Hacking the Knowledge Graph - BrightonSEO 2014
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HACKING THE KNOWLEDGE GRAPH BrightonSEO - April 2014
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Transcript of Hacking the Knowledge Graph - BrightonSEO 2014
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
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
