2013 tech wrap up at dragon search
DESCRIPTION
This presentation was given to the Dragon Search team up in Kingston New York. It combined all the important aspects of Jonathan Goodman's conference presentations on Schema, Freebase, EdgeRank.TRANSCRIPT
Agenda
● Who Am I● Schema
○ What Is Schema○ How It Affects Search Results○ Great Resources
● Freebase○ Query Editor○ In Action
● EdgeRank○ Relationships
● Coming Soon
Halyard Consulting
● Name: Jonathan Edward Goodman● Position: President of Halyard Consulting
○ Established: 2007○ Client Focus: Small to Medium Businesses○ Development: WordPress Exclusive○ Services: Full Range of Internet Marketing
■ Including:● Optimization● Development● Content● Advertising● Public Relations
● Author & Podcast: The World of Internet Marketing
What You [email protected]
What The Engines [email protected]
Schema Understands
itemtype =http://schema.org/Product
itemprop="name“ Apple
itemprop=“Color" Red
itemtype =http://schema.org/Organization
itemtype=http://schema.org/Branditemprop="name“ Apple
itemtype=http://schema.org/Personitemprop=“founder" Steve Jobs
MetaData vs. MicroData
MetaData<meta name="description" content="Apple designs and creates iPod and iTunes, Mac laptop and desktop computers, the OS X operating system, and the revolutionary iPhone and iPad."><meta name="author" content=“Apple Inc.">
MicroData<div itemscope itemtype="http://schema.org/Organization"><div itemtype=“http://schema.org/Brand” itemprop="name">Apple</div><div>Url: <span itemprop="url">http://apple.com</span></div><div itemtype="http://schema.org/PostalAddress" itemprop="address"><div itemprop="streetAddress">1 Infinite Loop</div><div><span itemprop="addressLocality">Cupertino</span><span itemprop="addressRegion">CA</span><span itemprop="postalCode">95014</span></div>
Defining ItemType
itemscope itemtype="http://schema.org/Product"itemprop="name"> Appleitemprop="description"> The apple is the pomaceous fruit of the apple tree, species
Malus domestica in the rose family.itemprop=“color"> Red
itemscope itemtype = http://schema.org/Corporationitemprop = "name"> Appleitemprop="description"> Apple Inc., formerly Apple Computer, Inc.,
is an American multinational corporation headquartered in Cupertino, California
itemtype = http://schema.org/Person>itemprop = "founder"> Steve Jobs
Videos
<div itemprop="video" itemscope itemtype="http://schema.org/VideoObject">
<span itemprop="name">Affiliate Summit East 2013 Speaker Preview - Jonathan Goodman</span>
<meta itemprop="duration" content="T6M51S" />
<meta itemprop="thumbnail" content="jonathan-goodman-interview-thumb.jpg" />
<span itemprop="description">In this video interview from our "Speaker Preview" Series. We introduce Jonathan Goodman, CEO of Halyard Consulting.</span>
name
duration
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<div itemscope itemtype="http://schema.org/Book"><span itemprop="name">Fifty Shades of Grey</span><span itemprop="description">Fifty Shades of Grey is a 2011 erotic romance novel by British author E. L. James. It is the first instalment in the Fifty Shades trilogy that traces the deepening relationship between a college graduate</span><div itemprop="author" itemscope itemtype="http://schema.org/Person"><span itemprop="name">E. L. James</span><meta itemprop="datePublished" content="June 20, 2011">Date published: June 20, 2011
Products
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description
DISCLAIMER: I DID NOT READ THIS BOOK - NOR DO I HAVE ANY INTEREST!!
author / name
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Events
<div itemscope itemtype="http://schema.org/BusinessEvent"><a itemprop="url" href="http://www.affiliatesummit.com/13e-conference/"><div itemprop="name">Affiliate Summit East 2013</div></a><meta itemprop="startDate" content="2013-08-18T12:00">Starts: 08/18/2013 12:00PM</div><div itemprop="location" itemscope itemtype="http://schema.org/PostalAddress"><div itemprop="streetAddress">1101 Arch St,</div><span itemprop="addressLocality">Philadelphia</span>, <span itemprop="addressRegion">PA</span><div itemprop="postalCode">19107</div>
location / Postal Address
startDate
name
Rules of Engagement
"...a well structured site, rich in detail and capable of correctly offering more extensive data is more likely to gain ranking within the search results.
- FeedFront
Matt CuttsHead of the Webspam Team at Google
"Just because you implement schema.org doesn't mean that you should necessarily rank higher...I'm not going to take it off the table...But just because somebody implements schema.org markup, that doesn't mean that they're necessarily an automatically better site...although it can be a good idea to markup things in a rich structure just because then different people can slice and dice and find your site more easily if they are doing more digging."
