1.
Strings to Things: The Move to Semantic SEO
by Matthew Brown – Moz
#MozCon @MatthewJBrown

2.
The 2011 me was a different SEO

3.
3
The rise of Panda

4.
The writing was on the wall

5.
Adios, Keyword-based site architecture
RIP: Industrial-Strength “Query SEO”

6.
Semantic SEO: The Pitch
The market corrected

7.
7
The solution? Use the semantic web!

8.
8
Entity-based SEO to increase relevancy

9.
9
Turns out that‟s where Google was headed

10.
“Search is dramatically changing right before
our eyes”
Amit Singhal
Google I/O 2013
Source: Flickr: JD Hancock

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.
Desktop PC sales: Freefall

13.
13 Mobile. (source: http://slidesha.re/11aymBx)

14.
14Or rather, Mobile ARPU (source: http://slidesha.re/11aymBx)

15.
“The end of search as we know it?”

16.
16
Source: Flickr: David Masters
SEO is NOT dead

17.
17 Source: LinkedData.org
Links aren‟t going anywhere

18.
18
Truth: The best SEOs make a lot of bets
Source: Flickr: SLGCKGC

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.
How to level up in semantic SEO
Source: Flickr: Rob Boudon

21.
Step 1: What problem are the engines trying
to solve?
#MozCon @MatthewJBrown

22.
Entity extraction from web documents
http://bit.ly/17WMS1G

23.
Co-reference and the WikiLinks Corpus
Reading List: UMass Wikilinks Project - SEO by the Sea - Google Research

24.
It‟s easy to extract entities from this.

25.
This? Not so much.

26.
Search engines need to do this at web scale
http://bit.ly/17WMS1G

27.
We see this in their presentations
http://bit.ly/17WMS1G

28.
We see this in the evolution of Schema.org

29.
We see this in “conversational search”

30.
We see this in Bing Research
http://bit.ly/LxwYgh

31.
And they‟re carefully measuring intent
http://slidesha.re/17mS0OM

32.
Step 2: Freebase (and other tools)
#MozCon @MatthewJBrown

33.
Freebase presentation from Google I/O
http://bit.ly/YZt6C4

34.
Using the Freebase API to get ranked entities
http://bit.ly/12aetM0

35.
Using the Freebase API to roll your own
http://bit.ly/13sg2aW

36.
Google‟s tilde search operator?

37.
Entity search from Bing
http://explicit.bing.net/entities/search?q=adidas

38.
Bottlenose
www.bottlenose.com

39.
Yahoo Glimmer
http://glimmer.research.yahoo.com

40.
Fresh Web Explorer
http://freshwebexplorer.moz.com/

41.
RelFinder
http://www.visualdataweb.org/relfinder.php

42.
Step 3: Target the entity long tail
#MozCon @MatthewJBrown

43.
Avoid targeting Entity-based SERPs like this

44.
Find the longer tail entity-based queries

45.
Use Freebase and social tools to map entities

46.
46
„Entity KW‟ stuffing will not look natural

47.
Create a semantic content model
http://bit.ly/11drfnY
This is where you
add Freebase and
other semantic tools

48.
48
Step 4: Profit?!?!
Source: Flickr: Rob Boudon

49.
@MatthewJBrown