2. The New Web of Things
• Let’s leapfrog your website into the future!

10. Describe that with an ALT TAG??
• Just not possible…

12. This is the big picture
• Now the underlying Search Principles and how they work…

13. Context
UncertaintyAmbiguity

14. Context (is King…)
Information requires contextual definitions
to minimize ambiguity and uncertainty

15. Some Examples…

17. Florence…
Places (Florence Nova scotia, Florence Alabama, Florence Arizona, etc.) People,
Fictional characters, other “things”
My Mother
My Wife
Another person

18. “Guida”
Word used in a travel & tourism website: the meaning of this
word in that context was Travel Guide
“Giuda”Judas Iscariot, disciple and one of the original Twelve Apostles of Jesus Christ. According to all four canonical
gospels, Judas betrayed Jesus to the Sanhedrin in the Garden of Gethsemane
Word used in a travel & tourism website: the meaning of this
word in that context was The betrayal of Christ

19. Tip!
Analyze Queries from the Google Search Console and look for the “odd ones”
Analyze your pages with This Tool

20. Understanding
(Level of Confidence)
Ambiguity
Context
Uncertainty

21. Query
(User Intent)
Knowledge
(Level of Confidence)
Answers
(Best Possible!)

23. CAUTION – LEAVING COMFORT ZONE!
“New creates anxiety, old and dirty is reassuring”

24. How it works…
Benefits

26. N° Queries in Google Search Console

29. Last Example (ambiguity)
Industrial Fishing, Fish Processing Industry

30. Before…
After…

38. https://www.youtube.com/watch?v=ufcijo46LCU

39. JSON-LD
{
"@context": "https://schema.org/",
"@id": "#_XXX",
"@type": "VideoObject",
"contentUrl": "https://www.youtube.com/watch?v=Vpg5AGCCXdg",
"width": "560",
"height": "315",
"embedUrl": "https://www.youtube.com/embed/Vpg5AGCCXdg",
"name": " Arctic Char System ",
"caption": " Arctic Char System ",
"description": " Arctic Char System ",
"thumbnailUrl": "http://img.youtube.com/vi/Vpg5AGCCXdg/0.jpg",
"uploadDate": "2018-04-30",
"keywords": "",
"transcript": ""
}
EXAMPLE – VIDEO MARKUP:

40. TakeAways…
• Move away from Keywords – Think “Entities”
• “Smart” content will bring high quality traffic
• No pain, No gain!

41. Thank You :)
Sante J. Achille
Search Marketing Services & Consulting
Email: sante@achille.name
https://achille.name/
@sjachille
Biography & CV
Contact me for more info on my next Structured Data Workshop!