This document discusses optimizing brands in Google's Knowledge Graph. It provides information on why brands should optimize for the Knowledge Graph, how to mark up websites with structured data to appear as entities, and how to define and connect brands on open data websites. The document gives examples of JSON-LD code and discusses updating existing Knowledge Graph panels.
The document discusses the semantic web and how it can potentially disrupt or benefit online commerce. It provides definitions and explanations of key concepts related to the semantic web including RDF, ontologies, linked data, and semantic search. It outlines how search engines and websites are increasingly adopting and leveraging semantic web technologies like RDFa to provide richer search results and experiences for users.
Martha van Berkel — Schema Markup Explained: 10 Complicated Concepts Made Sim...
Martha van Berkel provides a summary of 10 key concepts for understanding schema markup:
1. Definitions of entities, types, properties, and expected inputs.
2. The importance of connecting schema markup between pages to tell a story.
3. Using strong connectors like "about" and "subjectOf."
4. Addressing errors and warnings and allowing them to inform content strategy.
5. Tools for testing schema markup like Google's Structured Data Testing Tool.
6. Using multi-type entities to fully describe entities that merge types.
7. Nesting schema markup to achieve rich results.
8. Exploring advanced properties to add clarity.
9. Opportunities for
Semantic Publishing and Entity SEO - Conteference 20-11-2022
Semantic Publishing is publishing a page on the Internet by adding a semantic layer (i.e., semantic enrichment) in the form of structured data that describes the page itself.
A possible future role of schema.org for business reporting
The presentation demonstrates a vision for the “reporting extension” that could enhance the processes related to business reporting and the role it could have for the SBR vision.
The document discusses search technologies and how they can be used to improve apprenticeship programs. It covers topics like leveraging organizational processes, delivering services, and fostering networks and relationships through emerging interactions and search technologies. The document also provides statistics on the size of the internet and data handled by major tech companies daily. It discusses the goals of search engines to understand users' intent and return exactly what they want.
This is an older presentation given in 2009. The goal was to advocate for the adoption of microformats to improve markup, SEO positioning, and modularize web development. The talk was first given at local user groups: Refresh Hampton Roads and the Web Usability and Standards User Group. Later, I gave the workshop to an internal audience: the UI Engineering team and, later, to a UI/UX Future Group
Presented by Adrian Tennant March 2008 to the Economic Development Corporation of Sarasota (EDC) and Florida Public Relations Association, Central West Chapter (FPRA).
We are proud to announce our eighteenth Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
The document provides an overview of various Google tools and services, including Google Dictionary, Google Alerts, Google Chrome extensions, Google Image search tools, specialized search engines, and scholarly search tools. It summarizes new features and capabilities across these different Google and third party services.
The document discusses five models of news discovery on the web, including editor-selected news from sources like Yahoo News and the New York Times, aggregator sites that select news sources but not individual stories like Alltop, social news sites where users vote on stories like Digg and Reddit, sites that automatically cluster and rank news like Google News, and open news sources where users select sources that are then continuously updated. It also briefly discusses using prediction markets and community feedback for market prediction and investment decision making.
From Microdata & Schema to rich snippets - SMX Munich - #SMX by @jbobbink
SMX Munich presentation by Jan-Willem Bobbink
Written presentation can be found at: http://www.notprovided.eu/smxdata
Get your geek on as we dig into hardcore code implementations of Schema protocol, RDFa, GoodRelations, Facebook Open Graph markup used by leading Internet retailers and content publishers in a variety of competitive industries. How many publishers have intergrated rich snippets? Panelists will demonstrate how rich snippets appearing in search results have impacted traffic, conversions and driven real ROI. Which integrations will end up in the best results? Don’t forget Google needs time for indexing and processing, what are the risks caused by this? What is Google accepting as valid data? Make sure you make the right decision on which snippets you implement and which not.
How google is using linked data today and vision for tomorrow
In this presentation, I will discuss how modern search engines, such as Google, make use of Linked Data spread inWeb pages for displaying Rich Snippets. Also i will present an example of the technology and analyze its current uptake.
