Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

164 Years of Entity-Based SEO By Evan Sandhaus

472 views

Published on

From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Exploring The New World Of Entity Search - Given by Evan Sandhaus, @kansandhaus, Lead Architect, Semantic Platforms - New York Times. #SMX #23A

Published in: Internet
  • Be the first to comment

164 Years of Entity-Based SEO By Evan Sandhaus

  1. 1. #SMX #23a @kansandhaus Managing a 164-Year-Old Database 164 Years of Entity-Based SEO Evan Sandhaus The New York Times Fall 2015
  2. 2. #SMX #23a @kansandhaus
  3. 3. #SMX #23a @kansandhaus (me)
  4. 4. #SMX #23a @kansandhaus
  5. 5. #SMX #23a @kansandhaus  A Brief History Of Tagging  Tagging In 2015  Tagging Process  Tagging Applications On The Menu
  6. 6. #SMX #23a @kansandhaus *At The New York Times A Brief History of Tagging*
  7. 7. #SMX #23a @kansandhaus  A consistent string used to indicate that an authority or a subject is a principal topic of a news article.  Entity:  Person  Place  Organization  Title of Creative Work (Book Title, Movie Title, etc) Meet The Tag  Subject  Everything else:  Eggs  Iraq War (2003 - 2011)  We’ve been tagging for a LONG TIME
  8. 8. #SMX #23a @kansandhaus September 19, 1851: The Journey Begins
  9. 9. #SMX #23a @kansandhaus
  10. 10. #SMX #23a @kansandhaus
  11. 11. #SMX #23a @kansandhaus Image Copyright 1949 The New York Times Photo Archives
  12. 12. #SMX #23a @kansandhaus Image Copyright The New York Times Photo Archives
  13. 13. #SMX #23a @kansandhaus 1913: The Tag Turns Pro
  14. 14. #SMX #23a @kansandhaus
  15. 15. #SMX #23a @kansandhaus
  16. 16. #SMX #23a @kansandhaus
  17. 17. #SMX #23a @kansandhaus
  18. 18. #SMX #23a @kansandhaus
  19. 19. #SMX #23a @kansandhaus
  20. 20. #SMX #23a @kansandhaus
  21. 21. #SMX #23a @kansandhaus University of Haifa Younes & Soraya Nazarian Library
  22. 22. #SMX #23a @kansandhaus 1969: The Tag Goes Online!
  23. 23. #SMX #23a @kansandhaus Image Copyright The New York Times Photo Archives
  24. 24. #SMX #23a @kansandhaus Image Copyright 1976 The New York Times Company Archives
  25. 25. #SMX #23a @kansandhaus Image Copyright 1976 The New York Times Company Archives
  26. 26. #SMX #23a @kansandhaus Image Copyright 1977 Duane Michaels / The New York Times Photo Archives
  27. 27. #SMX #23a @kansandhaus
  28. 28. #SMX #23a @kansandhaus
  29. 29. #SMX #23a @kansandhaus
  30. 30. #SMX #23a @kansandhaus We’re Still Doing This! Tagging in 2015
  31. 31. #SMX #23a @kansandhaus  We Still MAKE THE INDEX!  We also tag articles prior to publication using supervised automation.  Tagging powers many parts of our operation Tagging Today
  32. 32. #SMX #23a @kansandhaus Tagging Process
  33. 33. #SMX #23a @kansandhaus  Rule-based information extraction software  Teragram Tk240  In service for over a decade  Two tasks (both rule-based)  Categorization  Terrorism  Eggs  Deaths (Obituaries) Auto Tagging Software  Concept Extraction  Obama, Barack  Kansas  The New York Times Company
  34. 34. #SMX #23a @kansandhaus Or Why We Tag Tagging Applications
  35. 35. #SMX #23a @kansandhaus Topics Pages
  36. 36. #SMX #23a @kansandhaus Travel Guides
  37. 37. #SMX #23a @kansandhaus Tagging: Additional Applications Recommendations News Alerts RSS and Syndication Advertising Analytics Search Archives
  38. 38. #SMX #23a @kansandhaus News Keywords “Our crawler…makes use of a Google-specific metatag to help determine how to best classify your content. By implementing the news_keywords metatag you can specify which keywords are most relevant to your articles” -Google
  39. 39. #SMX #23a @kansandhaus News Keywords Example
  40. 40. #SMX #23a @kansandhaus News Keywords Example Term Type News Keyword Airlines and Airplanes Subject Airlines Laser (Light Amplification by Stimulated Emission of Radiation) Subject Laser Egan Frank J (1979- ) Person Frank J. Egan LaGuardia Airport (Queens NY) Place LaGuardia Airport Pilots Subject Pilots South Bronx (Bronx NY) Place South Bronx Federal Aviation Administration Organization FAA Police Department (NYC) Organization NYPD
  41. 41. #SMX #23a @kansandhaus To Sum Up! 1851 2015
  42. 42. #SMX #23a @kansandhaus THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

×