1.
LINK
SOCIAL
GRAPH
graph GRAPH
theory
!
The theory that underpins how all search
KNOWLEDGE work
engines
ETC.
GRAPH
@kelvinnewman

2.
Graph Theory
The most important theory in
search that nobody talks about
Kelvin Newman
@kelvinnewman
JD Hancock

3.
Organiser
BrightonSEO / Content Marketing
Show / MeasureFest
Three Free (and awesome) Conferences

4.
Strategy Director
SiteVisibility
A digital agency specialising in retail, travel and
financial services

5.
Co-Founder
Clockwork Talent
Decent Digital Recruitment

6.
shhhhh!
JD Hancock

7.
JD Hancock
I might get in trouble for this
JD Hancock

8.
I’ve been let into a secret
future beta of Google, and
I’m going to reveal it to you

9.
Joking aside; I think FB
GraphSearch is a great indicator of
the future of G
JD Hancock

10.
as it helps us
better
understand
one of the
theories that
underlies all
search
engines
JD Hancock

11.
graph
theory
!

12.
graph
theory
!
Hugely Important

13.
graph
theory
!
Rarely Spoken About

14.
LINK
GRAPH

15.
LINK
GRAPH
SOCIAL
GRAPH

16.
LINK
GRAPH
KNOWLEDGE
GRAPH
SOCIAL
GRAPH

17.
LINK
GRAPH
SOCIAL
GRAPH
KNOWLEDGE
GRAPH
OPEN
GRAPH

18.
LINK
GRAPH
SOCIAL
GRAPH
KNOWLEDGE
GRAPH
SORT OF

19.
LINK
GRAPH
SOCIAL
GRAPH
KNOWLEDGE
GRAPH
ETC.

20.
LINK
SOCIAL
GRAPH
graph GRAPH
theory
!
ETC.
Hugely Important
KNOWLEDGE
GRAPH

21.
but we’ve been distracted,
from what our job really is

22.
which is understanding how the
search engines fundamentally work
jronaldlee

23.
LINK
SOCIAL
GRAPH
graph GRAPH
theory
KNOWLEDGE
is central to that
GRAPH
!
understanding
ETC.

24.
this presentation may
contain maths
Benson Kua

25.
hartjeff12

26.
Will Critchlow
Maths MA - University of
Cambridge
will - cambridge maths
Dana Lookadoo - Yo! Yo! SEO

27.
Tom Anthony
PhD Artificial Intelligence
University of Hertfordshire

28.
Kelvin Newman
Media Studies
University of Sussex

29.
I’m no computer scientist
or mathematician
jlwo

30.
graph
theory
!
“a mathematical model for any
system involving a binary relation”
Frank Harary, 1969

31.
“perhaps even more
than to the contact
between mankind and
nature, graph theory
owes to the contact of
human beings between
each other”
Dénes König, 1936

32.
http://www.slideshare.net/digitalmethods/gephi-rieder-23834788

33.
Vertices or Nodes
dominicotine

34.
edges
Matt Seppings

35.
Nodes are Nouns

36.
Edges are Verbs

37.
basic graph visualisation

38.
This Graph is Isomorphic of the other one,
aka it’s the same but looks different

39.
Matrix view of graph
V1
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Matrix view of graph
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Matrix view of graph
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Matrix view of graph
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43.
Matrix view of graph
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44.
Matrix view of graph
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45.
Matrix view of graph
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46.
Matrix view of graph
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47.
Or maybe?
Blogger 1
Blogger 2
Blogger 3
Blogger 4
Blogger 5
Blogger 6
Blogger1
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1
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48.
Cardinality is the number of Nodes or
Vertices in a Graph
Prayitno/

49.
Degrees of Vertex is how
many edges a vertex has.
chedder

50.
Trees & Circuits
Our Graph here is
known as a tree,
because you can’t loop
back on yourself.
If you could loop back
on yourself it would be
known as a circuit
This is interesting to think about in the context of your
site, or an area of the link graph

