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#SMX #23a @tonyenyc
HACKING THE KNOWLEDGE
GRAPH AND BECOMING AN ONLINE
ENTITY
#SMX #23a @tonyenyc
WHAT IS THE KNOWLEDGE GRAPH
& ENTITY SEARCH?
#SMX #23a @tonyenyc
In 2012 Google launched its Knowledge
Graph to provide a more complete picture of
your interest, provi...
#SMX #23a @tonyenyc
 Brand, Places,
People
 Instant Answer
 Local
 Health Info
 Menus
 Site Snippets
KNOWLEDGE GRAPH...
#SMX #23a @tonyenyc
KNOWLEDGE GRAPH EXAMPLES
#SMX #23a @tonyenyc
KNOWLEDGE GRAPH EXAMPLES
#SMX #23a @tonyenyc
 Wikidata.org (Previously Freebase.com)
 Wikipedia
 CIA World Factbook
 Sites leveraging Schema Ma...
#SMX #23a @tonyenyc
HACKING THE KNOWLEDGE
GRAPH
#SMX #23a @tonyenyc
 Website
 Freebase Profile
 Schema Person
Markup
 Wikipedia User
Profile
 Citations
BECOMING AN O...
#SMX #23a @tonyenyc
 Freebase Profile
 Organization
Schema Markup
BECOMING AN ONLINE ENTITY
#SMX #23a @tonyenyc
BECOMING AN ONLINE ENTITY
#SMX #23a @tonyenyc
 Wrong Logo : companies
with same name and
outdated logos
 Wrong Meta Data such as
CEO/Founder
 Kno...
#SMX #23a @tonyenyc
INFLUENCING THE KNOWLEDGE GRAPH
#SMX #23a @tonyenyc
HOW TO INFLUENCE THE
KNOWLEDGE GRAPH
#SMX #23a @tonyenyc
The following steps can be taken to gain and
influence Google’s Knowledge Graph.
 Organization Schema...
#SMX #23a @tonyenyc
To help increase the potential of your content
appearing in Instant Answers, leverage the
following:
...
#SMX #23a @tonyenyc
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Hacking The Knowledge Graph And Becoming An Online Entity By Tony Edward

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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 Tony Edward, @tonyenyc, Sr. SEO Manager - Elite SEM. #SMX #23A

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Hacking The Knowledge Graph And Becoming An Online Entity By Tony Edward

  1. 1. #SMX #23a @tonyenyc HACKING THE KNOWLEDGE GRAPH AND BECOMING AN ONLINE ENTITY
  2. 2. #SMX #23a @tonyenyc WHAT IS THE KNOWLEDGE GRAPH & ENTITY SEARCH?
  3. 3. #SMX #23a @tonyenyc In 2012 Google launched its Knowledge Graph to provide a more complete picture of your interest, provide smarter search results, and pique your curiosity on new topics. THE KNOWLEDGE GRAPH http://bit.ly/GoogleKGLaunch
  4. 4. #SMX #23a @tonyenyc  Brand, Places, People  Instant Answer  Local  Health Info  Menus  Site Snippets KNOWLEDGE GRAPH TYPES
  5. 5. #SMX #23a @tonyenyc KNOWLEDGE GRAPH EXAMPLES
  6. 6. #SMX #23a @tonyenyc KNOWLEDGE GRAPH EXAMPLES
  7. 7. #SMX #23a @tonyenyc  Wikidata.org (Previously Freebase.com)  Wikipedia  CIA World Factbook  Sites leveraging Schema Markup  Content from High Authority sources KNOWLEDGE GRAPH SOURCES
  8. 8. #SMX #23a @tonyenyc HACKING THE KNOWLEDGE GRAPH
  9. 9. #SMX #23a @tonyenyc  Website  Freebase Profile  Schema Person Markup  Wikipedia User Profile  Citations BECOMING AN ONLINE ENTITY
  10. 10. #SMX #23a @tonyenyc  Freebase Profile  Organization Schema Markup BECOMING AN ONLINE ENTITY
  11. 11. #SMX #23a @tonyenyc BECOMING AN ONLINE ENTITY
  12. 12. #SMX #23a @tonyenyc  Wrong Logo : companies with same name and outdated logos  Wrong Meta Data such as CEO/Founder  Knowledge Graph Overkill : Dual Panels  Instant Answers Incorrect KNOWLEDGE GRAPH ISSUES
  13. 13. #SMX #23a @tonyenyc INFLUENCING THE KNOWLEDGE GRAPH
  14. 14. #SMX #23a @tonyenyc HOW TO INFLUENCE THE KNOWLEDGE GRAPH
  15. 15. #SMX #23a @tonyenyc The following steps can be taken to gain and influence Google’s Knowledge Graph.  Organization Schema Markup with logo and social profile likes specified (SameAs)  Wikidata.org profile  Wikipedia Page  Local Business Schema Markup Read Full Guide Here - http://bit.ly/HowToGetKG INFLUENCING THE KNOWLEDGE GRAPH
  16. 16. #SMX #23a @tonyenyc To help increase the potential of your content appearing in Instant Answers, leverage the following:  Write content that is in-depth and answers questions  Schema Article markup  Schema Blog Post markup Read More Here - http://bit.ly/articlemarkup INFLUENCING THE KNOWLEDGE GRAPH
  17. 17. #SMX #23a @tonyenyc THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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