From SMX East 2013 - Entity Search is Coming - How the Knowledge Graph Works with the Social Graph by Reva Mceachern

1. 
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 2013
The Coming Entity Search Revolution
Presented by Reva McEachern
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2. 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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3. 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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4. Google Stats
*425 million Gmail users
**500million Google+ users (343M active)
***26.4% searches w/o keyword data
Sources *TechCrunch **VentureBeat, Wikipedia ***Practical Ecommerce
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5. Democratization of Data
Things
Files Entities
Text and Links
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6. Interconnected Graphs
Knowledge
LinkSocial
Missing
factual
verification
Missing
authority
signals
Missing
authorship &
social signal
validation
Sweet
spot
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7. Knowledge Graph
Facts Answers
Facts
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8. Social Graph
Facts Preferences
Opinions
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9. Facts & Opinions
Knowledge 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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10. 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
name
image
count
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11. 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.
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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.

12. 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.
AuthorshipTags
Source: Google
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13. 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.
PublisherTags
<a href="https://plus.google.com/[yourpageID]"
rel="publisher">Find us on Google+</a>
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14. 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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15. Search Results
Google+ 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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16. 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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17. ThankYou
Reva McEachern
Principal, REVA Digital Media LLC
Learning & Development Manager, Razorfish
Email Contacts
reva@revadigital.com
reva.mceachern@razorfish.com
@revadigital
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18. 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
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