- GoogleWebmasterHelp on YouTube
Jonathan GoodmanPresident of Halyard Consulting
Structured Data Testing Tool
● Test Includes:○ Authorship Test○ Authorship Email Verification○ Authorship rel=author Markup○ Publisher Markup○ Extracted Structured Data○ RDFA Nodes
History of [email protected]
● Metaweb then acquired by Google
● Over 40 million topics
● Over 2K types = relational table
● 30K properties = table columns
● What Can You Do
○ Query Freebase's data using MQL
■ (Metadata Query Language)
○ Build applications using API
● Community of thousands working to improve the data.
Freebase: Nodes & [email protected]
● Freebase = Graph Data Structure - Allows for growth of data without restructuring.
○ Nodes - Data Points (ex. Bryan Cranston) - Defined as /type/object/
○ Edges - Connectors (Bryan Cranston is in Breaking Bad) - Defined as /type/link/
Bryan Cranston
Breaking Bad
Node(type/object)
Node(type/object) is in
Edge(type/link)
● Topic - is a node BUT not every node is a topic.
■ Physical Entities (Bryan Cranston)
■ Artistic Creations (Breaking Bad)
■ Classification (Psychostimulant)
■ Abstract Concept (Awesomeness)
■ Schools of Thought (Empire Building)
Freebase: Topics
Bryan Cranston
Breaking Bad
Psychostimulant
Methamphetamine
Awesomeness
Empire Building
Freebase: Types
● Types - Topics can have numerous associated types.
■ (Breaking Bad a /tv_program/ with /award_nominations/ and
/award_winning_work/)
Breaking Bad
/tv_program/ /award_nominations/
/award_winning_work/
Freebase: Properties
● Properties - Each Type carries a different set of properties.
■ (Breaking Bad a /tv_program/ with /program_creator/ Vince Gilligan
/air_date_of_first_episode/ was 1/20/2008 and currently has
/number_of_seasons/ equaling 5.
Breaking Bad
/tv_program/
/number_of_seasons/
Vince Gilligan
/air_date_of_first_episode/
/program_creator/
1/20/2008
5
6 Degrees of Kevin Bacon
PLUS: College Attended, Street, Age, Where Born, Endless Etc.
NOTE: Make Sure Query Assist is On.
Freebase.com/query
MQL (Metaweb Query Language) w/ JSON Syntax
Freebase.com/[email protected]
Yatedo
Yatedo is a free people search engine that provides relevant personal connections through a social graph along with images, video, web pages, news, and books associated with that person.
Richseam.com lets you discover music through the collaborations and connections of your favorite artists.
Richseam also brings in APIs from DBpedia, EchoNest, Last.fm, MusicBrainz, Songkick, Spotify Metadata, and YouTube.
EdgeRank Equation
● Affinity - Viewer to Creator Relationship ● Weight - Interactions: Comments, Likes, Shares● Decay - Age of Content
● Average User Could Be Shown 1,500 Stories Each Visit
100K [email protected]
Machine Learning
Affinity Categories & Subcategories
Global Interactions
Friend Relationships
Page Relationships
Complaints
Last Actor
Story Bumping
Device
Ad Interactions
Post Types
Affinity: Cat & SubCat
Family
Local Friends
College Friends
High SchoolFriends The Reason
You’re In Therapy
People Who Think Are Your
Friends
Business Associate
Post [email protected]
Dirk
Likes, Comments & Shares
Articles
Sees Mostly Articles
Jon
Likes, Comments & Shares
Photos
Sees MostlyPhotos
Duc
Likes, Comments & Shares
Videos
Sees MostlyVideos
● Diversify Your Post Type
Device & [email protected]
● Device - Some content doesn’t perform well.
● Slow Speed Connection Shown More Text Feeds.
Story Bumping
● Unread Stories w/ Interaction Shown Again
● Bends Time Decay Rule: Higher Priority for Older Unseen Posts.
● Proven Increased Interaction○ 5% Friend Stories○ 8% Pages Stories
Last Actor
● Last 50 rolling interactions assist sorting news feed.
4 Video Shares
1 Ad Clicks
2 Page Likes
4 Articles Comments
2 Photos Comments
3 Video Comments
10 Articles Likes
6 Photos Likes
6 Video Likes
8 Articles Shares
4 Photo Shares
Complaints
● Complaints (Hide/Spam) of content or page hosts get lower priority and eventually not shown.
Pages
● Liked Pages○ Get Notifications○ Show in News Feed
■ All Updates■ Most Updates■ Only Important
Facebook Search
https://www.facebook.com/search/single/users/108424279189115/residents/present/109241542435052/home-residents/females/intersect
● Single Women Residents of New City NY.
○ 108424279189115 = New York○ 109241542435052 = New City
Mutual Friends
No Mutual Friends
Chronological Ordering
● A Page from Twitter:○ Live Events
■ Sports■ Television■ News
○ Not re-ordered later by importance.
Thank You!
Phone: 800-641-9157
Email: [email protected]
Website: http://halyardconsulting.com
Twitter: HalyardConsult
Facebook: HalyardConsulting