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Ric Rodriguez - The Knowledge Graph: A Paradigm Shift In Search (Search Y 2020)
- 1. The Knowledge Graph – A Paradigm Shift In Search Ric Rodriguez, SEO Consultant
- 2. Comment ? - Remplissez le formulaire mis à disposition en pensant à bien indiquer vos coordonnées - Assistez au tirage au sort qui aura lieu à la fin du workshop !
- 3. 2019 - SEO Consultant, Yext 2018 - SEO Director, iProspect 2016 - SEO Director, Croud 2016 - SEO Strategist, Three Whiskey 2014 - SEO Analyst, iCrossing
- 4. Technology has enabled people to look for info in different ways
- 5. Speed to adoption is increasing Time to reach 50m users 46 years 50 years 62 years 64 years 70 0 Sources: Visual Capitalist & Interactive Schools
- 6. Speed to adoption is increasing Time to reach 50m users 46 years 50 years 62 years 64 years 12 years 22 years 28 years 70 0 Sources: Visual Capitalist & Interactive Schools
- 7. Speed to adoption is increasing Time to reach 50m users 12 years 7 years 10 months 19 days 22 years 28 years 46 years 50 years 62 years 64 years 70 0 Sources: Visual Capitalist & Interactive Schools
- 8. The rise of different formats has complicated the landscape too
- 9. Shifting channels of engagement Time spend by device / day6h 0h 2016201520142012 201720132011201020092008 3h Sources: Kleiner Perkins Mobile Other Desktop
- 10. Shifting channels of engagement 6h 0h 2016201520142012 201720132011201020092008 3h Sources: Kleiner Perkins Other Desktop Mobile Time spend by device / day
- 11. Shifting channels of engagement Smart speaker sales (projection)300m 0m 2024202320222020 202520212019201820172016 150m Sources: Loup Ventures / Voicebot.ai 37m units 9m units 73m units52m units
- 12. Shifting channels of engagement Smart speaker sales (projection)300m 0m 2024202320222020 202520212019201820172016 150m Sources: Loup Ventures / Voicebot.ai 37m units 9m units 73m units52m units 101m units 129m units 172m units 205m units 233m units 291m units
- 13. People have better access to information than ever before
- 14. Search has changed over time Source: Live Internet Stats 1998 2018 Discovery # Of Websites In Existence 17m 29m 52m
- 15. Source: Live Internet Stats 1998 2018 Discovery Prioritisation # Of Websites In Existence 17m 29m 52m 86m 172m 207m 697m Search has changed over time
- 16. Source: Live Internet Stats 1998 2018 Discovery Prioritisation Answers # Of Websites In Existence 17m 29m 52m 86m 172m 207m 697m 969m 1.04bn 1.6bn Search has changed over time
- 17. This fundamental change in user behaviour is translating into data
- 18. Paid Clicks (4.5%) Less people are going to websites Source: SparkToro
- 19. Organic Clicks (45.5%) Paid Clicks (4.5%) Less people are going to websites Source: SparkToro
- 20. Zero-Click Searches (50%) Organic Clicks (45.5%) Paid Clicks (4.5%) Less people are going to websites Source: SparkToro
- 21. Connecting with users at the point of intent is increasingly a challenge
- 22. Search is more than your website how far is the moon?_
- 23. how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR Search is more than your website
- 24. how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR User Interface Search is more than your website
- 25. how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR Machine Learning User Interface Search is more than your website
- 26. how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR Machine Learning User Interface Knowledge Graph Search is more than your website
- 27. how far is the moon?_ Search Answers Websites Meta Search Voice Search Social Media Apps / PWAs Search Results Chat / Message AR / VR Machine Learning User Interface Knowledge Graph Search is more than your website
- 28. For many, this is a new idea – but it’s how search has worked for a while
- 29. To organise the world’s information High Crawling
- 30. To organise the world’s information High Crawling Parsing
- 31. To organise the world’s information IndexingCrawling Parsing
- 32. To organise the world’s information High Indexing QueryingCrawling Parsing
- 33. To organise the world’s information Indexing Querying ServingCrawling Parsing
- 34. To organise the world’s information ServingCrawling Indexing QueryingParsing
- 35. To organise the world’s information Indexing Querying ServingCrawling Parsing
- 36. A knowledge graph enables us to make sense of complicated data
- 37. An intro to graph (network) theory Y X
- 38. An intro to graph (network) theory Y X (Although its not unrelated)
- 39. An intro to graph (network) theory A D B C E Y X
- 40. An intro to graph (network) theory A D B C E Y X Vertices / Nodes
- 41. An intro to graph (network) theory A D B C E Y X Edges (connections)
- 42. An intro to graph (network) theory A D B C E Y X Pizza Pasta Cheese Italian Cuisine Penne
- 43. However, it’s the relationships and attributes that make the difference
- 44. Linking data together with meaning Margherita Pizza Italian Cuisine Mozzarella Cheese
- 45. Linking data together with meaning ObjectSubject Predicate Relationships can “direct” either way
- 46. Linking data together with meaning Margherita Pizza Mozzarella Cheese Italian Cuisine Used In: Part Of:
