Hummingbird Proof eCommerce SEO Planning - #BrightonSEO April 2014
 

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How Conversational based search is set to shape eCommerce Retailers in a post Hummingbird World.

How Conversational based search is set to shape eCommerce Retailers in a post Hummingbird World.

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Hummingbird Proof eCommerce SEO Planning - #BrightonSEO April 2014 Presentation Transcript

  • 1. Hummingbird Proof How Conversational based search is set to shape eCommerce in a post Hummingbird World eCommerce SEO Planning
  • 2. @KunleTCampbell What was Hummingbird all about? “A Major Change in the Way Google Interprets or Rewrites Long, Complex Search Queries”
  • 3. @KunleTCampbell What was Hummingbird all about? …it was a rewrite of Google’s Entire Search Engine or Algorithm for voice and mobile search …biggest ever since 2000 – Amit Singhal
  • 4. @KunleTCampbell “…a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today (from mobiles), rather than ten years ago” What was Hummingbird all about?
  • 5. @KunleTCampbell The Translation of a Search Query Google Search Timeline EMD
  • 6. @KunleTCampbell What was Hummingbird all about? Precision & Speed of a Hummingbird
  • 7. @KunleTCampbell What was Hummingbird all about? Precision & Speed “answer your questions about the world” - Tamar Yehoshua, VP, Search Answers Queries Knowledge Graph Conversational Queries Voice Search Anticipate Queries Google Now follow up context queries
  • 8. @KunleTCampbell Entities Classes Micro-data schema.org Freebase Object Oriented Approach metawebThings Nodes & Edges (in Facebook) Wikipedia data Labeled data Semantic network Topic modeling Sets of topics Resource Description Framework (RDF) Understanding of THINGS not just STRINGS Answers Queries topics Knowledge Graph
  • 9. @KunleTCampbell Remember relational databases? Understanding ENTITIES and RELATIONSHIP between entities Knowledge Graph
  • 10. @KunleTCampbell Understanding ENTITIES and RELATIONSHIP between entities Knowledge Graph
  • 11. @KunleTCampbell Understanding ENTITIES and RELATIONSHIP between entities actionSubject Object has aENTITY PROPERTY Knowledge Graph
  • 12. @KunleTCampbell Context of a Query rather than String Match Information Card A major change in the way Google Interprets the way we Search   Knowledge Graph
  • 13. @KunleTCampbell Context of a Query rather than String Match Information Card Knowledge Graph
  • 14. @KunleTCampbell Context of a Query rather than String Match Knowledge Graph
  • 15. @KunleTCampbell Context of a Query rather than String Match Knowledge Graph
  • 16. @KunleTCampbell Context of a Query rather than String Match Knowledge Graph
  • 17. @KunleTCampbell Context of a Query rather than String Match Knowledge Graph
  • 18. @KunleTCampbell Answer Cards Knowledge Graph
  • 19. @KunleTCampbell Is Google not a scraper site? No…a search engine like Google is ‘an amazing Swiss Army Knife’ ;) h#ps://www.youtube.com/watch?v=HViSQjZxhnY  
  • 20. @KunleTCampbell Knowledge Graph is Not Perfect… Vs
  • 21. @KunleTCampbell Conversational‘Voice’Search “…someday, having to pull out a cell phone from your pocket and search would feel as archaic as a dial-up modem” - Amit Singhal – Head of Google’s Core Ranking Team   Conversational Queries Voice Search
  • 22. @KunleTCampbell Conversational Queries… Algo rewrite…for conversational search from: mobile devices and wearable tech i.e. ‘google glass’ Conversational Queries Voice Search
  • 23. @KunleTCampbell Search used to be about using queries that hopefully matched content that was out there… Conversational Queries… Search today is also about asking complex questions in a conversational format with the hope of getting a direct answer ? Conversational Queries Voice Search
  • 24. @KunleTCampbell Talk to Google… Siri Google Now Cortana Conversational Queries Voice Search
  • 25. @KunleTCampbell Hot-wording Google “Okay Google” Conversational Queries Voice Search
  • 26. @KunleTCampbell Google is also teaching us a new set of commands Read  more:  h#p://bit.ly/PQg3zq   Conversational Queries Voice Search
  • 27. @KunleTCampbell As we learn these commands, Google might better Anticipate our follow up Queries... Anticipate Queries Google Now follow up context queries