Then i sketched some ideas on how Rich Snippets could be extended in the future, in particular for multimedia documents.
Original Paper :
http://scholar.google.com/citations?view_op=view_citation&hl=en&user=K3TsGbgAAAAJ&authuser=1&citation_for_view=K3TsGbgAAAAJ:u-x6o8ySG0sC
Another Presentation by Author: https://docs.google.com/present/view?id=dgdcn6h3_185g8w2bdgv&pli=1
Open Atrium is open source collaboration software that can be used to build intranets, portals, and collaboration platforms. The document provides 11 tips for getting the most out of Open Atrium, including using spaces and sections to organize content and people, customizing the look and feel, creating dashboards using widgets, and leveraging notifications. Admins are encouraged to contact the Open Atrium team for help with implementation, strategy, training, or hosting.
This document provides an overview and guidelines for developing an effective eMarketing strategy using digital and social media. It begins with an introduction to basic digital media concepts such as URLs, web pages, and landing pages. It then discusses listening to customers online, analyzing social media insights and trends, and using analytics tools. The document concludes by offering tips for developing an online presence, including planning a website, finding an authentic voice, and effective copywriting. The overall aim is to provide a framework for establishing clear eMarketing guidelines.
In 2013, the company had a low employee retention rate of 34% and was struggling with outdated SEO practices, lack of trust between employees and management, and no clear brand or identity. To improve culture, they focused on selective hiring, setting clear team goals, treating management as a learnable skill, rewarding innovation, and embracing their quirky personality. These changes led to increased employee retention rates from 34% in 2013 to 48% in 2014 to 87% in 2015 as they built a stronger company culture.
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
Yext is the world's #1 location management platform that manages over 650k locations for over 425 enterprise clients. It helps brands be connected to all location-based apps and services to allow mobile consumers to easily find, visit, and transact with their locations. Yext integrates with over 100 publishers and technology partners to reach customers wherever they search for local information on their mobile devices through location-based experiences.
This document discusses tiered link building strategies. Tiered link building involves first building links to "Tier 1 properties" and then building additional links from those Tier 1 properties to other sites, and from those sites to more sites. This creates a network of linked properties that increases the popularity and indexation of the target site. The benefits are duplicating organic popularity, increasing the target page's indexation, and allowing lower tiers to be manipulated for keywords. An example is shown where little Tier 1 action achieved huge rankings through a 6-tier link building profile. Indexing tools are recommended for tracking the link profile.
The document discusses 3 insights from a Google engineer about improving SEO. The insights are: 1) Mobile search is now the majority and mobile-first design is crucial, 2) Websites must demonstrate expertise, authority, and trust (E-A-T) through high-quality content, and 3) Google is focused on properly matching search intent to results through understanding queries rather than keywords. The document emphasizes starting with mobile, evaluating content quality honestly, and obsessing over what users actually want to find.
This document summarizes and compares several SEO audit tools: BrightEdge, Semrush, Word Cloud, Lucky Orange, GTmetrix, Screaming Frog, and Majestic. For each tool, the summary lists the key features, benefits, limitations, and types of sites they would be good for. The tools can be used for tasks like keyword tracking, competitor analysis, usability testing, link analysis, and evaluating page speed and technical SEO issues.
Tracy Malone gave a presentation over two days in Breckenridge, Colorado about managing social media footprints and using various platforms like Google, YouTube, LinkedIn and Pinterest to drive traffic and achieve marketing goals. She discussed trends like YouTube videos getting indexed in search engines and how to optimize content on different sites using relevant hashtags, keywords and engagement to reach targeted audiences and measure results.
One of the most iconic foods in Australia is the meat pie. This handheld snack or meal consists of a pastry shell filled with minced meat, most commonly beef, and savoury gravy. It is often enjoyed at sporting events or as a quick and satisfying lunch option.
