The Entity Search Revolution


Published on

How people become things, or how the knowledge, social and link graphs work together. Learn about what entity search means for SEO including new opportunities in social.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • The evolution from a flat link graph to a dynamic knowledge and social graph is about turning text and links into the things they represent in the real-world.
  • At SXSW in 2012 Matt Cutts announced an algorithm change designed to catch overly aggressive SEO signals like too many keywords on a page, exchanging too many links, and taking action against affected pages.
  • Google+ users increased 33% YoY in 2013 according to Business Insider. Meanwhile, we have less keyword data due to secure search. But we have more social data and levers to pull to get into these personalized searches; it all pivots on Google+.
  • Whereas the link graph was just about text and links between files – matching patterns – the social and knowledge graph together are about the meaning of things, and the relationship between things on the Internet.
  • The smart approach is to consider these graphs as interconnected. Each graph relies on another for validation and Google is relying on all of them to get the strongest signal of relevancy.
  • The knowledge graph leverages semantic data and authoritative sources like Wikipedia, Freebase and Google Books to deliver factual knowledge about people, places and things. It’s search evolving from a matching to understanding, and from results to answers.
  • The social graph can deliver a different type of knowledge: information based on your relationships to other people, places and things. Google calculates connectivity on two levels: Implicit & Explicit. This means that they use both our own ‘declared’ connections and the ones we form unknowingly through social interaction, sharing, +1′ing and commenting on Google+.
  • A factual knowledge discovery tool that borders on artificial intelligence can keep users engaged on Google by providing conversions, schedules, facts. Long term, it may move beyond facts in separate panels to improving relevancy in the traditional results listings. Near term, the social data is where the immediate marketing and monetization potential lies.
  • A recipe or product becomes a thing with semantic markup.
  • A person becomes a thing through verification on Google+. Google+ Local pages can be verified by call, SMS or postcard.
  • To add links to your Google profile, sign into your Google+ profile, click Edit profile and add custom links under the Contributor To section.
  • The Google Plus profiles for businesses shouldn’t be used as authors, but instead can be set as publishers of a page (slightly different HTML markup). This markup is used by the Knowledge Graph to display information about Google+ followers and recent posts.
  • Author rank has been described as being about rank and trust. Posting regularly on topics related to your business will help Google associate you with certain topics so that you gain authority for your subject area. It will also keep you and your business top of mind when people in your network search for items containing those exact terms. But it’s not just about you, it’s about your network. When people become things like pages, it changes the SEO game to something more social.

  • All of this information combined provides a SERP like this. My user settings allow Google to determine my location, Google+ Local provides the restaurant ratings and reviews, and then we have our listing of results, traditionally based on the like graph but now also shaped by our social relationships, most apparently those taking place on Google+.
  • The long term implications. Suddenly SEO starts to look a lot more like traditional marketing. And that’s why you see many SEO departments integrating with social teams. Because the future of SEO and the future of social are intertwined. Leveraging best practices from both disciplines is the way to success.
  • The Entity Search Revolution

    1. 1.  How people become things… or how the knowledge graph works with the social graph. “…when it comes to information, the real value isn’t just in a list of data elements, but in understanding the properties and relationships, basically how these data elements connect. That’s what a knowledge graph and a social graph truly represent.” - Search Engine Journal SMX East 2013 The Coming Entity Search Revolution Presented by Reva McEachern 1
    2. 2. Properties & Relationships “…when it comes to information, the real value isn’t just in a list of data elements, but in understanding the properties and relationships, basically how these data elements connect. That’s what a knowledge graph and a social graph truly represent.” John Mihalik, Search Engine Journal 2
    3. 3. Leveling the Playing Field “We are trying to level the playing field a bit. All those people doing, for lack of a better word, over optimization or overly SEO – versus those making great content and great site. We are trying to make GoogleBot smarter, make our relevance better…” Matt Cutts, Google 3
    4. 4. Google Stats *425 million Gmail users **500million Google+ users (343M active) ***26.4% searches w/o keyword data Sources *TechCrunch **VentureBeat, Wikipedia ***Practical Ecommerce 4
    5. 5. Democratization of Data Things Files Entities Text and Links 5
    6. 6. Interconnected Graphs Knowledge LinkSocial Missing factual verification Missing authority signals Missing authorship & social signal validation Sweet spot 6
    7. 7. Knowledge Graph Facts Answers Facts 7
    8. 8. Social Graph Facts Preferences Opinions 8
    9. 9. Facts & Opinions Knowledge Graph Social Graph Knowledge Graph Social Graph • Recursive knowledge discovery • Answers to complex questions • Content endorsed by friends • Content tailored to preferences • Semantic markup • Wikipedia • Freebase • Google+ • Authorship • Engagement WHAT HOW WHAT HOW 9
    10. 10. Semantic Markup • is a shared mark-up vocabulary, created by search engines including Bing, Google, Yahoo! and Yandex to give them a greater understanding of a webpage and its contents. • To achieve rich snippets and appear in new Google displays that leverage the knowledge graph, markup the structured content on Web pages with Microdata aka • For example, when reviews information is marked up in the body of a Web page, Google can identify the content as a review and display the review with rating stars and an image. rating name image count 10
    11. 11. Google+Verification To have your business appear in Google local results, create or verify a Google+ Local page and optimize it like you would the home page of your website. 11 To have authorship information appear in search results for the content you create, connect a personal Google+ Profile with the content via an onsite tag.
    12. 12. 1. Link your content to your Google profile by creating a link to your Google profile from your webpage, like this: Replace [profile_url] with the your Google Profile URL, like this: Your link must contain the ?rel=author parameter. If it's missing, Google won't be able to associate your content with your Google profile. 2. The second step of the verification process is to add a reciprocal link back from your profile to the site(s) you just updated. AuthorshipTags Source: Google 12
    13. 13. 1. Update your site's home page by adding a link to your Google+ page, like this: 2. Link to your website from your Google+ page's profile. PublisherTags <a href="[yourpageID]" rel="publisher">Find us on Google+</a> 13
    14. 14. Author Rank  Add people related to your business in your circles.  Post regularly on topics related to your business or area of expertise.  +1 content that is relevant to your industry, remember it’s now Search + Your World. 14
    15. 15. Search Results Google+ Local verification ensures visibility as Google envisions new ways to display this type of data. Authorship enhances visibility as social signals become more important in search results. User location data allows Google to deliver the most relevant local results to searchers. 15
    16. 16. Marketing Implications Google can deliver answers to complex questions and keep users engaged for longer periods of time. Word of mouth is digitized and can thus be amplified and optimized via social listening and SEO tactics. 16
    17. 17. ThankYou Reva McEachern Principal, Reva Digital Media LLC Email Website @revadigital 17
    18. 18. Appendix           18