Advanced SEO - Digital Content Creators

SEO Advanced
for
Digital Content Creators
SEO/SEM & Search – Web Presence Optimization
Andrea Berberich
http://seosemadvice.com 1

Agenda
 Google Knowledge Graph
 Google Knowledge Vault
 Advanced SEO Concepts
2
http://seosemadvice.com

Google Knowledge Graph
 What is the Google Knowledge Graph?
 Knowledge base use by Google to enhance its search
engine’s search results with semantic search
information.
 It provides structured and detailed information about the
topic in addition to a list of links to other sites
 It was added to Google search engine in 2012
 Why should I know about the Google Knowledge
Graph?
 Explore your search – Google added a carousel at
the top
 Explore collection – words just don’t refer to words
rather than things
 Connects relationships of people, things, events and
more
 Search for the answer no matter on which device
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Source: Google.com
Source: Google.com

Knowledge Vault
 What is the Google Knowledge Vault?
 It was added to Google’s search arsenal Aug. 2014
 Uses Knowledge Graph content and uses increasing
amounts of structure content in PC and mobile search
results
 It is assembled from content across the internet without
human editorial involvement
 It autonomously gathers and merges information from
across the web into a single base of facts about the
world, and the people and objects
 Google assembled 1.6 billion “facts” and scored them
according to confidence in their accuracy. Roughly 16 %
of it qualifies as “confident facts.”
 It is the basis of future Artificial Intelligence applications,
machine-to-machine communication, augmented reality,
predictive model and virtual assistant
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Source: searchengineland.com
Source: linkedin.com/article

Future Searches -- Knowledge Vault
 Replacing search results systems we are familiar with and replace
them with 1:1 question to answer ratio
 Provide commonly used question
 Provide industry-based answer
 Evidence are viral questions campaign. Do these phrases sound
familiar to you?
 Who is John Galt?
 Who Watches the Watchmen?
 How many licks does it take to get to the center of tootsie pop roll?
 What can brown do for you?
 One of the more famous answers, 42
Each of these, in their own right, are perfect bit(e)-sized advertising
campaigns that lead to their own specific destination.
Source: http://ignitevisibility.com/google-knowledge-vault/
5

Summary of the Knowledge Vault
Summary of why we need to pay attention to Knowledge Vault
 Based on machine learning
 Capable of extracting data from multiple sources
(tabular data, page structure, text human annotations)
 Infers facts and relationship based on all data available – it relies on
existing knowledge bases
(e.g. Freebase, Wikipedia, YAGO, MS Satori)
 Validating facts is done by a researcher described process called “link
prediction in a graph”
 Path ranking algorithm (PRA)
 Neural Network Model (MLP; multilayer perceptron)
Source: http://dejanseo.com.au/knowledge-vault/
6

Advanced SEO Concepts
The knowledge vault introduction forces us to continue re-think they
way we research and create digital content.
 Keyword Usage
 TF-IDF = term frequency-inverse document frequency
 Synonyms and Close Variants
 Page Segmentation
 Semantic Distance and Term Relationships
 Co- occurence and Phrase-Based Indexing
 Entity Salience
Source: http://moz.com/blog/7-advanced-seo-concepts
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Keyword Usage
 Keyword Usage: Placing the
keywords/keyword phrases
strategically within certain
elements may provide clues as
to the context of the page.
 Additional optimization
 Page title = H1
 Meta Description
 Embedded Video
8

TF-IDF
 TF-IDF = term frequency-inverse document frequency measures the
importance of a keyword phrase by comparing it to the frequency of
the term in a large set of documents.
 Many advanced textual analysis techniques use a version of TF-IDF
as a base.
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Synonyms and Close Variants
 Synonyms and Close Variants:
Search engines posses vast corpuses of synonyms and close
variants for billions of phrases, which allows you to enrich your
content with natural text to provide greater meaning.
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Page Segmentation
 Page Segmentation:
Content located in the main body text likely holds more importance
than text placed in sidebars or alternative positions. Repeating text
placed in boilerplate, locations, or chrome, runs the risk of being
discounted even more.
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Semantic Distance and Term Relationships
 Semantic Distance and Term Relationships
Search engines can determine the connections between words and
phrases by their relationships within the content. The closer the
semantic relationships, the greater the chances the words and
phrase are related to each other.
12

Co-occurrence and Phrase-Based Indexing
 Phrase-Based Indexing and Co-occurrence
Using the concept of co-occurrence, search engines know that
certain phrases tend to predict other phrases. Presence of these co-occurring
phrases can strengthen topic focus. Links from pages with
co-occurring phrases can also help.
13

Entity Salience
 Entity salience goes beyond traditional keyword techniques, like TF-IDF,
for finding relevant terms in a document by leveraging known
relationships between entities. An entity is anything in the document
that is distinct and well refined.
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Summary
 Keyword research form your base
 Research round topics and themes
 When drafting your content, try to answer as many
questions as you can
 Use natural language and variations
 Place your important content to strategically most
important section of the page
 Structure your content appropriately
15

Thank you!
Andrea Berberich
http://seosemadvice.com 16

Advanced SEO - Digital Content Creators

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