Insights, tips & tricks about the inner workings of Google's Knowledge Graph. Can you optimise the additional information Google is returning in the SERPs?

1. International Freelance SEO

15. International Freelance SEO
SEO Consultant Internet Advantage
Brand Ambassador Majestic
Cycling & Skating
Science: Physics in particular

17. Search engines have to jump on the bandwagon:

21. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
North
America
South
America
Europe Asia Africa Oceania Global
Source: Statcounter
February 2014 versus February 2015

26. Even more awesome !

33. Artificial Intelligence and Machine Learning
Algorithms and Theory
Human-Computer Interaction and Visualization
Natural Language Processing
Machine Perception
Information Retrieval and the Web
Security, Cryptography, and Privacy
Data Mining
Software Systems

36. What happened during the past 8 years?
2007 2010 2015

37. From a database to search engine result pages

38. Now… Let’s be honest

39. And to be really honest…

43. Basic information retrieval

44. Basic information retrieval

45. Basic information retrieval

46. ?

47. http://arxiv.org/pdf/1503.00759.pdf

49. http://research.google.com/pubs/pub41894.html

51. Four different methods to extract triples from web content
Natural Language
Processing tools
Entity recognition
Entity linkage
Entity verification
against Freebase
Source: https://www.cs.cmu.edu/~nlao/publication/2014.kdd.pdf
Document Object Model
Either text or database
driven “deep web” sources
Think of quering HTML
forms
570M tables on the web
Relations are difficult to
extract
Schema matching methods
Entity verification
against Freebase
Schema.org
Mostly people related
Products & Events are not
stored
Mapping Schema.org to
Freebase for predicates

53. Researchers deal with “duplicate content” as being just one source
P1
P2P3
P4

54. Exploring the power of tables on the Web
https://research.google.com/tables

56. The papers share some insights about the factors relevant to Google Tables results
Sources of data Google uses according to the paper
Table contents
Optimise the surrounding
content with relevant captions
and texts.
Use <th> table headings to
add labels to specific columns
Add relevant attributes to your
table headings focusing on
the queries used
Only add useful content to the
table. Boilerplate content is
filtered out.
AttributesTable headingsSurrounding
Content
http://www.cidrdb.org/cidr2015/Papers/CIDR15_Paper3.pdf

58. “Extraction errors are far more prevalent than
source errors. Ignoring this distinction can
cause us to incorrectly distrust a website”

59. Back to the basics for Google (and probably the other search engines too)
Links still tell something about relationships between pages
but also between entities.
Simply search in the indices you already have. In the case of
Google, they already have “everything”.
Simply gather user feedback from within the search results.

61. Source: https://twitter.com/brentnau

64. Source: https://twitter.com/brentnau

68. One in 20 searches is health related according to Google.

71. Use Web based Fact
extraction, like DOM,
tables and annotated
data (Schema.org)
Text based extractors
adding more triples to
the datasets
Systems like described in the
Biperpedia paper. Data is
enriched and quality control
takes place. Use partnerships for
trusted resources.
Use existing datasets like
Freebase / Wikidata to verify
extracted data and calculate
probability

75. No, Google also gives a fair chance to competitors

76. At that moment, notprovided.eu/jan-willem-bobbink.jpg was used as a source

81. Source: https://twitter.com/CyrusShepard/status/575555722529894400
This Knowledge card is triggered for the query “HDMI cable”.

85. Google shows a number of related topics, hence:

86. Source: https://twitter.com/Andrew_Isidoro/status/576363205120905216

87. ≈

94. Make sure you understand

95. A few possibilities to influence the content of brand cards

96. Main source still is Wikipedia, always backup your edits with sources

99. Your are able to give Google hints about your logo, corporate contacts and social profiles

100. Add schema.org Organization markup to your official website

101. Add schema.org Organization markup to your official website

102. Add schema.org Organization markup to your official website
Find example JSON-LD at
https://developers.google.com/structured-data/customize/overview

103. What about the localised Google search indices?
America
19%
?
?
?
?
?
Source: https://www.stonetemple.com/rich-answers-in-search/

106. Contains the main subject of
the required answer
Contains the main subject of
the required answer
Within the content, the
question is answered in a
single sentence
No, Euro NCAP is more
authoritative in the EU for car
safety levels.
NHTSA for the US

111. Two indices, two truths?

112. So how can we make use this for our brand?

113. Since not many are focusing on the getting into the Direct Answers yet, grab the positions first!

114. 95% of the cases had increased traffic - filtered out movements within top 10 normal blue links.
Less than expected,
probably because of quality
of the answer: results
between -5% and +6%
traffic.
Results varied between -3%
and +11% depending on
previous position in the
SERPs
These were performing the
best, increases between 6
and 14%
Depending on the topic,
complicated topics tend to
get more clicks. Average
results between -2% and
16% increase

118. Be ready for the future, before tomorrow starts
Make sure you monitor everything search
engines are researching. Papers, patents
and other publications give clues about
future developments
≠
There is still a lot of research being done
by Google, it will take time & testing to
develop the “next Knowledge Graph”
Look to the websites that are already
getting results and reverse engineer.
For all public available information, be
realistic since Google will take the SERP
real estate in those niches for themselves

120. Facepalm: http://en.wikipedia.org/wiki/Facepalm
Wearables: http://www.electricfoxy.com/electricfoxy/2014/02/why-companies-need-to-make-wearables-cool
Internet of Things: http://www.i-scoop.eu/internet-of-things/
Voice search: http://ecommerceconsulting.com/2014/06/voice-search-versus-typed-search-strategy.html
Einstein quote: http://randumbuzz.com/tag/human-stupidity/
The web http://soocurious.com/fr/les-toiles-des-araignees-possedent-un-pouvoir-secret-pour-les-aider-a-attraper-leurs-proies/
Chicken & Egg http://analyticsweek.com/which-came-first-the-chicken-or-the-egg-data-science-can-help/
Robot: http://www.bloomberg.com/bw/articles/2013-12-16/google-just-bought-some-really-creepy-military-robots
Mount Everest: http://en.wikipedia.org/wiki/Mount_Everest
Hummingbird: http://amsdaily.net/2012/01/05/the-legend-of-the-hummingbirds/