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Aaron Bradley
Works at Electronic Arts
Attended University of Alberta
Lives in Vancouver
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Aaron Bradley
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Discussion  - 
 
"Hyperlinks are dumb."

"Literally dumb. They link one document to another – one little piece of text to another, but they don’t know how. They don’t know why. They don’t know diddly squat. The only real sense that search engines can make of their incoherent connections is that one page is more popular than another, probably, maybe."

A fabulous short piece from +Cody Burleson that clearly explains the difference between everyday hyperlinking and linked data.

Via +Kingsley Idehen via +Teodora Petkova on Google Semantic Search©®™, and well worth re-sharing here.
Hyperlinks are dumb. Literally dumb. They link one document to another – one little piece of text to another, but they don’t know how. They don’t know why. They don’t know diddly squat. The only real sense that search engines can make of their incoherent connections is that one page is more popular than another, […]
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Aaron Bradley
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Google Knowledge Graph and Knowledge Vault  - 
 
A featured snippet accordion

Over on Twitter +Dan Leveille posted a screenshot of Google query results for "pet crab" (http://bit.ly/1LHAbwU), and this list of featured snippets was independently noted by +Ajay Prasad (http://bit.ly/1LHAzvf).

I'm calling this a "list of featured snippets" because that's what it appears to be, with some nuances.

- The questions under "People also ask" are indeed questions of the sort that typically return featured snippets, rather than related queries (those related searches listed at the bottom of the page are quite different than what's found on this list).

- The featured snippets in the accordion include a link to search for the question that forms the snippet title.  This makes sense as, unlike a stand-alone featured snippet (e.g. http://bit.ly/1LHBc8c), the accordion snippets we're triggered directly by the user's query.

At the end of the day I see this fundamentally as a user interface change more than anything else, but there's definitely insights to be derived from the accordion list of questions because AFAIK this is the first time we've seen Google generate a list of related questions rather than a list of related searches which, as per the first point above, are quite different things.

Dan in his tweet frames this as "Google is now recommending related #KnowledgeVault answers", but I'd be hard-pressed to say that this derives from the Knowledge Vault which, you'll recall, is "a Web-scale probabilistic knowledge base that combines extractions from Web content (obtained via analysis of text, tabular data, page structure, and human annotations) with prior knowledge derived from existing knowledge repositories."  (http://bit.ly/1tDaS4Z)  That is, a fact engine  (still AFAIK unverified in the wild) that would be more likely to return Knowledge Graph-type results in the form of direct factual answers and/or a Knowledge Panel (e.g. http://bit.ly/1LHCkbZ).

As per the recent SEL article on featured snippets from +Eric Enge (http://bit.ly/1LHCkbZ) the key here in being featured in one is "good, user-centered page design."

A note that I showed the collapsed and expanded forms of the accordion to note:

- The variety of sources drawn upon, including both commercial websites and Wikipedia
- The presence of petsmart.com in both the featured snippets and the SERPs (an otherwise sometimes-seen feature of featured snippets reinforced here.

Finally, as others have noted .... "pet crab"? :)  FWIW I haven't been able to generate this for any other "pet [insert animal name here]" query, which makes the oddness of this result even odder IMO (the example query from Ajay is far more pedestrian).

#featuredsnippets   #google
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+Aaron Bradley Maybe I am missing something tho? as "featured snippets" are perhaps different?  I was thinking perhaps these may be 2 differently maintained indexes at first, but definitely need to process this further before making any definitive comment
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"Product data submitted to Manufacturer Center influences how your brand is represented across Google"

Among the many interesting things about this initiative is the breadth of its impact:  not just Google shopping, but other Google properties as well - including, apparently, Google search.  Emphasis mine:

"Manufacturer Center allows manufacturers to provide better and more accurate information about their products to improve the user experience on Google.com, Google Shopping, and other Google services." (http://bit.ly/1RQeAaL)

At the heart of Manufacturer Center is product data (that can provided in a number of formats, and modified by a number of mechanisms) consisting of required and optional product attributes.  There's much here that's similar to other feed formats, to the properties supported by schema.org/Product, and the nascent GS1 Web Vocabulary.

Half the required fields are all about precise product identification and disambiguation (http://bit.ly/1RQg3xF):  ID, unique product identifier (GTIN) and manufacturer part number (MPN).

All in all, in seems reasonable to assess that Google's primary purpose here is to disambiguate products in order to more easily compare apples to apples, and provide consumers with purchase and vendor options rather than spreading information about a single product over several listings.

Structured snippets writ large.

