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NLP for entity-based and semantic SEO - Contference.pptx

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NLP for entity-based and semantic SEO - Contference.pptx

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Entity SEO is an advanced approach to SEO concerning both on-page and off-page optimization activities. This approach considers not only the keywords, but also the entities or subtopics that constitute the page‘s topic. It allows for better targeting of content creation, keyword research, backlinks and social media outreach.

Entity SEO is an advanced approach to SEO concerning both on-page and off-page optimization activities. This approach considers not only the keywords, but also the entities or subtopics that constitute the page‘s topic. It allows for better targeting of content creation, keyword research, backlinks and social media outreach.

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NLP for entity-based and semantic SEO - Contference.pptx

  1. 1. NLP for entity-based and semantic SEO MAX GERACI
  2. 2. Table of content What is a Knowledge Graph What are structured data, and what are they used for? Subject-predicate-object Semantic Publishing Finding entities and obtaining Topical Authority Entity-Linking and Wikification Main benefits of creating your Knowledge Graph Topic Modeling and Content Modeling Entities for site structure Entity SEO implementation: some results 01 02 03 04 05 06 07 08 09 10
  3. 3. Entity SEO is an advanced approach to SEO concerning both on- page and off-page optimization activities. Following the semantic evolution of search engines (from Lexical to Semantic Search Engine), Entity SEO considers not the keywords but the entities (or sub-topics) that constitute the page's topic. The article "Introducing the Knowledge Graph: things, not strings" published in the official Google Blog in 2012 is the watershed marking the birth of Entity SEO. The “strings” in the title are the sequences of characters that make up keywords, to understand and simplify, we can say that “things” is more or less a synonym for entities. In general, entities are objects or concepts that can be uniquely identified, often people, places, brands, and “things”, in fact.
  4. 4. What is a Knowledge Graph “A knowledge graph describes objects of interest and connections between them.” (Natasha Noy et al. Industry-Scale Knowledge Graphs: Lessons and Challenges). Specifically, this paper states that: “a knowledge graph describes objects of interest and connections between them. […] Knowledge graphs provide a shared substrate of knowledge within an organization, allowing different products and applications to use similar vocabulary and to reuse definitions and descriptions that others create.”
  5. 5. Structurally speaking, a Knowledge Graph is s Knowledge base made of Nodes and Edges (sometimes called Arches). Nodes are entities, and Edges are the relationships between those entities. Each Entity is stored as a so-called “triple” consisting of Subject- predicate-object. We can also look at it another way: Entity-relation-entity. Subject-predicate-object
  6. 6. Main benefits of creating your Knowledge Graph Knowledge graphs, represented in standardized and interoperable RDF triples, provide the best framework for data integration, unification, linking, and reuse. A KG is a real asset through which the information conveyed by one of our sites is immediately accessible to search engines (including internal search) and intelligent agents such as conversational agents or recommendation engines for related content or products in e-commerce. So, the main benefits of creating a KG of your site are: Improved Findability, Greater Content Grouping and Reuse, and Improved SEO.
  7. 7. Structured data are this metadata added to HTML. They can be expressed using different vocabularies (Ontologies, to be more precise) and markup languages, schema.org and JSON-LD being the most used. Ontologies are semantic data models that define the types of things that exist in a knowledge domain and the properties that can be used to describe them. Implementing unique Structured Data is the best way to make it explicit to Search Algorithms: ● The structure of a WebPage, i.e., the discrete units of content on it; ● the relationships among these various discrete units of content on the page as well as among the site as a whole; ● The topics covered, i.e., the entities that contribute to defining it. What are structured data, and what are they used for?
  8. 8. Therefore, structured data act on two levels that concern: 1. the structure of the whole site, its pages, individual blocks, or discrete units of content on the page. This will then involve describing whether the page contains an Article, a BlogPost, a list (ListItem), a product feed (ProductCollection), or even blocks such as the Breadcrumb, a video (VideoObject), a picture (ImageObjec), a how-to section (HowTo), or an accordion with FAQs (FaqPage). Not only are these elements all defined through schema markup, but the relationships and hierarchy between them are also defined so that we can say that a page isPartOf a Website and that the video featured in a Article is the main entity of that page (mainEntityOfPage). In addition, these discrete units of content are related to the Person, Organization, LocalBusiness that performed or published them: 2. the second level of information we communicate to search engines through structured data concerns the actual content and its meaning. What are structured data, and what are they used for?
