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

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. <br /> Without caffeine, no humminbird – needed to be able to store data in way to make semantic search work <br /> Called hummingbird because it&apos;s focus is to make the retrieval of search results precise, and fast <br />
  • 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 <br /> Also info from Google itself. <br />
  • E.G. Place → Restaurant <br /> Co-occurence using substitution rules <br /> Search entities <br /> Context – e.g. car/auto, railroad car <br /> &apos;Level of confidence&apos; that terms might be synonyms <br /> Patents in 2005 and 2010 <br />
  • “Words are not things themselves, but the verbal representation of things” <br />
  • Search entities objectify words into concepts. <br /> 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 <br />
  • Irrelevant links are considered as &apos;bad&apos; links – context of links is now critical. <br /> We need to optimise the connectivity between things – not the things themselves. <br /> Keyword optimisation now becomes topical optimisation <br /> SEO Copywriting now becomes GOOD copywriting! <br />
  • Site Architecture <br /> Avoid canonical content <br /> Avoid thin content <br /> Semantic content model (meaning/html/js/css) <br /> Topical optimisation page by page <br /> Useful content in several formats <br /> Semantic markup <br />
  • Brand visibility <br /> Referral traffic <br /> Thought leadership of brand <br /> Topical sections on a general site – eg. news <br />
  • Brand visibility <br /> Social echo <br /> Mentions/co-sharing <br /> Organic traffic <br />
  • Holistic vision <br /> DON&apos;T DO CRAPPY SEO! <br />

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

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