semantic & conversational search - daniel herndler | content day 2014
DESCRIPTION
Mit Google Now, dem Google Knowledge Graph und anderen Features leitet die Suchmaschine eine neues Zeitalter ein: die “Conversational Search”. Es entstehen Dialoge zwischen Suchendem und Suchmaschine. Aber wie erstellt man Content für das “neue” Google, um gefunden zu werden? Sind Storytelling und Content Marketing das Allheilmittel? Mit Impulsen, Best Practice Beispielen und neuen Wegen im Suchmaschinenmarketing.TRANSCRIPT
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SEMANTIC & CONVERSATIONAL SEARCH
Daniel Herndler
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Daniel Herndler
1998
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9.800Suchanfragen pro Tag
1998
Daniel Herndler
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Daniel Herndler
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2014
Daniel Herndler
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5.922.000.000Suchanfragen pro Tag
2014
Daniel Herndler
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2013 Quelle: http://www.statisticbrain.com/google-searches/
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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500 +Updates pro Jahr
2013
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
„Things not strings!“
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Daniel Herndler
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Daniel Herndler
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Helene Fischer(Entität)
ist(Beziehung)
Sängerin(Entität)
Daniel Herndler
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Helene Fischer(Entität)
ist(Beziehung)
Sängerin(Entität)
Florian Silbereisen
(Entität)
ist(Beziehung)
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Entität Beziehung Entität
Entität
Beziehung
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Seitenaufrufe der deutschen Wikipedia:
Daniel Herndler
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-17% Seitenaufrufe in 12 Monaten
+15% Seitenaufrufe in 1. Quartal 2014
Seitenaufrufe der deutschen Wikipedia:
Daniel Herndler
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Knowledge Graph Suchergebnissezum Jahreswechsel
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Themenwelten statt Keywords
Long tails fokussieren
User Intention verstehen & fokussieren
Autorität erhöhen
Strukturierte Daten nutzen
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Schema.orgStrukturierte Daten
Daniel Herndler
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Vorteile von Schema
Inhalte verstehen Hinweise auf wichtige Informationen Rich Snippets
Daniel Herndler
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<p> 0043662644688 </p>
Daniel Herndler
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<p itemprop="telephone"> 0043662644688 </p>
Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Daniel Herndler
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Marke & Entität aufbauen
Strukturierte Daten nutzen
Autoritäten erkennen und aufbauen
Daniel Herndler
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Danke!
Daniel Herndler
+DanielHerndler @DanielHerndler