Knowledge Graphs for Boosting SEO with Andrea Volpini @cyberandy #VCBuzz

Knowledge Graphs for Boosting SEO with Andrea Volpini @cyberandy #VCBuzz

Google SEO has changed dramatically over the years. We started by adding keywords to meta tags two short decades ago, and today SEO looks nothing like that.

Knowledge Graph and knowledge graph optimization has taken a central role in the SEO landscape. These days we are not simple matching documents to Google’s queries, we place our content inside Google’s picture of the world, i.e. the Knowledge Graph.

How to optimize for new, smarter Google and how Knowledge Graph can boost our SEO efforts. Let’s discuss!

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About @cyberandy

Andrea Volpini @cyberandy is founder and CEO of WordLift and co-founder of @insideout10.

Andrea is a visionary entrepreneur, now focusing on semantic web and artificial intelligence.

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

I bought my 1st domain in ’95, started a company in ’98 that developed a CMS, end up enabling streaming services in the Middle East and began working with semantic tech. Digital marketing has always been there but things really changed in 2017 when WordLift was born.

Q2 What is knowledge graph and what does it have to do with SEO?

Knowledge Graphs are built by subject-matter experts, data interlinking, and machine learning algorithms.

Knowledge Graphs encode information and are one of the best communication tools that we – as humans – have to transfer knowledge to machines.

So the question becomes, how does Google’s AI work here? How can I help the search engine provide the right answer?

If we make one step behind, how decisions are made by an AI (ML/DL models)? What are the primitives behind an intelligent system? Semantic rich data is one of these primitives that help robots understand the world we leave in

Q3 What are the steps for Knowledge Graph optimization?

Google will resort to the open web and to openly available datasets for knowledge graph refinements, knowledge completion and general error detection. Our role is to provide precise facts in key/value pairs to Google as an alternative to the HTML-based content.

Correctness is so hard for scaled KG. I always think about the fact that there are 200 Will Smiths on Wikipedia alone, these scores help ensure the correctness of statements

Q4 How can @WordLiftit help in knowledge graph optimization?

Here is an example from our friend @jasonbarnard (with the help of WorldLifiit) has received a direct citation in the Knowledge Graph Panel for…my entity as WordLift connects entities our website becomes an accredited source of truth for that entity.

Q5 What other semantic research and other tools can help in the process?

It’s crucial to create and publish high-quality web-scale knowledge, in this sense WordLift interacts a lot with @wikidata that has a terrific set of tools to query and curate entities.

Here is an example of a query that you can run on Wikidata to find the WordLift identifier (P:6363) of people (Q5) whose occupation (wdt:P106) is Digital Marketer (Q89432399)

This helps us understand what is a Knowledge Graph and how we can interact with it ~ as @bill_slawski was saying entity reconciliation is the ultimate [data] marketing tool to ensure the correctness of the data you care about.

Our previous semantic SEO and Knowledge Graph optimization chats:


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