Remember those big Knowledge Panel structured-snippet type PLAs with price comparisons that have re-emerged lately, as reported by +Jennifer Slegg (http://bit.ly/1J2CYff)?  Expect more of these.

There's also the possibility that we could start to see such types of snippets in organic search.  Well, eventually I don't see how we can expect anything else.  Why show 10 blue links when all the attributes of the actual product are the same?

#structureddata   #google   #gtin   #products  
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Aaron Bradley

Shared publicly  - 
 
I was happy to see this tweet (via +Matthew Brown) because the response to the ad has been so eye-roll inducing.

Turn brain on.  Consider on one hand how, if Google didn't need SEO for its pages like the rest of us how that would immediately affirm everything any detractor has ever said about Google ranking its products preferentially in the SERPs over its competitors.  And, on the other hand, how useful it would be for them to observe the processes of search engine optimization, and see how that played out in their own environment.

You can turn brain off now - although I doubt it was much employed by those who took so much delight in lampooning the Google want ad anyway.
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Aaron Bradley
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Discussion  - 
 
"... to help bring context to a complicated topic"

"Today, The Post began testing a new feature called Knowledge Map.... Knowledge Map gives readers an easier way to catch up on ongoing stories by quickly and seamlessly providing relevant background, additional information or answers to frequently asked questions, when the reader wants it."

I'm willing to be that the panel that comes up when a user clicks on a Map link - very reminiscent of a Google Knowledge Panel or Bing Snapshot - is hard-coded in this instance, but their vision is grander than this.

Engineering Director for Data Science at the Post, Dr. Sam Ham, says:

"This iteration sets us up to use data mining techniques to identify and surface contextual content for our readers. We are also working on parallel applications to drive engagement with our native advertising content. Our ultimate goal is to mine big data to surface highly personalized and contextual data for both journalistic and native content."

#knowledgegraphs   #news   #nlp  
Knowledge Map gives readers an easier way to catch up on ongoing stories by quickly and seamlessly providing relevant background, additional information or answers to frequently asked questions, when the reader wants it.
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great share - thanks for that.
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schema.org  - 
 
Coming soon.
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Aaron Bradley
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schema.org  - 
 
"There should be a type for describing instructions outside of recipes"

SERP feature watchers will be very interested in this "how to" schema.org type when and if it rolls out, as it'll obviously at least support the provision of "how to" information directly to the search engines, whereas the basis on which Google et al. currently identifies such step-by-step instructions and returns them directly in the SERPs is fairly opaque.

If you want to pitch in...

<div itemscope itemtype="http://schema.org/HowTo">
  <ul itemprop="step" itemscope itemtype="http://schema.org/ListItem">
  <li itemprop="item">Go to https://github.com/</li>
...
 :)
This has come up a few times, most recently on public-schemaorg@w3.org. There should be a type for describing instructions outside of recipes. There are a lot of how-to videos and websites that wou...
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great share thanks
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Rich and structured snippets  - 
 
Yes Virginia, Google rich snippets can be generated from JSON-LD

I've little time to say much about this right now aside from "hooray!" and thanks to +Grace Massa Langlois for her efforts that have resulted in this finding.

#jsonld   #richsnippets   #google   #schemaorg  
Recipe rich snippets in Google based on data provided via JSON-LD have now been confirmed in the wild, thanks to Grace Massa Langlois.
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10 comments
 
Thanks +Dan Brickley (I had noticed that yesterday and updated the post accordingly).  And if that was in response to this discussion and/or the post that came out it, congratulations on doubtlessly setting some sort of speed record for getting Google documentation updated. :)
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Aaron Bradley
owner

Discussion  - 
 
"Product data submitted to Manufacturer Center influences how your brand is represented across Google"

Among the many interesting things about this initiative is the breadth of its impact:  not just Google shopping, but other Google properties as well - including, apparently, Google search.  Emphasis mine:

"Manufacturer Center allows manufacturers to provide better and more accurate information about their products to improve the user experience on Google.com, Google Shopping, and other Google services." (http://bit.ly/1RQeAaL)

At the heart of Manufacturer Center is product data (that can provided in a number of formats, and modified by a number of mechanisms) consisting of required and optional product attributes.  There's much here that's similar to other feed formats, to the properties supported by schema.org/Product, and the nascent GS1 Web Vocabulary.

Half the required fields are all about precise product identification and disambiguation (http://bit.ly/1RQg3xF):  ID, unique product identifier (GTIN) and manufacturer part number (MPN).