Visit - https://theaussieway.com.au/category/food/
Social Media Marketing Master Class - Jeff Dwoskin
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
An Odyssey into Composable Digital Solutions - Brian McKeiver
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
How Can German Auto Repair Shops Benefit From Digital Marketing
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
The document provides an introduction to semantic web technologies and semantic search. It discusses how semantic search looks at the meaning and context of words rather than just keywords, leading to more accurate search results. Some examples of semantic search engines are provided, such as Cuil and Calais. The document advises that as search engines increasingly adopt semantic approaches, websites should ready their data for the semantic web to ensure searchability.
Entity SEO is an advanced approach to SEO concerning both on-page and off-page optimization activities. This approach considers not only the keywords, but also the entities or subtopics that constitute the page‘s topic. It allows for better targeting of content creation, keyword research, backlinks and social media outreach.
The Business Case For Corporate Social NetworksDavid Terrar
The document discusses the business case for corporate social networks and enterprise 2.0 solutions. It provides examples of how companies like Cisco, Nokia, Intel, and TransUnion have successfully implemented social networking tools internally. These solutions improved collaboration, knowledge sharing, customer service and led to estimated savings of millions for TransUnion. The document concludes that there are now over a hundred case studies showing benefits to large and small businesses that have adopted an enterprise 2.0 approach.
The document discusses the semantic web and how it can potentially disrupt or benefit online commerce. It provides definitions and explanations of key concepts related to the semantic web including RDF, ontologies, linked data, and semantic search. It outlines how search engines and websites are increasingly adopting and leveraging semantic web technologies like RDFa to provide richer search results and experiences for users.
Martha van Berkel — Schema Markup Explained: 10 Complicated Concepts Made Sim...Semrush
Martha van Berkel provides a summary of 10 key concepts for understanding schema markup:
1. Definitions of entities, types, properties, and expected inputs.
2. The importance of connecting schema markup between pages to tell a story.
3. Using strong connectors like "about" and "subjectOf."
4. Addressing errors and warnings and allowing them to inform content strategy.
5. Tools for testing schema markup like Google's Structured Data Testing Tool.
6. Using multi-type entities to fully describe entities that merge types.
7. Nesting schema markup to achieve rich results.
8. Exploring advanced properties to add clarity.
9. Opportunities for
Semantic Publishing and Entity SEO - Conteference 20-11-2022Massimiliano Geraci
Semantic Publishing is publishing a page on the Internet by adding a semantic layer (i.e., semantic enrichment) in the form of structured data that describes the page itself.
A possible future role of schema.org for business reportingsopekmir
The presentation demonstrates a vision for the “reporting extension” that could enhance the processes related to business reporting and the role it could have for the SBR vision.
The document discusses search technologies and how they can be used to improve apprenticeship programs. It covers topics like leveraging organizational processes, delivering services, and fostering networks and relationships through emerging interactions and search technologies. The document also provides statistics on the size of the internet and data handled by major tech companies daily. It discusses the goals of search engines to understand users' intent and return exactly what they want.
This is an older presentation given in 2009. The goal was to advocate for the adoption of microformats to improve markup, SEO positioning, and modularize web development. The talk was first given at local user groups: Refresh Hampton Roads and the Web Usability and Standards User Group. Later, I gave the workshop to an internal audience: the UI Engineering team and, later, to a UI/UX Future Group
Presented by Adrian Tennant March 2008 to the Economic Development Corporation of Sarasota (EDC) and Florida Public Relations Association, Central West Chapter (FPRA).
We are proud to announce our eighteenth Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
The document provides an overview of various Google tools and services, including Google Dictionary, Google Alerts, Google Chrome extensions, Google Image search tools, specialized search engines, and scholarly search tools. It summarizes new features and capabilities across these different Google and third party services.
The document discusses five models of news discovery on the web, including editor-selected news from sources like Yahoo News and the New York Times, aggregator sites that select news sources but not individual stories like Alltop, social news sites where users vote on stories like Digg and Reddit, sites that automatically cluster and rank news like Google News, and open news sources where users select sources that are then continuously updated. It also briefly discusses using prediction markets and community feedback for market prediction and investment decision making.
