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Knowledge Panels,
Rich Snippets
& Semantic Markup
Bill Slawski
Director of Search Marketing
Go Fish Digital
Bill Slawski
seobythesea.com
gofishdigital.com
@bill_slawski
/bill.slawski
+BillSlawski
/slawski
Searchers are
looking for things
We have conducted a manual analysis on 1,000
unique queries randomly selected from the se...
Search is now about
Things not Strings
Understanding how an entity is represented in
Search Results is an important task i...
Surfacing Things
Review Sitelinks
Structured Data
Testing
Research Entities
in KG
Review Specialized
Snippets
Explore Know...
10 Blue Links
BackRub (Google’s original name) results shown in a
provisional patent looked a little different than Google...
Definitions - 2004
Google explained in a patent in 2004 how to have definitions
appear for your site, by creating glossary...
Definitions in Organic Search
Question Answering Appears - 2005
Google tells us about their start in question-answering in early
2005, referring to thes...
Beware of Vertical Creep - 2005
Before Google introduced Universal Search Results, it
experimented with adding results to ...
Social
Local
News
Universal Results - 2005
Because people wouldn’t tab Google started showing results
from multiple vertical searches in a s...
Vertical Search Tabs
One Boxes or Answer Boxes - 2007
Sometimes Google would decide to show a single answerbox
deciding it was the best respons...
SiteLinks
Google might view the main navigation on a site, and determine
which links were the most important and provide t...
Suggestions
If Navigation links are images of text, include Alt Text.
Make links to important information prominent.
Knowledge Panels - 2011
Enhance Your Site's Attributes
Apparatus and Method for Supplying Search Results with a
knowledge ...
Suggestions
Knowledge Panels can contain information from Google
MyBusiness, Wikipedia, other Knowledge Bases, Structured
...
Sentiment Phrases
• Knowledge Panels contain links to Google Reviews,
Reviews from the Web, and Critical Reviews.
• The Kn...
Enriched Results - 2012
• Enriching Search Results
• These enriched snippets contain features agreed to
between Google and...
Rich Snippets - 2009
• Generating specialized search results in response to
patterned queries
• Rich Features are availabl...
Events
Ratings
Structured Snippets - 2014
Based Upon the Google Web Tables Project (2008), Google
is using the Semantics of Tables on the...
A Structured Snippet
A Google Webtables Search Result
The table the snippet is pulled from
Suggestions
Limit boilerplate in a table
Use table headings <th> to add labels to the columns they
head.
Use meaningful at...
Featured Snippets - 2015
• Featured snippets in search
• Triggering Answer Boxes
Answers to questions showing featured snippets are from
authoritative pages.
The answers are chosen based upon how well th...
Test Structured Data
• Structured Data Testing Tool
See What Entities Google Knows
• The Entities that Google knows about can influence how
search results appear – you should...
Understanding Entity Locations
• Google tells us that they may remember the locations of
different entities based upon the...
Understanding Images of Entities
• Google also tells us that they may remember the Machine
ID numbers of entities for use ...
Understanding Entities in Trends
Google Includes Freebase Machine ID Numbers in Google
Trends URLs (h/t Barbara Starr). Th...
Google Trends Tracks Entities in Search
Same MID # as in the KG Search API
Google has reduced Search to
querying Entities by MID
• Entities, found in Knowledge Panels are used for trends in
search,...
Thank You
Bill Slawski
Director of Search Marketing
Go Fish Digital
@bill_slawski
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
Knowledge Panels, Rich Snippets and Semantic Markup
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Knowledge Panels, Rich Snippets and Semantic Markup

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My 2016 Pubcon Presentation showing how I incorporate Knowledge Panels, Entities, the Knowledge Graph API, Rich Snippets, Featured Snippets and Structured Snippets in SEO site Audits.

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Knowledge Panels, Rich Snippets and Semantic Markup

