1.
1#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
David Amerland
@DavidAmerland
Andrew “Optimisey”
@Optimisey
Sam Underwood
@SamUnderwoodUK
Jason Barnard
@jasonmbarnard

2.
2#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
In order to own the conceptual space where your
company surfaces, think in terms of semantic density.
Please explain

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3#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
In general, knowledge graphs can be created by
1. manual curation,
2. crowdsourcing,
3. (semi-) automatic extraction,
and/or a combination of those.

4.
4#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Knowledge Graph /
Knowledge Vault
Give us the rundown as to where we are at?

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5#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
kalicube.pro/kg

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6#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Steps to the Knowledge Graph
1. Use Schema
2. Get a WIkipedia Page
3. Add yourself to Wikidata
4. Have a Google My Business
5. Online Press Releases
6. Use Keywords in your About Us page
7. Get A Google+ Page

7.
7#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Route into
the Knowledge Graph
please give us some better advice :)

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8#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Creating and managing
Machine-Readable Entity,
is a new way to do content curation
and to revitalize traditional backlinking
...and a way of taking back control of the data

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9#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Keep in mind the concept of RDF Triples
Incorporat clarifying statements into referenced
content in a way which is supported by the markup.
Add a layer of semantic meaning and entity /
attribute and relationship definition take the texts,
extract meaningful elements, rewrite those parts to
leverage subject-predicate-object
(, acquired, ) (, graduated from, ) (, is author of, ) (, is based in, )
(, studied, ) (, studied at, ) (, was developed by, ) (, was formed in, )
(, was founded by, ) (, worked with, )

10.
10#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
goo.gl/zW6trm
A System works to
(1) Detect a first data object in a document on the Internet,
(2) Detect a second data object proximate to the first data object in the document,
(3) Identify a third data object associated with the second data object, based on a frequency of co-occurrence
of the second data object and the third data object in one or more stored occurrence lists,
(4) Generate, in a knowledge graph stored in a database, a first entry including the first data object and at
least one of the third data object or a first predefined relationship between the second data object and the
third data object.

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11#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Semantic writing
Context Clouds
Please explain the why and the how.

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12#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Each context cloud can include other objects, such as
entities (people, places, things), and attributes of the
objects.
Each context cloud can include structured data with
known relationships, semi-structured data with estimated
relationships, and unstructured data with unknown
relationships beyond a frequency of co-occurrence.
goo.gl/zW6trm

13.
13#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph

14.
14#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
People, Companies,
Software, Products…
Please walk us through the specifics and different
problems we face for each

15.
15#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph

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16#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
We've talked about Google a lot.
What about
Amazon, Microsoft, IBM,
Facebook et al?

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17#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
There are 1224 dataset in the
Linked Open Data Cloud
9 knowledge domains:
geography government linguistics, life science media,
publications social networking user-generated cross-domain

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18#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
Linked Open Data Cloud
An opportunity
to feed all the KG now?

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19#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
What does the future of
managing your Knowledge Graph
entries look like ?

20.
20#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
1. Knowledge Graph first, then best of top 10 results
2. There is an “Answer” algo on top of search algo
3. Aim to contribute to the Ultimate Source of Truth
4. Strong user satisfaction signals are crucial
5. Schema is the foundation (but alone is not enough)
6. Semantic HTML5 is necessary
7. Blocks of content is key (aka Gutenberg)
8. Quality content and Consistency
9. Give me the facts, Jack
10. Knowledge graph can help make any “answer” more accurate
11. Use the KG to enrich information about us
Position0 - #SEOisAEO

21.
21#SEOisAEO - How to get Entities and Their Attributes in the Knowledge Graph
David Amerland
@DavidAmerland
Andrew “Optimisey”
@Optimisey
Sam Underwood
@SamUnderwoodUK
Jason Barnard
@jasonmbarnard

22.
22#SEOisAEO
Bill Slawski
@bill_slawski
Cindy Krum
@Suzzicks
Andrea Volpini
@cyberandy
Jason Barnard
@jasonmbarnard
Epic #SEOisAEO webinar series, episode 9:
How Google Uses The Knowledge Graph
in its AE algorithm