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Recursos > Marketing y posicionamiento Semántico

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    Publicado el 3.8.2018 por Equipo GNOSS

    SEO Semántico: de etiquetas y palabras clave a ontologías

    En este artículo, la persona que más y mejor ha estudiado las patentes desarrolladas por Google y sus efectos en el posicionamiento web, divulga como en el algoritmo de búsqueda de Google ya no es tan importante las etiquetas que ponemos a un artículo o post cuanto la estructuración "ontológica" de su contenido.

    Lo que Google está valorando son aquellas fuentes que le proporcionan un conocimiento claro y distinto, es decir, que le dan la información sobre qué entidades existen en su contenidos, cuales son sus atributos y con qué están relacionados. Cuando al publicar un contenido digital, estás publicando datos en RDF/OWL, haciendo transparente a Google cuales son los "hechos" y las "entidades" de este contenido, Google lo aprecia y lo premia con un mejor posicionamiento.

     

     

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    Publicado el 14.7.2015 por Ricardo Alonso Maturana

    Nuño Valenzuela Alonso: "Los fundamentos de internet son lógicos y filosóficos".

    Desde hace 6 meses, Nuño Alberto Valenzuela Alonso ocupa el cargo de Digital Marketing PE & CE Manager en Accenture. Hasta llegar aquí, Nuño ha recorrido un camino bastante curioso donde podrían destacar su doctorado en Lógica y Filosofía, su paso por China entre los años 93 y 98 o su paso por empresas de diferentes sectores con proyectos muy distintos. Su análisis del mundo digital es único y enriquecedor y su experiencia y su pasión son dos constantes que hacen de él un experto digital en toda regla. Nuño ha ido adquiriendo una fuerte especialización en buscadores y en SEO a lo largo de los años y, en parte, gracias a su paso por empresas como Antena3, Google video, Muchoviaje.comPanda SecurityHalcón Viajes,Hello.es y Mywebcamlock entre otras.

    Leer más:  Nuño Valenzuela Alonso: "Los fundamentos de internet son lógicos y filosóficos".  http://www.larazon.es/economia/economia-digital/nuevo-articulo-36-IF10266187#Ttt1vjbIk2Acdmoi

     

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    Publicado el 28.5.2015 por Equipo GNOSS

    Timeline: Google and Semantic Web

    En este artículo Bill Slawski hace un repaso de la historia de Google desde el punto de vista de la aplicación, en cada una de sus fases y evoluciones, de las tecnologías y desarrollos vinculados a la Web Semántica.

    A Timeline to Semantic Web Developments at Google, including Google's Second Patent, the Knowledge Graph, Hummingbird and other inventions.

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    Publicado el 28.5.2015 por Equipo GNOSS

    The Time To Embrace Semantic Search & Dominate The Knowledge Graph Is Right Now!

    Google’s latest ‘shift’ is in this category. And it embraces two thrust areas – ‘semantic search‘ and ‘knowledge graph‘. Online businesses as well as SEO consultants must adapt to them – or suffer!

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    Publicado el 28.5.2015 por Equipo GNOSS

    Demystifying The Google Knowledge Graph. Barbara Starr

    En este artículo publicado en Search Engine Land, Barbara Starr explica la potencia que tiene la aplicación de las tecnologías semánticas a la hora de enriquecer y extender el grafo de conocimiento que Google está creando, pasando de "strings a things" y cumpliendo la misión que se ha fijado:

    "Google’s mission is to organize the world’s information to make it universally accessible and useful"

    Finaliza el artículo dando una serie de consejos a la hora de elaborar una estrategia de SEO que incorpore el SEO Semántico y favorezca la construcción de este grafo de conocimiento. Estas serían:

    "In summary, there is a lot you can do to optimize a web page for the Knowledge Graph. My primary strategy, as discussed in this piece, is outlined here:

    • Determine what entities you want to target.
    • Determine what topics are of interest to your audience.
    • Send a strong signal your site is writing about that topic to the search engines by using structured markup (explicit entities).
    • Corroborate the information and strengthen that signal with the content you place on your site (implicit entities).
    • Remember: entities are not keywords, so do not treat them as such.  A mere mention in the appropriate  context can be a powerful signal.

