Site Speed for Google's Mobile First Index - SMX London 2017
Optimising Google's Knowledge Graph - #SMX Munich
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Transcript of Optimising Google's Knowledge Graph - #SMX Munich
International Freelance SEO
International Freelance SEO
SEO Consultant Internet Advantage
Brand Ambassador Majestic
Cycling & Skating
Science: Physics in particular
Search engines have to jump on the bandwagon:
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
North America
South America
Europe Asia Africa Oceania Global
Source: Statcounter
February 2014 versus February 2015
Even more awesome !
Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization
Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems
What happened during the past 8 years?
2007 2010 2015
From a database to search engine result pages
Now… Let’s be honest
And to be really honest…
Basic information retrieval
Basic information retrieval
Basic information retrieval
?
http://arxiv.org/pdf/1503.00759.pdf
http://research.google.com/pubs/pub41894.html
Four different methods to extract triples from web content
Natural Language
Processing tools
Entity recognition
Entity linkage
Entity verification
against Freebase
Source: https://www.cs.cmu.edu/~nlao/publication/2014.kdd.pdf
Document Object Model
Either text or database
driven “deep web” sources
Think of quering HTML
forms
570M tables on the web
Relations are difficult to
extract
Schema matching methods
Entity verification
against Freebase
Schema.org
Mostly people related
Products & Events are not
stored
Mapping Schema.org to
Freebase for predicates
Researchers deal with “duplicate content” as being just one source
P1
P2 P3
P4
Exploring the power of tables on the Web
https://research.google.com/tables
The papers share some insights about the factors relevant to Google Tables results
Sources of data Google uses according to the paper
Table contents
Optimise the surrounding
content with relevant captions
and texts.
Use <th> table headings to
add labels to specific columns
Add relevant attributes to your
table headings focusing on
the queries used
Only add useful content to the
table. Boilerplate content is
filtered out.
Attributes Table headings Surrounding
Content
http://www.cidrdb.org/cidr2015/Papers/CIDR15_Paper3.pdf
“Extraction errors are far more prevalent than
source errors. Ignoring this distinction can
cause us to incorrectly distrust a website”
Back to the basics for Google (and probably the other search engines too)
Links still tell something about relationships between pages
but also between entities.
Simply search in the indices you already have. In the case of
Google, they already have “everything”.
Simply gather user feedback from within the search results.
Source: https://twitter.com/brentnau
Source: https://twitter.com/brentnau
One in 20 searches is health related according to Google.
Use Web based Fact
extraction, like DOM,
tables and annotated
data (Schema.org)
Text based extractors
adding more triples to
the datasets
Systems like described in the
Biperpedia paper. Data is
enriched and quality control
takes place. Use partnerships for
trusted resources.
Use existing datasets like
Freebase / Wikidata to verify
extracted data and calculate
probability
No, Google also gives a fair chance to competitors
At that moment, notprovided.eu/jan-willem-bobbink.jpg was used as a source
Source: https://twitter.com/CyrusShepard/status/575555722529894400
This Knowledge card is triggered for the query “HDMI cable”.
Google shows a number of related topics, hence:
Source: https://twitter.com/Andrew_Isidoro/status/576363205120905216
≈
Make sure you understand
A few possibilities to influence the content of brand cards
Main source still is Wikipedia, always backup your edits with sources
Your are able to give Google hints about your logo, corporate contacts and social profiles
Add schema.org Organization markup to your official website
Add schema.org Organization markup to your official website
Add schema.org Organization markup to your official website
Find example JSON-LD at
https://developers.google.com/structured-data/customize/overview
What about the localised Google search indices?
America
19%
?
?
?
?
?
Source: https://www.stonetemple.com/rich-answers-in-search/
Contains the main subject of
the required answer
Contains the main subject of
the required answer
Within the content, the
question is answered in a
single sentence
No, Euro NCAP is more
authoritative in the EU for car
safety levels.
NHTSA for the US
Two indices, two truths?
So how can we make use this for our brand?
Since not many are focusing on the getting into the Direct Answers yet, grab the positions first!
95% of the cases had increased traffic - filtered out movements within top 10 normal blue links.
Less than expected,
probably because of quality
of the answer: results
between -5% and +6%
traffic.
Results varied between -3%
and +11% depending on
previous position in the
SERPs
These were performing the
best, increases between 6
and 14%
Depending on the topic,
complicated topics tend to
get more clicks. Average
results between -2% and
16% increase
Be ready for the future, before tomorrow starts
Make sure you monitor everything search
engines are researching. Papers, patents
and other publications give clues about
future developments
≠
There is still a lot of research being done
by Google, it will take time & testing to
develop the “next Knowledge Graph”
Look to the websites that are already
getting results and reverse engineer.
For all public available information, be
realistic since Google will take the SERP
real estate in those niches for themselves
Facepalm: http://en.wikipedia.org/wiki/Facepalm
Wearables: http://www.electricfoxy.com/electricfoxy/2014/02/why-companies-need-to-make-wearables-cool
Internet of Things: http://www.i-scoop.eu/internet-of-things/
Voice search: http://ecommerceconsulting.com/2014/06/voice-search-versus-typed-search-strategy.html
Einstein quote: http://randumbuzz.com/tag/human-stupidity/
The web http://soocurious.com/fr/les-toiles-des-araignees-possedent-un-pouvoir-secret-pour-les-aider-a-attraper-leurs-proies/
Chicken & Egg http://analyticsweek.com/which-came-first-the-chicken-or-the-egg-data-science-can-help/
Robot: http://www.bloomberg.com/bw/articles/2013-12-16/google-just-bought-some-really-creepy-military-robots
Mount Everest: http://en.wikipedia.org/wiki/Mount_Everest
Hummingbird: http://amsdaily.net/2012/01/05/the-legend-of-the-hummingbirds/