Entity Search

8/2/2019 Entity Search

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From Blobs to Structured DataSEO in the Age of Entities

Jonathon Colman, @jcolman

In-House SEO for REI

www.REI.com

INFO 498: Content Strategy (week #7)
http://twitter.com/jcolmanhttp://www.rei.com/http://www.rei.com/http://twitter.com/jcolman


4/27

What is content?

If you boil away all the formatting, whatsleft?

Just text?

If so, then why isnt full text search good

enough to find what youre looking for?

What could work better than that? Any what can we do to content to support

its findability?


5/27

http://www.youtube.com/watch?v=dsA4FnwrR7E
http://www.youtube.com/watch?v=dsA4FnwrR7Ehttp://www.youtube.com/watch?v=dsA4FnwrR7Ehttp://www.youtube.com/watch?v=dsA4FnwrR7E


6/27

https://www.facebook.com/pages/The-Bus-

That-Couldnt-Slow-Down/114241625259749

Huh? Wikipedia

is a source?
https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749https://www.facebook.com/pages/The-Bus-That-Couldnt-Slow-Down/114241625259749


7/27

http://en.wikipedia.org/w/index.php?title=The_Bus_Tha

t_Couldn%27t_Slow_Down&redirect=no

Oh, its via a synonym

redirect to
http://en.wikipedia.org/w/index.php?title=The_Bus_That_Couldn%27t_Slow_Down&redirect=nohttp://en.wikipedia.org/w/index.php?title=The_Bus_That_Couldn%27t_Slow_Down&redirect=nohttp://en.wikipedia.org/w/index.php?title=The_Bus_That_Couldn%27t_Slow_Down&redirect=nohttp://en.wikipedia.org/w/index.php?title=The_Bus_That_Couldn%27t_Slow_Down&redirect=no


8/27

http://en.wikipedia.org/wiki/Speed_(1994_film)

Joss Whedon was a

co-writer? WTF?!
http://en.wikipedia.org/wiki/Speed_(1994_film)http://en.wikipedia.org/wiki/Speed_(1994_film)


9/27

What is a document?

How can you tell what a document isabout?

How can you tell one document from

another?

What sort of signals do documents give us

that help us derive their meaning?

Do you know them when you see them?

d l d l


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,mmodo consequat. Duis autem vel eum iriure dolor inte velit esse molestie consequat, vel illum dolore eu fes et accumsan et iusto odio dignissim qui blandit praes

augue duis dolore te feugait nulla facilisi. Nam liber teoption congue nihil imperdiet doming id quod mazim

Typi non habent claritatem insitam; est usus legentis inm. Investigationes demonstraverunt lectores legere m. Claritas est etiam processus dynamicus, qui sequiturudium lectorum. Mirum est notare quam littera gothics parum claram, anteposuerit litterarum formas huma

decima et quinta decima. Eodem modo typi, qui nunc n

nt sollemnes in futurum. Lorem ipsum dolor sit amet,ng elit, sed diam nonummy nibh euismod tincidunt ut lerat volutpat. Ut wisi enim ad minim veniam, quis nos

rper suscipit lobortis nisl ut aliquip ex ea commodo coiriure dolor in hendrerit in vulputate velit esse molestiu feugiat nulla facilisis at vero eros et accumsan et iust

praesent luptatum zzril delenit augue duis dolore te feer tempor cum soluta nobis eleifend option congue nihmazim placerat facer possim assum. Typi non habent centis in iis qui facit eorum claritatem. Investigationes dlegere me lius quod ii legunt saepius. Claritas est etia

cus, qui sequitur mutationem consuetudium lectorum.

ttera gothica, quam nunc putamus parum claram, antehumanitatis per seacula quarta decima et quinta decim

This is a Blob.


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Lorem ipsum: A Study in Dolor Sit AmetAuthor: Melissa Weaver

Date: February 18, 2012

Language: Latin, EnglishPublisher: UW Husky Press

Keywords: consectetuer, adipiscing, elit, sed, diam

Abstract: Nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit

lobortis nisl ut aliquip ex ea commodo consequat.

Chapter 1: Hendrerit in Vulputate

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse

molestie consequat, vel illum dolore eu feugiat nulla facilisis atvero eros et accumsan et iusto odio dignissim qui blandit praesent

luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil

imperdiet doming id quod mazim placerat facer possim assum...

This uses Entities.


12/27

The Problem with Blobs

Unstructured content is useful, but only toa point

Its hard to scan, skim, and easily make

sense of both for humans and robots Its hard to search against, particularly in a

crowded collection with lots of competingcontent containing similar information

What should a search engine payattention to in order to help the user?


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HTML metadata

Metadata is data about data, right?

In HTML, we can express metadata like:

The Problem With Blobs


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2.2M results! Where

are the movies?


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How can we do better?

Real metadatain this case, microdata.
http://schema.org/


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What is Schema.org?

Microdata standard agreed upon byGoogle, Bing, and Yahoo

Uses relativelysimple on-page code to

turn blobs of content into structured data

Once structured, this content become

interoperable in other systems you can

display that data wherever the standards

are accepted

Heres an example


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This can increase

clicks by +30%.


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Controlled entities help searchers

Documents can be documents, authorscan be authors, products can be products,

and prices can be prices.

