google entity search - smx jerusalem 2014
DESCRIPTION
Why Google created Entity Search, how can webmasters join the fun, and how to beat the Wikipedia game. (Presented at the Search Engine Marketing Expo in Israel - SMX Jerusalem, 26th January 2014).TRANSCRIPT
Google Entity Search
Joining the “Fun”
Uri Breitman
TBWA\DIGITAL
● Wolfram Alpha● Answer Engine● Arch-Enemy of Google● Born: May 2009● How does Google stop it?
● Frenemy of Google
● Knol R.I.P. (2008-2012)
● Won’t show ads
● How does GGL exploit it?
Enter Entity Search
● Google’s finally getting a real brain (AI)
● Wikipedia ripped off
● Sites - “extracted”
● Wolfram Alpha = History
● Google wants to answer everything
● Google wants structured data
● Google wants us to donate blood
Schema.org & G+
Google Structured Data Testing Tool
Breadcrums, Authors and Products
● Tag if misunderstood● Authors -- easiest● Articles = essential● Products = must
Matt Cutts says...
“Just beacause you implement schema.org doesn’t mean that you should necessarily rank higher”
So How come it’s not a hit?
● Google doesn’t promise anything● Only images & stars look cool● Feels like slaving for the big G● Authorship really worked● But is there a choice?
Google wants us to rewrite the code.
Is it worth the hassle?
Google wants us to rewrite the code – it is worth the hassle?
Giant Sites: Tag everything you can
Google wants us to rewrite the code – it is worth the hassle?
Big Sites: Add at least some of the properties
Google wants us to rewrite the code – it is worth the hassle?
Medium Sites: Only if programming resources are available and not overpriced.
Google wants us to rewrite the code – it is worth the hassle?
Small Sites - Not a high priority right now - benefit still not clear.
Beat the Wiki guys
● Interesting● Comprehensive● Angle● Quick Response● Comments● Direct questions ● Over-long● Many Photos● Tell a story● Embed videos
FAQ Pages + Long Pages
● Beat Microdata with super-laser FAQ pages● Pages will have to be longer ● Don’t fight data with (just) data● Machines don’t have opinions● Golden age of provocation