HACKING THE

KNOWLEDGE GRAPHBrightonSEO - April 2014

My name is Andrew…

• SEO Manager at Gocompare.com

• Big Cardiff City fan

• Twitterholic - @andrew_isidoro

My name is Andrew…

and I am an “Entity”

• SEO Manager at Gocompare.com

• Big Cardiff City fan

• Twitterholic - @andrew_isidoro

What is an Entity?

Any & everything can be an entity…

Concepts + References = Entity

Understanding an Entity

“I'm going to make him an offer he can't refuse”

Understanding an Entity

“I'm going to make him an offer he can't refuse”

Understanding an Entity

Ratings:

IMDB,

Rotten Tomatoes

Cast

Al Pacino,

Marlon Brando,

Robert Duvall,

James Caan,

Diane Keaton

Initial release:

March 15, 1972Featured songs:

I Have But One Heart,

Speak Softly LoveDirector:

Francis Ford Coppola

Writer:

Mario Puzo

Search has been rubbish for a

while…

Search has been rubbish for a

while…

Search [was] mostly based on matching words and

phrases, and not what they actually mean

Shashidar Thakur, Knowledge Graph Tech Lead at Google

More than 1/5 of all Bing

queries submitted

are purely named entities

Named Entity Recognition in Query – Microsoft (2009)

Over 1/5 of all Bing queries

submitted

are purely named entities

Named Entity Recognition in Query – Microsoft (2009)

71% of Bing search queries contain named entities

• Knowledge Graph

Facts

Data verification

"Content including at least one content item

obtained from a first resource and at least one

second content item obtained from a second

resource different than the first resource“

- Knowledge Graph Patent

A few months ago…something

odd occurred.

Trouble at’ Mill

Busted!

Let’s get hacking…

External Structured Data

• People

• Organizations

• Things

• sameAs

Connected accounts

• Rel Publisher

• Authorship

• Bing Connected Accounts

Connected accounts

• Klout & Snapshothttp://blog.klout.com/2013/10/bing-klout-verified-snapshots/

Freebase

• Add yourself to the database.

• Share only data which is relevant

and useful.

• Use the help guide:

http://wiki.freebase.com

Wikipedia (aka dbpedia)

Yes…it’s a major Knowledge base

No…you probably shouldn’t add yourself

Wikipedia (aka dbpedia)

Read the rules:http://www.cipr.co.uk/content/policy-resources/best-practice-

guides-toolkits/wikipedia-and-public-relations

Next steps…

• Entity recognition

• Personalisation of results

• Entity search could mean there is value in schema citations, especially for physical real life objects.

Thanks for listening…

• Slides available at: http://bit.ly/QAYYdh

• Questions? Tweet me at @andrew_isidoro