SMX Munich presentation by Jan-Willem Bobbink
Written presentation can be found at: http://www.notprovided.eu/smxdata
Get your geek on as we dig into hardcore code implementations of Schema protocol, RDFa, GoodRelations, Facebook Open Graph markup used by leading Internet retailers and content publishers in a variety of competitive industries. How many publishers have intergrated rich snippets? Panelists will demonstrate how rich snippets appearing in search results have impacted traffic, conversions and driven real ROI. Which integrations will end up in the best results? Don’t forget Google needs time for indexing and processing, what are the risks caused by this? What is Google accepting as valid data? Make sure you make the right decision on which snippets you implement and which not.
How google is using linked data today and vision for tomorrowVasu Jain
In this presentation, I will discuss how modern search engines, such as Google, make use of Linked Data spread inWeb pages for displaying Rich Snippets. Also i will present an example of the technology and analyze its current uptake.
Then i sketched some ideas on how Rich Snippets could be extended in the future, in particular for multimedia documents.
Original Paper :
http://scholar.google.com/citations?view_op=view_citation&hl=en&user=K3TsGbgAAAAJ&authuser=1&citation_for_view=K3TsGbgAAAAJ:u-x6o8ySG0sC
Another Presentation by Author: https://docs.google.com/present/view?id=dgdcn6h3_185g8w2bdgv&pli=1
Open Atrium is open source collaboration software that can be used to build intranets, portals, and collaboration platforms. The document provides 11 tips for getting the most out of Open Atrium, including using spaces and sections to organize content and people, customizing the look and feel, creating dashboards using widgets, and leveraging notifications. Admins are encouraged to contact the Open Atrium team for help with implementation, strategy, training, or hosting.
This document provides an overview and guidelines for developing an effective eMarketing strategy using digital and social media. It begins with an introduction to basic digital media concepts such as URLs, web pages, and landing pages. It then discusses listening to customers online, analyzing social media insights and trends, and using analytics tools. The document concludes by offering tips for developing an online presence, including planning a website, finding an authentic voice, and effective copywriting. The overall aim is to provide a framework for establishing clear eMarketing guidelines.
In 2013, the company had a low employee retention rate of 34% and was struggling with outdated SEO practices, lack of trust between employees and management, and no clear brand or identity. To improve culture, they focused on selective hiring, setting clear team goals, treating management as a learnable skill, rewarding innovation, and embracing their quirky personality. These changes led to increased employee retention rates from 34% in 2013 to 48% in 2014 to 87% in 2015 as they built a stronger company culture.
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
Yext is the world's #1 location management platform that manages over 650k locations for over 425 enterprise clients. It helps brands be connected to all location-based apps and services to allow mobile consumers to easily find, visit, and transact with their locations. Yext integrates with over 100 publishers and technology partners to reach customers wherever they search for local information on their mobile devices through location-based experiences.
This document discusses tiered link building strategies. Tiered link building involves first building links to "Tier 1 properties" and then building additional links from those Tier 1 properties to other sites, and from those sites to more sites. This creates a network of linked properties that increases the popularity and indexation of the target site. The benefits are duplicating organic popularity, increasing the target page's indexation, and allowing lower tiers to be manipulated for keywords. An example is shown where little Tier 1 action achieved huge rankings through a 6-tier link building profile. Indexing tools are recommended for tracking the link profile.
The document discusses 3 insights from a Google engineer about improving SEO. The insights are: 1) Mobile search is now the majority and mobile-first design is crucial, 2) Websites must demonstrate expertise, authority, and trust (E-A-T) through high-quality content, and 3) Google is focused on properly matching search intent to results through understanding queries rather than keywords. The document emphasizes starting with mobile, evaluating content quality honestly, and obsessing over what users actually want to find.
This document summarizes and compares several SEO audit tools: BrightEdge, Semrush, Word Cloud, Lucky Orange, GTmetrix, Screaming Frog, and Majestic. For each tool, the summary lists the key features, benefits, limitations, and types of sites they would be good for. The tools can be used for tasks like keyword tracking, competitor analysis, usability testing, link analysis, and evaluating page speed and technical SEO issues.
