Evan Fishkin (Microsoft) - Entity Based Search and Experiences

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Business Technologie

ENTITY BASED SEARCH
& EXPERIENCES
Evan Fishkin
Principal Program Manager, MSN

ENTITY EXPERIENCES HAVE BECOME
COMMON-PLACE

WHAT CONSTITUTES AN ENTITY?
According to schema.org

AN ENTITY IS A THING

Thing
_

DEFINED:

The most generic type of item.

THERE ARE SO MANY THINGS!
Action
BroadcastService
Class
CreativeWork
Event
Intangible
MedicalEntity
Organization
Person
Place
Product
Property

THINGS WITHIN THINGS: ACTION
AchieveAction
AssessAction
ConsumeAction
CreateAction
FindAction
InteractAction
MoveAction
OrganizeAction
PlayAction
SearchAction
TradeAction
TransferAction
UpdateAction

STRAIGHT FROM THE HORSES MOUTH
Articles
Events
Local Businesses
Restaurants
Products

Software Applications
Movies
TV Episodes
Books

FACTS FOR THESE ENTITIES ARE PROVIDED BY…

VIEWERS LIKE YOU

<INSERT YOUR MICRODATA TAGGED CONTENT HERE>

THREE REASONS
INCREASED VISIBILTY

INCREASED AUTHORITY
INCREASED CLICK-THROUGH-RATES

PRIORITIZE EFFORTS
DO WHAT EVERYONE ELSE TOLD YOU DO FIRST
REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL
FOCUS ON TODAYS OPPORTUNITIES
DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAM

EXECUTE

NOT ON APACHE?
Got 99 Problems

But Apache Aint One

HERE’S HOW YOU CAN GET STARTED
TODAY!
no money down

ASSESS - MARKUP HELPER

https://www.google.com/webmasters/markup-helper/

REVIEW - STRUCTURED DATA TESTING TOOL

http://www.google.com/webmasters/tools/richsnippets

THANK YOU MARKETING FESTIVAL!
THANK YOU CZECH REPUBLIC
THANK YOU BRNO

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Evan Fishkin (Microsoft) - Entity Based Search and Experiences

1. ENTITY BASED SEARCH & EXPERIENCES Evan Fishkin Principal Program Manager, MSN

2. ENTITY EXPERIENCES HAVE BECOME COMMON-PLACE

10. ENTITIES IN SEARCH CHARM

11. WHAT CONSTITUTES AN ENTITY? According to schema.org

12. AN ENTITY IS A THING Thing _ DEFINED: The most generic type of item.

13. THERE ARE SO MANY THINGS! Action BroadcastService Class CreativeWork Event Intangible MedicalEntity Organization Person Place Product Property

14. THINGS WITHIN THINGS: ACTION AchieveAction AssessAction ConsumeAction CreateAction FindAction InteractAction MoveAction OrganizeAction PlayAction SearchAction TradeAction TransferAction UpdateAction

15. IT GOES DEEPER!

16. WHICH ONES MATTER TODAY?

17. IN THE KNOWLEDGE GRAPH…

18. PERSON

19. PLACE

20. THING

21. INTANGIBLE

22. IN INSTANT ANSWERS…

23. PERSON

24. PLACE

25. ORGANIZATION

26. EVENT

27. DATASETS

28. CREATIVEWORKS

29. INTANGIBLE

30. IN RICH SNIPPETS

31. STRAIGHT FROM THE HORSES MOUTH Articles Events Local Businesses Restaurants Products Software Applications Movies TV Episodes Books

32. FACTS FOR THESE ENTITIES ARE PROVIDED BY…

33. BROUGHT TO YOU BY

34. BROUGHT TO YOU BY

35. BROUGHT TO YOU BY

36. VIEWERS LIKE YOU <INSERT YOUR MICRODATA TAGGED CONTENT HERE>

37. WAIT A MINUTE. WHY?

38. THREE REASONS INCREASED VISIBILTY INCREASED AUTHORITY INCREASED CLICK-THROUGH-RATES

39. BING ON THE SCHEMAS!

40. PRIORITIZE EFFORTS DO WHAT EVERYONE ELSE TOLD YOU DO FIRST REVIEW PLANNED CONTENT FOR SCHEMA POTENTIAL FOCUS ON TODAYS OPPORTUNITIES DETERMINE REQUIREMENTS WITH YOUR DEVELOPMENT TEAM EXECUTE

41. FOR THE TECHNICALLY INCLINED

42. NOT ON APACHE? Got 99 Problems But Apache Aint One

43. HERE’S HOW YOU CAN GET STARTED TODAY! no money down

44. ASSESS - MARKUP HELPER https://www.google.com/webmasters/markup-helper/

45. EXECUTE - DATA HIGHLIGHTER

46. REVIEW - STRUCTURED DATA TESTING TOOL http://www.google.com/webmasters/tools/richsnippets

47. THE NEXT GENERATION OF SERPS

48. EXPANDED KNOWLEDGE GRAPH

49. THE END THE END

50. THANK YOU JINDRICH!

51. THANK YOU MARKETING FESTIVAL! THANK YOU CZECH REPUBLIC THANK YOU BRNO