All in all, in seems reasonable to assess that Google's primary purpose here is to disambiguate products in order to more easily compare apples to apples, and provide consumers with purchase and vendor options rather than spreading information about a single product over several listings.

Structured snippets writ large.

Remember those big Knowledge Panel structured-snippet type PLAs with price comparisons that have re-emerged lately, as reported by +Jennifer Slegg (http://bit.ly/1J2CYff)?  Expect more of these.

There's also the possibility that we could start to see such types of snippets in organic search.  Well, eventually I don't see how we can expect anything else.  Why show 10 blue links when all the attributes of the actual product are the same?

#structureddata   #google   #gtin   #products  
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Michael Andrews's profile photoAaron Bradley's profile photoEmanuele Vaccari's profile photoJomer Gregorio's profile photo
6 comments
 
Find this interesting for a couple of reasons.  Seems to be a proprietary Google metadata scheme: wonder if others might use it for other purposes. It's not an alternative to schema.org if one wants to have coverage on other search engines.   And interesting that the information is not published through HTML markup or a JSON script, but using RSS.
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Aaron Bradley

Shared publicly  - 
 
It was actually this nugget in the piece that intrigued me:

"Android’s loss may be the Russian government’s gain though, with the government having just announced plans to develop a local operating system. To help this project get off the ground, it will also be providing grants to app developers if they produce apps for platforms other than Android or iOS."

Ah.  See:  http://read.bi/1fPUigF

Because the world really needs a mobile operating that has the benevolent sponsorship of Vladimir Putin, eh?
Global marketing news: VKontakte app banned from Google Play app store, social media use in South Korea drops dramatically, and more.
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definitely not the first approach:
1. make an announce
2. get the budget
3....profit!
4. budget? which budget?
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Aaron Bradley
owner

Discussion  - 
 
"Interested in learning how to take taxonomies to the next level?"

Developing your own taxonomies and ontologies can open up numerous possibilities for leveraging semantic technologies for marketing purposes (especially content marketing).

In this webinar, for example, the presenter will "show us how to take it further and extend the ontology to include how consumers search on the web and how they can be targeted on Facebook for advertising purposes."

I thought this would be of particular to Community members, as so many of the SEOs here have a local focus.

#taxonomy   #ontology   #localbusiness  
Click here to register (Registration closes 5 PM ET, August 11, 2015). Date: August 13, 2015. Time: 1:00pm ET. DESCRIPTION. Interested in learning how to take taxonomies to the next level? Join presenter Michael Bauer as he shows us how to take a small and medium-sized enterprises (SMEs) ...
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Registered. Thanks. 
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In which +Rand Fishkin talks about machine learning

A lot.  And in a coherent and useful way.  _Ay carumba._

One of the best presentations on "onsite SEO" I've seen in ages, and definitely worth a read.

#machinelearning   #cognitivecomputing   #google   #entities  
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Education
  • University of Alberta
Basic Information
Gender
Male
Other names
aaranged
Story
Tagline
Search and internet marketer, semantic web stringer
Introduction
I'm an Internet marketing guy with a strong specialization in organic search engine optimization (SEO) for enterprise-level websites.  I also work a lot on conversion optimization, web testing and other aspects of ecommerce.

I've long had an interest in classification that has extended in the computer age to meta data and the semantic web - but I definitely wouldn't consider myself a geek (I don't have good enough math skills for that).

For my sins, I also increasingly find myself working on information architecture, user experience and website analytics.

As if that's not enough, I'm an avid observer (and sometimes participant) of the discussion surrounding digital journalism, and the struggles of traditional news media organizations as they try to adopt to 21st century realities.  (I'm also very keen on news optimization/SEO for Google News.)

I write on various topics related to Internet marketing on my own blog, as a now-occasional columnist at Search Engine Land and other places around the web.  I'm also a prolific tweeter.

Interested in search and the semantic web?  This Google+ Community (which I run) is definitely the place for you:

If you're on Twitter, I also recommend following this list (which I curate):

