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Content Strategy In The Age Of Semantic Search

Published on 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

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PRESENTATION OUTLINE

1.

Content strategy in the age of semantic search

2.

about me

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

HUMMINGBIRD

Google has more data, better intent identifcation, less SERP manipulation
Photo by William Brawley
4.

the shift

From indexing web pages to indexing brand values
Photo by Manitoba Historical Maps
5.

embrace the change

Widen your skill set to achieve results
Photo by aresauburn™
6.

From all directions

PROVIDE BRAND DATA 
Photo by afagen
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(even offline)

Photo by EricaJoy
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(Even offline)

Photo by Trevor Pritchard
9.

Digital + Traditional + the real world

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

To Entity Optimization
Photo by kd1s
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the technology

  • Natural Language Processing (Speech)
  • Semantic Image Processing
  • Semantic Video Processing
  • Predictive Search
  • Sentiment Analysis
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1. Become a linguist

Natural Language Processing (Speech)
Photo by Leo Reynolds
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veveo, Inc

Developing speech-based interfaces
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veveo study:

3/4 of people are dissatisfied with TV content discovery experience
Photo by Carbon Arc
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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
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speak! (for content discovery)

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

To be found through speech interfaces
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wut keywords?

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this is not the same as keyword research

People speak differently than how they type.
Photo by St0rmz
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2. become a photographer

Semantic Image Processing
Photo by Leo Reynolds
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Be concerned with:

  • Composition
  • Exposure + Quality
  • Originality
  • Meta-Data
Photo by 55Laney69
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Composition

Google's Image Search can find and identify copies
Photo by Thomas Hawk
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Additional qualified traffic

Through High Quality Images + Related Terms
Photo by orangebrompton
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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
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3. become a movie director

Semantic Video Processing
Photo by Leo Reynolds
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google's cat experiment

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

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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.

Semantic video analysis

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

Get involved in video production
Photo by DaseinDesign
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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.

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
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prediction

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

Predictive search
Photo by Leo Reynolds
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predictive search

It's in apps, search, and native devices
Photo by Greg Lilly Photos
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Craft the search experience

Predictive Search Requires Technical & Content Consideration
Photo by raindog
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technical

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

The confirmation email has schema markup (for apps)
Photo by Cedric's pics
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zillow feeds

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

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

Topic Mapping For Authority & Coverage
Photo by Hugo Chinaglia
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create semantic maps

Use these topics to inform content strategy
Photo by caseorganic
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anticipate activity

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

Sentiment Analysis
Photo by Leo Reynolds
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emotional states provide context

Photo by Jenna Lennen
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semantria llc

Sentiment analysis as easy as an Excel plugin
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Emotion markup language

EmotionML 1.0 proposed by WC3 in April 2013
Photo by Tim Green aka atoach
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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
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even if search engines don't use EML

Leverage emotional states for more effective content
Photo by Great Beyond
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Conclusion: wear more hats

  • Linguist
  • Photographer
  • Movie director
  • Fortune teller
  • Psychologist
Photo by eltpics
51.

Thank you

Harris Schachter

http://optimizepri.me