Content Strategy In The Age Of Semantic Search

By Harris Schachter | 32,518 views | Business, Science and Technology

As semantic technology ramps up, how can marketers take advantage of this new age of content discovery? This deck touches on recent advances in semantic search and five disciplines to focus on for more effective SEO and Content Strategy. Full write-up & presentation notes: http://optimizepri.me/content-strategy-in-the-age-of-semantic-search }

Presentation Outline

  1. 1. Content strategy in the age of semantic search

  2. 2. about me

    • In-house SEO at a FORTUNE 200
    • Owner of OptimizePrime, LLC
    • Energy drink connisseur
  3. 3. HUMMINGBIRD

    Google has more data, better intent identifcation, less SERP manipulation

    Photo by William Brawley

  4. 4. the shift

    From indexing web pages to indexing brand values

    Photo by Manitoba Historical Maps

  5. 5. embrace the change

    Widen your skill set to achieve results

    Photo by aresauburn™

  6. 6. From all directions

    PROVIDE BRAND DATA 

    Photo by afagen

  7. 7. (even offline)

    Photo by EricaJoy

  8. 8. (Even offline)

    Photo by Trevor Pritchard

  9. 9. Digital + Traditional + the real world

    It's all fair game for indexation.

    Photo by applejan

  10. 10. time to level up

    To Entity Optimization

    Photo by kd1s

  11. 11. the technology

    1. Natural Language Processing (Speech)
    2. Semantic Image Processing
    3. Semantic Video Processing
    4. Predictive Search
    5. Sentiment Analysis
  12. 12. 1. Become a linguist

    Natural Language Processing (Speech)

    Photo by Leo Reynolds

  13. 13. veveo, Inc

    Developing speech-based interfaces

  14. 14. veveo study:

    3/4 of people are dissatisfied with TV content discovery experience

    Photo by Carbon Arc

  15. 15. why are people dissatisfied?

    • Unable to search using keywords
    • Don't know how to spell what they're looking for
    • Takes too long to scroll through the electronic guide
    • They don't see any relevant recommendations

    Photo by Squiggle

  16. 16. speak! (for content discovery)

    Demo of speech-based UI http://optmzpr.me/veveo

    Photo by misshappiness

  17. 17. use natural language 

    To be found through speech interfaces

  18. 18. wut keywords?

  19. 19. this is not the same as keyword research

    People speak differently than how they type.

    Photo by St0rmz

  20. 20. 2. become a photographer

    Semantic Image Processing

    Photo by Leo Reynolds

  21. 21. Be concerned with:

    • Composition
    • Exposure + Quality
    • Originality
    • Meta-Data

    Photo by 55Laney69

  22. 22. Composition

    Google's Image Search can find and identify copies

    Photo by Thomas Hawk

  23. 23. Additional qualified traffic

    Through High Quality Images + Related Terms

    Photo by orangebrompton

  24. 24. Schema.org for images

    • Description
    • URL of the image
    • sameAs (indicates item identity)
    • Authorship for images!
    • Learn more: schema.org/imageobject

    Photo by Stephen Kelly Photography

  25. 25. 3. become a movie director

    Semantic Video Processing

    Photo by Leo Reynolds

  26. 26. google's cat experiment

    A.I. computer learned to identify objects in videos

    Photo by StePagna

  27. 27. ThinkGlue ltd

  28. 28. thinkglue technology

    • Sentiment & Semantic Analysis
    • Video Summarization
    • Object Detection
    • Search inside videos
    • Data extraction for better SEO

    Photo by @yakobusan Jakob Montrasio 孟亚柯

  29. 29. Semantic video analysis

     Thinkglue's wifi router blocks inappropriate videos

    Photo by eschipul

  30. 30. what does it mean?

    Get involved in video production

    Photo by DaseinDesign

  31. 31. be a marketer in the director's chair

    • Satisfy need states
    • Speak to sales cycle stages
    • Make a point 
    • Use the language of your prospects
    • (Sounds like content strategy, eh?)

    Photo by Sharon Drummond

  32. 32. schema.org EXTENSION for tv & radio

    • As of Dec 3, 2013
    • Offers "improved support for describing TV and Radio shows"
    • Classes include: Series, Season, Episode, Clip, etc.
    • Learn more: http://optmzpr.me/tvschema

    Photo by viZZZual.com

  33. 33. prediction

    TV & Radio Schema facilitates "smart" commercials

    Photo by Scurzuzu

  34. 34. 4. become a fortune teller

    Predictive search

    Photo by Leo Reynolds

  35. 35. predictive search

    It's in apps, search, and native devices

    Photo by Greg Lilly Photos

  36. 36. Craft the search experience

    Predictive Search Requires Technical & Content Consideration

    Photo by raindog

  37. 37. technical

    Structured data for more than just web pages

    Photo by Allspire

  38. 38. make a reservation on opentable

    The confirmation email has schema markup (for apps)

    Photo by Cedric's pics

  39. 39. zillow feeds

    Power Google Now cards to show suitable houses based on search history

    Photo by thinkpanama

  40. 40. and in social media

    • Facebook Open Graph Tags
    • Twitter Cards
    • Pinterest Rich Pins
    • Google+ Markup

    Photo by SierraTierra

  41. 41. content

    Topic Mapping For Authority & Coverage

    Photo by Hugo Chinaglia

  42. 42. create semantic maps

    Use these topics to inform content strategy

    Photo by caseorganic

  43. 43. anticipate activity

    To become an authority (and entity)

    Photo by Makz

  44. 44. 5. become a psychologist

    Sentiment Analysis

    Photo by Leo Reynolds

  45. 45. emotional states provide context

    Photo by Jenna Lennen

  46. 46. semantria llc

    Sentiment analysis as easy as an Excel plugin

  47. 47. Emotion markup language

    EmotionML 1.0 proposed by WC3 in April 2013

    Photo by Tim Green aka atoach

  48. 48. eml is proposed for:

    • Manual annotation of data
    • Automatic recognition of emotional states from user behavior
    • Generation of emotion-related system behavior
    • http://www.w3.org/TR/emotionml/

    Photo by deeveepix

  49. 49. even if search engines don't use EML

    Leverage emotional states for more effective content

    Photo by Great Beyond

  50. 50. Conclusion: wear more hats

    • Linguist
    • Photographer
    • Movie director
    • Fortune teller
    • Psychologist

    Photo by eltpics

  51. 51. Thank you