from brand to entity: staying ahead of the (search engine) curve

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From  Brand    To  En,ty

Presented by Monique Pouget | September 20, 2013

Staying Ahead of the (Search Engine) Curve

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FIRST  OFF    –    Who  am  I?    

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Monique Pouget Director of Content Strategy

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WHAT ABOUT

YOU?

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STRUCTURED  DATA  

CONTENT    THAT  WOWS  

EVOLVING  DEVICES  

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STRUCTURED  DATA   1

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NOT  TOO  LONG  AGO…  

ORGANIC  RANKINGS  

ADWORDS  

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Authorship    markup  is  the  method  to  display  authorship  informa?on  in  search  results  for  the  content  you  create.    

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rel=author  

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GOOGLE  AUTHORSHIP  

Search results tied to Google+ Profile.

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GOOGLE  AUTHORSHIP  

Authorship in action.

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GOOGLE  AUTHORSHIP  

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The  Google    

Knowledge  Graph    is  a  system  that  Google  launched  in  May  2012  that  understands  facts  about  people,  

places  and  things  and  how  these    

en,,es    are  all  connected.  

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Knowledge  Graph  is  used  both    

behind-­‐the-­‐scenes    to  help  Google  improve  its  search  relevancy  and  also  to  present  

Knowledge  Graph  boxes  

in  search  results  that  provide  direct  answers.  

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KNOWLEDGE  GRAPH  

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KNOWLEDGE  GRAPH  -­‐  Carousel  

Carousel  

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KNOWLEDGE  GRAPH  -­‐  Carousel  

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Google already knows you’re an entity.

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OLD  VS.  NEW  

VIA

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101  Google  Answer  Boxes:    A  Journey  into  the  Knowledge  Graph  

Introducing  the  Knowledge  Graph:    things,  not  strings  

Google  Launches  Knowledge  Graph    To  Provide  Answers,  Not  Just  Links  

MORE  RESOURCES  

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CONTENT    THAT    WOWs  2

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GOOGLE  ALGOS  –    Panda  and  Penguin  

• Rolled out in 2011

• Panda targeted low-quality sites with thin and duplicate content

• Penguin decreased rankings for sites violating Google Quality Guidelines

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Interes,ng  Content  –    Truckpocalypse  

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Touching  Content  –    SeaRle  Children’s  Hospital  

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Useful  Content  –    Bugaboo  Day  Trips  

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Mul,faceted  Content  –    Barbie  Study  

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EVOLVING  DEVICES  

3

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The  Future  is…  

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VIA

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VIA

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VIA

Mobile  –    Doesn’t  Always  Mean  Mobile  

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Mobile  Content  –    “Life-­‐Saving  Impera?ve”  

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MONIQUE POUGET

Director of Content Strategy

Q  &  A  

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monique@thunderseo.com

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