A talk into how Google are making use of semantic markup, Linked Data sources and their own data to fuel the Knowledge Graph/Snapshot and how SEOs can influence these to highlight themselves as entities. An extension to I Am An Entity Hacking The Knowledge Graph - http://moz.com/blog/i-am-an-entity-hacking-the-knowledge-graph

1. HACKING THE
KNOWLEDGE GRAPH
BrightonSEO - April 2014

2. My name is Andrew…
• SEO Manager at Gocompare.com
• Big Cardiff City fan
• Twitterholic - @andrew_isidoro

3. My name is Andrew…
and I am an “Entity”
• SEO Manager at Gocompare.com
• Big Cardiff City fan
• Twitterholic - @andrew_isidoro

5. What is an Entity?
Any & everything can be an entity…
Concepts + References = Entity

6. Understanding an Entity
“I'm going to make him an offer he can't refuse”

7. Understanding an Entity
“I'm going to make him an offer he can't refuse”

8. Understanding an Entity
Ratings:
IMDB,
Rotten Tomatoes
Cast
Al Pacino,
Marlon Brando,
Robert Duvall,
James Caan,
Diane Keaton
Initial release:
March 15, 1972
Featured songs:
I Have But One Heart,
Speak Softly Love
Director:
Francis Ford Coppola
Writer:
Mario Puzo

14. Search has been rubbish for a
while…

15. Search has been rubbish for a
while…
Search [was] mostly based on matching words and
phrases, and not what they actually mean
Shashidar Thakur, Knowledge Graph Tech Lead at Google

16. More than 1/5 of all Bing
queries submitted
are purely named entities
Named Entity Recognition in Query – Microsoft (2009)

17. Over 1/5 of all Bing queries
submitted
are purely named entities
Named Entity Recognition in Query – Microsoft (2009)
71% of Bing search queries contain
named entities

18. • Knowledge Graph
Facts

20. Data verification
"Content including at least one content item
obtained from a first resource and at least one
second content item obtained from a second
resource different than the first resource“
- Knowledge Graph Patent

21. A few months ago…something
odd occurred.

22. Trouble at’ Mill

23. Busted!

24. Let’s get hacking…

25. External Structured Data
• People
• Organizations
• Things
• sameAs

26. Connected accounts
• Rel Publisher
• Authorship
• Bing Connected Accounts

27. Connected accounts
• Klout & Snapshot
http://blog.klout.com/2013/10/bing-klout-verified-snapshots/

28. Freebase
• Add yourself to the database.
• Share only data which is relevant
and useful.
• Use the help guide:
http://wiki.freebase.com

29. Wikipedia (aka dbpedia)
Yes…it’s a major Knowledge base
No…you probably shouldn’t add yourself

30. Wikipedia (aka dbpedia)
Read the rules:
http://www.cipr.co.uk/content/policy-resources/best-practice-
guides-toolkits/wikipedia-and-public-relations

31. Next steps…
• Entity recognition
• Personalisation of results
• Entity search could mean there is value in
schema citations, especially for physical
real life objects.

35. Thanks for listening…
• Slides available at: http://bit.ly/QAYYdh
• Questions? Tweet me at @andrew_isidoro