1.ENTITY BASED SEARCH & EXPERIENCES Evan Fishkin Principal Program Manager, MSN

2. ENTITY EXPERIENCES HAVE BECOME COMMON-PLACE 3. INSTANT ANSWER 4. KNOWLEDGE GRAPH 5. RICH SNIPPETS 6. AND ITS GROWING 7. THE SEARCH CHARM 8. GOOGLE NOW 9. GOOGLE NOW 10. ENTITIES IN SEARCH CHARM 11. WHAT CONSTITUTES AN ENTITY? According to schema.org 12. AN ENTITY IS A THINGThing _DEFINED:The most generic type of item. 13. THERE ARE SO MANY THINGS! Action BroadcastService Class CreativeWork Event Intangible MedicalEntity Organization Person Place Product Property 14. THINGS WITHIN THINGS: ACTION AchieveAction AssessAction ConsumeAction CreateAction FindAction InteractAction MoveAction OrganizeAction PlayAction SearchAction TradeAction TransferAction UpdateAction 15. IT GOES DEEPER! 16. WHICH ONES MATTER TODAY? 17. IN THE KNOWLEDGE GRAPH 18. PERSON 19. PLACE 20. THING 21. INTANGIBLE 22. IN INSTANT ANSWERS 23. PERSON 24. PLACE 25. ORGANIZATION 26. EVENT 27. DATASETS 28. CREATIVEWORKS 29. INTANGIBLE 30. IN RICH SNIPPETS 31. STRAIGHT FROM THE HORSES MOUTH Articles Events Local Businesses Restaurants ProductsSoftware Applications Movies TV Episodes Books 32. FACTS FOR THESE ENTITIES ARE PROVIDED BY 33. BROUGHT TO YOU BY 34. BROUGHT TO YOU BY 35. BROUGHT TO YOU BY 36. VIEWERS LIKE YOU 37. WAIT A MINUTE. WHY? 38. THREE REASONS INCREASED VISIBILTYINCREASED AUTHORITY INCREASED CLICK-THROUGH-RATES 39. BING ON THE SCHEMAS! 40. PRIORITIZE EFFORTS DO WHAT EVERYONE ELSE TOLD YOU DO FIRST REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL FOCUS ON TODAYS OPPORTUNITIES DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAMEXECUTE 41. FOR THE TECHNICALLY INCLINED 42. NOT ON APACHE? Got 99 ProblemsBut Apache Aint One 43. HERES HOW YOU CAN GET STARTED TODAY! no money down 44. ASSESS - MARKUP HELPERhttps://www.google.com/webmasters/markup-helper/ 45. EXECUTE - DATA HIGHLIGHTER 46. REVIEW - STRUCTURED DATA TESTING TOOLhttp://www.google.com/webmasters/tools/richsnippets 47. THE NEXT GENERATION OF SERPS 48. EXPANDED KNOWLEDGE GRAPH 49. THE ENDTHE END 50. THANK YOU JINDRICH! 51. THANK YOU MARKETING FESTIVAL! THANK YOU CZECH REPUBLIC THANK YOU BRNO