1.
1#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Martha Van Berkel
@marthavanberkel
Aaron Bradley
@aaranged
Arnout Hellemans
@hellemans
Jason Barnard
@jasonmbarnard

2.
2#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
A
Q
Relevancy
Understanding
Credibility

3.
3#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Xin Luna Dong - my new favourite person :)
- Building Amazon Product Knowledge Graph
- Research on knowledge management, data cleaning
and integration, information extraction, graph mining
and embedding, knowledge-based search…
Previously at Google

4.
4#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Head knowledge mainly collected by manual curation or importing large datasets
How to collect long tail knowledge in a scalable way?
Xin Luna
Dong

5.
5#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Xin Luna
Dong

6.
6#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Annotated Web
Schema / Structured Data

7.
7#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q3
How can we as marketers
best leverage Schema ?

8.
8#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Tables and lists
Seemingly simple
Devilishly tricky, apparently

9.
9#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q4
How can we as marketers
best leverage Tables ?

10.
10#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
DOM extraction from web
pages
Yelp, Amazon and other sites with solid HTML
providing semi-structured data

11.
11#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q5
How can we as marketers
facilitate DOM-digestion?

12.
12#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Free Texts
NLP, relatedness and co-occurence, topical siloing,
semantic triples...

13.
13#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q6
Given how machines understand free text,
how can we as marketers
best approach content
creation?

14.
14#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q4
In my mind, semantics is all about language.
It’s not, is it?

15.
15#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q4
You said:
Google and Amazon have different approaches
to voice search and answers
Please explain :)

16.
16#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web - Q4
Schema is a powerful way to structure data for Google /
Amazon
What tactics / strategy
Short and long term

17.
17#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
What’s next?

18.
18#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Web
What’s next ?

19.
19#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
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. ...
Position0 Profile - #SEOisAEO

20.
20#SEOisAEO series - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Unstructured Data / Position0
Any points to add to our ongoing profile?

21.
21#SEOisAEO - How to Help Google/Amazon Make Sense of a Chaotic, Unstructured Web
Martha Van Berkel
@marthavanberkel
Aaron Bradley
@aaranged
Arnout Hellemans
@hellemans
Jason Barnard
@jasonmbarnard

22.
22#SEOisAEO
Bill Sebald
@billsebald
Kristine Schachinger
@schachin
Dan Taylor
@TaylorDanRW
Jason Barnard
@jasonmbarnard
Epic #SEOiSAEO webinar series, episode 7:
The Knowledge Graph - How Well is Google doing
in understanding the world?