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Ric Rodriguez — How Knowledge Will Define The Future Of Search — And What To Do About It Now | 5 Hours of Technical SEO

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These slides were presented at the SEMrush webinar "How Knowledge Will Define The Future Of Search — And What To Do About It Now | 5 Hours of Technical SEO". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-technical-seo-or-how-knowledge-will-define-the-future-of-search-and-what-to-do-about-it-now/

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Ric Rodriguez — How Knowledge Will Define The Future Of Search — And What To Do About It Now | 5 Hours of Technical SEO

  1. 1. An Intro To Knowledge. #SEMRushLive | @ricrodriguez_uk
  2. 2. We’re living in the age of curiosity; we’re compelled to “ask for more”. #SEMRushLive @ricrodriguez_uk
  3. 3. Understanding “the long tail” better. High Volume High Competition Low Volume Low Competition
  4. 4. Understanding “the long tail” better. High Volume High Competition Low Volume Low Competition “Head terms” “Mid tail” “Long tail”
  5. 5. Understanding “the long tail” better. High Volume High Competition Low Volume Low Competition 15% of search is new everyday
  6. 6. Understanding “the long tail” better. High Volume High Competition Low Volume Low Competition 70% of searches are considered “long tail”
  7. 7. Understanding “the long tail” better. High Volume High Competition Low Volume Low Competition
  8. 8. Understanding “the long tail” better. Head terms Mid tail High Volume High Competition Low Volume Low Competition Long tail
  9. 9. Each search happens in a moment in space and time and this matters. #SEMRushLive @ricrodriguez_uk
  10. 10. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Queries are a vehicle for discovery.
  11. 11. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: London Queries are a vehicle for discovery.
  12. 12. Queries are a vehicle for discovery. pizza near me
  13. 13. pizza near me Ric Rodriguez iPhone 11 Pro Max _search history _demographic _web actions _inferred intent _ip location _partner data _other devices _routine data Queries are a vehicle for discovery.
  14. 14. Answer engines are not ready; it’s an opportunity and a challenge. #SEMRushLive @ricrodriguez_uk
  15. 15. Result approximation is a problem. Most Results Broad Query Least Results Specific Query
  16. 16. Result approximation is a problem. Most Results Broad Query Least Results Specific Query
  17. 17. Result approximation is a problem. Most Results Least Results Source: SEMRush 42 3 75 6 108 9
  18. 18. Result approximation is a problem. Most Results Least Results Source: SEMRush 42 3 75 6 108 9
  19. 19. Result approximation is a problem. Most Results Least Results Source: SEMRush 42 3 75 6 108 9 Pizza near me Veggie pizza Veggie near me
  20. 20. Result approximation is a problem. Most Results Least Results Source: SEMRush 42 3 75 6 108 9 Result Diversity?
  21. 21. The systems have evolved to understand -us- not our inputs. #SEMRushLive @ricrodriguez_uk
  22. 22. Building a brain starts with a graph. Y X
  23. 23. Building a brain starts with a graph. Y X (Although its not unrelated)
  24. 24. Building a brain starts with a graph. Y X A D B C E
  25. 25. Building a brain starts with a graph. Y X Vertices / Nodes A D B C E
  26. 26. Building a brain starts with a graph. Y X A D B C E Edges (connections)
  27. 27. Building a brain starts with a graph. Y X Pizza Pasta Cheese Italian Cuisine Penne
  28. 28. Building a brain starts with a graph. Margherita Pizza Mozzarella Cheese Italian Cuisine
  29. 29. Building a brain starts with a graph. ObjectSubject Predicate Relationships can be “directed” each way.
  30. 30. Building a brain starts with a graph. Margherita Pizza Mozzarella Cheese Italian Cuisine Used In: Part Of:
  31. 31. Building a brain starts with a graph. ObjectSubject Predicate Attributes: Value : Pair Value : Pair Attributes: Value : Pair Value : Pair Each node can have descriptive attributes
  32. 32. Building a brain starts with a graph. Used In: Part Of: Ingredient: Dough Allergens: Gluten Diet: Vegetarian Calories: 280 Total Fat: 17g Protein: 28g Originated: Italy Type: Contemporary Served At: Trattoria Margherita Pizza Mozzarella Cheese Italian Cuisine
  33. 33. how many students in the school?_ Building a brain starts with a graph.
  34. 34. how many students in the school?_ Building a brain starts with a graph. Identifier Student 1 Student 2 Student 3 Student 4 First Name John Lauren Paul Lucy Last Name Smith Jones Green King
  35. 35. how many students in the school?_ Building a brain starts with a graph. Identifier Student 1 Student 2 Student 3 Student 4 First Name John Lauren Paul Lucy Last Name Smith Jones Green King 4
