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Semantic Web, Knowledge Graph, and Other Changes

to SERPS – A Google Semantic Timeline

Presented by:Bill Slawski

@bill_slawski

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Hi Everyone, you can find this presentation on Slideshare

• The exact location will be tweeted this morning to:

@bill_slawski

bill.slawski@gofishdigital.comhttp://gofishdigital.com

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Google’s Semantic TimelineGoogle has a history of Semantic Web projects.

You may not know some of those inventions.

You may know others, but not as semantic inventions.

This presentation is aimed at showing many off.

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Google Semantic Timeline - DIPRE• Sergey Brin Patents DIPRE, the Dual Iterative

Pattern Relationship Extraction - 1999

Extracting Patterns and Relations from Scattered Databases Such as the World Wide Web (pdf)

From

Google’s First Semantic Search Invention was Patented in 1999

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DIPRE may have been the 2nd patent from Google,And it probably wasn’t called BrinRank because it didn’t rank anything. But it brings us closer to a Star Trek computer than PageRank does. Here are the books/patterns Sergey Brin started with:

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Google Semantic Timeline –Sets

Google Sets – 2003 - 2011

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Sets vs. Carousels

Both harvested data from lists on the Web but used them in different ways.Carousels are definitely better for searchers and local search:

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Google Semantic Timeline - Definitions

• Google Definitions - 2004

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System and method for providing definitions

<p><b><span style="color: #495987">Indeterminacy:&nbsp;&nbsp; </span></b>The unknowable, undecidable, uncertain, or ambiguous in a text.&nbsp; Indeterminacy<i> </i>is related to <a href="/web/20121010050508/http://people.virginia.edu/~jrw3k/Front%20Pages/Critical%20Vocabulary.htm#Gap">gaps</a> in a text, but are less obviously identifiable and are a quality of a reading or interpretation, not just the text. </p>

Individual definitions on a page are in their own HTML container, and the defined termsAnd definitions are formatted differently, in patterns like this one, making it easier to extract from the Web.

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Google Semantic Timeline – Fact Repository

Browseable Fact Repository - 2006

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Browseable fact repository

Before there was a Knowledge Graph at Google, there was a browseableFact Repository. Unlike Knowledge bases such as Wikipedia, this was intendedTo be searched.

Objects or Entities have Unique IDs. As doFacts. Facts have Attributes and Values thatGo with them.

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Google Semantic Timeline - Maps

Google Maps - 2006

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Google Maps is a knowledge web project, and shows signs of it in:

1. Links aren’t important in rankings, but mentions with geographic informationAttached to them are (Referred to as Geographic Prominence by Google).

2. NAP (Name, Address, Phone Number) consistency is important because facts Related to business entities (and other places) are clustered to check on the Accuracy of facts.

3. Was Google Maps a Proof of Concept for Google’s Knowledge Base Efforts?

4. Generating structured information

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Google Semantic Timeline – WebTables

WebTables Project 2008

WebTables: Exploring the Power of Tables on the Web

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WebTables extracts semantics from data tables on the Web for things such as:

1. Query Refinements listed in SERPs2. Google Squared (deprecated)3. Structured Snippets4. Google Vault (To add to the Knowledge

Graph)5. Recovering Semantics of Tables on the

Web

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Google Semantic Timeline - Schema

• Schema.org – A project entered into by Google, Bing, Yahoo, and Yandex

Introducing schema.org: Search engines come together for a richer web

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Schemas are focused on Specific Types

Learn from them when you create your content, even if you don’t use them.

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Google Semantic Timeline – Rich Snippets

Rich Snippets - 2009

Generating specialized search results in response to patterned queries

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Specialized Results in Response to Query Patterns

What is claimed is:

1. A method of generating specialized search results in response to patterned queries, comprising: receiving, for a specialized query type, a query pattern for which specialized results are to be displayed in response to receiving a search query matching the query pattern…

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Rich Snippet Examples

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Google Semantic Timeline – Meta-Web

• Google Acquires Metaweb - 2010

Google Gets Smarter with Named Entities: Acquires MetaWeb

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Google Semantic Timeline – Knowledge Graph

Knowledge Graph – 2012

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The Knowledge Graph is Searchable

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Google Semantic Timeline – Knowledge Panels

Knowledge Panels - 2012

Providing Knowledge Panels With Search ResultsHow Google Decides What to Know in Knowledge Graph Results

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Knowledge Panels• Require 2 Sources of information (Wikipedia,

IMDB, etc.)• Can include information from queries, such as

showing the height of Lincoln, which a lot of people search for

• Show “anticipated” search results, to related queries, such as “ESPN Broadcasters” on panel for “ESPN Radio.”

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Google Semantic Timeline - Hummingbird

Hummingbird - 2013

The Google Hummingbird Patent?

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Hummingbird

• Uses co-occurrence data from candidate replacement search results (Looks at common words that appear in each of those ) to create substitute/synonym rules: “What place/(restaurants,stores,pizzerias) can I eat deep dish style pizza at?”

• Looks at adjacent terms and non-adjacent terms to determine the context of a query (non-adjacent ones here are “eat” and “pizza”.)

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Google Semantic Timeline – Mapping/Tagging

• Data Highlighter Tool - 2014

Methods and systems to train models to extract and integrate information from data sources

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Data Highlighter Tool in Webmaster Tools

• Worth Trying to see what it does• Limited Schema Choices – Choose carefully• Aimed at helping with Rich Snippets

About Data Highlighter

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Google Semantic Timeline – Questions + Queries

Structured Snippets - 2014

Introducing Structured Snippets, now a part of Google Web Search

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Questions?

• Bill Slawski• Director of Search Marketing – Go Fish Digital• Author – SEO by the Sea• bill@seobythesea.com• bill.slawski@gofishdigital.com

Thank you!