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SMXL Milan 2019 Graphs of Things

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y Keynote Presentation from today at SMXL Milan 2019 - Loving Italy about entities and augmentation queries and question answer through building knowledge graphs.

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SMXL Milan 2019 Graphs of Things

  1. 1. 6-7, NOVEMBER 2019 Graphs of Things Bill Slawski Director of SEO Research (GoFishDigital)
  2. 2. @bill_slawskiwww.smxl.it #SMXL19 Our Future is An Internet of Things Things that may get smarter and do away with a need for owner’s manuals – which should be built into devices, appliances and vehicles.
  3. 3. @bill_slawskiwww.smxl.it #SMXL19 Smart Things that are getting Smarter I should be able to ask my car what kind of steering fluid to use, and it should be able to answer me.
  4. 4. @bill_slawskiwww.smxl.it #SMXL19 We May Find Answers About them in Graphs of Things I did find the right fluid, but without my car’s help. The internet of things hasn’t quite reached all things yet. But the internet is increasingly about things.
  5. 5. Graphs of Things on my computer Google Related Questions now use a Question Graph Generating related questions for search queries US Patent: 9,679,027 Granted: June 13, 2017 Filed: December 14, 2015
  6. 6. @bill_slawskiwww.smxl.it #SMXL19 Recommendation: Entity Oriented Search This Book is available Open Access, by Krisztian Balog, a professor of computer science at the University of Stavange, and a former intern at Google. It is very detailed. https://www.springer.com/gp/book/ 9783319939339
  7. 7. @bill_slawskiwww.smxl.it #SMXL19 Or in Augmentation Queries Query augmentation US Patent: 9,916,366 Granted: March 13, 2018 Filed: July 28, 2015
  8. 8. @bill_slawskiwww.smxl.it #SMXL19 Augmentation of Brand Queries with Paid Results Combining content with a search result Assignee: Google LLC US Patent: 9,947,026 Granted: April 17, 2018 Filed: May 12, 2016
  9. 9. @bill_slawskiwww.smxl.it #SMXL19 Augmentation of Queries with GMB Location Extensions Determining Relevant Business Locations Based on Travel Distances Assignee: Google LLC US Patent Application: 20190180326 Published: June 13, 2019 Filed: February 19, 2019
  10. 10. @bill_slawskiwww.smxl.it #SMXL19 Augmentation of Queries with Knowledge Graph Information Providing search results using augmented search queries Assignee: Google LLC US Patent: 10,055,462 Granted: August 21, 2018 Filed: March 15, 2013
  11. 11. @bill_slawskiwww.smxl.it #SMXL19 New Universal Search Results Interface for a universal search Inventors: Bret S. Taylor, Marissa Ann Mayer, Orkut Buyukkokten Assignee: Google LLC US Patent: 10,409,865 Granted: September 10, 2019 Filed: April 15, 2016
  12. 12. @bill_slawskiwww.smxl.it #SMXL19 Recommendation: Paul Haahr in How Google Works How Google Works: A Google Ranking Engineers Story - https://youtu.be/iJPu4vHETXw Talks about “Life of a Query” class at Google with “Query Understanding,” asking About Named Entities in Queries
  13. 13. @bill_slawskiwww.smxl.it #SMXL19 Recommendation: -Jason Barnard’s Interview of Gary Illyes How Google Search Ranking Works – Darwinism in Search - https://www.searchenginejournal.com/how-google-search-ranking-works/307591/ Gary Talks about what is taught in a class for new Google Search engineers, and how queries work and pages are ranked. Again, Entities are one of the features that is ranked
  14. 14. @bill_slawskiwww.smxl.it #SMXL19 Recommended Viewing: Introducing the Knowledge graph . Introducing the Knowledge Graph - https://www.youtube.com/watch?v=mmQl6VGvX-c
  15. 15. @bill_slawskiwww.smxl.it #SMXL19 Knowledge Panels for Things in the Knowledge Graph Can Enter Google’s Knowledge Graph by GMB Verification https://support.google.com/business/answer/71072 42?hl=en or by meeting Notability requirements of Wikipedia https://en.wikipedia.org/wiki/Wikipedia:Notability Create a Wikidata Entry for your entity https://www.wikidata.org/wiki/Wikidata:Contribute Use Schema Markup on your Website https://schema.org/
