The document summarizes a presentation given by Bill Slawski at the Semantic Technology & Business Conference in San Jose. The presentation discussed how adding semantic information and structuring content around entities can help websites better optimize for search engines and provide more relevant experiences for users. It also provided several examples of how search engines are using entities and knowledge graphs to enhance search results and anticipate related queries.

1. Semantic Technology & Business Conference
San Jose Convention Center
Bill Slawski
Barbara Starr

2. English & Law degrees, former court admin
Web Promotion & SEO since 1996
Director of Search Marketing at Go Fish Digital
Writes about the latest search patents/papers at
SEO by the Sea
Twitter: @bill_slawski

3. “Getting Information
about Search and SEO
Directly from the Search
Engines”

4. We are narratives; stories
that we tell ourselves and
others…

9. …meaning to a big field and a copse of trees,
as in the first major battle of the American
Civil War, in Manassas, Virginia.
…mystery, as Jackson either stood there like a
stonewall not relieving troops, or stood there
like a stonewall, unflappable.
He was known as Stonewall Jackson after this
battle.

10. Adding a Semantic Layer to the Web adds to the
stories that sites tell, and the experiences that
we have with them.

11. In 2005,
the way I
was doing
SEO
changed
when I
decided to
make a
page as
much
about
Baltimore
as I
possibly
could…..

12. <title>Baltimore’s Black History</title>
<h1>Black History in Baltimore</h1>
Alt=“A Historical Black College in Baltimore”
<p>Baltimore has long had a rich
multicultural history.</p>

13. To help people learn about the City of
Baltimore
To attract people to Baltimore, visit hotels
and restaurants, and to hold conferences
there
To share information about events so people
could attend

14. An 8’6” tall monument to Billie Holiday
(Lafayette and Pennsylvania avenues)
Bethel African Methodist Episcopal Church
Coppin State University
Morgan State University
Frederick Douglass
Thurgood Marshal
Thomas R. Smith

16. Site URL Structure
Site Information Architecture
Use of Keywords on Pages
Site Speed Issues
Use of Canonical URLs
Many More

17. In addition to SEO audits for clients, we often
do audits for them focusing upon entities that
appear on a site or should ideally show up
there.

19. What Entities Appear on the Site
How the site appears in
(Snippet/Sitelinks/Knowledge Panel/OneBox)
for company name/domain name
Related Entities
Emerging (New) Entities
Unrelated Entities (same/similar name) on the
Web
Knowledge Base Listings

20. Finding and disambiguating references to entities on web pages
(June 10, 2014)

21. Entity type assignment (June 28, 2011)

22. What Movie does Robert Duvall love the Smell
of Napalm in the Morning in?
Actor: Robert Duvall
Known for: “…love the smell of napalm in the
morning”
Is A: Movie
Show Results from Apocalypse Now
Identifying entities using search results (July 8, 2014)

25. Top 4 Results from
spaceneedle.com
Query rewriting with entity detection (August 12, 2014)

26. (The first 15
results are from
seobythesea.com)

27. Google anticipates what other
things people search for, & may
include them in a knowledge
panel.
Consider creating pages for
those follow-up queries…
“We can use the Knowledge
Graph to answer questions you
never thought to ask and help
you discover more.”
~
http://www.google.com/inside
search/features/search/knowle
dge.html

28. Related Entities (September 12, 2013)

29. Aspect-based sentiment summarization,
August 5, 2014)
Phrases in the reviews that express
sentiment about a particular aspect are
identified. Reviewable aspects of the
entity are also identified.
The reviewable aspects include static
aspects that are specific to particular
types of entities and dynamic aspects that
are extracted from the reviews of a
specific entity instance.

34. Discovering Emerging Entities with
Ambiguous Names (April 2014)

36. Entities may be identified in sources such as news articles, where
those
Entities are new or not well known, and can be added to knowledge
bases.
Anticipate this discovery.

39. This site is very light on
Information about its location.

46. The Business name only returns 2 Sitelinks; the domain name
Returns 6 site links. Do people search for the domain name at all?

48. Is it an apartment complex or a hotel?

51. Focus on the Business Model Better (Apartments
or Hotel?)
Aid in Content Creation
Aid in Site Organization (Information Architecture
& Navigation)
Frequently Asked Questions Topics (Where are
nearby Schools/Daycare?)
Understand Other Potential Benefits and
Problems (Transportation and Metro Benefits)

52. Entity Confusion Resolved – Hotel Listings to
be removed.
More Location information to be added (big
selling point.)
Metro Elevator makes DC area very accessible
– to be shown!
Need a FAQ for things like School and
Daycare information
Quiet about Pool & other attributes of the
apartments – will be added.