This presentation is an integral part of SEMrush webinar: https://www.semrush.com/webinars/

1. 1#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
Bill Sebald
@billsebald
Kristine Schachinger
@schachin
Paul Woodhouse
@hivemarketing
Jason Barnard
@jasonmbarnard

2. 2#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
A
Q
Relevancy
Understanding
Credibility

3. 3jasonmbarnardjasonbarnardLe Graphe de connaissance - SEOcamp Lorraine 2018
An Encyclopedia
for machinesIt consists of a formal description of certain knowledge that can be accessed
and reasoned about by computers. As a book contains knowledge meant to
be read by humans, a knowledge graph is specially formatted to be
understood by computers.
Luciano Del
Corro
@lemborio

4. 4jasonmbarnardjasonbarnardThe Knowledge Graph - Digital Olympus Fall Edition 2018
Jo Stichbury @fluffymaccoy
Knowledge Graphs are large networks of entities,
their semantic types, properties, and relationships
between those entities”
M Kroestch and G Weikum

5. 5jasonmbarnardjasonbarnardThe Knowledge Graph - Digital Olympus Fall Edition 2018
Knowledge graphs ...
Suitable for a continuous flow of large amounts of data from
diverse, heterogenous sources.
The ontology (semantics of the data) can be extended and
revised algorithmically as new data arrives.
Jo Stichbury @fluffymaccoy
(paraphrased)

6. 6jasonmbarnardjasonbarnardThe Knowledge Graph - Digital Olympus Fall Edition 2018
“Knowledge graphs ... allow for the application of various
graph-computing techniques and algorithms...
which add additional intelligence over the stored data.
For example allowing implicit information to be derived
from explicitly asserted data.”
Jo Stichbury @fluffymaccoy
(quote)

7. 7#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
KG & Understanding Q2
Give us your thoughts :
How well has Google done in
growing an accurate
KG since 2012.
(and how big is it?)

8. 8#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
The number of KG opportunities available to brands is
humongous
It goes well beyond the MyBusiness concept of just
"Corporation based in Town represented by Website".

9. 9#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
KG & Understanding Q2
You said "The bigger the
brand, the more to optimize"
Give us the low-down.

10. 10#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
KG & Understanding Q2
How can understanding the
KG help improve rankings,

11. 11#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Evan Berkovic : “Google Maps is a great example of what
the future of search should look like — augmented public
data, powered by a knowledge graph. Google has
thousands of employees on staff constantly correcting
errors, machine-learning clusters interpreting addresses,
cars driving through streets to get ground-level data,
satellites taking photos, and millions of phones constantly
sending updates. With this infrastructure, Google is able
to maintain a real-time representation of the world and
answer geospatial queries that have never been asked."

12. 12#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
KG & Understanding Q2
Does that example
inspire new thoughts
and insights for you?
Or is it a dead duck ?

13. 13#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web

14. 14#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
The web as a database:
The biggest knowledge graph ever
Imagine you could get the entire web in a database, and structure it. Then you would be able to get
answers to complex questions in seconds by querying, rather than searching.
This is what Diffbot promises.

15. 15#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
BIG QUESTION
Google shouts loud…
But are they the best?
What about Microsoft?
Diffbot? Amazon?

16. 16#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web

17. 17#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
KG & Understanding Q2
Knowledge Based Trust
(PageRank has no role in a KG driven world)
Tell us it ain’t so :)

18. 18#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
MONEY !

19. 19#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
KG & Understanding Q2
Ultimately, how will these
players monetize their KG?

20. 20#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
1. Google wants to understand the whole world
2. Diffbot have GREAT claims and appear to feed some big
players
3. Amazon are arguably concentrating things that are on a
path to purchase (and are keeping pretty quiet)
4. Microsoft are possibly very strong (but are keeping pretty
quiet)
5. Apple have a walled garden (and are keeping pretty quiet)
6. IBM won jeopardy in 2011 and haven’t done much since

21. 21#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
How do you see the future?
(For the KG of Google, Amazon, Microsoft)

22. 22#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
1. Knowledge Graph first, then best of top 10 results
2. There is an “Answer” algo on top of search algo
3. Aim to contribute to the Ultimate Source of Truth
4. Strong user satisfaction signals are crucial
5. Schema is the foundation (but alone is not enough)
6. Semantic HTML5 is necessary
7. Blocks of content is key (aka Gutenberg)
8. Quality content and Consistency
9. Give me the facts, Jack
Position0 Profile - #SEOisAEO

23. 23#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
Knowledge Graph / Position0
Any points to add to our ongoing profile?

24. 24#SEOisAEO - The Knowledge Graph - How Well is Google doing in 'understanding the world'?
Bill Sebald
@billsebald
Kristine Schachinger
@schachin
Jason Barnard
@jasonmbarnard
Paul Woodhouse
@hivemarketing

25. 25#SEOisAEO - Epic series
David Amerland
@DavidAmerland
Andrew “Optimisey”
@Optimisey
Sam Underwood
@SamUnderwoodUK
Jason Barnard
@jasonmbarnard
Epic #SEOiSAEO webinar series, episode 8:
How to get Entities and Their Attributes
in the Knowledge Graph