The Hummingbird Update and
Semantic Search
Topics Covered

 How Google Has Changed
 How Search is Different

 What Does This Mean for Keywords?
 From Keywords to...
Google Wants To Work Like Your Brain
Your Brain

Knowledge Graph

Deep learning
algorithm with
higher order entity
recogni...
How Google Crawls and Indexes SERPs
How Google Crawls Results Is Different.
Google Then (1998)

Only
Desktop
Search via
keyboard

617 . 206 . 3040

Google (2013)

Many
internet-ready
devices and
mob...
Google (Then)
Ranking based upon
authoritative literal
match keywords with
links to websites.

Google (Now)
Semantic searc...
What Does This Mean for
Keywords?
Google (Then)

Google (Now)

Finds literal
relationships between
exact match keywords
based on logical rules:

Here, the s...
Google (Then)
Original literal keyword
content which is linked
to.

617 . 206 . 3040

Google (Now)
Semantic keyword
conten...
In Summation
• Google is looking to deliver not just websites in search
rankings, but conversations, social websites, revi...
Google Today and Beyond…

Google Glass and Google Contact Lenses are keyboard-less wearable
hardware that will interpret y...
 Ten New Question on Semantic
Resources for
Semantic
Search and the
Knowledge
Graph

Search Answered
 Hummingbird is Not...
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Hummingbird Update Easily Explained

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Here we take a quick look at Google's Hummingbird Update to it's search algorithm. The methods Google will use now to incorporate semantic web technology will increase more and more as user behavior evolves and link graphs become unreliable.

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Hummingbird Update Easily Explained

  1. 1. The Hummingbird Update and Semantic Search
  2. 2. Topics Covered  How Google Has Changed  How Search is Different  What Does This Mean for Keywords?  From Keywords to Entities
  3. 3. Google Wants To Work Like Your Brain Your Brain Knowledge Graph Deep learning algorithm with higher order entity recognition able to act like artificial intelligence to understand meaing and predict answers. Deep neural connections of ideas, memories, places and things are stimulated and recalled by the world around us and all catalogued by words. http://engage.synecoretech.com/marketing-technology-forgrowth/bid/186703/From-Strings-to-Things-A-Quick-Primer-on-Semantic-Search 617 . 206 . 3040 www.brafton.com
  4. 4. How Google Crawls and Indexes SERPs
  5. 5. How Google Crawls Results Is Different.
  6. 6. Google Then (1998) Only Desktop Search via keyboard 617 . 206 . 3040 Google (2013) Many internet-ready devices and mobile web, Voice search. www.brafton.com
  7. 7. Google (Then) Ranking based upon authoritative literal match keywords with links to websites. Google (Now) Semantic search system rankings consider various points including: Context of search Location Intent Variation of words Synonyms Generalized and specialized queries Concept matching and natural language query 617 . 206 . 3040 www.brafton.com
  8. 8. What Does This Mean for Keywords?
  9. 9. Google (Then) Google (Now) Finds literal relationships between exact match keywords based on logical rules: Here, the search would query only documents where both exact keywords poverty AND crime were mentioned 617 . 206 . 3040 Thinks of places, things, objects as “entities” and is looking for meaning in relationships to the words to each other in an entire sentence This is all plotted together on a graph (The Knowledge Graph) that highlight unambiguous connections between concepts and ideas. www.brafton.com
  10. 10. Google (Then) Original literal keyword content which is linked to. 617 . 206 . 3040 Google (Now) Semantic keyword content which is useful and shared. www.brafton.com
  11. 11. In Summation • Google is looking to deliver not just websites in search rankings, but conversations, social websites, review websites, authors and other contextually meaningful results • Google has morphed from a “fact engine” into a “meaning engine.” • Keywords and their literal importance has diminished and will continue to diminish in importance over time. Useful content that is engaged with and shared delivers better and more personalized results, which will keep users loyal to Google as opposed to it’s competitors. 617 . 206 . 3040 www.brafton.com
  12. 12. Google Today and Beyond… Google Glass and Google Contact Lenses are keyboard-less wearable hardware that will interpret your eye movements and facial expressions and predict search results for you intuitively. You can see why Google is thinking less about keywords and more about the user! You should too!
  13. 13.  Ten New Question on Semantic Resources for Semantic Search and the Knowledge Graph Search Answered  Hummingbird is Not Just for Christmas  Adapting Strategies for 2014  Understanding Entity Search  Schema.org 617 . 206 . 3040 www.brafton.com

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