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Knowledge graph meunier bryson

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Knowledge graph meunier bryson

  1. 1. KNOWLEDGE GRAPH: FRIEND OR FOE?Making the Knowledge Graph Work for YouBryson MeunierDirector, SEO StrategyResolution Media
  2. 2. WHY DO MARKETERS FEAR KNOWLEDGE GRAPH? Proprietary and confidential 2
  3. 3. Proprietary and confidential 3
  4. 4. WHY DO MARKETERS FEAR KNOWLEDGE GRAPH? Proprietary and confidential 4
  5. 5. WHY DO MARKETERS FEAR KNOWLEDGE GRAPH? Proprietary and confidential 5
  6. 6. MORE INTRUSIVE IN SMARTPHONE RESULTS Proprietary and confidential 6
  7. 7. Proprietary and confidential 7
  8. 8. RELAX Proprietary and confidential 8
  9. 9. NO EVIDENCE THAT KNOWLEDGE GRAPH DECREASES CTR Proprietary and confidential 9
  10. 10. DIRECT ANSWERS PREDATE KNOWLEDGE GRAPH Proprietary and confidential 10
  11. 11. DIRECT ANSWERS INCREASED TRAFFIC TO WEATHER SITES Proprietary and confidential 11
  12. 12. WIKIPEDIA TRAFFIC UNCHANGED Knowledge Graph, May 16, 2012 Proprietary and confidential 12
  13. 13. ENTERTAINMENT CLIENT, OFFICIAL MOVIE SITE Google Analytics Google Insights for Search Proprietary and confidential 13
  14. 14. THINK YOU MIGHT BE AFFECTED BY KNOWLEDGE GRAPH? 1. Compare expected search volume with actual traffic 2. Use navigational query in first position if possible 3. If volume is seasonal, compare percentages to last year and look for big traffic drops Proprietary and confidential 14
  15. 15. MAKE KNOWLEDGE GRAPH WORKFOR YOU 15
  16. 16. KNOWLEDGE GRAPH INCREASES # OF SEARCHES Proprietary and confidential 16
  17. 17. KNOWLEDGE GRAPH CHANGES SEARCH BEHAVIOR Proprietary and confidential 17
  18. 18. KNOWLEDGE GRAPH CHANGES SEARCH BEHAVIOR Proprietary and confidential 18
  19. 19. REVISIT KEYWORD TARGETING • Great majority of queries affected by knowledge graph either not on the purchase funnel or related only to awareness • Low ROI compared to other keywords • Reduce reliance on head terms and consider true ROI of keywords targeted Proprietary and confidential 19
  20. 20. REVISIT KEYWORD TARGETING Proprietary and confidential 20
  21. 21. REVISIT KEYWORD TARGETING Proprietary and confidential 21
  22. 22. CONTINUE MULTIMEDIA AND VERTICAL SEARCH OPTIMIZATION Proprietary and confidential 22
  23. 23. REVISIT META DESCRIPTIONS AND STRUCTURED DATA Proprietary and confidential 23
  24. 24. FOLLOW THE MONEY Proprietary and confidential 24
  25. 25. SUMMARY 1. Don’t fear the Knowledge Graph or Direct Answers 2. Target the keywords that bring the most long-term value 3. Craft meta descriptions to compel a user to click through 4. Use structured data, images and videos to draw the eye 5. Consider the return of contributing to Knowledge Graph data sources Proprietary and confidential 25
  26. 26. THANK YOU! Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionmedia.com http://www.brysonmeunier.com http://www.resolutionmedia.com @brysonmeunier +Bryson Meunier Scan to visit m.brysonmeunier.com Proprietary and confidential

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