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Hummingbird – The True Story
First Off... Who Am I?
 Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO fi...
Eric Enge – Fun Fact
1984 World
Foosball
Champion –
“Goalie War”
Hummingbird
Three Parts to Google’s Product
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Four Parts – With The Knowledge Graph
Search Engine
1 2 3
Spider/Crawler/Robot Index
The Knowledge Graph
is a set of struc...
The Mobile Device Revolution
On Mobile at
SMX Advanced:
Said that mobile
search queries
will exceed
desktop queries
before end of
2014
PCs Declining, Tablets Exploding
Smart Phone Sales Too
Role of Voice Search
Google Investing Heavily
“Voice control/search
will soon be the primary
way that users interact
with Android devices,
especially as the
operating s...
Environments Where It Will Not Work
Caffeine (June 2010)
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Rewrote These Parts of Google
No Rewrite to the Search
Engine - Ever
Until Hummingbird
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine
What is Hummingbird?
https://www.youtube.com/watch?v=iLqVuUqx57k
Natural Language Search
Maps to Knowledge Graph
Comparison
Queries
Jupiter VS
Saturn
Synonyms
Understands Context – “Where is the
closest Italian restaurant”
Maps User Intent – “Red Sox VS Yankees”
“Red Sox VS Yankees” - Offseason
During a Patriots Playoff Game
33,800 Results – Really?
Example
Sequence
“How Tall Is He”
“Who Is His Wife?”
“Does He Have Children?”
“When Did He Start Playing Football?”
Natural Language Search in a Nutshell
Query
Translator
User
Query Main
Algo
Translated Search Query Results
Modified
Query...
Inside the Query Translator
Query Translator
User
Query Modified
Query
Previous
Query
References
Comparison
Query
Relative...
Impact on SEO
SEO Tactics Significantly Changed
Keyword Stuffing - 2000
Get SEO services from the best SEO team
around with cutting edge SEO content
marketing, SEO link b...
Keyword Stuffing - 2010
We offer SEO services that include on-page
audits, link building, and content marketing. Our
campa...
Hummingbird Ready Copy - 2014
We offer SEO services that include on-page
audits, link building, and content marketing. Our...
What
Needs do
the Top
Ranking
Sites
Address?
Co-Occurrence Example
Co-Occurrence Mix Correlates With Ranking
Real World Example
Address User Wants / Needs
User Groups
UserTesting.com
Mechanical Turk Can Work Too!
Map Web Design to User Needs
Example of Content Depth
Who is
Better, Tom
Brady or
Peyton
Manning?
Compare
Tom Brady
Peyton
Manning
Does your sport
site...
Next Query Anticipation
• What if 25% of people who search on “Eiffel
Tower” want to know the height of the
tower?
• Does ...
Example – Pizza Place in Las Vegas
Where is
the Nearest
Pizza Place?
Las Vegas
Pizza
Address
Menu
Hours
Prices
Coupons
Bar...
Implement
Schema
Even if No
Rich
Snippets
Even if You Don’t
Have the
Programming Talent
Get the Information on Your Web Page
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?
Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story
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 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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Transcript of "MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story"

  1. 1. Hummingbird – The True Story
  2. 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. 3. Eric Enge – Fun Fact 1984 World Foosball Champion – “Goalie War”
  4. 4. Hummingbird
  5. 5. Three Parts to Google’s Product Search Engine 1 2 3 Spider/Crawler/Robot Index
  6. 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. 7. The Mobile Device Revolution
  8. 8. On Mobile at SMX Advanced: Said that mobile search queries will exceed desktop queries before end of 2014
  9. 9. PCs Declining, Tablets Exploding
  10. 10. Smart Phone Sales Too
  11. 11. Role of Voice Search
  12. 12. Google Investing Heavily
  13. 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. 14. Environments Where It Will Not Work
  15. 15. Caffeine (June 2010) Search Engine 1 2 3 Spider/Crawler/Robot Index Rewrote These Parts of Google
  16. 16. No Rewrite to the Search Engine - Ever
  17. 17. Until Hummingbird Search Engine 1 2 3 Spider/Crawler/Robot Index Hummingbird was a rewrite of the Search Engine
  18. 18. What is Hummingbird? https://www.youtube.com/watch?v=iLqVuUqx57k
  19. 19. Natural Language Search
  20. 20. Maps to Knowledge Graph
  21. 21. Comparison Queries Jupiter VS Saturn
  22. 22. Synonyms
  23. 23. Understands Context – “Where is the closest Italian restaurant”
  24. 24. Maps User Intent – “Red Sox VS Yankees”
  25. 25. “Red Sox VS Yankees” - Offseason
  26. 26. During a Patriots Playoff Game
  27. 27. 33,800 Results – Really?
  28. 28. Example Sequence
  29. 29. “How Tall Is He”
  30. 30. “Who Is His Wife?”
  31. 31. “Does He Have Children?”
  32. 32. “When Did He Start Playing Football?”
  33. 33. Natural Language Search in a Nutshell Query Translator User Query Main Algo Translated Search Query Results Modified Query Hummingbird
  34. 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. 35. Impact on SEO
  36. 36. SEO Tactics Significantly Changed
  37. 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. 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. 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. 40. What Needs do the Top Ranking Sites Address?
  41. 41. Co-Occurrence Example
  42. 42. Co-Occurrence Mix Correlates With Ranking
  43. 43. Real World Example
  44. 44. Address User Wants / Needs
  45. 45. User Groups
  46. 46. UserTesting.com
  47. 47. Mechanical Turk Can Work Too!
  48. 48. Map Web Design to User Needs
  49. 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. 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. 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. 52. Implement Schema Even if No Rich Snippets
  53. 53. Even if You Don’t Have the Programming Talent
  54. 54. Get the Information on Your Web Page Address Menu Hours Prices Coupons Bar? Reservations?
  55. 55. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com
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