- 47. Linking data together with meaning ObjectSubject Predicate Attributes: Value : Pair Value : Pair Attributes: Value : Pair Value : Pair Each node can have descriptive attributes
- 48. Linking data together with meaning Margherita Pizza Mozzarella Cheese Italian Cuisine Used In: Part Of: Ingredient: Dough Allergens: Gluten Diet: Vegetarian Calories: 280 Total Fat: 17g Protein: 28g Originated: Italy Type: Contemporary Served At: Trattoria
- 49. We can use this type of system to solve complicated data requests
- 50. Comparing a graph to a database how many students in the school?_
- 51. Comparing a graph to a database how many students in the school?_ Identifier Student 1 Student 2 Student 3 Student 4 First Name John Lauren Paul Lucy Last Name Smith Jones Green King
- 52. Comparing a graph to a database how many students in the school?_ Identifier Student 1 Student 2 Student 3 Student 4 First Name John Lauren Paul Lucy Last Name Smith Jones Green King 4
- 53. Comparing a graph to a database how many students in the school?_ School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Female School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends: Attends: Attends: Attends:
- 54. Comparing a graph to a database how many students in the school?_ School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Female School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends: Attends: Attends: Attends:
- 55. Comparing a graph to a database how many students in the school?_ School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Male School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Male School Year: 10 Attends: Attends: Attends: Attends: 4
- 56. Comparing a graph to a database how many GCSE students are female and take maths?_
- 57. Comparing a graph to a database how many GCSE students are female and take maths?_ Table 1: Course List Table 2: Course / School Year Table 3: School Year / Study Level Table 4: Study Level / Student Name Table 5: Student Name / Gender Answer…
- 58. Comparing a graph to a database Identifier Student 1 Student 2 Student 3 Student 4 First Name John Lauren Paul Lucy Last Name Smith Jones Green King 1…? how many GCSE students are female and take maths?_
- 59. Comparing a graph to a database School John Smith Lauren Jones Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends:Maths Studies: Type: Course Level: GCSE Teacher: Mr Jenkins how many GCSE students are female and take maths?_ etc…
- 60. Comparing a graph to a database School John Smith Lauren Jones Type: Student Gender: Male School Year: 6 Type: Student Gender: Female School Year: 10 Attends:Maths Studies: Type: Course Level: GCSE Teacher: Mr Jenkins how many GCSE students are female and take maths?_ etc…
- 61. Comparing a graph to a database School John Smith Lauren Jones Paul Green Lucy King Type: Student Gender: Male School Year: 11 Type: Student Gender: Male School Year: 6 Type: Student Gender: Male School Year: 6 Type: Student Gender: Male School Year: 10 Attends: Attends: Attends: Attends: 1 how many GCSE students are male and take maths?_
- 62. In search, entities are the nodes; structured data, key attributes
- 63. Nodes, attributes and relationships Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Entity Value pairs (structured data)
- 64. who did west ham play on boxing day last year?_ Football Team: Season: Division: Nickname: Located In 2019 / 2020 Premier League Hammers London Fixture Date Home Team Away Team 26/12/2019 Crystal Palace West Ham United West Ham United Nodes, attributes and relationships
- 65. who did west ham play on boxing day last year?_ Football Team: Season: 2019 / 2020 Fixture Date Home Team 26/12/2019 Crystal Palace West Ham United Division: Nickname: Located In Premier League Hammers London Home Team Away Team Crystal Palace West Ham United Nodes, attributes and relationships
- 66. The connections between entities help to answer complex questions
- 67. London Airbus 321 A network of connected “things”
- 68. London Airport Name: Gatwick Operating Airline: British Airways Aircraft Type: Heathrow Operating Airline: Airbus 321 Airport Name: A network of connected “things”
- 69. London Airbus 321 A network of connected “things”
- 70. London Airbus 321 London Airbus 321 A network of connected “things”
- 71. London Airbus 321 London British Airways Airbus 321 Heathrow Gatwick A network of connected “things”
- 72. A network of connected “things”
- 73. The web forms the basis of knowledge that all answer engines can leverage
- 74. Using the web as a source of data Information On The Web Knowledge Graph
- 75. Using the web as a source of data Information On The Web Knowledge Graph Direct Submission
- 76. Using the web as a source of data Information On The Web Knowledge Graph Direct Submission Feeds & Direct Integrations
- 77. Using the web as a source of data Information On The Web Knowledge Graph Direct Submission Feeds & Direct Integrations Trusted Sources
- 78. Using the web as a source of data Information On The Web Knowledge Graph Direct Submission Feeds & Direct Integrations Trusted Sources Osmosis From The Web
