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1. ENTITY BASED SEARCH
& EXPERIENCES
Evan Fishkin
Principal Program Manager, MSN

2. ENTITY EXPERIENCES HAVE BECOME
COMMON-PLACE

3. INSTANT ANSWER

4. KNOWLEDGE GRAPH

5. RICH SNIPPETS

6. AND IT’S GROWING…

7. THE SEARCH CHARM

8. GOOGLE NOW

9. GOOGLE NOW

10. ENTITIES IN SEARCH CHARM

11. WHAT CONSTITUTES AN ENTITY?
According to schema.org

12. AN ENTITY IS A THING
Thing
_
DEFINED:
The most generic type of item.

13. THERE ARE SO MANY THINGS!
Action
BroadcastService
Class
CreativeWork
Event
Intangible
MedicalEntity
Organization
Person
Place
Product
Property

14. THINGS WITHIN THINGS: ACTION
AchieveAction
AssessAction
ConsumeAction
CreateAction
FindAction
InteractAction
MoveAction
OrganizeAction
PlayAction
SearchAction
TradeAction
TransferAction
UpdateAction

15. IT GOES DEEPER!

16. WHICH ONES MATTER TODAY?

17. IN THE KNOWLEDGE GRAPH…

18. PERSON

19. PLACE

20. THING

21. INTANGIBLE

22. IN INSTANT ANSWERS…

23. PERSON

24. PLACE

25. ORGANIZATION

26. EVENT

27. DATASETS

28. CREATIVEWORKS

29. INTANGIBLE

30. IN RICH SNIPPETS

31. STRAIGHT FROM THE HORSES MOUTH
Articles
Events
Local Businesses
Restaurants
Products
Software Applications
Movies
TV Episodes
Books

32. FACTS FOR THESE ENTITIES ARE PROVIDED BY…

33. BROUGHT TO YOU BY

34. BROUGHT TO YOU BY

35. BROUGHT TO YOU BY

36. VIEWERS LIKE YOU
<INSERT YOUR MICRODATA TAGGED CONTENT HERE>

37. WAIT A MINUTE.
WHY?

38. THREE REASONS
INCREASED VISIBILTY
INCREASED AUTHORITY
INCREASED CLICK-THROUGH-RATES

39. BING ON THE SCHEMAS!

40. PRIORITIZE EFFORTS
DO WHAT EVERYONE ELSE TOLD YOU DO FIRST
REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL
FOCUS ON TODAYS OPPORTUNITIES
DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAM
EXECUTE

41. FOR THE TECHNICALLY INCLINED

42. NOT ON APACHE?
Got 99 Problems
But Apache Aint One

43. HERE’S HOW YOU CAN GET STARTED
TODAY!
no money down

44. ASSESS - MARKUP HELPER
https://www.google.com/webmasters/markup-helper/

45. EXECUTE - DATA HIGHLIGHTER

46. REVIEW - STRUCTURED DATA TESTING TOOL
http://www.google.com/webmasters/tools/richsnippets

47. THE NEXT GENERATION OF SERPS

48. EXPANDED KNOWLEDGE GRAPH

49. THE END
THE END

50. THANK YOU JINDRICH!

51. THANK YOU MARKETING FESTIVAL!
THANK YOU CZECH REPUBLIC
THANK YOU BRNO