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Pedro Gonçalves

The Knowledge Graph: Should Your Content & Business Strategy Change? - 0 views

  • National Geographic has a wealth of information about Bengal tigers, but if the knowledge graph provides just enough information for the searcher, will he or she click on the National Geographic result?
  • There is currently no “opt out” option for Knowledge Graph. But I would argue that if the knowledge graph result will be showing anyway, wouldn’t you want your brand and your link in it instead of Wikipedia or a competitor as the source? At least if your website is present in the Knowledge Graph, your site may receive clicks via the link to more information in the Knowledge Graph result. Another approach to consider is to fight fire with fire: beat the Knowledge Graph altogether. How? Currently, one type of content that is not appearing in Knowledge Graph yet is video. However, video content, when well-optimized, often realizes more clicks than text entries.  A 2011 study by AimClear demonstrated that video can receive as much as 41 percent more clicks in organic search over text results.
Pedro Gonçalves

The Future Of Technology Isn't Mobile, It's Contextual | Co.Design: business + innovati... - 0 views

  • shift toward what is now known as contextual computing
  • Amazon’s and Netflix’s recommendation engines, while not magnificently intuitive, feed you book and video recommendations based on your behavior and ratings. Facebook’s and Twitter’s valuations are premised on the notion that they can leverage knowledge of your acquaintances and interests to push out relevant content and market to you in more effective ways.
  • four data graphs essential to the rise of contextual computing: social, interest, behavior, and personal.
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  • They throw into relief the larger questions of privacy policy we’re currently wrestling with as a culture: Too much disclosure of the social graph can lead to friends feeling that you’re tattling on them to a corporation. The interest graph can turn your passions into a marketing campaign. The behavior graph can allow people who wish you harm to know where you are and what you’re doing. And revealing the personal graph can make it feel like an outside entity is quite literally reading your mind.
  • companies are actively constructing these graphs already. These products and services are in the market today, but most in existence target only one or two of these graphs. Few are pursuing all four, both given the immaturity of the space and a lack of clear targets to shoot for. This has the unintentional effect of highlighting the risks of using such services, without demonstrating their benefits. For the potential of contextual computing to be realized, these data sets must be integrated.
  • In an ideal contextual computing state, this graph would be complete--so gentle nudges by software and services can bring together two people who are strangers but who could get along brilliantly and are in the same place at the same time. It could be two people who share a friend and who simultaneously move to Omaha, where neither person knows a soul.
  • It’s easy for data to depict what you actually do instead of what you claim to do. Sensors do the job. So do, if less elegantly, self-reporting mechanisms. This data can sit in pivotal contrast to the interest graph, allowing computers to know, perhaps better than you, how likely you are to go for a jog. It would be useful, too, for a travel site that notes how you tell friends you’d like to visit China but records that you only vacation in Europe. Rather than uselessly recommending vacation deals to Beijing, a smart travel app would instead feed you deals to Paris or Berlin. The behavior graph provides the foundation, to some extent, of Google Search, Netflix recommendations, Amazon recommendations, iTunes Genius, Nike+ run tracking, FourSquare, FitBit, and the entire "quantified self" movement. When mashed against the other three graphs, there’s a potential for real insight.
  • Within a decade, contextual computing will be the dominant paradigm in technology.
Pedro Gonçalves

"Organization Markup" Supported As Non-Google+ Way To Put Logos In Knowledge Graph Box - 0 views

  • what did Google announce today? A new way to get your company logo within the Google Knowledge Graph box, if Google decides to show one for your company.
  • Google’s post today says that Schema.org organization markup can be used now as a way for publishers to tell Google what preferred logo they’d like to appear there. Google’s post didn’t make it clear that this was happening only for the Knowledge Graph box, causing us to originally write that this was going to put logos next to search listings. However, Google has since clarified that logos do not show next to search results as with authorship, but rather, in the Knowledge Graph box that sometimes shows for companies. Just using the markup doesn’t guarantee that your logo will be used. It only helps suggest this to Google, which makes the ultimate decision.
  • for most companies, doing Google+ is going to be a far more effective way to gain logo visibility than using organizational markup. But the option is there, for those who just don’t want to be on Google+.
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