51.
Watch PatrickJMT’s
Graph Theory Videos
http://patrickjmt.com/graph-theory-an-introduction/

52.
What’s the first thing you
teach your team?
http://i.imgur.com/PGE2D2n.gif

53.
For me it is
PageRank
http://computationalculture.net/article/what_is_in_pagerank

54.
Jim Seward
is a legend
http://computationalculture.net/article/what_is_in_pagerank

55.
What is
PageRank?
http://i.imgur.com/aNXqGNT.gif

56.
A set of rules which can be used
to give a numerical weighting to
assess the importance of
document within linked data set

57.
A set of rules which can be used
to give a numerical weighting to
assess the importance of
nodes
document within linked data set

58.
it is not

59.
PageRank is used for
than the Algo
natalielucier

60.
Understand Lung Cancer
http://www.news-medical.net/news/20130326/Algorithm-similar-to-Google-PageRank-helps-map-spread-of-lung-cancer.aspx
jasleen_kaur

61.
Rank Scientific Significance
http://bulib4research.blogspot.co.uk/2008/11/eigenfactor-scimago-journal-rankings.html

62.
Predict Traffic
http://iopscience.iop.org/1742-5468/2008/07/P07008/
deepsan

63.
three different surfers
Chris Hunkeler

64.
three different surfers
Random Surfer
Chris Hunkeler

65.
Random Surfer
Reflects the chance that the random surfer will
leave the site through a link chosen at random,
so all equally likely, and therefore valuable

66.
three different surfers
Reasonable Surfer
Chris Hunkeler

67.
Reasonable Surfer
The reasonable surfer model supposes
that some links are more likely to be
clicked on and therefore should be
given more value.

68.
three different surfers
Intentional Surfer
Chris Hunkeler

69.
Intentional Surfer
The intentional surfer model supposes
that links which ‘actually’ receive the
most links should be given more value.
http://en.wikipedia.org/wiki/PageRank#The_intentional_surfer_model

70.
A lot has changed at Google,
but it will always be a search
engine which relies upon
PageRank; which is a practical
application of Graph Theory

71.
Insert Audience
Participation

72.
Hands up who thinks FB
GraphSearch is the best
search engine in the
world?

73.
Just me?

74.
Not here to convince you
GraphSearch will catch on
but...

75.
If the area of this slide
represents all the traffic on the
internet

76.
This much is
Facebook
http://mashable.com/2010/11/19/facebook-traffic-stats/

77.
And every thing in
white is the rest of the
internet

78.
Google, YouTube,
Wikipedia, The Daily
Mail, etc.

79.
your website, my
website, her website etc.

80.
If anyone can
build a Google-Killer
it’s Facebook...

81.
There’s a fundamental
difference between Facebook &
Google

82.
is about...

83.
documents and links
JD Hancock

84.
is about...

85.
things and relationships
JD Hancock

86.
this difference is subtle but
huge

87.
but I think it works
better for the web as we
know it
JD Hancock

88.
Google are trying to catchup but will struggle
zoom images

89.
Facebook’s data has
a far more explicit
structure than
traditional web text
JD Hancock

90.
it’s not that
tricky
for Google to
parse
“I Like Nerf
Guns”
porkist

91.
they could even have a go at “I was at Bodeans on Poland
Street for Lunch Yesterday”*
*if you mark it up in the right way
R_Savvy

92.
but has a much harder job understanding
“Kelvin is married to Carolyn”

93.
Facebook knows that
happened in 2007

94.
And who attended the
ceremony

95.
And when we got engaged

96.
etc.

97.
Google have to infer structure

98.
Facebook know the structure

99.
On GraphSearch you’re not
really making a search.
You’re just filtering a
structured database of all the
data Facebook has.

100.
On GraphSearch you’re not
really making a search.
You’re just filtering a
structured database of all the
data Facebook has.

101.
But it’s a bloody big
database
JD Hancock

102.
1 Billion Users Every
Month

103.
240 Million Photo’s Per
Day

104.
2.7 Billion Likes Everyday

105.
People share billions of
pieces of content everyday

106.
One trillion connections of
a thousand different types

107.
1,000,000,000,000

108.
http://mashable.com/2013/07/08/facebook-launch-graph-search/

109.
Every User, Page, Photo, Post &
Place is a Node
https://thetribe.s3.amazonaws.com/ferris.gif

110.
http://maxlutz.com/blog/wp-content/uploads/2013/05/coffee2.gif
Every friendship, checkin, tag
or like is an Edge

