At SMXL, I presented a talk about crafting effective, authoritative content by understanding entities. People, places, objects, and ideas have facets. Human users have unique perspectives and their language changes as their relationship to an entity changes. It's time we stop chasing keywords-- a byproduct of search intent-- in favor of strategic entity-based strategy.
This deck includes insights into how to access the data behind Google's knowledge graph, use external links to boost the search engine's understanding, and ways to become an authoritative and trusted source.
18. @jammer_voltswww.smxl.it #SMXL19
character sheet
onlinemovie
b series m
odules
arcade game
m
ake a character basic rules
campaign
bard
essentials kit
monster manual
explained
for dummies
groups near me
kickstarter
forbeginners
dice
name generator
stranger things
xboxone
how
to
play
whatis
m
inifigs
w
izards
of the
coast
art
criticalrole
dnd5e
what kind of game
dungeon
m
aster
how to introduce new players
gravecleric
d&dhistory
fam
ous people who
play d&d
d and d game levels
collectors series dnd minis
what type of gam
e is
how to get into d&d
5ebooklist
adventurers league news
dungeons and dragons wikipediahow to do dnd rolls
when was dungeons and dragons made
beatles playing d&d
whatisneeded
introducingnewbiestodnd
paintedminiatures
d&d 101 help
dragon and dungeons companion
officialsite
cheap5ed&dbooks
paladin minifigs
rules for m
y d&d group
rpg
charactersheetexample
beholder
twitch dnd stream
upcom
ingd&dbooks2019
rockgnome
wildshape
spellcasters
Language
orbits around
concepts
20. @jammer_voltswww.smxl.it #SMXL19
character sheet
onlinemovie
b series m
odules
arcade game
m
ake a character basic rules
campaign
bard
essentials kit
monster manual
explained
for dummies
groups near me
kickstarter
forbeginners
dice
name generator
stranger things
xboxone
how
to
play
whatis
m
inifigs
w
izards
of the
coast
art
criticalrole
dnd5e
what kind of game
dungeon
m
aster
how to introduce new players
gravecleric
d&dhistory
fam
ous people who
play d&d
d and d game levels
collectors series dnd minis
what type of gam
e is
how to get into d&d
5ebooklist
adventurers league news
dungeons and dragons wikipediahow to do dnd rolls
when was dungeons and dragons made
beatles playing d&d
whatisneeded
introducingnewbiestodnd
paintedminiatures
d&d 101 help
dragon and dungeons companion
officialsite
cheap5ed&dbooks
paladin minifigs
rules for m
y d&d group
rpg
charactersheetexample
beholder
twitch dnd stream
upcom
ingd&dbooks2019
rockgnome
wildshape
spellcasters
Google tracks these concepts as
Entities
21. @jammer_voltswww.smxl.it #SMXL19
An Entity is
"A thing or concept
that is singular,
unique, well-defined
and distinguishable."
Source:Questionansweringusingentityreferencesin
unstructureddata,GooglePatents
23. @jammer_voltswww.smxl.it #SMXL19
Receive a query
Cause to be generated a plurality of search results based at least one part of
the query
Retrieve previously generated data comprising one more entity references.
associated with at least one search result
Rank the entity references .
Select an entity result from the entity references .
Provide an answer to the query based on the entity results .
Source:Questionansweringusingentityreferencesin
unstructureddata,GooglePatents
30. @jammer_voltswww.smxl.it #SMXL19
As user queries become
more unique, Google uses
entities to match user
intent to results
even when the keywords aren’t an exact match
37. @jammer_voltswww.smxl.it #SMXL19
• Person Luca Guglielmi, Lizzo, Marisha Ray
• Organization Red Hat, Rainforest Trust
• Location Milan, NYC, Living Room
• Color Indigo, Cyan
• Day 6 September, Wednesday
• Concept Love, Mortality
• Topics 1988 Summer Olympics, Brexit
What can be an Entity
44. @jammer_voltswww.smxl.it #SMXL19
Download the full JSON file for the
entity by Inserting the ID (Q183513)in this
URL
https://www.wikidata.org/wiki/Special:EntityData/ID.json
to get the json version of any page
ID: Automate & Scale
60. @jammer_voltswww.smxl.it #SMXL19
Statements are made of
Properties
• Properties establish relationships between items
• Used to group items together
• Create linked data structure
• Each property is also an item
• Prefixes will denote use
– P = Property
– C = Item
62. @jammer_voltswww.smxl.it #SMXL19
• said to be the same as (P460)
• different from (P1889) - (different from, but
sometimes confused with ...)
Properties compare items
Source:Wikidata:Identifiers,Wikidata
63. @jammer_voltswww.smxl.it #SMXL19
• part of (P361) - (section of .../ contained
within .../ pieces of ...)
