A talk into how Google are making use of semantic markup, Linked Data sources and their own data to fuel the Knowledge Graph/Snapshot and how SEOs can influence these to highlight themselves as entities.
An extension to I Am An Entity Hacking The Knowledge Graph - http://moz.com/blog/i-am-an-entity-hacking-the-knowledge-graph
8. Understanding an Entity
Ratings:
IMDB,
Rotten Tomatoes
Cast
Al Pacino,
Marlon Brando,
Robert Duvall,
James Caan,
Diane Keaton
Initial release:
March 15, 1972
Featured songs:
I Have But One Heart,
Speak Softly Love
Director:
Francis Ford Coppola
Writer:
Mario Puzo
15. Search has been rubbish for a
while…
Search [was] mostly based on matching words and
phrases, and not what they actually mean
Shashidar Thakur, Knowledge Graph Tech Lead at Google
16. More than 1/5 of all Bing
queries submitted
are purely named entities
Named Entity Recognition in Query – Microsoft (2009)
17. Over 1/5 of all Bing queries
submitted
are purely named entities
Named Entity Recognition in Query – Microsoft (2009)
71% of Bing search queries contain
named entities
20. Data verification
"Content including at least one content item
obtained from a first resource and at least one
second content item obtained from a second
resource different than the first resource“
- Knowledge Graph Patent
30. Wikipedia (aka dbpedia)
Read the rules:
http://www.cipr.co.uk/content/policy-resources/best-practice-
guides-toolkits/wikipedia-and-public-relations
31. Next steps…
• Entity recognition
• Personalisation of results
• Entity search could mean there is value in
schema citations, especially for physical
real life objects.
32.
33.
34.
35. Thanks for listening…
• Slides available at: http://bit.ly/QAYYdh
• Questions? Tweet me at @andrew_isidoro