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Semantic Web, Knowledge Graph, and Other Changes to SERPS – A Google Semantic Timeline


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A Timeline to Semantic Web Developments at Google, including Google's Second Patent, the Knowledge Graph, Hummingbird and other inventions.

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Semantic Web, Knowledge Graph, and Other Changes to SERPS – A Google Semantic Timeline

  1. 1. #pubcon Semantic Web, Knowledge Graph, and Other Changes to SERPS – A Google Semantic Timeline Presented by: Bill Slawski @bill_slawski
  2. 2. #pubcon Hi Everyone, you can find this presentation on Slideshare • The exact location will be tweeted this morning to: @bill_slawski
  3. 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. 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. 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. 6. #pubcon Google Semantic Timeline –Sets Google Sets – 2003 - 2011 @bill_slawski
  7. 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. 8. Google Semantic Timeline - Definitions #pubcon • Google Definitions - 2004 @bill_slawski
  9. 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/ /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. 10. #pubcon Google Semantic Timeline – Fact Repository Browseable Fact Repository - 2006 @bill_slawski
  11. 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. 12. #pubcon Google Semantic Timeline - Maps Google Maps - 2006 @bill_slawski
  13. 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. 14. Google Semantic Timeline – WebTables #pubcon WebTables Project 2008 WebTables: Exploring the Power of Tables on the Web @bill_slawski
  15. 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. 16. Google Semantic Timeline - Schema • – A project entered into by Google, Bing, Yahoo, and Yandex #pubcon Introducing Search engines come together for a richer web @bill_slawski
  17. 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. 18. #pubcon Google Semantic Timeline – Rich Snippets Rich Snippets - 2009 Generating specialized search results in response to patterned queries @bill_slawski
  19. 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. 20. #pubcon Rich Snippet Examples @bill_slawski
  21. 21. Google Semantic Timeline – Meta-Web #pubcon • Google Acquires Metaweb - 2010 Google Gets Smarter with Named Entities: Acquires MetaWeb @bill_slawski
  22. 22. Google Semantic Timeline – Knowledge #pubcon Graph Knowledge Graph – 2012 @bill_slawski
  23. 23. The Knowledge Graph is Searchable #pubcon @bill_slawski
  24. 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. 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. 26. #pubcon Google Semantic Timeline - Hummingbird Hummingbird - 2013 The Google Hummingbird Patent? @bill_slawski
  27. 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. 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. 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. 30. Google Semantic Timeline – Questions + #pubcon Queries Structured Snippets - 2014 Introducing Structured Snippets, now a part of Google Web Search @bill_slawski
  31. 31. #pubcon Questions? • Bill Slawski • Director of Search Marketing – Go Fish Digital • Author – SEO by the Sea • • Thank you!