Tracy Malone gave a presentation over two days in Breckenridge, Colorado about managing social media footprints and using various platforms like Google, YouTube, LinkedIn and Pinterest to drive traffic and achieve marketing goals. She discussed trends like YouTube videos getting indexed in search engines and how to optimize content on different sites using relevant hashtags, keywords and engagement to reach targeted audiences and measure results.
Traditional Foods Of Australia and The HistoryThe Aussie Way
One of the most iconic foods in Australia is the meat pie. This handheld snack or meal consists of a pastry shell filled with minced meat, most commonly beef, and savoury gravy. It is often enjoyed at sporting events or as a quick and satisfying lunch option.
Visit - https://theaussieway.com.au/category/food/
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...VWO
Discover how Eric Siu’s agency, Single Grain, drove over 1 million new website visitors at a +59% higher conversion rate in 90 days by integrating innovative AI-driven strategies into their CRO and SEO practices, known as programmatic CRO (pCRO) and SEO (pSEO).
Imagine: At the click of a button, your landing pages dynamically adapt to feature content and elements specific to the keywords and products they are targeting. That’s the power of pCRO, transforming generic pages into highly personalized experiences. With pSEO, generate quality pages at scale that rank at the top of search results for relevant long-tail keywords, driving traffic that then converts.
Excited? In this session, Eric will guide you through how to implement these game-changing techniques for your own business, enhancing your digital strategy and maximizing your ROI.
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
In 2024, digital marketing is not just an optional strategy for businesses; it's a fundamental component of any successful marketing plan. The rapid evolution of technology and changing consumer behaviors have made digital marketing more critical than ever. Here’s why digital marketing is indispensable in 2024 and how digital marketing agency can propel your business to new heights.
EyekooTech is committed to helping businesses navigate the complexities of digital marketing. Whether you're a small startup or a large enterprise, our innovative strategies and data-driven approach can elevate your brand and connect you with your target audience.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
1. By Everett Sizemore | May 12 & 13, 2016 | Breckenridge, Colorado
Growing Your Brand as an Entity
in Google’s Knowledge Graph
2. GoInflow.com
Why you should go through all of the trouble in the
first place.
How to mark up your own site, including example
code that you can customize.
How to define and connect your brand on Open
Data websites, such as Wiki Data, DBPedia, the
Open Library Project, etc.
http://opte.org/maps/
You Are Going to Learn These 3 Things:
27. GoInflow.com
“If a search for your brand doesn’t already trigger a Knowledge Graph panel, the
unfortunate reason is that Google doesn’t consider the brand to be a large enough
entity that searchers would benefit from seeing additional information.”
~ Jill Kocher, Practical eCommerce
32. GoInflow.com
Quoting Authors, Experts and Celebrities
“Notable: We limit ourselves
to quotations which are
notable. A quotation can be
notable because it has
achieved fame due to its
enduring relevance to
many people, or because it
is attributed to a notable
individual, or appeared in a
notable work.”
33. GoInflow.com
The English version of the DBpedia knowledge base describes 4.58 million things
(entities), including 1,445,000 people, 735,000 places, 411,000 creative
works, 241,000 organizations – Is Yours One of Them?
There are also localized versions of DBpedia in 125 languages (including Italian).
All these versions together describe 38.3 Million Entities.
42. GoInflow.com
Why You Should Care About KGO
http://www.goinflow.com/kgo/
Tips for Optimization Google’s Knowledge Graph Box for Your Brand
http://marketeer.kapost.com/knowledge-graph-optimization-tips/
The JSON-LD Playground
http://json-ld.org/playground/
I Became an Entity: How I’m on the Knowledge Graph
https://moz.com/ugc/i-became-an-entity-how-im-on-the-knowledge-graph
I Am an Entity: Hacking the Knowledge Graph
https://moz.com/blog/i-am-an-entity-hacking-the-knowledge-graph
Demystifying the Knowledge Graph
http://searchengineland.com/demystifying-knowledge-graph-201976
Using Entity Markup to Appear in the KG
http://searchengineland.com/5-ways-optimize-markup-knowledge-graph-semantic-search-186755
Knowledge Graph Optimization (KGO)
http://www.blindfiveyearold.com/knowledge-graph-optimization
Learn About the Knowledge Graph API
http://searchengineland.com/laymans-visual-guide-googles-knowledge-graph-search-api-241935
Thank You!
