Presentation for SMX London Session: What is Hummingbird & The Entity Search Revolution. Covers: Implicit vs. explicit entity search queries Tokenization Parts of speech tagging Lemmatization Knowledge graph optimization MQL Schema.org Targeting entities

1. Getting Things To Rank
Improve search visibility using entities.

2. Justin Briggs
Product Marketing / Management @ Getty Images
@justinrbriggs
JustinBriggs.org

3. In search today, things matter.

4. Entities aren’t always explicit…

5. “photos of Big Ben”

6. Often, they’re implicit…

7. “that big clock in London”

9. Sometimes, even less obvious

11. Opportunity in implicit queries

12. Think vertical search…

13. Think blended search…

14. Where some of the results are entities

15. Where entities power ranking

17. Where entities lift video results

19. Look beyond presentation layers

20. Answer box…

21. Knowledge panel…

22. Carousel…

23. These are harder to get value from

24. Breaking down strings
#1 Tokenization
#2 Parts of speech tagging
#3 Lemmatization

25. #1 Tokenization
Who directed pulp fiction

26. #2 Parts of speech tagging

27. #2 Parts of speech tagging
Who directed pulp fiction
WP VBD NNP
WP: wh-pronoun
VBD: verb, past tense
NNP: noun, proper, singular

28. #3 Lemmatization
am, are, is => be
car, cars, car’s, cars’ => car

29. #3 Lemmatization
Converting to canonical words

30. Accessing knowledge becomes “simple”

32. We can query this with mql

33. https://www.googleapis.com/freebase/v1/mql
read?query={<insert query here>}

34. Convert strings to structured queries

35. [{
"!/film/film/directed_by": [{
"/type/object/name": "pulp fiction",
"/type/object/type": "/film/film"
}],
"/type/object/name": [{}],
"/type/object/type": "/people/person"
}]
Question: Who directed the movie Pulp Fiction?

36. {
"result": [
{
"!/film/film/directed_by": [
{
"/type/object/type": "/film/film",
"/type/object/name": "Pulp Fiction"
}
],
"/type/object/type": "/people/person",
"/type/object/name": [
{
"lang": "/lang/en",
"type": "/type/text",
"value": "Quentin Tarantino"
}
Answer: Quentin Tarantino

38. [{
"type": "/film/film",
"only:starring": {
"actor": {
"name": "Emma Watson"
}
},
"name": null,
"imdb_id": []
}]
Question: What movies did Emma Watson star in?

39. {
"only:starring": {
"actor": {
"name": "Emma Watson"
}
},
"name": "The Bling Ring",
"imdb_id": [
"tt2132285"
],
"type": "/film/film"
}
Answer: List of movies, including Bling Ring

40. Look at foundational work

41. Knowledge Graph Optimization:
http://www.blindfiveyearold.com/knowledge-graph-optimization

42. Clean up data sources

43. Update your listing

44. Robust, accurate, information

45. Define connections / relationships

46. Use structured data

47. Schema.org

49. <div itemscope itemtype="http://schema.org/Person">
<span itemprop="name">Jane Doe</span>
<img src="janedoe.jpg" itemprop="image" />
<span itemprop="jobTitle">Professor</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">
20341 Whitworth Institute
405 N. Whitworth
</span>
<span itemprop="addressLocality">Seattle</span>,
<span itemprop="addressRegion">WA</span>
<span itemprop="postalCode">98052</span>
</div>
</div>

50. Ranking pages in blended entity results

51. Queries that imply entity as answer

52. Use entities in copy

53. 15 things you didn’t know about Emma Watson in Bling Ring

54. Next level “keyword” targeting

55. Use entity attributes

56. Which Brad Pitt?

57. Actor: actor, producer, Angelina Jolie, 1963, Fight Club
Boxer: martial arts, boxing, Olympics, 1981

58. Answer questions about entities

61. Keep parts of speech in mind

62. Create clear sentence structures

64. Shows relationships between noun & facts

65. Creates relationship between entities

66. Justin Briggs
Product Marketing / Management @ Getty Images
@justinrbriggs
JustinBriggs.org