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Semantic search


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My presentation at the Semantic Technology and Business Conference in San Jose on August 19, 2014, with Barbara Starr (Her slides are separate, and cover a vast array of semantic tools and approaches for assessing and understanding your pages).

Semantic search

  1. 1. Semantic Technology & Business Conference San Jose Convention Center Bill Slawski Barbara Starr
  2. 2. English & Law degrees, former court admin Web Promotion & SEO since 1996 Director of Search Marketing at Go Fish Digital Writes about the latest search patents/papers at SEO by the Sea Twitter: @bill_slawski
  3. 3. “Getting Information about Search and SEO Directly from the Search Engines”
  4. 4. We are narratives; stories that we tell ourselves and others…
  5. 5. …meaning to a big field and a copse of trees, as in the first major battle of the American Civil War, in Manassas, Virginia. …mystery, as Jackson either stood there like a stonewall not relieving troops, or stood there like a stonewall, unflappable. He was known as Stonewall Jackson after this battle.
  6. 6. Adding a Semantic Layer to the Web adds to the stories that sites tell, and the experiences that we have with them.
  7. 7. In 2005, the way I was doing SEO changed when I decided to make a page as much about Baltimore as I possibly could…..
  8. 8. <title>Baltimore’s Black History</title> <h1>Black History in Baltimore</h1> Alt=“A Historical Black College in Baltimore” <p>Baltimore has long had a rich multicultural history.</p>
  9. 9. To help people learn about the City of Baltimore To attract people to Baltimore, visit hotels and restaurants, and to hold conferences there To share information about events so people could attend
  10. 10. An 8’6” tall monument to Billie Holiday (Lafayette and Pennsylvania avenues) Bethel African Methodist Episcopal Church Coppin State University Morgan State University Frederick Douglass Thurgood Marshal Thomas R. Smith
  11. 11. Site URL Structure Site Information Architecture Use of Keywords on Pages Site Speed Issues Use of Canonical URLs Many More
  12. 12. In addition to SEO audits for clients, we often do audits for them focusing upon entities that appear on a site or should ideally show up there.
  13. 13. What Entities Appear on the Site How the site appears in (Snippet/Sitelinks/Knowledge Panel/OneBox) for company name/domain name Related Entities Emerging (New) Entities Unrelated Entities (same/similar name) on the Web Knowledge Base Listings
  14. 14. Finding and disambiguating references to entities on web pages (June 10, 2014)
  15. 15. Entity type assignment (June 28, 2011)
  16. 16. What Movie does Robert Duvall love the Smell of Napalm in the Morning in? Actor: Robert Duvall Known for: “…love the smell of napalm in the morning” Is A: Movie Show Results from Apocalypse Now Identifying entities using search results (July 8, 2014)
  17. 17. Top 4 Results from Query rewriting with entity detection (August 12, 2014)
  18. 18. (The first 15 results are from
  19. 19. Google anticipates what other things people search for, & may include them in a knowledge panel. Consider creating pages for those follow-up queries… “We can use the Knowledge Graph to answer questions you never thought to ask and help you discover more.” ~ search/features/search/knowle dge.html
  20. 20. Related Entities (September 12, 2013)
  21. 21. Aspect-based sentiment summarization, August 5, 2014) Phrases in the reviews that express sentiment about a particular aspect are identified. Reviewable aspects of the entity are also identified. The reviewable aspects include static aspects that are specific to particular types of entities and dynamic aspects that are extracted from the reviews of a specific entity instance.
  22. 22. Discovering Emerging Entities with Ambiguous Names (April 2014)
  23. 23. Entities may be identified in sources such as news articles, where those Entities are new or not well known, and can be added to knowledge bases. Anticipate this discovery.
  24. 24. This site is very light on Information about its location.
  25. 25. The Business name only returns 2 Sitelinks; the domain name Returns 6 site links. Do people search for the domain name at all?
  26. 26. Is it an apartment complex or a hotel?
  27. 27. Focus on the Business Model Better (Apartments or Hotel?) Aid in Content Creation Aid in Site Organization (Information Architecture & Navigation) Frequently Asked Questions Topics (Where are nearby Schools/Daycare?) Understand Other Potential Benefits and Problems (Transportation and Metro Benefits)
  28. 28. Entity Confusion Resolved – Hotel Listings to be removed. More Location information to be added (big selling point.) Metro Elevator makes DC area very accessible – to be shown! Need a FAQ for things like School and Daycare information Quiet about Pool & other attributes of the apartments – will be added.