  36. 36. how many students in the school?_ Building a brain starts with a graph. School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Female School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends: Attends: Attends: Attends:
  37. 37. how many students in the school?_ Building a brain starts with a graph. School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Female School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends: Attends: Attends: Attends:
  38. 38. how many students in the school?_ Building a brain starts with a graph. School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Female School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends: Attends: Attends: Attends: 4
  39. 39. how many gcse students are female and take maths?_ Building a brain starts with a graph.
  40. 40. how many gcse students are female and take maths?_ Building a brain starts with a graph. Table 1: Course List Table 2: Course / School Year Table 3: School Year / Study Level Table 4: Study Level / Student Name Table 5: Student Name / Gender Answer…
  41. 41. how many gcse students are female and take maths?_ Building a brain starts with a graph. Table 1: Course List Table 2: Course / School Year Table 3: School Year / Study Level Table 4: Study Level / Student Name Table 5: Student Name / Gender Answer… 1…?
  42. 42. how many gcse students are female and take maths?_ Building a brain starts with a graph. School John Smith Lauren Jones Attends:Maths Studies: etc… Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Type: Course Level: GCSE Teacher: Mr Jenkins
  43. 43. how many gcse students are female and take maths?_ Building a brain starts with a graph. School John Smith Type: Student Gender: Male School Year: 6 Attends:Maths Studies: etc… 1
  44. 44. The web is broad and deep view into what it really means to be human. #SEMRushLive @ricrodriguez_uk
  45. 45. Entity (subject / objects in the triple) Value pairs (may also be entities in their own right) Graphs, entities and structured data. Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United
  46. 46. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Graphs, entities and structured data.
  47. 47. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Graphs, entities and structured data.
  48. 48. Airbus 321 London Graphs, entities and structured data.
  49. 49. London Airport Name: Gatwick Operating Airline: British Airways Aircraft Name: Heathrow Operating Airline: Airbus 321 Airport Name: Graphs, entities and structured data.
  50. 50. London Airbus 321 London British Airways Airbus 321 Heathrow Gatwick Graphs, entities and structured data.
  51. 51. West Ham United Located In: England Capital City: Great Fire Of London Happened In: New Years Party Event At: Destination: British Airways Financial Centre: United Kingdom Lives In: Boris Johnson Former Name: Londinium london_ Graphs, entities and structured data.
  52. 52. Graphs, entities and structured data.
  53. 53. People trust search engines, even if these systems aren’t trustworthy. #SEMRushLive @ricrodriguez_uk
  54. 54. Trust is rising in younger generations. How often do you feel that you find dangerous or highly untrustworthy information (AKA “misinformation”) in search results? Source: Yext 12% 29% 38% 15% 7% Strongly Disagree Somewhat Disagree Neither Agree Or Disagree Somewhat Agree Strongly Agree
  55. 55. Trust is rising in younger generations. Source: Path Interactive 18-25 26-35 36-45 46-64 65+ Never Rarely Sometimes Often Very frequently How often do you feel that you find dangerous or highly untrustworthy information (AKA “misinformation”) in search results?
  56. 56. Trust is rising in younger generations. Source: Path Interactive 18-25 26-35 36-45 46-64 65+ Never Rarely Sometimes Often Very frequently How often do you feel that you find dangerous or highly untrustworthy information (AKA “misinformation”) in search results? 29% difference
  57. 57. Source
  58. 58. There are massive voids in the data - solving them must be our priority. #SEMRushLive @ricrodriguez_uk
  59. 59. Overall entity understanding is low. 40% 0% Real EstateLaw Education JewelleryHealth Software AutomotiveFinance Clothing Marketing Source: InLinks
  60. 60. Overall entity understanding is low. 40% 0% Real EstateLaw Education JewelleryHealth Software AutomotiveFinance Clothing Marketing Source: InLinks 23% average
  61. 61. Overall entity understanding is low. 100% 0% Real EstateLaw Education JewelleryHealth Software AutomotiveFinance Clothing Marketing Source: InLinks
  62. 62. Overall entity understanding is low. 100% 0% Real EstateLaw Education JewelleryHealth Software AutomotiveFinance Clothing Marketing Source: InLinks KNOWLEDGE VOID
  63. 63. This isn’t a future idea; it’s already here - and the web depends on it. #SEMRushLive @ricrodriguez_uk
  64. 64. Thank you. #SEMRushLive | @ricrodriguez_uk

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