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Advanced SEO for Digital Content Creators


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This deck explains details in Google Knowledge Graph,
Google Knowledge Vault & Advanced SEO Concepts for Digital Content Creators.

Published in: Technology

Advanced SEO for Digital Content Creators

  1. 1. SEO Advanced for Digital Content Creators SEO/SEM & Search – Web Presence Optimization Andrea Berberich 1
  2. 2. Agenda  Google Knowledge Graph  Google Knowledge Vault  Advanced SEO Concepts 2
  3. 3. Google Knowledge Graph  What is the Google Knowledge Graph?  Knowledge base use by Google to enhance its search engine’s search results with semantic search information.  It provides structured and detailed information about the topic in addition to a list of links to other sites  It was added to Google search engine in 2012  Why should I know about the Google Knowledge Graph?  Explore your search – Google added a carousel at the top  Explore collection – words just don’t refer to words rather than things  Connects relationships of people, things, events and more  Search for the answer no matter on which device 3 Source: Source:
  4. 4. Knowledge Vault  What is the Google Knowledge Vault?  It was added to Google’s search arsenal Aug. 2014  Uses Knowledge Graph content and uses increasing amounts of structure content in PC and mobile search results  It is assembled from content across the internet without human editorial involvement  It autonomously gathers and merges information from across the web into a single base of facts about the world, and the people and objects  Google assembled 1.6 billion “facts” and scored them according to confidence in their accuracy. Roughly 16 % of it qualifies as “confident facts.”  It is the basis of future Artificial Intelligence applications, machine-to-machine communication, augmented reality, predictive model and virtual assistant 4 Source: Source:
  5. 5. Future Searches -- Knowledge Vault  Replacing search results systems we are familiar with and replace them with 1:1 question to answer ratio  Provide commonly used question  Provide industry-based answer  Evidence are viral questions campaign. Do these phrases sound familiar to you?  Who is John Galt?  Who Watches the Watchmen?  How many licks does it take to get to the center of tootsie pop roll?  What can brown do for you?  One of the more famous answers, 42 Each of these, in their own right, are perfect bit(e)-sized advertising campaigns that lead to their own specific destination. Source: 5
  6. 6. Summary of the Knowledge Vault Summary of why we need to pay attention to Knowledge Vault  Based on machine learning  Capable of extracting data from multiple sources (tabular data, page structure, text human annotations)  Infers facts and relationship based on all data available – it relies on existing knowledge bases (e.g. Freebase, Wikipedia, YAGO, MS Satori)  Validating facts is done by a researcher described process called “link prediction in a graph”  Path ranking algorithm (PRA)  Neural Network Model (MLP; multilayer perceptron) Source: 6
  7. 7. Advanced SEO Concepts The knowledge vault introduction forces us to continue re-think they way we research and create digital content.  Keyword Usage  TF-IDF = term frequency-inverse document frequency  Synonyms and Close Variants  Page Segmentation  Semantic Distance and Term Relationships  Co- occurence and Phrase-Based Indexing  Entity Salience Source: 7
  8. 8. Keyword Usage  Keyword Usage: Placing the keywords/keyword phrases strategically within certain elements may provide clues as to the context of the page.  Additional optimization  Page title = H1  Meta Description  Embedded Video Source: 8
  9. 9. TF-IDF  TF-IDF = term frequency-inverse document frequency measures the importance of a keyword phrase by comparing it to the frequency of the term in a large set of documents.  Many advanced textual analysis techniques use a version of TF-IDF as a base. Source: 9
  10. 10. Synonyms and Close Variants  Synonyms and Close Variants: Search engines posses vast corpuses of synonyms and close variants for billions of phrases, which allows you to enrich your content with natural text to provide greater meaning. Source: 10
  11. 11. Page Segmentation  Page Segmentation: Content located in the main body text likely holds more importance than text placed in sidebars or alternative positions. Repeating text placed in boilerplate, locations, or chrome, runs the risk of being discounted even more. Source: 11
  12. 12. Semantic Distance and Term Relationships  Semantic Distance and Term Relationships Search engines can determine the connections between words and phrases by their relationships within the content. The closer the semantic relationships, the greater the chances the words and phrase are related to each other. Source: 12
  13. 13. Co-occurrence and Phrase-Based Indexing  Phrase-Based Indexing and Co-occurrence Using the concept of co-occurrence, search engines know that certain phrases tend to predict other phrases. Presence of these co-occurring phrases can strengthen topic focus. Links from pages with co-occurring phrases can also help. Source: 13
  14. 14. Entity Salience  Entity salience goes beyond traditional keyword techniques, like TF-IDF, for finding relevant terms in a document by leveraging known relationships between entities. An entity is anything in the document that is distinct and well refined. Source: 14
  15. 15. Summary  Keyword research form your base  Research round topics and themes  When drafting your content, try to answer as many questions as you can  Use natural language and variations  Place your important content to strategically most important section of the page  Structure your content appropriately Source: 15
  16. 16. Thank you! Andrea Berberich 16