Editor's Notes
MOVE ON. Nothing to say here.
Here’s what we’re going to discuss today. Hopefully there will be a few takeaways even for those of you who have successfully edited your knowledge graph listings already.
1) All of this linking and defining of data is pretty cool. But what does it mean for your bottom line? Will it help you get more traffic and make more money?
In other words IS IT WORTH YOUR TIME RIGHT NOW?
2) How can you mark up your own website to help Google understand your brand? We’ll start with the basics: What does the code look like and where do you put it?
3) And finally we’ll take it a step further and make sure your brand is listed as an entity on the Data Sources most likely to be used by Google to populate their Knowledge Graph boxes.
JSON stands for Javascript Object Notation and LD stands for Linked Data.
So we're placing very simple Javascript into the HTML Header of your page so we can provide meaning and context to machines like Googlebot.
It’s important to note here that it’s not guaranteed that you’ll get a knowledge graph listing - even after doing everything in this presentation. But doing these things WILL improve your chances.
Maybe Google already displays a Knowledge Graph listing for your brand, but you would like to Correct it or ENHANCE it in some way. For example…
Sur La Table’s Knowledge Graph does not contain any brand-owned content. The RELATED SEARCHES may be taking traffic AWAY from Sur La Table.
But what can they do? Google will show the Knowledge Graph whether Sur La Table wants them to or not. So the only thing you can do is to take some CONTROL of the situation by enhancing that box.
The further you go to the right of this image, the more enhanced and customized the Knowledge Graph boxes become.
Williams-Sonoma makes full use of its Knowledge Graph box with Social Profiles, Posts from Google+ and other information.
Notice how far down the Related Searches are, and how much more real estate Williams Sonoma will have in the search results for branded searches.
There is a company called Inflow Inventory that develops Inventory Management Software. They’re not our direct competitor because we’re in different industries, but they have been around longer and rank #1 for the word “Inflow”.
However, notice which company has the knowledge graph box on this search, which invites users to search for our brand instead, while also dissambiguating which is which by using the phrase “Internet Marketing Company” or “Online Marketing Company”.
Having a knowledge graph listing allows us to regain more of that potential lost traffic from the other company. It gives us an advantage.
It is no accident that Google uses a phrase like "online Marketing Company" to describe our brand.
SICcode.com makes it easy to get BOTH your NAICS code for North America AND the SIC code for the rest of the word.
These are used to define which industry your brand is associated with in a machine-readable, database-friendly, easily searchable format.
This Answer Box, derived from data found in the Knowledge Graph, proves that Google knows the nature of the relationship between two entities:
Mike (The CEO) and Inflow (His Internet Marketing Company).
So far - ALL these screenshots were taken before we added the Wikipedia and WikiData pages for Inflow. The information in them comes from two sources:
Freebase – Which is not in operation anymore.
And
The JSON-LD script on our home page.
And This Is Kind of Cool.
Hopefully by now everyone is onboard with the WHY. Let’s move on to the HOW.
This is the Person Schema that I’ve put on my Author page.
When I first put it up I had a Knowledge Graph listing for my name before I had a WikiData page. It was coming from Freebase.
I migrated it over to WikiData, but then an asshole WikiData editor took down my page and the Knowledge Graph went away, even though the Freebase listing was still up.
So don’t expect to go put JSON-LD script on your site today and have a new Knowledge Graph listing next week – unless you have a Wikipedia page.
Because, as we all know, Google is FINICKY.
So don’t expect to go put JSON-LD script on your site today and have a new Knowledge Graph listing next week – unless you have a Wikipedia page.
Because, as we all know, Google is FINICKY and Open Data Editors take their work VERY Seriously.
This SCRIPT is placed in the HTML <HEAD> area of our home page.
JSON-LD allows us to put the Markup in the HTML Head area so our human visitors don’t have to look at all of that junk, which is there just to provide context to a machine.
In that way, it is very much like the old days, back when we used to focus mostly on Meta Keywords and Meta Descriptions.
