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Strings to Things: The Move to Semantic SEO
by Matthew Brown – Moz
#MozCon @MatthewJBrown
The 2011 me was a different SEO
3
The rise of Panda
The writing was on the wall
Adios, Keyword-based site architecture
RIP: Industrial-Strength “Query SEO”
Semantic SEO: The Pitch
The market corrected
7
The solution? Use the semantic web!
8
Entity-based SEO to increase relevancy
9
Turns out that‟s where Google was headed
“Search is dramatically changing right before
our eyes”
Amit Singhal
Google I/O 2013
Source: Flickr: JD Hancock
“This is our flagship product used by billions
of people, and yet we‟re saying it‟s changing
fundamentally.”
Jason Douglas
Knowledge Graph Product Manager
Google I/O 2013
http://bit.ly/17WMS1G
Desktop PC sales: Freefall
13 Mobile. (source: http://slidesha.re/11aymBx)
14Or rather, Mobile ARPU (source: http://slidesha.re/11aymBx)
“The end of search as we know it?”
16
Source: Flickr: David Masters
SEO is NOT dead
17 Source: LinkedData.org
Links aren‟t going anywhere
18
Truth: The best SEOs make a lot of bets
Source: Flickr: SLGCKGC
Are sites implementing structured data?
Markup Percent of
URLs
Open graph 36.9%
schema.org 9.9%
G+ publisher 7.1%
G+ author 2.2%
And it‟s still plenty early to make this bet…
How to level up in semantic SEO
Source: Flickr: Rob Boudon
Step 1: What problem are the engines trying
to solve?
#MozCon @MatthewJBrown
Entity extraction from web documents
http://bit.ly/17WMS1G
Co-reference and the WikiLinks Corpus
Reading List: UMass Wikilinks Project - SEO by the Sea - Google Research
It‟s easy to extract entities from this.
This? Not so much.
Search engines need to do this at web scale
http://bit.ly/17WMS1G
We see this in their presentations
http://bit.ly/17WMS1G
We see this in the evolution of Schema.org
We see this in “conversational search”
We see this in Bing Research
http://bit.ly/LxwYgh
And they‟re carefully measuring intent
http://slidesha.re/17mS0OM
Step 2: Freebase (and other tools)
#MozCon @MatthewJBrown
Freebase presentation from Google I/O
http://bit.ly/YZt6C4
Using the Freebase API to get ranked entities
http://bit.ly/12aetM0
Using the Freebase API to roll your own
http://bit.ly/13sg2aW
Google‟s tilde search operator?
Entity search from Bing
http://explicit.bing.net/entities/search?q=adidas
Bottlenose
www.bottlenose.com
Yahoo Glimmer
http://glimmer.research.yahoo.com
Fresh Web Explorer
http://freshwebexplorer.moz.com/
RelFinder
http://www.visualdataweb.org/relfinder.php
Step 3: Target the entity long tail
#MozCon @MatthewJBrown
Avoid targeting Entity-based SERPs like this
Find the longer tail entity-based queries
Use Freebase and social tools to map entities
46
„Entity KW‟ stuffing will not look natural
Create a semantic content model
http://bit.ly/11drfnY
This is where you
add Freebase and
other semantic tools
48
Step 4: Profit?!?!
Source: Flickr: Rob Boudon
@MatthewJBrown

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Strings to Things - The move to Semantic SEO - MozCon 2013

Editor's Notes

  1. ENTITY EXTRACTION – DISAMBIGUATION ENTITIES OUT OF QUERIES – IF THEY CAN’T DISAMBIGUATE, THEY CAN’T SERVE SEMANTIC RESULTSTHEY’VE GOT TO BE ABLE TO RECOGNIZE THERE IS AN ENTITY IN THERE. DEEPER QUERIES WITH MULTIPLE ENTITIES PRESENT TOUGHER QUERY CHALLENGESEXISTING DATA SETS NOW THAT HAVE BEEN THE BACKBONE COMPILED BY HUMANS (WIKIPEDIA, DBPEDIA, WORDNET, FREEBASE). SUMMARIZE DATA AND LOOKUPS. SCHEMA IS A SHORTCUT TO A DIFFICULT DISAMBIGUATION CHALLENGE.