This document provides an overview of basic SEO concepts. It discusses what SEO is, why it is important to understand for digital content creation and distribution. Specifically, it covers optimizing content for search engines like Google as well as semantic search. It also explains Google's Knowledge Graph and Knowledge Vault which are databases that surface structured information from sources on the web to enhance search results. The document emphasizes that SEO is important for finding and interacting with an online audience across different devices and platforms.

1. Basic SEO
ANDREA H. BERBERICH
SEO/SEM PROFESSIONAL

2. Content – Table of Content
• SEO -What is it all about?
• Why do I need to know aboutSEO?
• What’s next?
• Semantic Search
• Google’s KnowledgeGraph
• Google’s KnowledgeVault
• Summary of the KnowledgeVault
• Next Step forYou
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3. SEO - What is it all about?
SEO stands for Search EngineOptimization and everyonewho uses the Internet will
eventually use a search engine.SEO is a huge field and everyonewho works in the digital
sphere is impacted by the guidelines,findingsand rules of SEO.SEO influencesthe
followingareas:
• Digital Reputation
• Web Architecture
• Web Performance – Google aims to reach half second for first time load
• Digital Communication: Content Strategy and Search Strategy
• On-Page and Off-Page Optimization
• Social Media
• Multi-Media
• Branding
• User Experience (UX)
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4. SEO - Why do I need to know about SEO
SEO connects the dots. For example having a website with bells and whistles is awesome for the owner as
long as the web user finds it, understands how to navigate it, and knows how to interact with it.
Remember it is all about the web user –Your Audience! Think social and mobile!
Before any digital project ask yourself the following questions:
6. Is my content easy & quickly to be absorb?
(bullet format, images they say it all, videos
make sense?, email newsletter reflect
branding?)
7. How consistent is my content with any of
the other content created by your
company?
8. Is my content considered “Evergreen
Content” and should I create an “Evergreen
Hashtag”?
9. Is the content part of the larger strategy, a
campaign or a joined effort with a
customer/partner or vendor?
10. Has the content be reviewed/blessed by
legal/branding?
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1. Who is the audience I want to attract?
2. What is the purpose? – Educate, Entertain,
Inform,Validate, Confirm, Introduce etc.
3. Where on the “Web” is my audience? –
Location i.e. Language or their “hangouts”
i.e. search engines, forums etc.
4. What does my audience use to search/surf
the “Web”? PCs, Smartphones, Tablets,
SmartTVs etc.
5. How will they find my content, i.e. web page,
media (images, infographics, video, blog,
presentation)

5. SEO - What’s Next?
Writing with SEO,Social and Mobile in mind is a bit more complex than how it was before.You will
need to figure out what it takes to get your content in front of your audience, how it will be
viewed, and what conversation it will ignite.
Here are the next steps
• Ensure to a create relationship with your
branded keyword phrase
• Work with legal on trademark or copyrights
• If there aren’t any trademark or copyrights
establish relationships with the new keyword
phrases
• Focus on keywords phrases that your
audience would use to find your content
• Ideally two high search volume non-branded
keyword phrases and one branded keyword
phrase per web page.
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• Write a synopsis and consult with SEO
professional
• SEO professional will guide you
• Do a competitive analysis on keyword
phrases
• Learn who your competitors are for the topic
• Compare your competitors terminology with
yours
• Have your competitors “coined” any of the
keyword phrases you are interested in using?

6. SEO - Semantic Search
SEO is not only for the search engines it is also for other channels such as blogs, forums and social networks.
Most of the site search emulate the Google search technology. Following w3c.org and creating any type of
content with having social, mobile and semantic search in mind is the key to success.
Google, Bing,Yahoo! andYandex joined forces and to develop a vocabulary to implement the HTML semantic
markup of the web pages in preparation for schema.org.
How toTake FullAdvantage of Semantic
Search?
• Create Context
• Co-Occurrence
• Synonyms and Variations
• Semantic Keyword Research
• Link to RelevantTopics
• SocialSharing
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7. SEO - Google’s Knowledge Graph
The source of the Google KnowledgeGraph are authoritative sites such as Wikipedia,CIAWorld
Factbook, and Freebase. All these sources are used by Google to gather data about people,
events, animals, history, and topics.
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• What is theGoogle KnowledgeGraph?
• Knowledge base use by Google to enhance its search engine’s search results
with semantic search information.
• It provides structured and detailed information about the topic in addition
to a list of links to other sites
• It was added to Google search engine in 2012
• Why should I know about the Google KnowledgeGraph?
• Explore your search –Google added a carousel at the top
• Explore collection – words just don’t refer to words rather than things
• Connects relationships of people, things, events and more
• Search for the answer no matter on which device
Source: Google.com

8. SEO - Google’s Knowledge Vault
Google’s KnowledgeVault is a massive database of fact, built up by an algorithm that
autonomously trawls the web and transforms data into useable, bite-sized pieces of information.
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• What is the Google Knowledge Vault?
• It was added to Google’s search arsenal Aug. 2014
• Uses Knowledge Graph content and uses increasing amounts of
structure content in PC and mobile search results
• It is assembled from content across the internet without human
editorial involvement
• It autonomously gathers and merges information from across the
web into a single base of facts about the world, and the people and
objects
• Google assembled 1.6 billion “facts” and scored them according to
confidence in their accuracy. Roughly 16 % of it qualifies as “confident
facts.”
• It is the basis of future Artificial Intelligence applications, machine-to-
machine communication, augmented reality, predictive model and
virtual assistant
Source: linkedin.com/article
Source: Google.com

9. SEO – Summary of the Knowledge Vault
Pay attention to the Google KnowledgeVault because it is
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• Based on machine learning
• Capable of extracting data from multiplesources
(tabular data, page structure, text humanannotations)
• Infers facts and relationship based on all data available – it relies on
existing knowledge bases (e.g. Freebase, Wikipedia,YAGO, MS Satori)
• Validating facts is done by a researcherdescribedprocess called “link prediction in a
graph”
• Path ranking algorithm(PRA)
• Neural Network Model (MLP; multilayer perceptron)
Source: Google.com

10. SEO – Next Step for YOU
Continued technical advances to accommodate the web users and the
crawlers.
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• A summaryof when creating digital content
• Keyword research from your base
• Research around topics and themes
• When drafting your content, try to answer as many questions as you can
• Use natural language and variations
• Place your important content to strategically most important section of the webpage
• Structure your content appropriately
Source: http://moz.com/blog/7-advanced-seo-concepts

11. Thank you!
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