Boost your SEO performance thanks to the Knowledge GraphSEO Tactics from the front line - @FrancoisGoube founder @Oncrawl

10 years SEO experienceSerial entrepreneurBusiness AngelMembre du CA SeoCampAdministrateur Frenchtech

I am Here to HELP YOU Remember THE BEST PART OF EVERY SLIDE

@OnCrawl - @SEMrush

Knowledge Graph & SEO The story of the Knowledge Graph Why should I care? State-of-the-Art panorama of Semantic

Technologies et Knowledge Graph Evolutions Hands on tactics to use the Knowledge Graph as

a SEO performance booster?

@OnCrawl - @SEMrush

What is the Knowledge Graph ?Launched in 2012, the knowledge graph aims at giving the users a structured answer to their queries. It’s a first step to a more comprehensive SERP…

Yes Google wants to answer your questions!So think about the question SEOs!

@OnCrawl - @SEMrush

Understanding the KG by understanding its roots…

…and Google long term goal: Holy Graal of SERPs

Google wants to Understand your queries

o Informationalo Navigationalo Transactional

Give you some detailed answers for generic use-cases Provide you with its own services

@OnCrawl - @SEMrush

Back to the future!

@OnCrawl - @SEMrush

Once upon a Time: Google R&D 1997 : Method for node ranking in a linked database  1998 : Improved Text Searching in Hypertext Systems 

I think the impact of the anchor text is a bug!

2007 : Determining the User Intent of Web Search Engine Queries

2009 : Navigational resources for queries (Google) A page matching an informational query makes your usage metrics 3 times better (TSP, Fidelisation,

Pageviews, Bounce rate…)

InformationalTransactionalNavigational

@OnCrawl - @SEMrush

Once upon a Time: Google R&D 2009 : Query rewriting with entity detection

Improvments in Brand detection (Navigational queries) and Product entities (Hello Google Shopping)

2010 : Google buys Metaweb Google now knows that:

= = = =

Terminator GovernatorMr Universe1969

Conan ArnoldSchwarzenegger

@OnCrawl - @SEMrush

First SEO Impact From 2010, la co-

occurrency is gaining weight in Google Algorithm

@OnCrawl - @SEMrush

2010: Schema.org integration Schema.org would help website’s interoperability With a critical score boost on page with Microformats, and

Schema.org implementation, Google has forced webmasters to adopt it

There is no longer a boost, but you’ll get higher CTR

@OnCrawl - @SEMrush

2012 : Knowledge Graph release

Google wants to build an answer on top of your query And go beyond traditional SERPs

A part of Entity detection in the Knowledge Graph is included in HummingBird update

“We’ve always believed that the perfect search engine should understand exactly what you mean and give you back exactly what you want”

Amit Singhal ,Google May 2012

@OnCrawl - @SEMrush

Organic Results Evolution

2010

Organic ResultsVertical (news, images)Ads

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Organic Results Evolution

Early 2012

Organic ResultsVertical (news, images)Ads

@OnCrawl - @SEMrush

Organic Results Evolution

2013

Organic ResultsVertical (news, images)AdsKnowledge GraphLocal results

@OnCrawl - @SEMrush

Organic Results Evolution

2015

Organic ResultsVertical (news, images)AdsKnowledge GraphLocal resultsInstant Answers

GET READYFOR THE NEXT-GEN

SERPS

@OnCrawl - @SEMrush

Ask Google! Instant answers!

Say hello to ranking spot #0

@OnCrawl - @SEMrush

@OnCrawl - @SEMrush

Double Combo !

@OnCrawl - @SEMrush

There is no safe niche

@OnCrawl - @SEMrush

There is no safe niche

@OnCrawl - @SEMrush

What SEOs can do? Don’t Panic

Think the Knowledge Graph as an opportunityo Don’t focus on keywords, Focus on your market “slang”o Be sure to get the best quality content and proper code

@OnCrawl - @SEMrush

Guess who’s getting the traffic? Do you want to rank #1? Really?

65% of SERPs traffic

@OnCrawl - @SEMrush

The SERPs consequence Schema.org + Knowledge Graph = ❤

@OnCrawl - @SEMrush

An opportunity if… You have a perfect technical execution of your SEO

You have high quality and exclusive content

You love your users enough to care about your usage metrics

@OnCrawl - @SEMrush

Get hands on and go back to Technology Google knows the

relationships between entities

Google has access to several reliable ressources…

...So do you!

http://arxiv.org/pdf/1503.00759.pdf

@OnCrawl - @SEMrush

Discover them, Integrate them Improve your content quality using co-occurency

of related Entities.

Get some new ideas Wikidata+Starwars

o +25k UV in 1 weeko +$500 of revenues

@OnCrawl - @SEMrush

How to play with Named Entities Classification

Tools:o Oncrawlo IBM Watsono Lotameo …

Enrich your data: Products catalog Your content (tags, schema.org)

Build a semantic internal linking structure Based on entities relationships

@OnCrawl - @SEMrush

Understand technologies

3 things to do nowto boost your SEO

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Informational:o Keyword researcho Question research

o Quorao Forumso …

o Write short answerso Use the correct markup

8th Result

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Transactional :o Start with SEMrush to get the search volumeo Choose your verbso Select semantic co-occurencies that rank

o Ex : “Rent a flat in NYC”Rent a flat in NYC

Bedrooms

homes in New YorkNew York NY Apartments

New York Rental Buildings

0

5

10

Website AWebsite BWebsite C

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Navigational:

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Navigational:o Build a clean website

o With no near duplicates!

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Navigational:o Build a clean website

o With no near duplicates!o Use Schema.org!

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Navigational:o Build a clean website

o With no near duplicates!o Use Schema.org!o Be smart and adapt your internal linking structure

@OnCrawl - @SEMrush

#1 : Understand your target Which type of query?

Navigational:o Build a clean website

o With no near duplicates!o Use Schema.org!o Be smart and adapt your internal linking structureo Be smart building your netlinking plan

o Build Trust on your Top product pages, on Brandso Pay attention to anchor text, title, &H1

@OnCrawl - @SEMrush

#2 : Think about the open graph Google knows it all (Thank you Google+)

Don’t mess with the code!

o article (used for news, blog posts, video, audio)o blog (only used in the homepage)o website (only used for the homepage)

o contact Informationo locationo activitieso businesseso groupso organizationso peopleo placeso products and entertainmento …

@OnCrawl - @SEMrush

#3 : Use a semantic classification tool Build your own knowledge graph

Alchemy API : o What are the semantic relations in your content?

@OnCrawl - @SEMrush

Take care about Rankbrain ! Google’s AI technologies helps understanding the

content properly

It’s like a neuronal network

@OnCrawl - @SEMrush

Don’t underestimate

@OnCrawl - @SEMrush

Thank You!@FrancoisGoube@OnCrawlfr@ncois.eu

Let’s boost your SEO