  • 28. @KunleTCampbell Query Reviser Re-Writing Engine Based on Identifying ENTITIES and the SYNONYM ENGINE... Anticipate Queries Google Now follow up context queries via:  h#p://www.seobythesea.com/2013/09/google-­‐hummingbird-­‐patent/   SYNONYM IDENTIFICATION BASED ON CO-OCCURRING TERMS United States Patent: 8,538,984 Filled on: September 17, 2013 Assignee: Google Inc. (Mountain View, CA) http://1.usa.gov/1i900HL
  • 29. @KunleTCampbell The Vast and Ever Expanding Size of Knowledge Graph and the Semantic Web is Constantly Improving Query Re-Writing Anticipate Queries Google Now follow up context queries via:  h#p://www.seobythesea.com/2013/09/google-­‐hummingbird-­‐patent/   SEARCH QUERIES IMPROVED BASED ON QUERY SEMANTIC INFORMATION United States Patent: 8,577,907 Filled on: November 5, 2013 Assignee: Google Inc. (Mountain View, CA) http://1.usa.gov/1nosfFP
  • 30. @KunleTCampbell Anticipate Queries Google Now follow up context queries The Vast and Ever Expanding Size of Knowledge Graph and the Semantic Web is Constantly Improving Query Re-Writing
  • 31. @KunleTCampbell Advances with Google Now, shows Google’s Ambitious long-term goal of progressing from a search engine to an ubiquitous artificial- intelligence answer machine Anticipate Queries Google Now follow up context queries
  • 32. @KunleTCampbell How Should e-Tailers Prepare for the Impending Change?
  • 33. @KunleTCampbell Understand the Context of a Query
  • 34. @KunleTCampbell User Data from Query logs Here’s How Google Attempts to Understand the‘Layers of Context’in a Query Search Entity information – Knowledge Graph has 570 million objects with data on 18 billion+ relationships Clicks and CTR history on SERPs Co-occurrences of words within queries and query sessions Queries and query refinements with a query session Location and device cues Was the search via Voice or typed in?
  • 35. @KunleTCampbell Here’s How Google Attempts to Understand the‘Layers of Context’in a Query “A search query for a search engine may be improved by incorporating alternate terms into the search query that are semantically similar to terms of the search query, taking into account information derived from the search query.” - U.S. Patent 8,577,907 Abstract Search queries improved based on query semantic information http://1.usa.gov/1nosfFP
  • 36. @KunleTCampbell “the context for a particular query term included at the beginning of the search query may be defined by a query term located at the end of the search query” Co-occurrences of words within queries and query sessions SYNONYM IDENTIFICATION BASED ON CO-OCCURRING TERMS United States Patent: 8,538,984 September 17, 2013 Assignee: Google Inc. (Mountain View, CA) http://1.usa.gov/1i900HL where can I buy a playstation 4
  • 37. @KunleTCampbell Mobile OR Desktop? Local business OR on an e-Tailer? Context might be different… Co-occurrences of words within queries and query sessions The defining query where can I buy a playstation 4
  • 38. @KunleTCampbell Non local Results from a mobile device “where can I buy a playstation 4” eCommerce AND article results
  • 39. @KunleTCampbell Query String Match Results from a mobile device “where can I buy a playstation 4 in oxford”
  • 40. @KunleTCampbell Search from a mobile device “where can I buy coffee” Prominent Local results
  • 41. @KunleTCampbell Search from a desktop on Google.com “where can I buy coffee” Prominent Local results
  • 42. @KunleTCampbell Strive to become an ENTITY
  • 43. @KunleTCampbell Work on Your Brand Until it Earns the Right to Become a Global‘Entity’
  • 44. @KunleTCampbell Which means striving to ethically earn a Wikipedia Page
  • 45. @KunleTCampbell Which Gets You Into Freebase
  • 46. @KunleTCampbell Understand the Context of a Query And an Answer Card… You also get to become an entity in your retail niche! It is not just the preserve of the‘big boys’
  • 47. @KunleTCampbell Don’t GAME Wikipedia From the Wiki page of a prominent UK and Global Fashion
  • 48. @KunleTCampbell Understand How ENTITY ATTRIBUTES Influence Rankings
  • 49. @KunleTCampbell Don’t Just List your Retail Business on Wikipedia; ensure that it is in the right category and that it has as many schema attributes are completed
  • 50. @KunleTCampbell Complete Schema Profile
  • 51. @KunleTCampbell Check Out Amazon’s Freebase Listing to see how detailed Attributes can get Also Check out Google’s Freebase Listing http://www.freebase.com/m/045c7b http://www.freebase.com/m/0mgkg
