optimizing content for knowledge graph results by jaimie abir
TRANSCRIPT
#SMX #23a @jaimieray
OPTIMIZING CONTENT FOR KNOWLEDGE GRAPH RESULTS
#SMX #23a @jaimieray
Implement the proper schema markup Do long tail keyword research Optimize to match the query (question) Provide information that goes beyond the
immediate answer
Steps to Knowledge Graph Success
#SMX #23a @jaimieray
Leveraging Structured Data
#SMX #23a @jaimieray
Organization Authors Recipes Reviews More
New York Times and Structured Data
#SMX #23a @jaimieray
ORGANIZATION & AUTHOR MARKUP
#SMX #23a @jaimieray
Keyword Research and Content Optimization
#SMX #23a @jaimieray
Evergreen Research with Keyword Planner
#SMX #23a @jaimieray
Real Time Research with Google Trends
#SMX #23a @jaimieray
Results
#SMX #23a @jaimieray
DIRECT ANSWERS
#SMX #23a @jaimieray
MARKUP AND KEYWORD TARGETING
Organization Markup
Aggregate Rating Markup
Recipe Markup
Nutrition Information Markup
Keywords in <h1> tag
Keywords in title tag
NYT had a 27% increase in search traffic to recipes after adding recipe markup
Keywords in summary
#SMX #23a @jaimieray
MOVIE REVIEWS
NYT REVIEW
#SMX #23a @jaimieray
MARKUP AND KEYWORD TARGETING
Organization Markup
Movie Markup
Person Markup
Review Markup
Keywords in <h1> tag
Keywords in title tag
Keywords in summary
NYT had a 7% increase in search traffic to movies after adding movie markup
#SMX #23a @jaimieray
Take advantage of all applicable schema markup
Do long tail keyword research Evergreen = Keyword Planner Real Time = Google Trends
Optimize to match the question
SUMMARY TIPS
#SMX #23a @jaimieray
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016