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

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Published on July 11, 2013

Author: MatthewBrownPDX

Source: slideshare.net

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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 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

Bottlenose www.bottlenose.com

Yahoo Glimmer http://glimmer.research.yahoo.com

Fresh Web Explorer http://freshwebexplorer.moz.com/

RelFinder http://www.visualdataweb.org/relfinder.php

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

@MatthewJBrown

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