Strings to Things - The move to Semantic SEO - MozCon 2013

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Information about Strings to Things - The move to Semantic SEO - MozCon 2013

Published on July 11, 2013

Author: MatthewBrownPDX



My presentation at MozCon 2013 - I go into the latest information from Google, Bing and Yahoo and what tools to use to align SEO strategy with where the search engines are headed.

Strings to Things: The Move to Semantic SEO by Matthew Brown – Moz #MozCon @MatthewJBrown

The 2011 me was a different SEO

3 The rise of Panda

The writing was on the wall

Adios, Keyword-based site architecture RIP: Industrial-Strength “Query SEO”

Semantic SEO: The Pitch The market corrected

7 The solution? Use the semantic web!

8 Entity-based SEO to increase relevancy

9 Turns out that‟s where Google was headed

“Search is dramatically changing right before our eyes” Amit Singhal Google I/O 2013 Source: Flickr: JD Hancock

“This is our flagship product used by billions of people, and yet we‟re saying it‟s changing fundamentally.” Jason Douglas Knowledge Graph Product Manager Google I/O 2013

Desktop PC sales: Freefall

13 Mobile. (source:

14Or rather, Mobile ARPU (source:

“The end of search as we know it?”

16 Source: Flickr: David Masters SEO is NOT dead

17 Source: Links aren‟t going anywhere

18 Truth: The best SEOs make a lot of bets Source: Flickr: SLGCKGC

Are sites implementing structured data? Markup Percent of URLs Open graph 36.9% 9.9% G+ publisher 7.1% G+ author 2.2% And it‟s still plenty early to make this bet…

How to level up in semantic SEO Source: Flickr: Rob Boudon

Step 1: What problem are the engines trying to solve? #MozCon @MatthewJBrown

Entity extraction from web documents

Co-reference and the WikiLinks Corpus Reading List: UMass Wikilinks Project - SEO by the Sea - Google Research

It‟s easy to extract entities from this.

This? Not so much.

Search engines need to do this at web scale

We see this in their presentations

We see this in the evolution of

We see this in “conversational search”

We see this in Bing Research

And they‟re carefully measuring intent

Step 2: Freebase (and other tools) #MozCon @MatthewJBrown

Freebase presentation from Google I/O

Using the Freebase API to get ranked entities

Using the Freebase API to roll your own

Google‟s tilde search operator?

Entity search from Bing


Yahoo Glimmer

Fresh Web Explorer


Step 3: Target the entity long tail #MozCon @MatthewJBrown

Avoid targeting Entity-based SERPs like this

Find the longer tail entity-based queries

Use Freebase and social tools to map entities

46 „Entity KW‟ stuffing will not look natural

Create a semantic content model This is where you add Freebase and other semantic tools

48 Step 4: Profit?!?! Source: Flickr: Rob Boudon


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