  16. 16. @bill_slawskiwww.smxl.it #SMXL19 Knowledge Graph is Powered by Knowledge Bases Wikipedia IMDB Wikidata Freebase Recommended Reading: From Freebase to Wikidata: The Great Migration - https://static.googleusercontent.com/medi a/research.google.com/en//pubs/archive/4 4818.pdf
  17. 17. @bill_slawskiwww.smxl.it #SMXL19 A Knowledge Graph is Made of Triples Subject/Verb/Object Planet of the Apes Rated G Planet of the Apes Released 1968 Planet of the Apes Directed by Schaffner Planet of the Apes has actor Roddy McDowall Planet of the Apes has actor Charlton Heston Planet of the Apes has actor Kim Hunter
  18. 18. @bill_slawskiwww.smxl.it #SMXL19 Triples can come from Tables Knowledge Bases Often Contain Facts about Properties of Entities In table form Learning objects and facts from documents Invented by Shubin Zhao Assigned to Google US Patent 8,812,435 Granted August 19, 2014 Filed November 16, 2007
  19. 19. @bill_slawskiwww.smxl.it #SMXL19 Recommended Reading 10 Years of Web Tables https://web.eecs.umi ch.edu/~michjc/paper s/p2140-cafarella.pdf
  20. 20. @bill_slawskiwww.smxl.it #SMXL19 Triples come from Schema A Knowledge Graph Can Learn Facts from Schema on Web Pages <script type="application/ld+json"> { "@context" : "http://schema.org/", "@type" : "Person", "name" : "Bill Slawski", "url" : "http://www.seobythesea.com/", "sameAs" : [ "https://twitter.com/bill_slawski", "https://www.facebook.com/bill.slawski", "http://instagram.com/billslawski/", ] } </script></p>
  21. 21. @bill_slawskiwww.smxl.it #SMXL19 Triples come from Unstructured Content Data
  22. 22. @bill_slawskiwww.smxl.it #SMXL19 Google Extracts Entities and Facts Computerized systems and methods for extracting and storing information regarding entities Assignee: GOOGLE LLC US Patent: 10,198,491 Granted: February 5, 2019 Filed: July 6, 2015
  23. 23. @bill_slawskiwww.smxl.it #SMXL19 Google May Give Scores for Properties and Types
  24. 24. @bill_slawskiwww.smxl.it #SMXL19 Association Scores Have Different WeightsAssociation scores for each occurrence of an entity or context. temporal weights (recent documents or occurrences) reliability weights (more reliable sources, more heavily) popularity weights (more popular sources, more heavily) proximity weights (entities/contexts occurring in closer proximity to one another on a page, more heavily)
  25. 25. @bill_slawskiwww.smxl.it #SMXL19 Entity Graph Reconciliation Automatic discovery of new entities using graph reconciliation Inventors: Oksana Yakhnenko and Norases Vesdapunt Assignee: GOOGLE LLC US Patent: 10,331,706 Granted: June 25, 2019 Filed: October 4, 2017
  26. 26. @bill_slawskiwww.smxl.it #SMXL19 Entity Relationship Model Information extraction from question and answer websites US Patent: 10,452,694 Granted: October 22, 2019 Filed: December 20, 2017
  27. 27. @bill_slawskiwww.smxl.it #SMXL19 Entity Relationship Scores 1. Visit Q&A sites (like Quora, Yahoo Answers) 2. Identify Entity in Question Using NLP 3. Identify Candidate Entities in Answer Using NLP 4. Identify Relationship type from the question 5. Score the relationship of Question and Answer Entities by things such as how frequently the Answer appears for that question “WHO/pronoun IS/verb BARACK OBAMA/noun MARRIED/adjective TO/verb?” MICHELLE OBAMA/noun.”
  28. 28. Recommended Reading • Natural Language Processing is Fun! - https://medium.com/@ageitgey/natural- language-processing-is-fun-9a0bff37854e
  29. 29. @bill_slawskiwww.smxl.it #SMXL19 Question-Answering by Building Knowledge Graphs Natural Language Processing With An N-Gram Machine Pub. No.: WO2019083519A1 Publication Date: May 2, 2019 International Filing Date: October 25, 2017 Inventors: Ni Lao, Jiazhong Nie, Fan Yang
  30. 30. @bill_slawskiwww.smxl.it #SMXL19 Thank you/Questions Bill Slawski Author at SEObythesea Director of SEO Research: Go Fish Digital