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Optimizing Unstructured Data
@ajkohn
@SEMpdx
#SearchFest
My name is AJ Kohn
Blind Five Year Old
Since 2007
Making the complex
simple
Semantic Search
We have a problem
Ugh, as if!
Optimizing Unstructured Data
WHAT?!
Optimizing Unstructured Data
WHAT?!
Optimizing Unstructured Data
Semantic search is about understanding meaning
OKAY!
OKAY!
Context
Context matters
Context matters
Natural
Language
Processing
Finding all expressions that refer to
the same entity in a text
Coreference Resolution
Part of Speech (POS) Tagging
Assign a part of speech to
each word in a text
The word quiet isn’t spelled wrong but Google knew
that I probably meant to write quite awesome instead
Machine learning
Making predictions based on
patterns and rules from prior data
Optimizing Unstructured Data
Google is better at getting
meaning from text because
of access to more data
Optimizing Unstructured Data
Entities
Letters and Words
Things
“New York”
hasPopulation: 8.046 Million
hasPointsofInterest: Empire State Building
hasAddress: 350 5th Avenue hasHeight: 1,250 feet
The Knowledge Graph
Connections and relationships
between entities and documents
Named Entity Recognition (NER)
One size doesn’t fit all
Context-Dependent Fine-Grained Entity Type Tagging
Not just any entities but
salient entities
66 entities on a page and
less than 5% are salient
http://bit.ly/bigdealentities
How do you train a
machine learning model to
identify salient entities?
Hello McFly!
Word up
Word to your
mother
Words
“Keywords don’t matter anymore”
Ice Bear cried,
but just inside
I love structured data but optimizing
unstructured data is far more powerful
Text on the page is
more important now
Words = Entities ^ Context ^ Meaning
We can turn unstructured content
into structured data
How much do
you trust Google?
How much do you trust Google?
Stop writing for people
and start writing for
search engines
http://bit.ly/focusedwriting
Optimizing Unstructured Data
28%
Most users don’t read but
skim and scan instead
http://bit.ly/usersdontread
First you looked here
Then here
A penny for a paragraph return
Mirroring
Not only do we mirror body language
we seek it out when searching
Optimizing Unstructured Data
Keyword rich text and
subheads allow users to
resume reading at any time
Keyword is not a
four letter word
Better to you
query syntax call it
But what about user
delight?
Could you not
Task Completion > Aesthetics
Our job is to
reduce friction
After writing your content go back and find
where you can replace pronouns with nouns
Remember that readers won’t often ‘see’ these
nouns but will use them as visual signposts
“It’s such a gorgeous work of art”
“Lobster and Cat is a beautiful painting”
ArtworkType: paintingArtworkTitle: Lobster and Cat
hasArtist: Pablo Picasso
Optimizing Unstructured Data
Intent
Google may better understand the meaning of
my query but do they know why I’m searching?
Why are they really searching?
Why are they really searching?
Common Problems with the Eureka 4870
Eureka 4870 Troubleshooting Tips
Local Vacuum Cleaner Repair Shops
Eureka 4870 Replacement Parts
Guide to Buying a New Vacuum Cleaner
Why are they really searching?
Common Problems with the Eureka 4870
Eureka 4870 Troubleshooting Tips
Local Vacuum Cleaner Repair Shops
Eureka 4870 Replacement Parts
Guide to Buying a New Vacuum Cleaner
Our job is to decode the
intent from the query syntax
http://bit.ly/aggregatingintent
Target the
keyword
Optimize the
intent
What are we really
talking about?
This is a factbox
triggered by entities and
the Knowledge Graph
This answerbox is
triggered by 
semi-structured data
This answerbox is
triggered by specific
patterns of text
Answerbox triggered by
patterns of text and
specific understanding
Answerbox triggered by
patterns of text and
specific understanding
Answerbox triggered by
patterns of text and
semi-structured data
Answerbox triggered by
patterns of text and
specific understanding
Game's the same,
just got more fierce
Skate to where the puck is going
to be, not to where it has been
The Link Graph
The Link Graph
+
Scored Entities
<entity A>
<entity B>
<entity C>
<entity B>
<entity C>
<entity A>
<entity A>
<entity D>
<entity B>
<entity D>
Entity authority could
flow through links
similar to anchor text
TL;DL
We can help Google to find structure, entities and
meaning in our content

The easier we make it, the more likely we are to
satisfy robots and humans
AJ Kohn
Owner, Blind Five Year Old
www.blindfiveyearold.com
aj@blindfiveyearold.com
@ajkohn

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Optimizing Unstructured Data