• instance of (P31) - (is an example of ...)
• subclass of (P279) - (is a subset of ...)
Properties identify parts of
Source:Wikidata:Identifiers,Wikidata
64. @jammer_voltswww.smxl.it #SMXL19
• has part (P527) - (contains ...)
• has parts of the class (P2670) (has parts
that are instances of .../ some parts form
subclass of ...)
Properties identify
contained items
Source:Wikidata:Identifiers,Wikidata
66. @jammer_voltswww.smxl.it #SMXL19
Spiral out method
1. Start with the core of the entity
2. Brief summarize all its main aspects briefly
3. Identify which facets/areas of knowledge in line with
your business perspective
4. Identify how these facets connect to other tangible
items related to your business offerings
70. @jammer_voltswww.smxl.it #SMXL19
TabletopGaming
As [persona], I want to [task] in
order to [outcome].
"As an ecommerce site, I want to
create content about games you
can play with D20 dice sets in
order to generate interest in our
products."
Ecommerce
x
Practice by writing user stories
76. @jammer_voltswww.smxl.it #SMXL19
Google Knowledge Graph ID
• Type of property (P2671)
• identifier for Google Knowledge Graph API
• IDs start with “/g/”
• Older Freebase (deprecated) entries start with "/m/"
77. @jammer_voltswww.smxl.it #SMXL19
The Graph ID
value will take
you to a SERP
full of Google
Knowledge
Graph entries
See the SERP >> https://tools.wmflabs.org/freebase/google/g/11c581wy7m
78. @jammer_voltswww.smxl.it #SMXL19
Google Identifiers
Why research here? Because it’s pragmatic for Google to trust its own
datasets.
• Freebase ID (P646)
• Google News Topic ID (P5337)
• Google Doodle (P4431)
• Google+ ID (P2847)
• YouTube channel ID (P2397)
• Google Play Store app ID
(P3418)
• Twitter username (P2002)
• Facebook ID (P2013)
• Google Maps Customer ID
(P3749)
79. @jammer_voltswww.smxl.it #SMXL19
Google Identifiers
• Google Books ID (P675)
• Google Scholar author ID (P1960)
• Google Scholar paper ID (P4028)
• Google Play Store app ID (P3418)
• Google Arts & Culture asset ID (P4701)
• Google Play Movies & TV ID (P6562)
• Google Arts & Culture asset ID (P4701)
• Google Play Music artist ID (P4198)
• Google News publication ID (P6157)
82. @jammer_voltswww.smxl.it #SMXL19
Create outbound links to
trusted identifiers
nofollow is now a hint for crawling and index.
Coming March 2020, nofollow may be a ranking
hint.
Why? Because all links can be used to
establish context
84. @jammer_voltswww.smxl.it #SMXL19
When content is
connected to
entities, Google
can extract facts
(They’ve got the patent to prove it!)
Source:Questionansweringusingentityreferencesin
unstructureddata,GooglePatents
89. @jammer_voltswww.smxl.it #SMXL19
How to add data to Wikidata
1. Contact the Wikidata community describing what data
you have and would like to include in Wikidata.
2. Decide with the Wikidata community what data is
suitable to import.
3. Work with the Wikidata community to import the data
Source:Datadonation,WikiData
90. @jammer_voltswww.smxl.it #SMXL19
• Images
• Videos
• Audio
• Translations
• Accessible versions (ASL)
• Quotations
• Learning tools
• Textbooks & manuals
All contributions agree to Creative
Commons CC0 License
Do not start with your brand.
• Wikipedia
• Wiktionary
• Wikimedia Commons
• Wikidata
• Wikiquote
• Wikibooks
• Wikisource
• Wikispecies
• Wikinews
• Wikiversity
• Wikivoyage
• MediaWiki
Be factual. Earn trust.
Source:Questionansweringusingentityreferencesin
unstructureddata,GooglePatents
92. @jammer_voltswww.smxl.it #SMXL19
• Data Donation, Wikidata
• Wikidata:List of properties
• Wikidata pageview analysis
• Wikidata propbrowse
• Wikibase/DataModel/JSON
• Wikidata Property Explorer
• Question answering using entity
references in unstructured data,
Google Patents
• Method entities.search,
Knowledge Graph Search API,
Google Search
Resources
• What Are Entities & Why They
Matter for SEO, Dave Davies,
Search Engine Journal
• Beetlejuice's Guide to Entities
and the Future of SEO, Greg
Glifford
• Google Extracts Facts from the
Web to Provide Fact Answers, Bill
Slawski
• Google Gets Smarter with Named
Entities: Acquires MetaWeb, Bill
Slawski