  9. 9. Semantic Publishing Semantic Publishing is publishing a page on the Internet by adding a semantic layer (i.e., semantic enrichment) in the form of structured data that describes the page itself. Semantic Publishing helps search engines, voice assistants, or other intelligent agents understand the page's meaning.
  10. 10. Semantic Publishing Many SEOs struggle to understand what exactly an entity is and tend to use entities like simple words, and their synonyms. According to the definition I have given, an entity is much more, i.e., the conceptual understanding of a thing and its relationships to other things. This is what we as SEOs need to focus on: rebuilding this network of semantic relationships within our pages and our site. I want to be totally clear here, Keywords do not disappear, they are the strings to express entities.
  11. 11. The mapping of discrete units of content that I mentioned (Content Modeling) can be usefully carried out in the design phase, especially today when we tend to design by blocks. The content model, thus defined, can be related to the map of topics we cover or will cover on our website (Topic Modeling) and to the structured data through which it is made explicit. Topic Modeling and Content Modeling
  12. 12. Finding entities #1 ● Google trends related topics is a precious and underutilized resource; ● Google Suggest is now mainly suggesting repeated topics; ● Wikipedia related topics;
  13. 13. Finding entities #2 ● Wikidata SPARQL via https://query.wikidata.org/ #defaultView:Graph SELECT DISTINCT ?item1 ?item1Label ?item2 ?item2label WHERE { { SELECT ?item1 ?item2 WHERE { SERVICE gas:service { gas:program gas:gasClass "com.bigdata.rdf.graph.analytics.BFS"; gas:in wd:Q54837; gas:traversalDirection "Forward"; gas:out ?item1; gas:out1 ?depth1; gas:out2 ?item2; gas:linkType wdt:P279. } } } SERVICE wikibase:label { bd:serviceParam wikibase:language "en,da,sv,jp,zh,ru,fr,de". } }
  14. 14. Finding entities #3 ● the free tool https://www.entitree.com/
  15. 15. Finding entities #4 ● Using a commercial tool like InLinks or that draws topics maps starting from a top topic..
  16. 16. Finding entities and obtaining Topical Authority Another way to identify the entities in the content that Google ranks for a query is to use Natural Language Processing (NLP) models trained to recognize these entities by processing a text. As in the case of traditional keyword research, to identify entities the starting point is competition analysis. Which entities do they include in their content? Which attributes? There are niche-dependant patterns that you will start to recognize over time.
  17. 17. Finding entities and obtaining Topical Authority The less "obvious" entities emerging from this analysis are useful not only in defining our topic and gaining Topical Authority. You can collect these entities using The Entities’ Swiss Knife https://entitieschecker.com Providing information that is not obvious and otherwise more difficult for our users to find is the best way to show Google how you produce "useful content" with a real informative value and not just another “commodity content” which is yet another copy of what is on the Internet.
  18. 18. Entity-Linking is the process of identifying entities in a document and relating these entities to their unique identifiers in a Knowledge Base. Wikification occurs when entities in the document are mapped to entities in Wikimedia Foundation resources, namely Wikipedia and Wikidata. The schema vocabulary properties used for Semantic Publishing -that bridge between Structured Data and Entities- are the about, mentions, sameAs, and knowsAbout. Entity-Linking and Wikification
  19. 19. Entities for site structure Building a proper site structure is an important step if you want Google to understand your content well. There is nothing better than structuring your website using the power of Semantic Publishing and presenting it as a Knowledge Graph connected to trustable public Knowledge bases. If you are using a siloed structure, a Silo head has its main Topics/Entities declared as about properties and the sub-topics as its mentions. These sub-topics are fully developed in supporting articles, each one focused on (about property) a single sub-topic “mentioned” in the Silo head.
  20. 20. This Ahrefs report shows a confrontation of some ranked keywords between October and August when Entities were injected in the structured data at a category level (using the same about property in all the articles of each category). Entity SEO implementation: some results
  21. 21. What happened to Discover after injecting entities in the Organization and Person (for the authors) schema as knowsAbout properties: Entity SEO implementation: some results After the September Google Helpful content update, the site gained the authority to be shown in Discover, even for articles that were there for many months.
  22. 22. THANKS FOR WATCHING

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