Digital Publishing, and the use of Entities, Schema and Voice Search

1. SEO & Cutting Through The Noise
Pubtelligence London
Bill Slawski
Go Fish Digital
October 23, 2018
@bill_slawski

2. Search Evolves and
Changes. This includes
Digital Publishing. Those
changes can be hidden
behind a lot of noise.
Are You Keeping up with the
Changes?
@bill_slawski

3. Systems and methods for improving
the ranking of news articles 2003-09-16
https://patents.google.com/patent/US7577655B2/en
@bill_slawski
Systems and methods for improving
the ranking of news articles 2015-05-19
https://patents.google.com/patent/US9037575B2/en
We see changes in places such as the claims behind
this earliest version of a Patent on News Rankings:
Web publishers aren’t seen as large news agencies in
this latest granted version of this patent:

4. In Systems and methods for improving the
ranking of news articles 2003-09-16
Metric values for a news source based at least in part on
(1) an article produced by the news source during a first time period,
(2) an average length of articles produced by the news source,
(3) an amount of coverage that the news source produces in a second time period,
(4) a breaking news score,
(5) an amount of network traffic to the news source,
(6) a human opinion of the news source,
(7) circulation statistics of the news source,
@bill_slawski

5. And:
(8) a size of a staff associated with the news source,
(9) a number of bureaus associated with the news source,
(10) a number of original named entities in a group of articles associated with
the news source,
(11) a breadth of coverage by the news source,
(12) a number of different countries from which network traffic to the news
source originates,
(13) or a writing style used by the news source determining, by the processor,
(14) an importance metric value representing the amount of coverage that the
news source produces in a second time period,
@bill_slawski

6. Systems and methods for improving the ranking
of news articles 2015-05-19
The system of claim 12, where the one or more metrics for the source
further include a metric relating to a quantity of hyperlinks to a web site of
the source.
@bill_slawski

7. Method and apparatus for clustering news online
content based on content freshness and quality of
content source Granted: 2016-06-07
https://patents.google.com/patent/US9361369B1
Another patent, originally filed in 2002 that
captures some of the ranking signals that used to
appear in the other news patent.
@bill_slawski

8. Additional signals from Clustering Patent
The measure of freshness being based on a first time when the event
occurred and a second time when the online content was published;
The measure of freshness is based on a frequency in which the source of
the online content publishes new online content in a particular time
period.
The second score is based on circulation statistics of the source.
The second score is based on a number of views of the online content
that occur within a particular time frame.
@bill_slawski

9. New Directions for Digital Publishers -
In addition to Web-based Digital Publishers,
we are seeing Search and Content become
more about Things and Voice Search
Optimize for Entities
Add “Speakable” Schema
How Google May Optimize for
Prosody in Voice Search
@bill_slawski

10. Optimize for Entities
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Movie",
"name": "Ghostbusters",
"productionCompany": {
"@type": "Organization",
"name": "Black Rhino"
},
"countryOfOrigin": {
"@type": "Country",
"name": "USA"
}
}
</script> @bill_slawski

11. Add MIDs for Entities
<script type="application/ld+json">
{ "@context" : "http://schema.org/",
"@type" : "Person",
"name" : "Bill Slawski",
"image" : "http://www.seobythesea.com/wp-content/Bill-Slawski-June-2018-e1531463278400.jpg",
"url" : "http://www.seobythesea.com/",
"sameAs" : [ "https://twitter.com/bill_slawski",
"https://plus.google.com/u/0/+BillSlawski/about",
"https://www.facebook.com/bill.slawski",
"http://instagram.com/billslawski/",
"https://www.linkedin.com/in/slawski",
"https://www.pinterest.com/billslawski/",
"https://www.freebase.com/m/02nt25s",
"https://www.quora.com/profile/Bill-Slawski" ]
}
</script>

12. Identify Main Entity of Pages
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Restaurant",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "http://cathscafe.example.com/"
},
"name": "Cath's Cafe",
"openingHours": "Mo,Tu,We,Th,Fr,Sa,Su 11:00-20:00",
"telephone": "+155501003344",
"menu": "/menu"
}
</script>
@bill_slawski

13. Include Entity in Schema for Pages
rdf:type
schema:NewsArticle
schema:mainEntityOfPage
https://www.theguardian.com/tv-and-radio/2018/oct/08/doctor-who-jodie-whittakers-debut-is-most-watched-launch-
for-10-years
schema:publisher
See Statement Collection #3
schema:headline
Jodie Whittaker's Doctor Who debut is most watched launch for 10 years
schema:description
An average of 8.2m tuned in to watch actor as first female Doctor, with peak of 9m and
audience share of 40.1%
@bill_slawski

14. Answer Questions (who, what, when, where, and how) and Identify the answers that you want read
by Digital Assistants in the Schema of your page using the experimental Speakable markup, which
Google has said that they will be using.
The Speakable Schema is at: https://developers.google.com/search/docs/data-
types/speakable
@bill_slawski
You need to be a valid News site in Google. Speakable presently works in the US for
English Speakers, and will be brought to other countries and languages as soon as a
sufficient number of publishers have implemented it.
There are helpful guidelines for using Speakable so that it provides answers that
people like. I’ve been asking a Google Speaker lots of questions about news to get a
sense of how questions are being answered. So read those guidelines.

15. Optimize for Spoken Answers
Good night, good night. Parting is such sweet sorrow
That I shall say good night till it be morrow.
One place we see the sounds of Speech is in plays, such as Romeo and Juliet, written in
Iambic Pentameter:
We need to be concerned with the sounds of the words that we make speakable; Those
sounds are referred to as Prosody. Without Prosody, we sometimes have comedy (be
careful) like the American Comedian Steven Wright, who has said (in a monotone):
I recommend reading this Google paper: Prosody Modifications for Question-Answering in
Voice-Only Settings: https://arxiv.org/pdf/1806.03957.pdf
@bill_slawski
I have a full scale Map of the United States. I keep it folded in my backyard.

16. Additional
Recommended
Reading
Entity Oriented Search by Krisztian Balog https://link.springer.com/content/pdf/10.1007/978-3-319-
93935-3.pdf
Google Search by Voice: A case study by Johan Schalkwyk, Doug Beeferman, Francoise Beaufays, Bill
Byrne, Ciprian Chelba, Mike Cohen, Maryam Garret, Brian Strope
https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/36340.pdf
Leaving No Valuable Data Behind: the Crazy Ideas and the Business by Xin Luna Dong
http://lunadong.com/talks/noDataBehind.pdf
@bill_slawski

17. Thank you
Bill Slawski
Author at SEObythesea.com
Director of SEO Research @
GofishDigital.com
Twitter: @bill_slawski