown
    43. 43. Avoid targeting Entity-based SERPs like this
    44. 44. Find the longer tail entity-based queries
    45. 45. Use Freebase and social tools to map entities
    46. 46. 46 „Entity KW‟ stuffing will not look natural
    47. 47. Create a semantic content model http://bit.ly/11drfnY This is where you add Freebase and other semantic tools
    48. 48. 48 Step 4: Profit?!?! Source: Flickr: Rob Boudon
    49. 49. @MatthewJBrown

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