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Suffolk Internet Marketing & SEO/M Specialists - Ruth Cheesley - Don't get in a flap about the Google Hummingbird update
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Suffolk Internet Marketing & SEO/M Specialists - Ruth Cheesley - Don't get in a flap about the Google Hummingbird update

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A presentation exploring the key concepts behind the Google Hummingbird update and the factors that SEO, SEM, Copywriting and Internet Marketing specialists need to take away from this update

A presentation exploring the key concepts behind the Google Hummingbird update and the factors that SEO, SEM, Copywriting and Internet Marketing specialists need to take away from this update

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  • New update, first major update since Caffeine in 2010 – which was a structural re-jig.
    Without caffeine, no humminbird – needed to be able to store data in way to make semantic search work
    Called hummingbird because it's focus is to make the retrieval of search results precise, and fast
  • Much of SEO is scientific guess-work, - this time we have some speculation about what lies behind Hummingbird, in the form of patents which were granted
    Also info from Google itself.
  • E.G. Place → Restaurant
    Co-occurence using substitution rules
    Search entities
    Context – e.g. car/auto, railroad car
    'Level of confidence' that terms might be synonyms
    Patents in 2005 and 2010
  • “Words are not things themselves, but the verbal representation of things”
  • Search entities objectify words into concepts.
    Also links are made using co-occurence relations – how likely are the words in the query to occur in the same query, and compare that with synonyms
  • Irrelevant links are considered as 'bad' links – context of links is now critical.
    We need to optimise the connectivity between things – not the things themselves.
    Keyword optimisation now becomes topical optimisation
    SEO Copywriting now becomes GOOD copywriting!
  • Site Architecture
    Avoid canonical content
    Avoid thin content
    Semantic content model (meaning/html/js/css)
    Topical optimisation page by page
    Useful content in several formats
    Semantic markup
  • Brand visibility
    Referral traffic
    Thought leadership of brand
    Topical sections on a general site – eg. news
  • Brand visibility
    Social echo
    Mentions/co-sharing
    Organic traffic
  • Holistic vision
    DON'T DO CRAPPY SEO!

Transcript

  • 1. Don't get in a flap! Google's Hummingbird Update Ruth Cheesley – Virya Technologies Autor: 18.10.12 Ruth Cheesley - @RCheesley - gplus.to/RCheesley
  • 2. PRECISE AND FAST
  • 3. “SCIENTIFIC” GUESS-WORK!
  • 4. Synonyms in search
  • 5. A natural development?
  • 6. Words are not 'things'
  • 7. From words to concepts
  • 8. “Where can I have a coffee in Ipswich on Wednesday?” How does it work?
  • 9. Understand the query
  • 10. Wednesday On Wednesday Where Can I get a coffee Relate words to entities In Ipswich
  • 11. Deliver relevant results
  • 12. 90% affected You can run, but you can't hide!
  • 13. It's all in the tail
  • 14. Authority .. that old chestnut!
  • 15. Authority .. that old chestnut!
  • 16. Context of links is important
  • 17. Have a clear audience in mind
  • 18. Get your structure & semantics right
  • 19. Build relevant links
  • 20. Social SEO
  • 21. DON'T DO CRAPPY SEO!
  • 22. Autor: 18.10.12 Ruth Cheesley - @RCheesley - gplus.to/RCheesley