google entity search - smx jerusalem 2014

Google Entity Search

Joining the “Fun”

Uri Breitman

TBWA\DIGITAL

uri@tbwad.com

● Wolfram Alpha● Answer Engine● Arch-Enemy of Google● Born: May 2009● How does Google stop it?

● Frenemy of Google

● Knol R.I.P. (2008-2012)

● Won’t show ads

● How does GGL exploit it?

Enter Entity Search

● Google’s finally getting a real brain (AI)

● Wikipedia ripped off

● Sites - “extracted”

● Wolfram Alpha = History

● Google wants to answer everything

● Google wants structured data

● Google wants us to donate blood

Schema.org & G+

Google Structured Data Testing Tool

Breadcrums, Authors and Products

● Tag if misunderstood● Authors -- easiest● Articles = essential● Products = must

Matt Cutts says...

“Just beacause you implement schema.org doesn’t mean that you should necessarily rank higher”

So How come it’s not a hit?

● Google doesn’t promise anything● Only images & stars look cool● Feels like slaving for the big G● Authorship really worked● But is there a choice?

Google wants us to rewrite the code.

Is it worth the hassle?

Google wants us to rewrite the code – it is worth the hassle?

Giant Sites: Tag everything you can

Google wants us to rewrite the code – it is worth the hassle?

Big Sites: Add at least some of the properties

Google wants us to rewrite the code – it is worth the hassle?

Medium Sites: Only if programming resources are available and not overpriced.

Google wants us to rewrite the code – it is worth the hassle?

Small Sites - Not a high priority right now - benefit still not clear.

Beat the Wiki guys

● Interesting● Comprehensive● Angle● Quick Response● Comments● Direct questions ● Over-long● Many Photos● Tell a story● Embed videos

FAQ Pages + Long Pages

● Beat Microdata with super-laser FAQ pages● Pages will have to be longer ● Don’t fight data with (just) data● Machines don’t have opinions● Golden age of provocation

uri@tbwad.com