the entity search revolution

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How people become things…or how the knowledge graph works with the social graph.

“…when it comes to information, the real value isn’t just in a list of data elements, but in understanding the properties and relationships, basically how these data elements connect. That’s what a knowledge graph and a social graph truly represent.”

- Search Engine Journal

SMX East 2013The Coming Entity Search RevolutionPresented by Reva McEachern

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Properties & Relationships

“…when it comes to information, the real value isn’t just in a list of data elements, but in understanding the properties and relationships,

basically how these data elements connect. That’s what a knowledge graph and a social graph truly

represent.”

John Mihalik, Search Engine Journal

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Leveling the Playing Field

“We are trying to level the playing field a bit. All those people doing, for lack of a better word, over optimization or overly SEO – versus those making

great content and great site. We are trying to make GoogleBot smarter, make our relevance better…”

Matt Cutts, Google

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Google Stats

*425 million Gmail users

**500 million Google+ users (343M active)

***26.4% searches w/o keyword dataSources *TechCrunch **VentureBeat, Wikipedia ***Practical Ecommerce

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Democratization of Data

Things

Files Entities

Text and Links

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Interconnected Graphs

Knowledge

LinkSocial

Missing factual verification

Missing authority signals

Missing authorship & social signal validation

Sweet spot

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Knowledge Graph

Facts Answers

Facts

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Social Graph

Facts Preferences

Opinions

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Facts & OpinionsKnowledge Graph Social Graph

Knowledge Graph Social Graph

• Recursive knowledge discovery

• Answers to complex questions

• Content endorsed by friends

• Content tailored to preferences

• Semantic markup• Wikipedia• Freebase

• Google+• Authorship• Engagement

WHAT

HOW

WHAT

HOW

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Semantic Markup• Schema.org is a shared mark-up vocabulary, created by

search engines including Bing, Google, Yahoo! and Yandex to give them a greater understanding of a webpage and its contents.

• To achieve rich snippets and appear in new Google displays that leverage the knowledge graph, markup the structured content on Web pages with Microdata aka Schema.org.

• For example, when reviews information is marked up in the body of a Web page, Google can identify the content as a review and display the review with rating stars and an image.

rating

nameimagecount

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Google+ Verification

To have your business appear in Google local results, create or verify a Google+ Local page and optimize it like you would the home page of your website.

To have authorship information appear in search results for the content you create, connect a personal Google+ Profile with the content via an onsite tag.

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1. Link your content to your Google profile by creating a link to your Google profile from your webpage, like this:

Replace [profile_url] with the your Google Profile URL, like this:

Your link must contain the ?rel=author parameter. If it's missing, Google won't be able to associate your content with your Google profile.

2. The second step of the verification process is to add a reciprocal link back from your profile to the site(s) you just updated.

Authorship Tags

Source: Google

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1. Update your site's home page by adding a link to your Google+ page, like this:

2. Link to your website from your Google+ page's profile.

Publisher Tags

<a href="https://plus.google.com/[yourpageID]" rel="publisher">Find us on Google+</a>

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Author Rank

Add people related to your business in your circles.

Post regularly on topics related to your business or area of expertise.

+1 content that is relevant to your industry, remember it’s now Search + Your World.

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Search ResultsGoogle+ Local verification ensures visibility as Google envisions new ways to display this type of data.

Authorship enhances visibility as social signals become more important in search results.

User location data allows Google to deliver the most relevant local results to searchers.

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Marketing Implications

Google can deliver answers to complex questions and keep users engaged for longer periods of time.

Word of mouth is digitized and can thus be amplified and optimized via social listening and SEO tactics.

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Thank You

Reva McEachern

Principal, REVA Digital Media LLC

Regional Learning & Development Manager, Razorfish

Email

reva@revadigital.com

reva.mceachern@razorfish.com

Website

revadigital.com

@revadigital

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Appendix

http://www.searchenginejournal.com/knowledge-graph-vs-social-graph/56504/

http://searchengineland.com/google-launches-knowledge-graph-121585

http://econsultancy.com/us/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web

http://socialmediatoday.com/deepfootprints/512650/google-knowledge-graph-and-seo

http://www.forbes.com/sites/ciocentral/2013/01/22/search-marketing-routing-around-googles-privacy-policy/

http://www.googleplusdaily.com/2013/02/google-where-social-graph-and-interest.html#.Ui42qmQ6Wb8

http://www.seobythesea.com/2013/05/google-knowledge-graph-results/

http://moz.com/blog/authorship-google-plus-link-building

http://dejanseo.com.au/2012-brings-3-key-improvements-in-googles-algorithm/

http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5