  • 52. @KunleTCampbell A UK e-tailer that Deserves a Wikipedia Page Listed on the AIM
  • 53. @KunleTCampbell No Information Card or Knowledge Graph Data…
  • 54. @KunleTCampbell Build RELATIONSHIPS with other ENTITIES On Freebase
  • 55. @KunleTCampbell Added as Supplier’s of ASOS On Freebase Added as ASOS as ‘Major Customer’ On Freebase
  • 56. @KunleTCampbell Build ENTITIES within your Store with Marked-Up Data
  • 57. @KunleTCampbell Avoid Keyword Cannibalisation URL Singularity Is Key Especially on Category and Product Pages Rethink the excessive use of tag pages What THING does your Category Page Represent? Mark-up Product & Category pages with Schema.org, Microformats, Open Graph
  • 58. @KunleTCampbell With Schema.org – Go Over and Beyond mark-up Required by Google http://schema.org/Product Also consider the data highlighter tool to help establish entities
  • 59. @KunleTCampbell Establish Connections between ENTITIES with HYPERLINKS http://schema.org/Product Ensure URL Singularity to maximum potential Internal-link building 101
  • 60. @KunleTCampbell Optimise Product and Category Pages for Open Graph and the Social Web Social Media Markups are essential
  • 61. @KunleTCampbell Multichannel Retailers should take their Local Presence Seriously
  • 62. @KunleTCampbell A UK e-tailer that Deserves a Wikipedia Page
  • 63. @KunleTCampbell BUT saved by their Google+ and Google Places Presence… Most recent Google+ Post Google Local Other Local Related Entities
  • 64. @KunleTCampbell Multichannel Retailers Tend to have a more competitive edge due to their High Street Local Presence Contextual Alternatives powered by Local Search
  • 65. @KunleTCampbell Be Prepared and Ready for the Mobile Web think beyond a Responsive Website
  • 66. @KunleTCampbell If Google Changed its Engine in preparation for voice and mobile search, prepare for the storm ahead by going mobile  
  • 67. @KunleTCampbell Check the growth and share of mobile traffic and study your Multi-Device Attribution i.e. with Universal Analytics +   +  
  • 68. @KunleTCampbell Google is striving to become an Answers’Engine – rather than a Search Engine with is gear to cover any and every computing device +   +   servers, mobile phones, tablet computers, notebook computers, music players, e-book readers, laptop or desktop computers, PDAs, smart phones, or other stationary or portable devices
  • 69. @KunleTCampbell Start Optimising for Questions both on-site and off-site
  • 70. @KunleTCampbell People Ask Search Engines Questions Infuse your brand in conversations offsite – i.e. reviews, press, video EARNED MEDIA
  • 71. @KunleTCampbell People Ask Search Engines Questions Infuse your brand in conversations offsite – i.e. reviews, press, video EARNED MEDIA
  • 72. @KunleTCampbell STOP Optimising for STRINGS and START Optimising for THINGS, CONCEPTS & Subjects
  • 73. @KunleTCampbell Keyword Research is NOT Dead in the water RIP  
  • 74. @KunleTCampbell Infuse Keyword Research into: CONCEPT RESEARCH Or SUBJECT MATTER RESEARCH
  • 75. @KunleTCampbell Align On-site Content Marketing with Content that Addresses Pain Points at Each Stage of the Purchase Funnel A I D A AWARENESS INTEREST DESIRE ACTION Brand Awareness Efforts: Viral Video, Image, Advertising, Sponsorship, Social Create Interest: PR, Events, Guides, Blog, YouTube Video Series, eNewsletter, Q&As Desire for Your Products: Brand Name Search, Product Search, Direct Traffic Action: Buy Product, Voucher Codes THE AIDA MODEL
  • 76. @KunleTCampbell Answer Specific Queries that align with user needs ?
  • 77. @KunleTCampbell Go deep…
  • 78. @KunleTCampbell Optimize your on-site content for “in-depth articles”
  • 79. @KunleTCampbell eBay Goes Quite detailed in their User Guides
  • 80. @KunleTCampbell Argos on the other hand is quite thin on for it’s Pools Buying Guide
  • 81. @KunleTCampbell Invest in PLA Ads
  • 82. @KunleTCampbell Searchers are being trained to interact with Visual Answer Cards…. Yes SEOs, CTRs are Higher…
  • 83. @KunleTCampbell Small Screens and PLA ads are swipeable Mobiles are worse… J  
  • 84. @KunleTCampbell Highly Targeted outreach gets Highly Relevant links matter even more now Continue to do great SEO… J  
  • 85. @KunleTCampbell Contact Me to chat more… about eCommerce Marketing email: kc@2x.co twitter: @KunleTCampbell web: www.2xmedia.co