  • Semantic Web
    600+ semantic web people and organizations on Twitter
You can also find me posting on these Google+ Pages:
Work
Occupation
Internet Marketer
Employment
  • Electronic Arts
    SEO and DPO Analyst, 2014 - present
    Heading up search engine and digital presence optimization efforts for more than a dozen EA domains, including www.ea.com and www.easports.com.
  • Airshock
    Digital Marketing Consultant, 2013 - 2014
    Independent digital marketing consultant specializing in improving the visibility and performance of websites in the search engines through the application of semantic web technologies.
  • InfoMine.com
    Internet Marketing Manager, 2011 - 2013
  • Airshock
    SEO Consultant, 2010 - 2012
  • Suite101.com
    Director of SEO, 2009 - 2010
  • Ice.com
    SEO Manager, 2008 - 2009
  • Fivermedia.com
    Search Engine Marketing Manager, 2008 - 2008
  • Riptown.com Media
    Senior SEO, 2006 - 2008
  • Riptown.com Media
    SEO Specialist, 2005 - 2006
  • InfoMine.com
    Senior Web Designer, 2003 - 2005
  • Self-Employed
    Independent Web Designer, 2000 - 2002
  • Canadian Forces College
    Web Designer/Administrator, 1995 - 1999
  • Canadian Forces College
    Library Technician, 1988 - 1995
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Vancouver
Previously
Montreal, Quebec - Toronto, Ontario - Banff, Alberta - Edmonton, Alberta
Aaron Bradley's +1's are the things they like, agree with, or want to recommend.
The Lesson of the Buy Button Bonanza
www.seoskeptic.com

Buy buttons on Google, YouTube, Facebook, Twitter and Pinterest just go to show that actions can no longer be confined to websites.

schema blog
blog.schema.org

Schema.org 2.0 We are pleased to announce the public release of Schema.org 2.0 which brings several significant changes and additions, not j

... something borrowed, something blue
bvatant.blogspot.com

I already mentioned +Teodora Petkova in a recent post. Reading her blog, you'll maybe have as I had several times this "exactly ... that!" f

You need names on the Web, it's dark in there.
bvatant.blogspot.com

The chinese character 名 (name) which we have seen in the previous post as the mother of all things, has an interesting origin. It's composed

SEMpdx SearchFest 2015 Mini-Interview: Aaron Bradley | SEMpdx
www.sempdx.org

Aaron Bradley will be speaking on "Semantic Juggernaut" at SearchFest 2015 which will take place Friday, February 27, 2015 in Portland Orego

What is JSON-LD? A Talk with Gregg Kellogg
www.seoskeptic.com

My talk with Gregg Kellogg about JSON-LD, schema.org and related issues at the Semantic Technology and Business Conference 2014.

Changing the conversation about SEO
squawk.im

SEO has a terrible reputation. Here's a look at why this has happened and what knowledgeable SEOs can do to fix this growing problem.

Should You Put Keywords in the URL? (An Age Old Question)
www.northcutt.com

Since the age of dinosaurs, SEOs and their clients have been asking if they should put keywords in their URLs in order to improve visibility

Publishers' mobile blindspot
www.onemanandhisblog.com

Less than half of the websites of popular UK print publications are optimised for mobile. Why is this taking so long?

Tech is on the wrong side of the paper wall
www.onemanandhisblog.com

Getting the role of the tech team right in a publisher is a pre-requisite for building compelling products.

Why most marketing campaigns fail and how yours can succeed
www.webanalyticsworld.net

Marketing campaigns fail mainly because they are executed without any well defined strategies.

Google Tests Restaurant Menus in "Card" Results
searchenginewatch.com

The recent discovery that Google is testing restaurant menus in its "card" results sparked discussion about where Google likes to get its da

Why are you so obsessed with this Semantic Web thing
kerfors.blogspot.com

A lot of nice buzz today in sociala media when Tim Berners-Lee discusses the future of the web in the March issue of Wired UK. The web turns

Powered by EA Customer Service Free Games Free Games Top 5 Free ...
free.origin.com

Dawngate is a new MOBA, built from the ground up to look and feel familiar while offering a whole new way to experience MOBA gameplay. Dawng

Powered by EA Customer Service Free Games Free Games Top 5 Free ...
free.origin.com

A Galaxy of Possibilities Awaits You! Star Wars™: The Old Republic™ is the only massively-multiplayer online game with a Free-to-Play option

Greenpeace-commissioned report slams plans to develop world's largest co...
www.mining.com

"The project's economics don't stack up," authors from the Institute for Energy Economics and Financial Analysis wrote.

What Does The Hummingbird Say?
www.blindfiveyearold.com

What exactly is Google's new Hummingbird update? Here's my breakdown from entities to topic modeling to deep learning to quantum computing a

Laura Lippay's website
www.lauralippay.com

who is laura lippay (?) Clifton Strengths: 1. Futuristic, 2. Includer, 3. Competition, 4. Woo, 5. Positivity. Laura Lippay.

Coke ad insists Aspartame is A-OK
workthatmatters.blogspot.com

Via Scribd There it is. I'll quote the body copy in full: For over 127 years, people have been coming together over Coca-Cola products to re