Halyard Consulting provides internet marketing services including optimization, development, content creation, advertising, and public relations. President Jonathan Goodman presented on Freebase, an open database that stores structured data. Freebase uses a graph data structure of nodes and edges. Data is organized into topics with associated types and properties. Freebase can be queried using its API and users can build applications that access Freebase's extensive database.

1. Halyard Consulting
Understanding Freebase
SMX East 2013
jgoodman@halyardconsulting.com

2. About Halyard Consulting
• Name: Jonathan Edward Goodman
o Position: President of Halyard Consulting
o Established: 2007
o Client Focus: Small to Medium Businesses
o Development: WordPress, PHP, etc.
o Services: Full Range of Internet Marketing
 Including:
• Optimization
• Development
• Content
• Advertising
• Public Relations
• Author & Podcast: The World of Internet Marketing
jgoodman@halyardconsulting.com

3. Freebase
What Is It?
jgoodman@halyardconsulting.com

4. History of Freebase
jgoodman@halyardconsulting.com
● Metaweb then acquired by Google
● Over 40 million topics
● Over 2K types = relational table
● 30K properties = table columns
● What Can You Do
○ Query Freebase's data using MQL
■ (Metadata Query Language)
○ Build applications using API
● Community of thousands working to improve the data.

5. Freebase: Nodes & Edges
jgoodman@halyardconsulting.com
● Freebase = Graph Data Structure - Allows for growth of data without restructuring.
○ Nodes - Data Points (ex. Bryan Cranston) - Defined as /type/object/
○ Edges - Connectors (Bryan Cranston is in Breaking Bad) - Defined as /type/link/
Bryan
Cranston
Breaking
Bad
Node
(type/object)
Node
(type/object)
Edge
(type/link)

6. ● Topic - is a node BUT not every node is a topic.
■ Physical Entities (Bryan Cranston)
■ Artistic Creations (Breaking Bad)
■ Classification (Psychostimulant)
■ Abstract Concept (Awesomeness)
■ Schools of Thought (Empire Building)
Freebase: Topics
Bryan
Cranston
Breaking
Bad
Psychost
imulant
Methamp
hetamine
Awesom
eness
Empire
Building

7. Freebase: Types
● Types - Topics can have numerous associated types.
■ (Breaking Bad a /tv_program/ with /award_nominations/ and
/award_winning_work/)
jgoodman@halyardconsulting.com
Breaking
Bad
/tv_program/
/award_nomi
nations/
/award_winni
ng_work/

8. Freebase: Properties
● Properties - Each Type carries a different set of properties.
■ (Breaking Bad a /tv_program/ with /program_creator/ Vince Gilligan
/air_date_of_first_episode/ was 1/20/2008 and currently has
/number_of_seasons/ equaling 5.
jgoodman@halyardconsulting.com
Breaking
Bad
/tv_program/
/number_of
_seasons/
Vince
Gilligan
/air_date
_of_first_
episode/
/program
_creator/
5

9. 6 Degrees of Kevin Bacon
PLUS: College Attended, Street, Age, Where Born, Endless Etc.
jgoodman@halyardconsulting.com

10. Let’s Play A Game
jgoodman@halyardconsulting.com
What Two Ways is Gregory Peck Connected to Steve Wozniak?

11. In the Scheme of Things
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Google
Knowledge Graph
Freebase WikipediaSchema.org

12. Freebase
Query Editor
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13. jgoodman@halyardconsulting.com
NOTE: Make
Sure Query
Assist is On.
Freebase.com/query
MQL (Metaweb Query
Language) w/ JSON
Syntax

14. Results
jgoodman@halyardconsulting.com

15. Template
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16. Freebase.com/AppEditor
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17. Freebase
In Action
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18. Small Demons
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Freebase pulls every song, person,
food, and place from within every book.

19. Yatedo
Yatedo is a free people search engine that
provides relevant personal connections
through a social graph along with images,
video, web pages, news, and books
associated with that person.
jgoodman@halyardconsulting.com

20. RichSeam
jgoodman@halyardconsulting.com
Richseam.com lets you
discover music through the
collaborations and connections
of your favorite artists.
Richseam also brings in APIs
from DBpedia, EchoNest,
Last.fm, MusicBrainz,
Songkick, Spotify Metadata,
and YouTube.

21. The Future….
jgoodman@halyardconsulting.com
...of SEO
Death - No. But it’s
going to get a lot
harder.
Suggestion: Try to
build a Sphere of
Influence. Start
marking up all
Semantic Data.
...of Search
Semantic + Implied
Intent
Your personal
historical previous
searches, purchases,
and Sphere of
Influence.
AstroCat’s Ultimate 2015 Prediction
Backlinks will Mean Nothing!!

22. Recommended Viewing
Google I/O 2013: The Freebase APIs
http://bit.ly/17dkxnX
Freebase Query Editor 2.0
http://bit.ly/1aTRMkb
Introducing Freebase Acre 1.0
http://bit.ly/1acxdN3
jgoodman@halyardconsulting.com

23. Thank You!
Phone: 800-641-9157
Email: jgoodman@halyardconsulting.com
Website: http://halyardconsulting.com
Twitter: HalyardConsult
Facebook: HalyardConsulting
jgoodman@halyardconsulting.com