- 79. Advances in NLP make it easier to decode unstructured information
- 80. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process
- 81. Deciphering meaning is complex hammers boxing day for sale online_ Product category: diy tool Time period: Boxing Day Date: 26th December 2019 Transaction medium: online Transaction event: sale event *Note: this is a simplified explanation of a far more complex process
- 82. Deciphering meaning is complex hammers boxing day for sale online_ Left to right understanding Ignore “common” words *Note: this is a simplified explanation of a far more complex process
- 83. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Product category: diy tool Time period: Boxing Day Date: 26th December 2019 Transaction medium: online Transaction event: sale event
- 84. Deciphering meaning is complex hammers boxing day for sale online_ Misinterpreted *Note: this is a simplified explanation of a far more complex process
- 85. Deciphering meaning is complex hammers boxing day for sale online_ Misinterpreted Not accounted for *Note: this is a simplified explanation of a far more complex process
- 86. Deciphering meaning is complex hammers boxing day for sale online_ Left to right understanding Ignore “common” words *Note: this is a simplified explanation of a far more complex process BERT changed this for the better
- 87. Deciphering meaning is complex The Hammers is the nickname of West Ham United football club BERT – learning through masking words *Note: this is a simplified explanation of a far more complex process The Hammers is the nickname of West Ham United football club The Hammers is the nickname of West Ham United football club
- 88. Deciphering meaning is complex The Hammers is the nickname of West Ham United football club. BERT - learning through guessing the next sentence *Note: this is a simplified explanation of a far more complex process He used them to build a new cabinet. They used to be based at Upton Park.
- 89. Deciphering meaning is complex hammers boxing day for sale online_ Using BERT to understand each word’s impact *Note: this is a simplified explanation of a far more complex process
- 90. Deciphering meaning is complex hammers boxing day for sale online_ *Note: this is a simplified explanation of a far more complex process Product category: tickets Type: West Ham United Date: 26th December 2019 Event type: football fixture Transaction medium: online
- 91. The output of this is a system that can handle more complex “asks”
- 92. Queries are a vehicle for discovery find the best place to eat pizza near me with veggie options open tonight and takes amex_
- 93. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: Paris Queries are a vehicle for discovery
- 94. find the best place to eat pizza near me with veggie options open tonight and takes amex_ Intent: Navigation Feature: For vegetarians Opening: Friday Payment: Card Rating: 4*+ Cuisine: Italian Location: Paris Time: 8-10pm Card: American ExpressMenu Item: Margherita Type: Takeaway Distance: <500mContent: ”clean”Type: Location Queries are a vehicle for discovery
- 95. pizza near me Queries are a vehicle for discovery
- 96. pizza near me Ric Rodriguez _search history _demographic _web actions _inferred intent iPhone 11 Pro Max _ip location _partner data _other devices _routine data Queries are a vehicle for discovery
- 97. Results are ordered to reflect that specific moment in space and time
- 98. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 Technical Position 1 Position 2 Position 3 Position 4 Content Links
- 99. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 “Black box” of ranking factors Position 1 Position 2 Position 3 Position 4
- 100. Ranking is a multi-layered system Black box of “ranking factors” Secondary refinements Personalisation Position 1 Position 2 Position 3 Position 4 Website 1 Website 2 Website 3 Website 4
- 101. Ranking is a multi-layered system Black box of “ranking factors” (e.g., speed) Secondary refinements Personalisation Position 1 Position 2 Position 3 Position 4 Website 1 Website 2 Website 3 Website 4
- 102. Ranking is a multi-layered system Website 1 Website 2 Website 3 Website 4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4
- 103. Ranking is a multi-layered system #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 #1 #2 #3 #4 Website 1 Website 2 Website 3 Website 4 Constant updates (human and machine)
- 104. It’s time to evolve our thinking and adopt a new framework for search
- 105. Information Search experience marketing Platform + Presence Intent Driven Queries Intent Driven Answers
- 106. Information Search experience marketing Accessibility Platform + Presence Technical
- 107. Information Search experience marketing Relevance Platform + Presence Content
- 108. Information Search experience marketing Authority Platform + Presence Outreach
- 109. There is a paradigm shift happening in search – embrace it to succeed
- 110. Comment ? - Remplissez le formulaire mis à disposition en pensant à bien indiquer vos coordonnées - Assistez au tirage au sort qui aura lieu à la fin du workshop !