Evolution of Search

Presented by

Bill Slawski

Director of Search Marketing Go Fish Digital

bill_slawski

Bio

I am an Entity

SEO by the Sea Writer

Reads Patents for Fun

19 Years SEO

Evolution is possibly the wrong word

Metamorphosis is Better

The Metamorphosis is one from

indexing a Web of URLs to indexing a

Web of Named Entities

Why Change

bull The Inventor of the Web Updated it

bull Microsoft was going there

bull Google wanted to answer questions

bull Yahoo introduced a Web of Concepts

bull People search for Named Entities

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

Bio

I am an Entity

SEO by the Sea Writer

Reads Patents for Fun

19 Years SEO

Evolution is possibly the wrong word

Metamorphosis is Better

The Metamorphosis is one from

indexing a Web of URLs to indexing a

Web of Named Entities

Why Change

bull The Inventor of the Web Updated it

bull Microsoft was going there

bull Google wanted to answer questions

bull Yahoo introduced a Web of Concepts

bull People search for Named Entities

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

Evolution is possibly the wrong word

Metamorphosis is Better

The Metamorphosis is one from

indexing a Web of URLs to indexing a

Web of Named Entities

Why Change

bull The Inventor of the Web Updated it

bull Microsoft was going there

bull Google wanted to answer questions

bull Yahoo introduced a Web of Concepts

bull People search for Named Entities

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

Metamorphosis is Better

The Metamorphosis is one from

indexing a Web of URLs to indexing a

Web of Named Entities

Why Change

bull The Inventor of the Web Updated it

bull Microsoft was going there

bull Google wanted to answer questions

bull Yahoo introduced a Web of Concepts

bull People search for Named Entities

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

The Metamorphosis is one from

indexing a Web of URLs to indexing a

Web of Named Entities

Why Change

bull The Inventor of the Web Updated it

bull Microsoft was going there

bull Google wanted to answer questions

bull Yahoo introduced a Web of Concepts

bull People search for Named Entities

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

Why Change

bull The Inventor of the Web Updated it

bull Microsoft was going there

bull Google wanted to answer questions

bull Yahoo introduced a Web of Concepts

bull People search for Named Entities

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

The inventor of the Webhellip

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

Had more thoughts about the Web

Design Issues of the

Semantic Web (1998)

httpwwww3orgDesi

gnIssuesSemantichtml

Involving the Web as a databasehellip

httpsenwikipediaorgwikiSemantic_Web

Microsoft was doing it

Object-level Vertical Search (2007)

httpresearchmicrosoftcomen-

uspeoplejrwencidr2007pdf

Object-level Vertical Search (2007)

httpresearchmicrosoftcomen-

uspeoplejrwencidr2007pdf

Google QampA debuted 2005

Hello Direct Answers

ldquoNow we are increasingly able to provide

direct answers -- even if yoursquore speaking

your question using Voice Search --

which makes it quicker easier and more

natural to find what yoursquore looking forrdquo

Google FORM 10-K for 2014 (Fiscal Year December 31 2014)

Hello Direct Answers

ldquoNow we are increasingly able to provide

direct answers -- even if yoursquore speaking

your question using Voice Search --

which makes it quicker easier and more

natural to find what yoursquore looking forrdquo

Google FORM 10-K for 2014 (Fiscal Year December 31 2014)

Direct Answers

ldquoIn each case wersquore trying to get you

direct answers to your queries because

itrsquos quicker and less hassle than the

ten blue links Google used to showrdquo

We built Google for users not websites

Eric Schmidt ndash Google Europe Blog 962014

httpilpubsstanfordedu80909171conceptMining-Techreppdf

Search engines like Google Yahoo and Bing have

already started displaying richer information for

some search queries including maps and weather

(for location searches) reviews and prices (for

product search queries) and profiles (for people

searches)

A path already started

What is a Named Entity

Specific People Places and Things

including brands (Thanks Rand)

And Entities show up in Queries

According to an internal study of Microsoft at least

20-30 of queries submitted to Bing search are

simply name entities and it is reported 71 of

queries contain name entities

~ Building Taxonomy of Web Search Intents for

Name Entity Queries

What is a Named Entity

Specific People Places and Things

including brands (Thanks Rand)

And Entities show up in Queries

According to an internal study of Microsoft at least

20-30 of queries submitted to Bing search are

simply name entities and it is reported 71 of

queries contain name entities

~ Building Taxonomy of Web Search Intents for

Name Entity Queries

According to an internal study of Microsoft at least

20-30 of queries submitted to Bing search are

simply name entities and it is reported 71 of

queries contain name entities

~ Building Taxonomy of Web Search Intents for

Name Entity Queries

Google Introduced a Knowledge

Graph filled with Named Entities

(May 16 2012)

