1.
#pubcon
Semantic Web, Knowledge
Graph, and Other Changes to
SERPS – A Google Semantic
Timeline
Presented by:
Bill Slawski
@bill_slawski

2.
#pubcon
Hi Everyone, you can find this
presentation on Slideshare
• The exact location will be tweeted this morning to:
@bill_slawski
bill.slawski@gofishdigital.com
http://gofishdigital.com

3.
#pubcon
Google’s Semantic Timeline
Google has a history of Semantic Web projects.
You may not know some of those inventions.
You may know others, but not as semantic inventions.
This presentation is aimed at showing many off.
@bill_slawski

4.
#pubcon
Google Semantic Timeline - DIPRE
• Sergey Brin Patents DIPRE, the Dual Iterative Pattern
Relationship Extraction - 1999
Extracting Patterns and Relations from
Scattered Databases Such as the World
Wide Web (pdf)
From
Google’s First Semantic Search Invention
was Patented in 1999
@bill_slawski

5.
#pubcon
DIPRE may have been the 2nd patent from Google,
And it probably wasn’t called BrinRank because it didn’t rank anything.
But it brings us closer to a Star Trek computer than PageRank does.
Here are the books/patterns Sergey Brin started with:
@bill_slawski

6.
#pubcon
Google Semantic Timeline –Sets
Google Sets – 2003 - 2011
@bill_slawski

7.
#pubcon
Sets vs. Carousels
Both harvested data from lists on the Web but used them in different ways.
Carousels are definitely better for searchers and local search:
@bill_slawski

8.
Google Semantic Timeline - Definitions
#pubcon
• Google Definitions - 2004
@bill_slawski

9.
Individual definitions on a page are in their own HTML container, and the defined terms
And definitions are formatted differently, in patterns like this one, making it easier to
extract from the Web.
#pubcon
System and method for providing definitions
<p>
<b><span style="color: #495987">Indeterminacy:&nbsp;&nbsp; </span></b>
The unknowable, undecidable, uncertain, or ambiguous in a text.&nbsp;
Indeterminacy<i> </i>is related to
<a
href="/web/20121010050508/http://people.virginia.edu/~jrw3k/Front%20Pages
/Critical%20Vocabulary.htm#Gap">gaps</a> in a text, but are less obviously
identifiable and are a quality of a reading or interpretation, not just the text.
</p>
@bill_slawski

10.
#pubcon
Google Semantic Timeline – Fact
Repository
Browseable Fact Repository - 2006
@bill_slawski

11.
#pubcon
Browseable fact repository
Before there was a Knowledge Graph at Google, there was a browseable
Fact Repository. Unlike Knowledge bases such as Wikipedia, this was intended
To be searched.
Objects or Entities have Unique IDs. As do
Facts. Facts have Attributes and Values that
Go with them.
@bill_slawski

12.
#pubcon
Google Semantic Timeline - Maps
Google Maps - 2006
@bill_slawski

13.
Google Maps is a knowledge web project, and shows signs of it in:
1. Links aren’t important in rankings, but mentions with geographic information
Attached to them are (Referred to as Geographic Prominence by Google).
2. NAP (Name, Address, Phone Number) consistency is important because facts
Related to business entities (and other places) are clustered to check on the
Accuracy of facts.
3. Was Google Maps a Proof of Concept for Google’s Knowledge Base Efforts?
#pubcon
4. Generating structured information
@bill_slawski

14.
Google Semantic Timeline – WebTables
#pubcon
WebTables Project 2008
WebTables: Exploring the Power of Tables on the Web
@bill_slawski

15.
WebTables extracts semantics from data tables on
the Web for things such as:
#pubcon
1. Query Refinements listed in SERPs
2. Google Squared (deprecated)
3. Structured Snippets
4. Google Vault (To add to the Knowledge Graph)
5. Recovering Semantics of Tables on the Web
@bill_slawski

16.
Google Semantic Timeline - Schema
• Schema.org – A project entered into by Google, Bing,
Yahoo, and Yandex
#pubcon
Introducing schema.org: Search engines come together for a richer web
@bill_slawski

17.
Schemas are focused on Specific Types
Learn from them when you create your content, even if you don’t use them.
#pubcon
@bill_slawski

18.
#pubcon
Google Semantic Timeline – Rich
Snippets
Rich Snippets - 2009
Generating specialized search results in response to patterned queries
@bill_slawski

19.
#pubcon
Specialized Results in Response to
Query Patterns
What is claimed is:
1. A method of generating specialized search results
in response to patterned queries, comprising:
receiving, for a specialized query type, a query
pattern for which specialized results are to be
displayed in response to receiving a search query
matching the query pattern…
@bill_slawski

20.
#pubcon
Rich Snippet Examples
@bill_slawski

21.
Google Semantic Timeline – Meta-Web
#pubcon
• Google Acquires Metaweb - 2010
Google Gets Smarter with Named Entities:
Acquires MetaWeb
@bill_slawski

22.
Google Semantic Timeline – Knowledge
#pubcon
Graph
Knowledge Graph – 2012
@bill_slawski

23.
The Knowledge Graph is Searchable
#pubcon
@bill_slawski

24.
Google Semantic Timeline – Knowledge
#pubcon
Panels
Knowledge Panels - 2012
Providing Knowledge Panels With Search
Results
How Google Decides What to Know in
Knowledge Graph Results
@bill_slawski

25.
#pubcon
Knowledge Panels
• Require 2 Sources of information (Wikipedia, IMDB,
etc.)
• Can include information from queries, such as
showing the height of Lincoln, which a lot of people
search for
• Show “anticipated” search results, to related
queries, such as “ESPN Broadcasters” on panel for
“ESPN Radio.”
@bill_slawski

26.
#pubcon
Google Semantic Timeline -
Hummingbird
Hummingbird - 2013
The Google Hummingbird Patent?
@bill_slawski

27.
#pubcon
Hummingbird
• Uses co-occurrence data from candidate replacement
search results (Looks at common words that appear
in each of those ) to create substitute/synonym
rules: “What place/(restaurants,stores,pizzerias) can
I eat deep dish style pizza at?”
• Looks at adjacent terms and non-adjacent terms to
determine the context of a query (non-adjacent ones
here are “eat” and “pizza”.)
@bill_slawski

28.
#pubcon
Google Semantic Timeline –
Mapping/Tagging
• Data Highlighter Tool - 2014
Methods and systems to train models to extract and integrate information from
data sources
@bill_slawski

29.
Data Highlighter Tool in Webmaster
#pubcon
Tools
• Worth Trying to see what it does
• Limited Schema Choices – Choose carefully
• Aimed at helping with Rich Snippets
About Data Highlighter
@bill_slawski

30.
Google Semantic Timeline – Questions +
#pubcon
Queries
Structured Snippets - 2014
Introducing Structured Snippets, now a part of Google Web Search
@bill_slawski

31.
#pubcon
Questions?
• Bill Slawski
• Director of Search Marketing – Go Fish Digital
• Author – SEO by the Sea
• bill@seobythesea.com
• bill.slawski@gofishdigital.com
Thank you!