Things that most human visitors would never see.
Back then Meta Tags were the primary way of explaining a page to search engines. Now we are using Schema Markup and Linked-Data.
We have come full circle
Some of you may remember when writing Meta Tags all day was part of the SEO Job Description.
Many of us, myself included, don't come from a CODING or development background.
That’s OK. This stuff is pretty easy when you break it down into its component parts.
The highlighted code here starts off with THREE very important pieces of information:
#1 – This is a script. Specifically, it is Linked Data in JSON format. (JavaScript Object Notation)
#2 – Our Linked Data is using the Schema.org Vocabulary
#3 – The Schema type we’re using from that vocabulary is Organization
Now Google knows that our JSON-LD script is following Schema.org’s Organization Schema. And this opens up many different related Properties that help you explain your business to Google. For example, you can tell Googlebot in a machine-readable language the names of your employees, and their official job titles. You can define your official social profiles, and even connect SUB-Organizations with PARENT-Organizations.
In addition to the street address, you will want to include the GeoCoordinates in the form of Latitude and Longitude.
You can get these coordinates from a Google Maps listing of your business.
Here’s a better view of how to get those coordinates.
Here is where you start connecting this entity to the other places on the web that represent “Official pages” about the organization.
We’ll talk more about some of these sites later, but even if you don’t have a WIkiData or Wikipedia page you can still get a Knowledge Graph listing (sometimes) by linking to your official social profiles and by providing the rest of the information in the script.
The SameAs tag says, these are all "official" pages about this Organization.
Once you add the code to your site, head over to Google’s Structured Data Testing Tool to make sure there are no errors.
Now you know what to put on your site to get the BASICSs out of the way.
You have told Google and the rest of the Internet a little more about Your Brand.
It’s time to start looking for more ways to grow and connect your entity”.
Anyone can provide feedback on any Knowledge Graph listing.
Here’s what you see after clicking the “Feedback” link.
I used the Feedback feature to ask why our social profiles weren’t showing up, even though I had the SameAs tags in our HTML header. Within a few days our listing was displaying all of our social profiles.
Barry is listed as a “Technologist” on Wikipedia, which is how he has this listing. I took this screenshot from a Marketing Land blog post.
I accessed this for Inflow using Mike’s account and was able to update the URL being presented for our site. It had been using a URL-Shortened version.
Sorting out the official Google account associated with your brand can be a pain in the ass, just like anything involving Google accounts.
This is a good point, and one we should take a moment to think about. [PAUSE]
Is it OK that Google doesn’t think you’re important? Wouldn’t being considered important by Google probably also be good for SEO?
So the question question isn't – “WHY should we do this?”
It's the more actionable one – “HOW do we get Google to think we’re MORE important?”
The answer is to grow your entity and connect it to other entities. It’s the same concept as linkbuilding. The more entities pointing to you the better. And the more entities pointing to THEM the better for you too. BUT DON’T BE SPAMMY. It won’t work. Everything you do will be undone by editors, and you will have wasted your time, along with everyone else’s.
There are lots of sources of Open Data on the web. Any reputable open data source is a potential opportunity to Define and Connect your Entity.
If you can help Google sort through these connections and understand your brand you will be more likely to get the information you want to appear in the Knowledge Graph.
So let’s start looking into some of these Data Sources...
----- Meeting Notes (5/9/16 10:16) -----
Trust me, I speak from experience. Wiki Data editors are Nazi's, just like Wikipedia editors - maybe worse.
WikiMedia Commons, Like WikiPedia, is owned by the WikiMedia Foundation. The purpose of WikiMedia Commons is to provide a repository for Public Domain and Creative Commons media.
A good place to start would be to upload your company logo and headshots for the executive team, or anyone in the company who speaks at events, writes or gets interviewed.
Other things to add would be photographs and video of events, and sound files like a radio or podcast interview with the founder.
WikiData will allow you to provide a few VERY important pieces of information in a way that machines can understand. Things like Company Name and Description, Industry, Website and Logo are just a few things you can put on here.
Google used to use a similar site called Freebase, but it has since been deprecated.