Each of these entities has a definition inSchema.org and markup that you can use to

define a blob as being actual data.

So if Homer doesnt know the name of themovie Speed, he can still find it with

searches for its subject, the actors, the

year it came out, the director, etc.


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Exercise: Use the Article schema

Go to http://schema.org/Article

Look at the entities and the code sample

at the bottom

Pick appropriate content from the IAI

Library, such as

http://iainstitute.org/en/learn/research/a

_simplified_model_for_facet_analysis.php

View Source and try marking it up with

Schema.org microdata
http://schema.org/Articlehttp://iainstitute.org/en/learn/research/a_simplified_model_for_facet_analysis.phphttp://iainstitute.org/en/learn/research/a_simplified_model_for_facet_analysis.phphttp://iainstitute.org/en/learn/research/a_simplified_model_for_facet_analysis.phphttp://iainstitute.org/en/learn/research/a_simplified_model_for_facet_analysis.phphttp://iainstitute.org/en/learn/research/a_simplified_model_for_facet_analysis.phphttp://schema.org/Article


20/27

Partial potential results

A Simplified Model for Facet Analysis

http://dal.academia.edu/LouiseSpiteri

Faculty of Management
School of Library and Information Studies
Dalhousie University

Halifax
Nova Scotia NS B3H 3J5

Canada
Voice: (902) 494-2473
Fax: (902) 494-2451


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How to test

Use Googles Rich Snippets Testing Tool:http://www.google.com/webmasters/tools/r

ichsnippets
http://www.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippets


22/27

Sample test output

For this example blog post:http://homebiss.blogspot.com/2011/11/markup-

blogger-schemaorg-examples.html

The Google Rich Snippets Testing Tool

shows this output, which includes some

use of Schema.org:http://www.google.com/webmasters/tools/richsnip

pets?url=http%3A%2F%2Fhomebiss.blogspot.com%2F2011%2F11%2Fmarkup-blogger-schemaorg-

examples.html&view=
http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://www.google.com/webmasters/tools/richsnippets?url=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html&view=http://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.htmlhttp://homebiss.blogspot.com/2011/11/markup-blogger-schemaorg-examples.html


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What did we just learn?

Schema.org isfrakkin verbose.

Entities can cascade poly-hierarchically

There are many right approaches

Not all entities need to be expressed

Not all entities provide value

Still, its hard to know when to stop

In your case, youre done when the quarters over.


24/27

Common Schema.org entities

Thing > Person Thing > Organization

Thing > CreativeWork > ArticleSee also:Blog, BlogPosting, NewsArticle, ScholarlyArticle

Thing > CreativeWork > MediaObjectSee also:AudioObject, ImageObject, VideoObject

Thing > Place

See full list athttp://schema.org/docs/full.html
http://schema.org/Thinghttp://schema.org/Personhttp://schema.org/Thinghttp://schema.org/Organizationhttp://schema.org/Thinghttp://schema.org/CreativeWorkhttp://schema.org/Articlehttp://schema.org/Bloghttp://schema.org/BlogPostinghttp://schema.org/NewsArticlehttp://schema.org/ScholarlyArticlehttp://schema.org/Thinghttp://schema.org/CreativeWorkhttp://schema.org/MediaObjecthttp://schema.org/AudioObjecthttp://schema.org/ImageObjecthttp://schema.org/VideoObjecthttp://schema.org/Thinghttp://schema.org/Placehttp://schema.org/docs/full.htmlhttp://schema.org/docs/full.htmlhttp://schema.org/Placehttp://schema.org/Thinghttp://schema.org/VideoObjecthttp://schema.org/ImageObjecthttp://schema.org/AudioObjecthttp://schema.org/MediaObjecthttp://schema.org/CreativeWorkhttp://schema.org/Thinghttp://schema.org/ScholarlyArticlehttp://schema.org/NewsArticlehttp://schema.org/BlogPostinghttp://schema.org/Bloghttp://schema.org/Articlehttp://schema.org/CreativeWorkhttp://schema.org/Thinghttp://schema.org/Organizationhttp://schema.org/Thinghttp://schema.org/Personhttp://schema.org/Thing


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Constraints to consider

Helping more people find more things isgreat, right?

But in the Real World:

Assume that theres a cost to do this

Assume that theres a cost for maintenance

Assume that the standards will change

Assume that there are other priorities

Assume that conflicts, dependencies exist


26/27

Takeaways

Jon likes horror movies and The Simpsons Blobs arent evil, just misunderstood!

Structured data entities help define blobs

Structured data entities make blobs easier tounderstand, learn from, index, and find

Metadata, microdata, and other methods can beused to create these entities

SEO standards (such as Schema.org) areemerging to support entities in popularsearch engines.


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Many thanks!

Jonathon Colman

In-House SEO for REI

Home: about.me/jcolman

Twitter: @jcolman

Pssssst!So you wanna learn

more about SEO? Seehttp://www.seomoz.org/begin

ners-guide-to-seo
http://www.rei.com/http://about.me/jcolmanhttp://twitter.com/jcolmanhttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://www.seomoz.org/beginners-guide-to-seohttp://twitter.com/jcolmanhttp://about.me/jcolmanhttp://www.rei.com/

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