Some Entities are Historic Figures

Some are more modern Brands

Good Bye 10 Blue Links

Metamorphosis of Search Results bull Best Answers to Fact Queries

bull Answer Box Snippets

bull Intent Queries

bull Triggered Answer Boxes

bull Rich Content Answer Boxes

bull Entity Triggered Answer Boxes

bull Rich Snippets

bull Structured Snippets

Best Answers to Fact Queries Selecting the best answer to a

fact query from among a set

of potential answers

Invented by Douglas L T

Rohde Thomas W Ritchford

Assignee Google Inc

US Patent 7953720

Filed March 31 2005

Granted May 31 2011

Some Entities are Historic Figures

Some are more modern Brands

Good Bye 10 Blue Links

Metamorphosis of Search Results bull Best Answers to Fact Queries

bull Answer Box Snippets

bull Intent Queries

bull Triggered Answer Boxes

bull Rich Content Answer Boxes

bull Entity Triggered Answer Boxes

bull Rich Snippets

bull Structured Snippets

Best Answers to Fact Queries Selecting the best answer to a

fact query from among a set

of potential answers

Invented by Douglas L T

Rohde Thomas W Ritchford

Assignee Google Inc

US Patent 7953720

Filed March 31 2005

Granted May 31 2011

Some are more modern Brands

Good Bye 10 Blue Links

Metamorphosis of Search Results bull Best Answers to Fact Queries

bull Answer Box Snippets

bull Intent Queries

bull Triggered Answer Boxes

bull Rich Content Answer Boxes

bull Entity Triggered Answer Boxes

bull Rich Snippets

bull Structured Snippets

Best Answers to Fact Queries Selecting the best answer to a

fact query from among a set

of potential answers

Invented by Douglas L T

Rohde Thomas W Ritchford

Assignee Google Inc

US Patent 7953720

Filed March 31 2005

Granted May 31 2011

Good Bye 10 Blue Links

Metamorphosis of Search Results bull Best Answers to Fact Queries

bull Answer Box Snippets

bull Intent Queries

bull Triggered Answer Boxes

bull Rich Content Answer Boxes

bull Entity Triggered Answer Boxes

bull Rich Snippets

bull Structured Snippets

Best Answers to Fact Queries Selecting the best answer to a

fact query from among a set

of potential answers

Invented by Douglas L T

Rohde Thomas W Ritchford

Assignee Google Inc

US Patent 7953720

Filed March 31 2005

Granted May 31 2011

Metamorphosis of Search Results bull Best Answers to Fact Queries

bull Answer Box Snippets

bull Intent Queries

bull Triggered Answer Boxes

bull Rich Content Answer Boxes

bull Entity Triggered Answer Boxes

bull Rich Snippets

bull Structured Snippets

Best Answers to Fact Queries Selecting the best answer to a

fact query from among a set

of potential answers

Invented by Douglas L T

Rohde Thomas W Ritchford

Assignee Google Inc

US Patent 7953720

Filed March 31 2005

Granted May 31 2011

Best Answers to Fact Queries Selecting the best answer to a

fact query from among a set

of potential answers

Invented by Douglas L T

Rohde Thomas W Ritchford

Assignee Google Inc

US Patent 7953720

Filed March 31 2005

Granted May 31 2011

Fact Queries

bull A Fact Repository is searched to find

an answer

bull Potential Answers are scored based

upon confidence and importance

bull The Best scored answer is displayed

Universal Search = Invisible Tabs

Danny Sullivan

httpsearchenginewatchcom

sewnews2064036searching-

with-invisible-tabs

Universal Search = Invisible Tabs

Danny Sullivan

httpsearchenginewatchcom

sewnews2064036searching-

with-invisible-tabs

Answer Box Snippets

Determination of a desired

repository

Invented by Michael Angelo

David Braginsky Jeremy

Ginsberg and Simon Tong

US Patent Application

20070005568

Published January 4 2007

Answer Box Snippets

bull Google may display an answer box from Different

Repositories Local News Books Images Shopping

bull They fulfill Universal Search Results

bull At 2006 SES were referred to as ldquoVertical Creep

into Search Resultsrdquo and ldquoAnswer Boxrdquo Results

Intent Queries

Natural Language Search Results for

Intent Queries

International Filing Date 23052014

Inventors Tomer Shmiel Dvir Keysar

and Yonatan Erez

Intent Queries

Natural Language Search Results for

Intent Queries

International Filing Date 23052014

Inventors Tomer Shmiel Dvir Keysar

and Yonatan Erez

Natural Language Intent Queries

bull Natural language Questions

bull Answers from Authoritative Resources

bull Answers from a Data Store of headers and answers (Like

in an FAQ)

