Content Strategy In The Age Of Semantic Search

Published at Nov 18, 2015
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

Content strategy in the age of semantic search

about me

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

HUMMINGBIRD

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

the shift

From indexing web pages to indexing brand values

embrace the change

Widen your skill set to achieve results
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From all directions

PROVIDE BRAND DATA 
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(even offline)

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(Even offline)

Digital + Traditional + the real world

It's all fair game for indexation.
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time to level up

To Entity Optimization
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the technology

  • Sentiment Analysis
  • Predictive Search
  • Semantic Image Processing
  • Natural Language Processing (Speech)
  • Semantic Video Processing

1. Become a linguist

Natural Language Processing (Speech)
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veveo, Inc

Developing speech-based interfaces

veveo study:

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

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

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

To be found through speech interfaces

wut keywords?

this is not the same as keyword research

People speak differently than how they type.
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2. become a photographer

Semantic Image Processing
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Be concerned with:

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

Google's Image Search can find and identify copies
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Additional qualified traffic

Through High Quality Images + Related Terms

Schema.org for images

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

3. become a movie director

Semantic Video Processing
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google's cat experiment

A.I. computer learned to identify objects in videos
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ThinkGlue ltd

thinkglue technology

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

Semantic video analysis

 Thinkglue's wifi router blocks inappropriate videos
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what does it mean?

Get involved in video production
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be a marketer in the director's chair

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

schema.org EXTENSION for tv & radio

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

TV & Radio Schema facilitates "smart" commercials
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4. become a fortune teller

Predictive search
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predictive search

It's in apps, search, and native devices

Craft the search experience

Predictive Search Requires Technical & Content Consideration
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technical

Structured data for more than just web pages
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make a reservation on opentable

The confirmation email has schema markup (for apps)
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zillow feeds

Power Google Now cards to show suitable houses based on search history
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and in social media

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

Topic Mapping For Authority & Coverage

create semantic maps

Use these topics to inform content strategy
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anticipate activity

To become an authority (and entity)
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5. become a psychologist

Sentiment Analysis
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emotional states provide context

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semantria llc

Sentiment analysis as easy as an Excel plugin

Emotion markup language

EmotionML 1.0 proposed by WC3 in April 2013

eml is proposed for:

  • Generation of emotion-related system behavior
  • Automatic recognition of emotional states from user behavior
  • Manual annotation of data
  • http://www.w3.org/TR/emotionml/
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even if search engines don't use EML

Leverage emotional states for more effective content
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Conclusion: wear more hats

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