Published on July 11, 2013
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 http://bit.ly/17WMS1G
Desktop PC sales: Freefall
13 Mobile. (source: http://slidesha.re/11aymBx)
14Or rather, Mobile ARPU (source: http://slidesha.re/11aymBx)
“The end of search as we know it?”
16 Source: Flickr: David Masters SEO is NOT dead
17 Source: LinkedData.org 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% schema.org 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 http://bit.ly/17WMS1G
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 http://bit.ly/17WMS1G
We see this in their presentations http://bit.ly/17WMS1G
We see this in the evolution of Schema.org
We see this in “conversational search”
We see this in Bing Research http://bit.ly/LxwYgh
And they‟re carefully measuring intent http://slidesha.re/17mS0OM
Step 2: Freebase (and other tools) #MozCon @MatthewJBrown
Freebase presentation from Google I/O http://bit.ly/YZt6C4
Using the Freebase API to get ranked entities http://bit.ly/12aetM0
Using the Freebase API to roll your own http://bit.ly/13sg2aW
Google‟s tilde search operator?
Entity search from Bing http://explicit.bing.net/entities/search?q=adidas
Yahoo Glimmer http://glimmer.research.yahoo.com
Fresh Web Explorer http://freshwebexplorer.moz.com/
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 http://bit.ly/11drfnY This is where you add Freebase and other semantic tools
48 Step 4: Profit?!?! Source: Flickr: Rob Boudon
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