Semantic Marketing Resources (Updated)

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Many Semantic Marketing Resources That I Have Seen

I have a Semantic SEO category at SEObythesea.

Google Dataset Search

Enables searchers to search for sites that use the Data Set Schema.

Google Dataset Search: Building a search engine for datasets in an open Web ecosystem (pdf)
by Natasha Noy, Matthew Burgess, Dan Brickley

Information about building Google’s Dataset Search along with lessons learned while doing so.

Entity Oriented Search
by Krisztian Balrog

An Open Access (free) book about State of the Art Entity Search. It’s very detailed and a good starting point to learn more about the role of entities and semantic marketing in Today’s Search Engines.

The Semantic Web
by Tim Berners-Lee, James Hendler, and Ora Lassila

An effort to help computers better understand content and data on the Web. This is one of the first and one of the most well-known papers about the Semantic Web. It shows the inventor behind the Web reimagining it to be a large and vibrant database.

Semantic Search
by R. Guha (IBM Research), Rob McCool (Knowledge Systems Lab), and Eric Miller (W3C/MIT)

A look at some of the early challenges on the Semantic Web, differing from crawling the Web of pages to collect information from the Web of Data. This includes a look at Documents vs. Real-World Objects, Human vs. Machine Readable Information, and the Relation between the HTML & Semantic Web.

Biperpedia: An Ontology for Search Applications

A description of an Ontology by Google extracts attributes from a query stream and then “uses the best extractions to seed attribute extraction from text.” This approach crowdsources information about what people want to learn to help build knowledge that people need and want to see.

W3C Tutorial on Semantic Web and Linked Data at WWW 2013

As their subtitle says, “…or how to link data and schemas across the web.”

START: Natural Language Question Answering System Selected Publications

Interesting discussions and papers about question-answering on the Web.

Linked Data: Evolving the Web into a Global Data Space

A free HTML version of a book about the Web of data, and how that data might work together in several different places, and how that can help someone who may want or need that data.

Wikidata: A Free Collaborative Knowledge Base
BY Denny Vrandeci ˇ C. and Marcus Krotzsch

A little about the history and Purpose behind Wikidata.

I found out a lot about semantic marketing at Google from watching this video:

The Structured Search Engine
By Andrew Hogue

The Search Engineer who led the Annotation framework team at Google, responsible for the Browseable Fact Repository (A precursor to the Knowledge Graph), and led the acquisition of Meta Web and Freebase at Google.

SemTag and Seeker: Bootstrapping the Semantic Web via Automated Semantic Annotation
by: Stephen Dill, Nadav Eiron, David Gibson, Daniel Gruhl, R. Guha, Anant Jhingran, Tapas Kanungo, Sridhar Rajagopalan, Andrew Tomkins, John A. Tomlin, and Jason Y. Zien
When published in 2003, an IBM Research project was the largest scale semantic tagging effort.

The Search Engines are Posting About Semantic Marketing Also:

Microsoft Concept Graph for Short Text Understanding
Based upon a Microsoft Research project named Probase, a huge concept graph got used.

Bing Entity Search API
This may or may relate to the Microsoft Concept Graph but may include local entities that are part of Bing Places for Business.

Google Knowledge Graph API Search Explored
Enter a query term to see if Google believes it is an entity or associates many entities with that query term. The higher the “result score” for a particular entity, the more confidence Google will have in associating a particular term with a specific entity.

WebTables: Exploring the Power of Tables on the Web – Google set out to learn about Semantics found on the Web from labels and associated text related to data in tables on webpages. The Webtables Project is worth learning about and reading about in more depth, and there have been some follow-up papers that tell us more about the project.

Ten Years of WebTables
by Michael Cafarella, Alon Halevy, Hongrae Lee, Jayant Madhavan, Cong Yu, Daisy Zhe Wang, and Eugene Wu

The WebTables project started in 2008, and this is a 10-year review of the project, attempting to see it and what it might lead to.

Recovering Semantics of Tables on the Web – One of the followups to the orginal Webtables Project.

Applying WebTables in Practice – This paper tells us about some of the lessons learned by people at Google during the Webtables project and is a good follow-up to previous papers about that project.

Knowledge Base Completion via Search-Based Question Answering – a 2014 Google blog post which tells us about efforts to update Google’s knowledge graph. It is an interesting evolution of the knowledge graph into a more Web scalable approach.

Introduction to Structured Data | Google Developers – Where Google introduces us to the use of Structured Data on the pages of our sites. This is where Google tells us that the form of Structured data that they recommend in JSON-LD. Highly recommended reading. – A helpful effort from Google, Microsoft, Yahoo, and later Yandex about the use of structured data on the pages of our sites. It includes examples, and more about Schema, showing information about the extension of Schema. A blog about Schema tells us about updates to it. Since this is an area of actively updating SEO, it is worth keeping an eye on it.

Xin Luna Dong’s Homepage

A Google Researcher who worked on Google’s Knowledge graph and Knowledge-Based Trust. She now works at Amazon, working on the product Graph there. Some exciting Presentations, Papers, and Tutorials

What is Semantic SEO?

By Bill Slawski. A collection of information and links to Google-based patents and papers about semantic SEO. It includes knowledge graphs, knowledge search results, and more. It’s good seeing how semantic marketing is being built into search.

Updated March 20, 2021

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