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Semantic & Conversational Search - Daniel Herndler | Content Day 2014

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Mit Google Now, dem Google Knowledge Graph und anderen Features leitet die Suchmaschine eine neues Zeitalter ein: die “Conversational Search”. Es entstehen Dialoge zwischen Suchendem und Suchmaschine. Aber wie erstellt man Content für das “neue” Google, um gefunden zu werden? Sind Storytelling und Content Marketing das Allheilmittel? Mit Impulsen, Best Practice Beispielen und neuen Wegen im Suchmaschinenmarketing.

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Semantic & Conversational Search - Daniel Herndler | Content Day 2014

  1. 1. SEMANTIC & CONVERSATIONAL SEARCH Daniel Herndler
  2. 2. Daniel Herndler 1998
  3. 3. 9.800 Suchanfragen pro Tag 1998 Daniel Herndler
  4. 4. Daniel Herndler
  5. 5. 2014 Daniel Herndler
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  7. 7. 2013 Quelle: http://www.statisticbrain.com/google-searches/ Daniel Herndler
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  14. 14. Daniel Herndler „Things not strings!“
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  18. 18. Helene Fischer (Entität) ist (Beziehung) Sängerin (Entität) Florian Silbereisen (Entität) ist (Beziehung) Daniel Herndler
  19. 19. Daniel Herndler
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  24. 24. Entität Beziehung Entität Entität Beziehung Daniel Herndler
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  27. 27. Daniel Herndler
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  31. 31. Daniel Herndler Daniel.Herndler@ncm.at Daniel Herndler
  32. 32. Daniel Herndler Daniel.Herndler@ncm.at Daniel Herndler
  33. 33. Seitenaufrufe der deutschen Wikipedia: Daniel Herndler
  34. 34. -17% Seitenaufrufe in 12 Monaten +15% Seitenaufrufe in 1. Quartal 2014 Seitenaufrufe der deutschen Wikipedia: Daniel Herndler
  35. 35. Knowledge Graph Suchergebnisse zum Jahreswechsel Daniel Herndler
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  42. 42.  Themenwelten statt Keywords  Long tails fokussieren  User Intention verstehen & fokussieren  Autorität erhöhen  Strukturierte Daten nutzen Daniel Herndler
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  49. 49. Daniel Herndler Daniel.Herndler@ncm.at Daniel Herndler
  50. 50. Schema.org Strukturierte Daten Daniel Herndler
  51. 51. Vorteile von Schema  Inhalte verstehen  Hinweise auf wichtige Informationen  Rich Snippets Daniel Herndler
  52. 52. <p> 0043662644688 </p> Daniel Herndler
  53. 53. <p itemprop="telephone"> 0043662644688 </p> Daniel Herndler
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  60. 60.  Marke & Entität aufbauen  Strukturierte Daten nutzen  Autoritäten erkennen und aufbauen Daniel Herndler
  61. 61. Danke! Daniel Herndler +DanielHerndler @DanielHerndler

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