bull Answers follow an Intent Format ldquowhat are the

symptoms of Xrdquo ldquoX Treatmentrdquo

bull Answers fit into a results format like Search Result

Snippets

Look at the sourceshellip

httpwwwwebmdcoma-to-

z-guidesdehydration-adults

Look at the sourceshellip

httpwwwwebmdcoma-to-

z-guidesdehydration-adults

Triggering Answer Boxes

Triggering Answer Boxes

Invented by Tal Cohen

Ziv Bar-Yossef Igor Tsvetkov

Adi Mano Oren Naim Nitsan Oz

Nir Andelman Pravir K Gupta

US Patent Application

20150169750

Published June 18 2015

Triggering Answer Boxes

bull Review Search Results for Any that might Trigger

Answer Box Results Search Result for ldquoDuke Blue

Devilsrdquo could be Football or Basketball so answer

box would be too

bull Review Topics Associated with Search Results (news

sports weather television)

bull These Answer box results might be personalized

Rich Content for Answers

Rich Content for Query Answers

Pub No WO2015102869

Invented by Gal Chechik Eyal

Segalis Yaniv Leviathan and

Yoav Izur

International Filing Date 15122014

Rich Content for Answers

Rich Content for Query Answers

Pub No WO2015102869

Invented by Gal Chechik Eyal

Segalis Yaniv Leviathan and

Yoav Izur

International Filing Date 15122014

Rich Content for Answers

bull Answers may go beyond Text to Images Video

Audio

bull Rich Results may be based upon contextual queries

that combine the questions and answers

bull An image result for ldquoWhat is the capital of

Californiardquo might use ldquocapital of California

Sacramentordquo as the query

Entity Triggering

Using an entity database to answer

entity-triggering questions

Inventors Melissa K Carroll and

John J Lee

US Patent 9081814 ndash

Granted July 14 2015

Entity Triggering

Using an entity database to answer

entity-triggering questions

Inventors Melissa K Carroll and

John J Lee

US Patent 9081814 ndash

Granted July 14 2015

Entity Triggering

bull Similar to Fact Repository Approach

bull Google looks for entities in queries

bull Google tries to including those entities in the

answers

bull ldquoIdentifyingrdquo the entities may help lead to answers

bull Answers may be values of attributes of those

entities such as ldquoWhat is the population of LArdquo

Combining Data amp URLs

bull Rich Snippets ndash Uses Data from Schema

Vocabulary

bull Structured Snippets ndash Uses Data from

Tables

Data + URLs (Rich Snippets)

httpschemaorg

Combining Data amp URLs

bull Rich Snippets ndash Uses Data from Schema

Vocabulary

bull Structured Snippets ndash Uses Data from

Tables

Data + URLs (Rich Snippets)

httpschemaorg

Data + URLs (Rich Snippets)

httpschemaorg

Rich Snippets

Generating specialized search results in response to patterned queries

Invented by Nicholas Brock Weininger and Ramanathan V Guha

US Patent 7593939 Granted September 22 2009

Rich Snippets

URLs + Tables (Structured Snippets)

WebTables Exploring the Power of

Tables on the Web - 2008 (pdf)

URLs + Tables (Structured Snippets)

WebTables Exploring the Power of

Tables on the Web - 2008 (pdf)

WebTables Exploring the Power of

Tables on the Web - 2008 (pdf)

Structured Snippets

Applying WebTables in Practice by Sreeram

Balakrishnan Alon Halevy Boulos Harb Hongrae

Lee Jayant Madhavan Afshin Rostamizadeh

Warren Shen Kenneth Wilder Fei Wu Cong Yu 7th

Biennial Conference on Innovative Data Systems

Research (CIDR rsquo15) January 4-7 2015

Asilomar California USA

Structured Snippets

bull Use Tables on your pages filled with data

bull Use markup like Table Headingsltthgt for rows of the

tables

bull Use Titles and captions descriptive of the Tablersquos

data

bull Use Associated text on the Page the table is about

to help Google better understand it

Further Reading on Google Answers bull Deep Learning - Teaching Machines to Read and

Comprehend (Deepmind)

bull Information Extraction - Open Information

Extraction from the Web (Wavii)

bull Tables - Applying WebTables in Practice (Alon

Halevy)

bull Entities - Use These Tools To See What Entities Are

On A Web Page (Barbara Starr)

Further Reading on Google Answers bull Deep Learning - Teaching Machines to Read and

Comprehend (Deepmind)

bull Information Extraction - Open Information

Extraction from the Web (Wavii)

bull Tables - Applying WebTables in Practice (Alon

Halevy)

bull Entities - Use These Tools To See What Entities Are

On A Web Page (Barbara Starr)

Questions

bull Bill Slawski Director of Search Marketing Go Fish

Digital

bull Editor of SEO by the Sea

bull httpsplusgooglecomu0+BillSlawskiposts

bull httpstwittercombill_slawski

bull httpswwwfacebookcombillslawski