  1. 1. Knowledge Panels, Rich Snippets & Semantic Markup Bill Slawski Director of Search Marketing Go Fish Digital
  2. 2. Bill Slawski seobythesea.com gofishdigital.com @bill_slawski /bill.slawski +BillSlawski /slawski
  3. 3. Searchers are looking for things We have conducted a manual analysis on 1,000 unique queries randomly selected from the search log of a commercial web search engine. It indicates that named entities appear very frequently in queries and about 70% of the queries contain named entities. Named Entity Recognition in Query
  4. 4. Search is now about Things not Strings Understanding how an entity is represented in Search Results is an important task in an SEO Audit. That representation can influence whether or not a site attracts visitors, and what viewers of those search results might think about that entity.
  5. 5. Surfacing Things Review Sitelinks Structured Data Testing Research Entities in KG Review Specialized Snippets Explore Knowledge Panels
  6. 6. 10 Blue Links BackRub (Google’s original name) results shown in a provisional patent looked a little different than Google results – they had PageRank indicators for each result Improved Text Searching in Hypertext Systems llllllll(provisional PageRank patent)
  7. 7. Definitions - 2004 Google explained in a patent in 2004 how to have definitions appear for your site, by creating glossary pages that contained head terms formatted with definitions, at least 5 per page. It was worth trying and it worked! System and method for providing definitions
  8. 8. Definitions in Organic Search
  9. 9. Question Answering Appears - 2005 Google tells us about their start in question-answering in early 2005, referring to these answers in Search Results as “Google Q&A”. Later these have become known as Featured Snippets Just the Facts, Fast
  10. 10. Beware of Vertical Creep - 2005 Before Google introduced Universal Search Results, it experimented with adding results to Web pages in results from different Vertical Searches; some people referred to this as “vertical creep.” Vertical creep into regular search results in Google
  11. 11. Social Local News
  12. 12. Universal Results - 2005 Because people wouldn’t tab Google started showing results from multiple vertical searches in a set of Search results Interface for a universal search
  13. 13. Vertical Search Tabs
  14. 14. One Boxes or Answer Boxes - 2007 Sometimes Google would decide to show a single answerbox deciding it was the best response to a query, and might choose among different types. Determination of a desired repository Google’s OneBox Patent Application
  15. 15. SiteLinks Google might view the main navigation on a site, and determine which links were the most important and provide those as sitelinks. The criteria changed over time (as described in the following 2 patents) Systems and methods for providing search results (2006) Sitelinks Based on Visual Location (2015)
  16. 16. Suggestions If Navigation links are images of text, include Alt Text. Make links to important information prominent.
  17. 17. Knowledge Panels - 2011 Enhance Your Site's Attributes Apparatus and Method for Supplying Search Results with a knowledge Card
  18. 18. Suggestions Knowledge Panels can contain information from Google MyBusiness, Wikipedia, other Knowledge Bases, Structured Data on the site A Mybusiness KP can contain review snippets. A Brand KP might be based upon Wikipedia information. Both types of KP can have Social buttons.
  19. 19. Sentiment Phrases • Knowledge Panels contain links to Google Reviews, Reviews from the Web, and Critical Reviews. • The Knowledge panels may contain sentiment-based snippets within them from reviews. • Sentiment detection as a ranking signal for reviewable entities (2016)
  20. 20. Enriched Results - 2012 • Enriching Search Results • These enriched snippets contain features agreed to between Google and the parties involved, like mlb or the NFL.
  21. 21. Rich Snippets - 2009 • Generating specialized search results in response to patterned queries • Rich Features are available based upon different markup that you publish content with as described on the Google page, Mark Up Your Content Items
  22. 22. Events Ratings
  23. 23. Structured Snippets - 2014 Based Upon the Google Web Tables Project (2008), Google is using the Semantics of Tables on the Web to add facts to Snippets. Introducing Structured Snippets, now a part of Google Web Search (2014)
  24. 24. A Structured Snippet
  25. 25. A Google Webtables Search Result
  26. 26. The table the snippet is pulled from
  27. 27. Suggestions Limit boilerplate in a table Use table headings <th> to add labels to the columns they head. Use meaningful attribute names in table headings to make it more likely the tables might appear and rank for a relevant query. Use meaningful titles, captions and semantically related text surrounding the table. ~ from Applying WebTables in Practice (2015)
  28. 28. Featured Snippets - 2015 • Featured snippets in search • Triggering Answer Boxes
  29. 29. Answers to questions showing featured snippets are from authoritative pages. The answers are chosen based upon how well they answer the question Bulleted & ordered lists may be selected as answers These answers may be personalized. Suggestions
  30. 30. Test Structured Data • Structured Data Testing Tool
  31. 31. See What Entities Google Knows • The Entities that Google knows about can influence how search results appear – you should learn about what entities Google knows about for your site. • Knowledge Graph Search API Explorer
  32. 32. Understanding Entity Locations • Google tells us that they may remember the locations of different entities based upon their Machine ID number, which can be used to identify that entity. • Interpreting User Queries Based on Nearby Locations
  33. 33. Understanding Images of Entities • Google also tells us that they may remember the Machine ID numbers of entities for use in Image Search at Google. • Improving Photo Search: A Step Across the Semantic Gap
  34. 34. Understanding Entities in Trends Google Includes Freebase Machine ID Numbers in Google Trends URLs (h/t Barbara Starr). These MIDs are also shown in the KG API.
  35. 35. Google Trends Tracks Entities in Search
  36. 36. Same MID # as in the KG Search API
  37. 37. Google has reduced Search to querying Entities by MID • Entities, found in Knowledge Panels are used for trends in search, for Image Search, for locations of entities. • What are the MIDs of the Entities you care about in search? • How are those represented?
  38. 38. Thank You Bill Slawski Director of Search Marketing Go Fish Digital @bill_slawski

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