[UPDATE: This panel has a new panelist! Mike Arnesen, SEO Team Manager of SwellPath will participate in New York.]
by Eric Franzon
On October 3 at the New York Semantic Technology & Business Conference (#SemTechBiz), a panel of experts will tackle the issue of how Semantic Web technologies are rapidly changing the landscape of Search Engine Optimization. The panel, titled "The Semantic Web Has Killed SEO. Long Live SEO.," is made up of Aaron Bradley, David Amerland, Barbara Starr, Duane Forrester, and Mike Arnesen.
The session will address numerous issues at the intersection of Semantic Web and SEO. As the description reads, "From rich snippets to the Google Knowledge Graph to Bing Snapshots semantic technology has transformed the look, feel and functionality of search engines."
Have these changes undermined the ways in which websites are optimized for search, effectively “killing” SEO? Or are tried-and-true SEO tactics still effective? And what does the future hold for SEO in a semantic world?
- Do semantic technologies render spammy SEO tactics ineffective, or at least less effective? Do these technologies open up new possible spam exploits?
- The rapid, wide-scale adoption schema.org has been driven by SEO considerations. Yet the data and code quality of many, if not most, deployments is poor. Should semantic web technologists and advocates be concerned about this, or just let nature take its course in terms of data and code quality?
- Measuring success in search has never been harder: semantically-fueled search results don’t fit neatly into the “10 blue links” model, and traffic derived from semantic search is increasingly impossible to trace back to a keyword query. This is increasingly a problem for search marketers eager to employ semantic technologies, who must prove that investing in these technologies is profitable. What success metrics can be used? And might in be in the interest of the semantic web community to help SEOs develop methods of measuring semantic search success.
- Links are critical to SEO success and, of course, to Linked (Open) Data. Google, in particular, has been increasingly issuing unilateral decrees about the sort of links it finds acceptable to crawl. Are the search engines’ SEO-facing strictures about links retarding progress with linked data, or are they helping to produce a “cleaner,” less spammy link graph?
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