1. The document discusses how knowledge graphs and social graphs represent connections between data elements by understanding their properties and relationships. It provides examples of how Google is using knowledge graphs and social graphs to power semantic search and enhance search results.
2. The presentation recommends ways for marketers to take advantage of knowledge graphs and social graphs, such as using schema markup, Google+ verification for businesses, engaging with related profiles, and posting relevant content.
3. Integrating knowledge graphs and social graphs allows Google to provide answers to complex questions, amplify word-of-mouth recommendations, and deliver more personalized local search results to users.
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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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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The evolution from a flat link graph to a dynamic knowledge and social graph is about turning text and links into the things they represent in the real-world.
At SXSW in 2012 Matt Cutts announced an algorithm change designed to catch overly aggressive SEO signals like too many keywords on a page, exchanging too many links, and taking action against affected pages.
Google+ users increased 33% YoY in 2013 according to Business Insider. Meanwhile, we have less keyword data due to secure search. But we have more social data and levers to pull to get into these personalized searches; it all pivots on Google+.
Whereas the link graph was just about text and links between files – matching patterns – the social and knowledge graph together are about the meaning of things, and the relationship between things on the Internet.
The smart approach is to consider these graphs as interconnected. Each graph relies on another for validation and Google is relying on all of them to get the strongest signal of relevancy.
The knowledge graph leverages semantic data and authoritative sources like Wikipedia, Freebase and Google Books to deliver factual knowledge about people, places and things. It’s search evolving from a matching to understanding, and from results to answers.
The social graph can deliver a different type of knowledge: information based on your relationships to other people, places and things. Google calculates connectivity on two levels: Implicit & Explicit. This means that they use both our own ‘declared’ connections and the ones we form unknowingly through social interaction, sharing, +1′ing and commenting on Google+.
A factual knowledge discovery tool that borders on artificial intelligence can keep users engaged on Google by providing conversions, schedules, facts. Long term, it may move beyond facts in separate panels to improving relevancy in the traditional results listings. Near term, the social data is where the immediate marketing and monetization potential lies.
A recipe or product becomes a thing with semantic markup.
A person becomes a thing through verification on Google+. Google+ Local pages can be verified by call, SMS or postcard.
To add links to your Google profile, sign into your Google+ profile, click Edit profile and add custom links under the Contributor To section.
The Google Plus profiles for businesses shouldn’t be used as authors, but instead can be set as publishers of a page (slightly different HTML markup). This markup is used by the Knowledge Graph to display information about Google+ followers and recent posts.
Author rank has been described as being about rank and trust. Posting regularly on topics related to your business will help Google associate you with certain topics so that you gain authority for your subject area. It will also keep you and your business top of mind when people in your network search for items containing those exact terms. But it’s not just about you, it’s about your network. When people become things like pages, it changes the SEO game to something more social.
All of this information combined provides a SERP like this. My user settings allow Google to determine my location, Google+ Local provides the restaurant ratings and reviews, and then we have our listing of results, traditionally based on the like graph but now also shaped by our social relationships, most apparently those taking place on Google+.
The long term implications. Suddenly SEO starts to look a lot more like traditional marketing. And that’s why you see many SEO departments integrating with social teams. Because the future of SEO and the future of social are intertwined. Leveraging best practices from both disciplines is the way to success.