from brand to entity: staying ahead of the (search engine) curve
DESCRIPTION
In September 2013, I gave a presentation about SEO, social and content trends related to entity search to the US Marines as part of their PR training! There's lots of intro info on Knowledge Graph and structured data, content that WOWs and evolving devices.TRANSCRIPT
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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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