164 years of entity-based seo by evan sandhaus

#SMX #23a @kansandhaus

Managing a 164-Year-Old Database

164 Years of Entity-Based SEO

Evan SandhausThe New York Times

Fall 2015


(me)


A Brief History Of Tagging Tagging In 2015 Tagging Process Tagging Applications

On The Menu


CLICK ICON (UNDER TEXT AREA- You may have to bring to front/move text box) TO INSERT HI-RES IMAGE!

*At The New York Times

A Brief History of Tagging*


A consistent string used to indicate that an authority or a subject is a principal topic of a news article.

Entity: Person Place Organization Title of Creative Work

(Book Title, Movie Title, etc)

Meet The Tag Subject

Everything else: Eggs Iraq War (2003 - 2011)

We’ve been tagging for a LONG TIME


September 19, 1851: The Journey Begins

#SMX #23a @kansandhausImage Copyright The New York Times Photo Archives


1913: The Tag Turns Pro

#SMX #23a @kansandhausUniversity of Haifa Younes & Soraya Nazarian Library


1969: The Tag Goes Online!

#SMX #23a @kansandhausImage Copyright The New York Times Photo Archives



We’re Still Doing This!

Tagging in 2015


We Still MAKE THE INDEX! We also tag articles prior to publication

using supervised automation. Tagging powers many parts of our

operation

Tagging Today


Tagging Process


Rule-based information extraction software Teragram Tk240 In service for over a decade

Two tasks (both rule-based) Categorization

Terrorism Eggs Deaths (Obituaries)

Auto Tagging Software Concept Extraction

Obama, Barack Kansas The New York Times

Company



Or Why We Tag

Tagging Applications


Topics Pages


Travel Guides


Tagging: Additional ApplicationsRecommendations News Alerts

RSS and Syndication AdvertisingAnalytics

SearchArchives


News Keywords

“Our crawler…makes use of a Google-specific metatag to help determine how to best classify your content. By implementing the news_keywords metatag you can specify which keywords are most relevant to your articles”

-Google


News Keywords Example


News Keywords ExampleTerm Type News Keyword

Airlines and Airplanes Subject Airlines

Laser (Light Amplification by Stimulated Emission of Radiation)

Subject Laser

Egan Frank J (1979- ) Person Frank J. Egan

LaGuardia Airport (Queens NY) Place LaGuardia Airport

Pilots Subject Pilots

South Bronx (Bronx NY) Place South Bronx

Federal Aviation Administration Organization FAA

Police Department (NYC) Organization NYPD


To Sum Up!

1851

2015


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

164 years of entity-based seo by evan sandhaus

Internet