Semantic SEO - The Shift From Strings To Things by Aaron Bradley #SMX

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From SMX East 2013 / SearchMarketingExpo.com - Why Structured Data & Semantic SEO Are Important - #SMX #21C by @aaranged.

Slide deck from speaker from InfoMine, Inc's Aaron Bradley's presentation on SEO, schema.org standards, microformats & RDFa structured markup.

Published in: Business, Technology, Design

Semantic SEO - The Shift From Strings To Things by Aaron Bradley #SMX

  1. 1. SEMANTIC SEO: THE SHIFT FROM STRINGS TO THINGS # Aaron Bradley InfoMine, Inc. @Aaranged #SMX #21C October 2, 2013 #
  2. 2. “Things, not strings” The phrase coined by Google to highlight the shift to real-life things in search @aaranged #SMX #21C
  3. 3. Semantic search and the SEO strategy gap So far most semantic SEO work has been carried out in a strategic void @aaranged #SMX #21C
  4. 4. Different keywords, same entity Keywords are not a reliable way of designating real-life things @aaranged #SMX #21C
  5. 5. Same keyword, different entities Keywords are not a reliable way of designating real-life things @aaranged #SMX #21C
  6. 6. Same keyword, different entities Keywords are not a reliable way of designating real-life things @aaranged #SMX #21C
  7. 7. Unique identifiers For a given domain an identifier, not keywords, represents the thing itself @aaranged #SMX #21C
  8. 8. Triples: subject > predicate > object Semantic applications use a standard model for describing resources @aaranged #SMX #21C
  9. 9. Triples in action schema.org properties express relationships between a subject and an object @aaranged #SMX #21C
  10. 10. The GDP of France … and a lot more From structured sources, and/or sources Google has parsed and structured @aaranged #SMX #21C
  11. 11. Related queries: strings vs. things Semantic search allows Google to determine the meaning behind queries @aaranged #SMX #21C
  12. 12. Traditional definition of “SEO” For most of its history SEO has been focused on keywords @aaranged #SMX #21C
  13. 13. Toward a definition of “semantic SEO” Entities are a necessary component – but only a component – of semantic SEO @aaranged #SMX #21C
  14. 14. “Semantic SEO” A shift in focus from matching strings to the relationships between things @aaranged #SMX #21C
  15. 15. STRATEGY: identify and disambiguate entities Extraction utilities and APIs can aid in identifying named and topical entities @aaranged #SMX #21C
  16. 16. Entities: only as many identifiers as necessary Entity cannibalization is the new keyword cannibalization: just say no @aaranged #SMX #21C
  17. 17. STRATEGY: identify items and properties Structuring your content will help when it comes to structuring it for SEs @aaranged #SMX #21C
  18. 18. STRATEGY: declare your data Provide your data in a structured format for machine consumption @aaranged #SMX #21C
  19. 19. Missing in action … but not necessarily forever If a resource is absent in schema.org you can add it as an extension @aaranged #SMX #21C
  20. 20. No snippet? No problem! Google still wants your data @aaranged #SMX #21C
  21. 21. STRATEGY: map and declare your relationships Hyperlink relevant entities and resources, preferably with structured data @aaranged #SMX #21C
  22. 22. STRATEGY: build trust in your data Trust by verification: Google+, Google’s social verified identity network @aaranged #SMX #21C
  23. 23. Avail yourself of all verification methods Verify identities and data with search engines and social networks @aaranged #SMX #21C
  24. 24. Building trust with data consistency The search engines will trust your data more if it’s consistent across domains @aaranged #SMX #21C
  25. 25. Building trust in ecommerce environments Products should be uniquely identified, and ecommerce data kept consistent @aaranged #SMX #21C
  26. 26. Outcomes: increased search visibility From authorship to answer boxes rich snippets are everywhere – even email! @aaranged #SMX #21C
  27. 27. Measurement woes: it’s still all about keywords Conventional analytics make it difficult to assess semantic SEO success @aaranged #SMX #21C
  28. 28. Strings and things don’t always mix Visits from semantic search can obscure the original query @aaranged #SMX #21C
  29. 29. Thanks! Hope you enjoyed the presentation – please say in touch! Semantic Search Marketing Community on Google+: Lively discussions! Pie! (Okay - actually no pie) bit.ly/semsearch Twitter: @aaranged Google+: bit.ly/aaranged Web: seoskeptic.com @aaranged #SMX #21C
  30. 30. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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