111.
Each Node has Meta-Data
like description, this how
the old FB Search “worked”

112.
GraphSearch Allows you
search the Edges as well
as the Nodes
JD Hancock
JD Hancock

113.
GraphSearch makes it easy to find nodes that are connected to
another node by searching for an edge-type combined with an
input node.
E.g.:
■Your friends: friend:10003
■People who live in new york: lives-in:111
■People who like downtown abbey: like:222

114.
‘Facebook use query-independent
signals to come up with a numeric
value for importance.
This value is
called the
“static rank”
of the entity.’
JD Hancock

115.
What makes up static rank is still up for
debate, but sensibly could be informed by
the elements of Edgerank
aka
the (old name for) newsfeed algo

116.
Affinity

117.
Weight

118.
Decay

119.
The value of legitimate
likes from well connected
people just increased

120.
There’s also been
lot going on at
Google

121.
not a new update
Martin Cathrae

122.
but a new
paradigm

123.
introducing Knowledge
Graph*

124.
introducing Knowledge
Graph*
*and things not technically Knowledge
Graph but sort of along the same lines

125.
The Knowledge Graph enables you to
search for things, people or places that
Google knows about—landmarks,
celebrities, cities, sports teams, buildings,
geographical features, movies, celestial
objects, works of art and more—and
instantly get information that’s relevant to
your query.
Amit Singhal, Google

126.
Knowledge Graph is
part of a huge change
in how Google deliver
search results

127.
I’m now going to give you lots of
examples of changes in the way
Google present results,
not all of them are truly ‘Knowledge
Graph’
but do indicate a general shift in the
way they present results.

128.
There’s more than 85 of these
features that Dr. Pete from Moz has
documented
http://www.slideshare.net/crumplezone/
beyond-10-blue-links-the-future-of-ranking

129.
But they’re just for informational
queries... Right?

130.
a change in purpose:
help find pages
help find answers

131.
a change in purpose:
help find pages
help find answers

132.
You can no longer rely on
Google to send you traffic

133.
or even tell you about it
Alex E. Proimos

134.
for nearly a year
iPhone search
traffic appeared as
direct
JD Hancock

135.
and we’re rapidly approaching the point
where we have no data on keyword traffic

136.
Search isn’t about
keywords anymore

137.
It's about
entities.
chukgawlikphotography

138.
Entities are
normally,
people, places,
brands etc
JD Hancock

139.
but can be any ‘thing’ which has a relationship to
another ‘thing’
JD Hancock

140.
how can you make money if nobody
ever goes to your site?
JD Hancock

141.
You may need to
revisit your business
model
kennymatic

142.
I love the Business Model
Canvas
http://en.wikipedia.org/wiki/Business_Model_Canvas

143.
sit down and ask yourself
could your business have
an api

144.
as every business
is really just a
database and a
front end
JD Hancock

145.
and Google wants to
become that front-end
JD Hancock

146.
So what can I do?

147.
Familiarize yourself with
Freebase
http://www.freebase.com/

148.
And DBpedia
http://wiki.dbpedia.org/Datasets

149.
It’s amazing the data they have
yaph

150.
If any of your keywords
contain entities you
MUST be prepared
http://i.imgur.com/GLCC0bd.gif

151.
Use BlueNod to Visualise
Social Networks
http://bluenod.com/

152.
Different communities manifest
themselves in different ways
http://www.beautifullife.info/wp-content/uploads/2012/12/11/05.gif

153.
Play with VisualDataWeb
http://www.visualdataweb.org/relfinder

154.
Mark Up using the Open
Graph Protocol
http://ogp.me/

155.
Implement Schema.org
http://schema.org/

156.
No schema?
Create one/extend one
http://schema.org/docs/extension.html

157.
Follow Peter Mika
@pmika

158.
Read Matthew J. Brown’s
Mozcon Deck
http://www.slideshare.net/MatthewBrownPDX/strings-to-things-the-move-to-semantic-seo-mozcon-2013

159.
Watch WSDM Videos
Web Search and Data Mining Conference
http://videolectures.net/wsdm/

160.
Do Good Marketing

161.
tl;dr
SEO is changing it’s not about
optimising your website for
search engines, it’s about
optimising your business
for search engines

162.
Kelvin Newman
kelvin@brightonseo.com
@kelvinnewman