@seoClarity

Knowledge Graph, Instant Answers and the Wisdom of the Crowds

Presented by:

Keith L GoodeChief SEO Evangelist, seoClarity

Your Presenter

20 years of Online Experience• AMD

• HomeAway.com

• Builders Digital Experience

• SpareFoot.com

Dell (4 years)• SEO Technology Lead, DCS (formerly eDell)

• Technical SEO Instructor

Currently

• Chief SEO Evangelist, seoClarity

www.linkedin.com/in/keithlgoode

@keithgoode

Keith L. Goode, Chief SEO Evangelist

Knowledge GraphWhat is It? How Are Instant Answers Related?

All Kinds of Knowledge

What Are the Categories

• Biographies

• Company Profiles

• Common Knowledge

• Carousel

• Tools

• Instant Answers

Knowledge Graph Biographies

• Almost always pulled from Wikipedia

• Linked to other Knowledge graph biographies

• …not Wikipedia articles

Knowledge Graph Biographies

Knowledge Graph Company Profiles

• Also linked to Wikipedia articles

• Make sure you have a Wikipedia article

• Non-spammy

• Preferably written by a 3rd party

Knowledge Graph Company Profiles

• Also linked to Wikipedia articles

• Make sure you have a Wikipedia article

• Non-spammy

• Preferably written by a 3rd party

• Publicly traded companies show stock ticker

Note: It probably wouldn’t hurt to use Schema Organization markup on your site.

Knowledge Graph Common Knowledge

• Stocks

Knowledge Graph Common Knowledge

• Stocks

• Weather

Knowledge Graph Common Knowledge

• Stocks

• Weather

• Time

Knowledge Graph Carousel

Knowledge Graph Tools

• Movie Showtimes

Knowledge Graph Tools

• Movie Showtimes

• Searching Flights

Knowledge Graph Tools

• Movie Showtimes

• Searching Flights

• Currency Converter

Knowledge Graph Tools

• Movie Showtimes

• Searching Flights

• Currency Converter

• Mortgage Calculator

Knowledge Graph Misses

Knowledge Graph Instant Answers

• Provide an answer to specific queries

• Answer comes from an external source

• External source attribution provided

By the Numbers

3.6% Keywords

Contain Instant Answers

By the Numbers

15% - 30% CTR!

Being the SourceGetting into the Knowledge Graph Instant Answer Spot

What Works? What Doesn’t?

23

• How-To’s• Guides• Instruction

Instructional

• Weather• Stocks• GDP

Public

Example of an Instant Answer

Example of an Instant Answer

Note: being in Position 1 is not required.

Position 10

Elements of an Instant Answer

In the Snippet:

• Clear step-by-step instructions

• Friendly URLs

Elements of an Instant Answer

Not “metal fence” but

“wrought iron.”

RankBrain?

Position on page

is not completely

above the fold

Elements of an Instant Answer

Not “metal fence” but

“wrought iron.”

RankBrain?

Position on page

is not completely

above the fold

Elements of an Instant Answer

Ordered or

Unordered

List

List items

are H5

headers H5’s are succinct

and clear

Missed Opportunities

Incomplete

process and no

“…”

Best fit is from

Position #4 in

organic

Missed Opportunities

Position #1 –

Well-respected

source

Content hidden in

a slideshow of

images and

descriptions

Missed Opportunities

Position #2

What the…?

Needs better

keyword

management

Missed Opportunities

Position #3

General Toilet

issues; not

specific

Content is on

the page, but is

prefaced by a

dissertation

Ways to Get Into Instant Answers

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Identify the Questions Being Asked

Use Ordered Lists

Concise Phrasing

Anchor Text

Use Markup

01 02 03 04 05

Segment

your content

appropriately

Don’t beat around

the bush!

Determine the QuestionWhat Are the Conversations Around the Queries?

Discern User Search Intent

• Q&A Sites Quora

Yahoo! Answers

• ForumsSupport forums

Industry forums

• SolutionsContent Ideas - Brought to you by seoClarity

Answer the QuestionA Guy Walks Into a Bar, a Pub, a Brewhouse, a Lounge …

Problem – Misuse of Keyword Lists

• High-volume Keywords Identified

• Relevant Keywords Selected from List

• Refined Keyword List Given to Writers with the Command

“Write content with these keywords.”

38

The Writer’s Reaction

39

The New Approach to Content

• Only use Search Volume tools initially

• Research what questions are being asked

• Write simple, concise (but effective) answers

• Use ordered or unordered lists

• Mark up the key copy on the page

Thank You!