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The New Web of Things
• Let’s leapfrog your website into the future!
Describe that with an ALT TAG??
• Just not possible…
This is the big picture
• Now the underlying Search Principles and how they work…
Context
UncertaintyAmbiguity
Context (is King…)
Information requires contextual definitions
to minimize ambiguity and uncertainty
Some Examples…
Florence…
Places (Florence Nova scotia, Florence Alabama, Florence Arizona, etc.) People,
Fictional characters, other “thi...
“Guida”
Word used in a travel & tourism website: the meaning of this
word in that context was Travel Guide
“Giuda”Judas Is...
Tip!
Analyze Queries from the Google Search Console and look for the “odd ones”
Analyze your pages with This Tool
Understanding
(Level of Confidence)
Ambiguity
Context
Uncertainty
Query
(User Intent)
Knowledge
(Level of Confidence)
Answers
(Best Possible!)
CAUTION – LEAVING COMFORT ZONE!
“New creates anxiety, old and dirty is reassuring”
How it works…
Benefits
N° Queries in Google Search Console
Last Example (ambiguity)
Industrial Fishing, Fish Processing Industry
Before…
After…
https://www.youtube.com/watch?v=ufcijo46LCU
JSON-LD
{
"@context": "https://schema.org/",
"@id": "#_XXX",
"@type": "VideoObject",
"contentUrl": "https://www.youtube.co...
TakeAways…
• Move away from Keywords – Think “Entities”
• “Smart” content will bring high quality traffic
• No pain, No ga...
Thank You :)
Sante J. Achille
Search Marketing Services & Consulting
Email: sante@achille.name
https://achille.name/
@sjac...
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
Tbex Conference USA 2019 - Structured Data for Travel & Tourism
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Structured Data is the ultimate frontier of advanced "on page" SEO: search engines rely on it to understand what a page is about. Learn what it is and how to implement it on your blog. Take-aways from the presentation:Take-aways:
1. Stop chasing long tail keywords - the future is in entities
2. “Smart” content will attract high quality/very relevant traffic to your website
3. No pain no gain! This isn’t rocket science, you don’t need to be a coder, but you must master the art of creating small semantic models for your website
Interested in knowing more? Have an In-house team you would like to train? Contact me to discuss your need and find a solution to your problems today.
Sante J. Achille
Search Marketing Consultant & Services
Email: sante@achille.name
Web: https://achille.name/

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Tbex Conference USA 2019 - Structured Data for Travel & Tourism

  1. 1. The New Web of Things • Let’s leapfrog your website into the future!
  2. 2. Describe that with an ALT TAG?? • Just not possible…
  3. 3. This is the big picture • Now the underlying Search Principles and how they work…
  4. 4. Context UncertaintyAmbiguity
  5. 5. Context (is King…) Information requires contextual definitions to minimize ambiguity and uncertainty
  6. 6. Some Examples…
  7. 7. Florence… Places (Florence Nova scotia, Florence Alabama, Florence Arizona, etc.) People, Fictional characters, other “things” My Mother My Wife Another person
  8. 8. “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
  9. 9. Tip! Analyze Queries from the Google Search Console and look for the “odd ones” Analyze your pages with This Tool
  10. 10. Understanding (Level of Confidence) Ambiguity Context Uncertainty
  11. 11. Query (User Intent) Knowledge (Level of Confidence) Answers (Best Possible!)
  12. 12. CAUTION – LEAVING COMFORT ZONE! “New creates anxiety, old and dirty is reassuring”
  13. 13. How it works… Benefits
  14. 14. N° Queries in Google Search Console
  15. 15. Last Example (ambiguity) Industrial Fishing, Fish Processing Industry
  16. 16. Before… After…
  17. 17. https://www.youtube.com/watch?v=ufcijo46LCU
  18. 18. 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:
  19. 19. TakeAways… • Move away from Keywords – Think “Entities” • “Smart” content will bring high quality traffic • No pain, No gain!
  20. 20. 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!

Structured Data is the ultimate frontier of advanced "on page" SEO: search engines rely on it to understand what a page is about. Learn what it is and how to implement it on your blog. Take-aways from the presentation:Take-aways: 1. Stop chasing long tail keywords - the future is in entities 2. “Smart” content will attract high quality/very relevant traffic to your website 3. No pain no gain! This isn’t rocket science, you don’t need to be a coder, but you must master the art of creating small semantic models for your website Interested in knowing more? Have an In-house team you would like to train? Contact me to discuss your need and find a solution to your problems today. Sante J. Achille Search Marketing Consultant & Services Email: sante@achille.name Web: https://achille.name/

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