If you already have a Freebase page a Volunteer Editor may eventually move it over to WikiData.
But don’t wait for that to happen. You can add it yourself, or hire someone to do it.
If you or anyone at your company has published a book, the Open Library Project is a great way to get information about them into a Machine-Readable format.
They’ll even accept eBooks, which is what I have added here.
The author is our Conversion Optimization expert Keith Hagen, who now has his own Author Page on the Open Library Project.
You’ll see Inflow is listed as the PUBLISHER, which means the brand gets its own Open Library Page too.
I took some quotes from Keith Hagen’s eBook seen in the previous slide, and added them to WikiQuote.
They stayed up for about 48 hours before an editor took them down.
The reason given: Keith was, apparently, not Notable enough in their eyes.
I disagree, but can appreciate the need to maintain these standards.
DBPedia is a community effort to extract structured information from Wikipedia, and to make this information available on the Web.
Basically, Wikipedia is built for Humans, and DBPedia is built for Machines.
This slide has a lot of text, but DBPedia is a critical component of what we’re talking about today. So I’ll give you a moment to read.
[PAUSE]
That is an enormous amount of data-points, all connected to each other to form the structural skeleton of THE WEB OF THINGS.
----- Meeting Notes (5/9/16 10:16) -----
Change "data-points" to "data about entities,..." and "the web of things" to "THE STRUCTURED WEB".
About Us is an easy profile to get, and includes all of the basic information about your company.
I don’t think Google uses them directly, but they may provide data to other Open Data Sources.
Wikipedia is a must-have for any brand. But they can be picky about which brands and people they include. The trick is to have press.
The more you can get national and global publications to write about you or your brand, the easier it will be to get a Wikipedia page to STICK.
So if you don’t have enough Press Coverage yet, that is a sign that you should do some PR work. Get someone from your organization interviewed, offer quotes to the media about your industry, send out interesting press releases, and do the paperwork necessary to be included in lists like the Inc. 5000 or Internet Retailer Top 1,000.
Marking up your HTML Head with JSON-LD allows you to add the SAME-AS tag.
This is your opportunity to provide a BI-DIRECTIONAL link to the other sources we just discussed.
Essentially, it says “WE AGREE THAT THESE ARE OFFICIAL PAGES ABOUT US”.
----- Meeting Notes (5/9/16 10:16) -----
Remember Authorship Markup? It's sort of like that.
Anyone who has ever tried to create a new Wikipedia page, or to use Schema.org markup, can tell you that it’s not as easy as you might think.
Wikipedia has a lot of rules to keep people from spamming it, or uploading false information.
Sites like these require all entries to follow very specific formats and rules that are different for each data-source.
In other words, it can be confusing to anyone who doesn’t specialize in this sort of thing.
The Solution? [NEXT SLIDE]
HIRE SOMEONE!
For a few hundred Euros you can have someone do this for you.
Also, once you get all of these pages up, make sure you add them to the Links section on your Google Plus “About Us” page.
----- Meeting Notes (5/9/16 10:16) -----
Change Euros to Bucks.
It’s easiest for us to comprehend this stuff if we think of ENTITIES as a “HUBs and SPOKEs”.
And if we ZOOM IN like this it makes sense.
BUT… the further BACK we step, the more we see…
THAT IT’S A MESS
What you see here is just a list of entities that Rely On or Get Data From -DBpedia.
And DBPedia gets their data from Wikipedia" which CITES its "Information" from lots of different Sources.
In other words, this is a picture of only ONE HUB and its MANY spokes – which are themselves major hubs.
And if we take another step back to View a more Complete Picture…
[PAUSE]
They Call It STRUCTURED DATA.
But It ends up looking MORE ORGANIC than STRUCTURED.
The thing about ORGANIC SYSTEMS is: THEY ARE DIFFICULT TO MANIPULATE.
That is why THE BEST WAY TO MAKE GOOGLE THINK YOU’RE MORE IMPORTANT ---> Is to actually BECOME more important.
In other words, GO BUILD YOUR BRAND.
Here are a few more resources for you to check out when you get home.
THANK YOU.