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The Knowledge Graph.
What is it?
How Does it work?
How do you get in?
Jason Barnard
@jasonmbarnard
jasonbarnard
jasonbarnard
kalicube.pro

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2Watch the series: Kalicube.pro/ws3
#SEOisAEO
Thanks and Kudos :)

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3#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
AEO
1. Answer
2. Assistive
3. Awesome
Engine Optimisation
Engine Optimisation
Engine Optimisation

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4#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Graph Theory

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5#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Graph Theory
2. What are Knowledge Graphs

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6#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Graph Theory
2. What are Knowledge Graphs
3. How Knowledge Graphs are being Built

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7#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Graph Theory
2. What are Knowledge Graphs
3. How Knowledge Graphs are being Built
4. Who Else is Playing the Game

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8#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Graph Theory
2. What are Knowledge Graphs
3. How Knowledge Graphs are being Built
4. Who Else is Playing the Game
5. How to get into these Knowledge Graphs

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9#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Graph Theory
2. Knowledge Graphs
3. How Knowledge Graphs are being Built
4. Who Else is Playing the Game
5. How to get into these Knowledge Graphs
6. A Rather Groovy Example
(We all know and love)

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10#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
What do all these
have in common?

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11#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard

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12#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Graph theory
Nodes, attributes and edges

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13#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Vaidehi Joshi @vaidehijoshi

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14#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Weighting
6 yrs
4 yrs
8 yrs
1 yr
3 yrs
10 yrs
2 yrs
3 yrs

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15#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
A knowledge graph
Entities with types, properties and relationships

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Jo Stichbury @fluffymaccoy
Knowledge graphs are large networks of
entities, their semantic types, properties, and
relationships between those entities”
M Kroestch and G Weikum

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17#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Kate knows Mary.
Mary likes Pete.
Mary age "32".
Pete brother_of Kate.
Pete born_on "27-03-1982".

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18#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard

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19#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
S
to
Things

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20#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Knowledge graphs =
the hub of Answer Engines

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21#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
A
Q
Relevancy
Understanding
Credibility

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22#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Building a Knowledge Graph

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23#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
2005 - the Fact Repository

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24#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
In general, knowledge graphs can be created by
1. manual curation
2. crowdsourcing
3. ...

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25#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
A combination of :
1. manual curation
2. crowdsourcing
3. (semi-) automatic extraction

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26#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Xin Luna Dong - my new favourite person :)

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27#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Xin Luna Dong - my new favourite person :)
Research on knowledge management,
data cleaning and integration,
information extraction, graph mining and
embedding, knowledge-based search…

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28#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Head knowledge mainly collected by manual curation or importing large datasets
How to collect long tail knowledge in a scalable way?
Xin Luna
Dong

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29#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
The web as a database:
The biggest knowledge graph ever
Imagine you could get the entire web in a database, and structure it. Then you would be able to get
answers to complex questions in seconds by querying, rather than searching.
This is what Diffbot promises.

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Xin Luna
Dong

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Annotated Web
Schema / Structured Data

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Tables and lists
Seemingly simple
Devilishly tricky, apparently

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DOM extraction
Yelp, Amazon and other sites with solid HTML
providing semi-structured data

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Free Texts
NLP, relatedness and co-occurence, topical siloing,
semantic triples...

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35#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
It is one thing extracting the data
and making (some) sense of it

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It is one thing extracting the data
and making (some) sense of it
But is it true?

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37#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
It is one thing extracting the data
and making (some) sense of it
But is it true?
TRUST based Knowledge

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38#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Manually curated
Xin Luna
Dong
Extracted

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39#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Manually curated
Xin Luna
Dong
Extracted

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40#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Manually curated
Xin Luna
Dong
Extracted

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41#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Breaking News
Associate scores / confidence

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42#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard

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43#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Node "Bryce Harper" 201 with
attribute has_birthday
date entity node "Oct. 16, 1992" 203
association score of 0.84

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44#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Node "Bryce Harper" 201 with
attribute has_career_HR_total
value entity node "60 Home Runs" 204
association score of 0.37

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45#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
The difference in these association scores
(confidence) may arise due to

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46#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
The difference in these association scores
(confidence) may arise due to
- the reliability of the sources used to
generate such relationships

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47#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
The difference in these association scores
(confidence) may arise due to
- the reliability of the sources used to
generate such relationships
- the frequency of co-occurrences between
the entities

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48#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
The difference in these association scores
(confidence) may arise due to
- the reliability of the sources used to
generate such relationships,
- the frequency of co-occurrences between
the entities
- the fact that one of the attributes values
(node 204) is changing over time

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49#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
The difference in these association scores
(confidence) may arise due to
- the reliability of the sources used to
generate such relationships,
- the frequency of co-occurrences between
the entities
- the fact that one of the attributes values
(node 204) is changing over time
- and/or other factors

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50#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Who is playing the game ?
(and how well)

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51#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard

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There are 1224 datasets in the
Linked Open Data Cloud

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56#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Containing over 40 billion facts

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57#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
How you can get into these
Knowledge Graphs

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58#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Communicate

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59#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Communicate
Corroborate

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1. Who you are
Communicate
Corroborate

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1. Who you are
2. What you offer
Communicate
Corroborate

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62#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
1. Who you are
2. What you offer
3. In detail
Communicate
Corroborate

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63#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
*Typical* Steps to the Knowledge Graph
1. Use Structured Data on your site
2. Quality About Us page
3. Get a Wikipedia Page
4. Add yourself to Wikidata
5. Have a Google My Business
6. Confirmation from Trusted Sources
7. ...

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64#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard

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65#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Confirmation
20
to
30

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Where to start

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67#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Find your
springboard
Boinggggg!!!!

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Noteworthy + Proof = Deeper Understanding

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A working example

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Knowledge graphs ...
Suitable for a continuous flow of large amounts of data from
diverse, heterogenous sources.
The ontology (semantics of the data) can be extended and
revised algorithmically as new data arrives.
Jo Stichbury @fluffymaccoy
(paraphrased)

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“Google Maps is a great example of what the
future of search should look like — augmented
public data, powered by a knowledge graph.
Ivan Bercovich (Graphiq - now Alexa)

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83#SEOisAEO - The Knowledge Graph jasonmbarnardYoastCon 2019 jasonbarnard
Ivan Bercovich (Graphiq - now Alexa)
Google is able to maintain a
real-time representation of the world
and answer geospatial queries
that have never been asked.

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Conclusion

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A
Q
Relevancy
Understanding
Credibility

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The Knowledge Graph
Thanks !
Jason Barnard
@jasonmbarnard
jasonbarnard
jasonbarnard
kalicube.pro