optimizing content for knowledge graph results by jaimie abir

#SMX #23a @jaimieray

OPTIMIZING CONTENT FOR KNOWLEDGE GRAPH RESULTS


Implement the proper schema markup Do long tail keyword research Optimize to match the query (question) Provide information that goes beyond the

immediate answer

Steps to Knowledge Graph Success


Leveraging Structured Data


Organization Authors Recipes Reviews More

New York Times and Structured Data


ORGANIZATION & AUTHOR MARKUP


Keyword Research and Content Optimization


Evergreen Research with Keyword Planner


Real Time Research with Google Trends


Results


DIRECT ANSWERS


MARKUP AND KEYWORD TARGETING

Organization Markup

Aggregate Rating Markup

Recipe Markup

Nutrition Information Markup

Keywords in <h1> tag

Keywords in title tag

NYT had a 27% increase in search traffic to recipes after adding recipe markup

Keywords in summary


MOVIE REVIEWS

NYT REVIEW


MARKUP AND KEYWORD TARGETING

Organization Markup

Movie Markup

Person Markup

Review Markup

Keywords in <h1> tag

Keywords in title tag

Keywords in summary

NYT had a 7% increase in search traffic to movies after adding movie markup


Take advantage of all applicable schema markup

Do long tail keyword research Evergreen = Keyword Planner Real Time = Google Trends

Optimize to match the question

SUMMARY TIPS


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

optimizing content for knowledge graph results by jaimie abir

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