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    Publicado el 28.5.2015 por Ricardo Alonso Maturana

    Semantic SEO for the Automotive Industry

    Cars are typically characterized by many technical features. Also, the location of offer and demand matters, both for used and new cars. This in combination with the vast amount of possibilities to configure a certain car model makes it very difficult to articulate the exact strengths and features of a certain make and model to potential customers, and makes the matchmaking process very complex.
    This talk shows examples of how leading brands in the automotive segment can combine GoodRelations, the Vehicle Sales Ontology, schema.org, and brand-specific extensions to articulate their value proposition to both traditional Web search engines and to novel applications.

    This is a video recording of my talk at the London Semantic Tech & Business Conference 2011. For more information, see semtechbizuk2011.semanticweb.com/sessionPop.cfm?confid=63&proposalid=4385

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    Publicado el 28.5.2015 por Ricardo Alonso Maturana

    How Google's Social Search Shift Will Impact Your Brand's SEO

    In what could be hailed as the update that sparked an all-out Internet riot, Google has launched "Search, plus your World," which pours personal social results into your public search listings. The catch is that it only factors in your Google+ social graph, leaving Facebook and Twitter, arguably the more active social networks, out in the cold.

    This could prove to be an even bigger search engine development than Google's infamous Panda update, which aimed to remove sites with low-quality content. Why? Because it’s easier to write good content (or at least, hire someone to write good content) than it is to get people to share your content.

    Erin Everhart is the director of web and social media marketing at 352 Media Group, a digital marketing agency that also provides web and mobile app development. Connect with her on Twitter @erinever.

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    Publicado el 28.5.2015 por Ricardo Alonso Maturana

    How Google's Semantic Search Will Change SEO

    While the SEO game has changed drastically over the past months, one thing has remained fairly consistent: It’s been driven by keywords — keywords in your URL structure, your META tagging, your content, your links. Whatever way you slice it, keywords are everywhere in SEO.

    SEE ALSO: How Google’s Social Search Shift Will Impact Your Brand’s SEO

    Even among Google’s most recent algorithm updates — Panda, Search Plus Your World and Venice, to name a few — keywords remained relatively unscathed. But the upcoming update to move Google to semantic search technology, according to top Google Search executive Amit Singhal, is adding a whole new element to the game: the human element.

    Erin Everhart is the director of web and social media marketing at 352 Media Group, a digital marketing agency that also provides web and mobile app development. Connect with her on Twitter @erinever.

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    Publicado el 28.5.2015 por Ricardo Alonso Maturana

    5 Questions About Semantic SEO

    Earlier this month, I attended the SemTechBiz2013 conference in San Francisco. This is a gathering of creators and designers of the semantic tech stack, folks who work on semantic web standards, and representatives from the search engines, all coming together to discuss the state of the industry. There was a focus on semantic search and structured data markup at the show, reflecting the expansion of schema.org and Google Knowledge Graph as well as Bing Snapshots and the growing influence of the Open Graph Protocol.

    Aaron Bradley wrote up a fantastic list of key takeaways from the conference, and if you're attempting to get your head around semantic search, it's a great starting point. Blatant plug alert: I'll be talking about how to strategically adjust for these shifts in my talk at MozCon in early July.

    Marketers have a laundry list of activities to choose from to increase visibility, build brand, and drive engagement. It can be tough to quantify when to work on the hot new thing, especially when the words "Google" and "SEO" are prominently involved. When there are fundamental shifts in the SEO landscape (and I believe we're near the beginning of one of these shifts), search industry practitioners are often asked how to organize a strategy around the new tactical options. Here are five questions that I hope clarify the current state of semantic SEO and structured data markup:

    1. Is "Semantic SEO" a new term?

    2. What do "entity-based search results" look like now?

    3. So is the keyword dead?

    4. Is structured data markup a ranking factor?

    5. Will implementing schema.org markup actually hurt our search engine visibility in the future?

    Bonus question: What's the best move for web publishers?

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