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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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