MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
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MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story

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In October of 2013 Google let the world know about their Hummingbird platform. Little is understood on what that release was about and the impact it has had / is having. Yet, the impact is very......

In October of 2013 Google let the world know about their Hummingbird platform. Little is understood on what that release was about and the impact it has had / is having. Yet, the impact is very significant already, and there is much more to come. Come to this session to learn about how Hummingbird is driving the future of search.

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  • 1. Hummingbird – The True Story
  • 2. First Off... Who Am I?  Co-author: The Art of SEO  CEO: Stone Temple Consulting, 30+ person Digital Marketing and SEO firm  Columnist:  Interviewer:
  • 3. Eric Enge – Fun Fact 1984 World Foosball Champion – “Goalie War”
  • 4. Hummingbird
  • 5. Three Parts to Google’s Product Search Engine 1 2 3 Spider/Crawler/Robot Index
  • 6. Four Parts – With The Knowledge Graph Search Engine 1 2 3 Spider/Crawler/Robot Index The Knowledge Graph is a set of structured databases that can answer specific questions
  • 7. The Mobile Device Revolution
  • 8. On Mobile at SMX Advanced: Said that mobile search queries will exceed desktop queries before end of 2014
  • 9. PCs Declining, Tablets Exploding
  • 10. Smart Phone Sales Too
  • 11. Role of Voice Search
  • 12. Google Investing Heavily
  • 13. “Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.” Greg Sterling Search Engine Land June 27, 2014
  • 14. Environments Where It Will Not Work
  • 15. Caffeine (June 2010) Search Engine 1 2 3 Spider/Crawler/Robot Index Rewrote These Parts of Google
  • 16. No Rewrite to the Search Engine - Ever
  • 17. Until Hummingbird Search Engine 1 2 3 Spider/Crawler/Robot Index Hummingbird was a rewrite of the Search Engine
  • 18. What is Hummingbird? https://www.youtube.com/watch?v=iLqVuUqx57k
  • 19. Natural Language Search
  • 20. Maps to Knowledge Graph
  • 21. Comparison Queries Jupiter VS Saturn
  • 22. Synonyms
  • 23. Understands Context – “Where is the closest Italian restaurant”
  • 24. Maps User Intent – “Red Sox VS Yankees”
  • 25. “Red Sox VS Yankees” - Offseason
  • 26. During a Patriots Playoff Game
  • 27. 33,800 Results – Really?
  • 28. Example Sequence
  • 29. “How Tall Is He”
  • 30. “Who Is His Wife?”
  • 31. “Does He Have Children?”
  • 32. “When Did He Start Playing Football?”
  • 33. Natural Language Search in a Nutshell Query Translator User Query Main Algo Translated Search Query Results Modified Query Hummingbird
  • 34. Inside the Query Translator Query Translator User Query Modified Query Previous Query References Comparison Query Relative References Perform Query Translation “It” “vs” “near” Synonyms “auto”, “car”
  • 35. Impact on SEO
  • 36. SEO Tactics Significantly Changed
  • 37. Keyword Stuffing - 2000 Get SEO services from the best SEO team around with cutting edge SEO content marketing, SEO link building, and SEO audits. We offer best SEO traffic gains through audits for SEO, content marketing for SEO, and link building for SEO. Sign up for our SEO services right now! Buy Best SEO Services Now
  • 38. Keyword Stuffing - 2010 We offer SEO services that include on-page audits, link building, and content marketing. Our campaigns drive SEO results by using the latest SEO techniques. Sign up for our SEO services right now! Buy Our SEO Services Now
  • 39. Hummingbird Ready Copy - 2014 We offer SEO services that include on-page audits, link building, and content marketing. Our campaigns drive increased organic search traffic by using the latest search engine optimization techniques. We will agree on ROI goals with you and measure progress over time. Contact Us For More Info!
  • 40. What Needs do the Top Ranking Sites Address?
  • 41. Co-Occurrence Example
  • 42. Co-Occurrence Mix Correlates With Ranking
  • 43. Real World Example
  • 44. Address User Wants / Needs
  • 45. User Groups
  • 46. UserTesting.com
  • 47. Mechanical Turk Can Work Too!
  • 48. Map Web Design to User Needs
  • 49. Example of Content Depth Who is Better, Tom Brady or Peyton Manning? Compare Tom Brady Peyton Manning Does your sport site have a page that discusses this very common question?
  • 50. Next Query Anticipation • What if 25% of people who search on “Eiffel Tower” want to know the height of the tower? • Does your page answer that question? • What are the real questions users have in mind? • Are you answering them?
  • 51. Example – Pizza Place in Las Vegas Where is the Nearest Pizza Place? Las Vegas Pizza Address Menu Hours Prices Coupons Bar? Reservations? Local Language
  • 52. Implement Schema Even if No Rich Snippets
  • 53. Even if You Don’t Have the Programming Talent
  • 54. Get the Information on Your Web Page Address Menu Hours Prices Coupons Bar? Reservations?
  • 55. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com