Contextual
Search1.
Conversational
Search2.
Semantic
Search3.
Topic
(Complex Entity)
Who is the husband of Madonna?
?
Verb
Entity 1
Entity 2
Komplex Entity
Single Keyword
Komplex Query...
?
=was
Google “understands“
the question
“Answer“
on top of results
?
Source?
User
(Query)
SERP
(Knowledge Graph)
Hummingbird
Query
A1
Similar (or even synonymous) Keyword Queries
SERP A1
Query
A2
SERP A2
Query
A3 SERP A3
Query
A4
SERP ...
Query
A1
Hummingbird
Query
A6
Query
A5
Similar (or even synonymous) Keyword Queries
Query
A2
Query
A4
Query
A3
SERP A
Post-
Ties
Knots
Chapter 1:
SERP Diversity
Diversity of SERPs
All Keywords
Diversity of SERPs
Navigational Keywords
~4%
Diversity of SERPs
Informational Keywords
~6.5%
Diversity of SERPs
Keywords with Question Words
What, Where, Who, How, Why …
~4.5%
Query
SERP
C
SERP
A
SERP
B
Pre-
Hummingbird SERP
Y
SER
P J
SER
P I
SER
P H
SERP
G
SERP
F
SERP
L
SERP
K
SERP
M
SER
P N
SERP...
SER
P H
SERP
M
SER
P J
SERP
R
SERP
F
Query
SERP
C
SERP
A
SERP
B
Post-
Hummingbird
SERP
Y
SER
P I SERP
G
SERP
L
SERP
K
SER
...
Chapter 2:
Keyword Pairs
Diversity of SERPs – Keyword Pairs
3/5/2014 ® Searchmetrics Inc. 2014 │ Page 32
Keywords with same meaning
Diversity of SERPs – Keyword Pairs
3/5/2014 ® Searchmetrics Inc. 2014 │ Page 33
Keywords with same meaning
Diversity of SERPs – Keyword Pairs
3/5/2014 ® Searchmetrics Inc. 2014 │ Page 34
Keywords with same meaning
Comparison
4/10
July 2013
9/10
March 2014
2/10
July 2013
7/10
March 2014
6/10
July 2013
9/10
March 2014
8.
Chapter 2:
Knowledge Graph
Knowledge Graph
3/5/2014 ® Searchmetrics Inc. 2014 │ Page 43
June 2013
Oct 2013
Nov 2013
March 2014
Knowledge Graph
3/5/2014 ® Searchmetrics Inc. 2014 │ Page 48
3/5/2014 ® Searchmetrics Inc. 2014 │ Page 53
Searchmetrics – leading vendor of
search an social analytics software
with in...
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
The Searchmetrics Guide To The Google Galaxy
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The Searchmetrics Guide To The Google Galaxy

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Smx West 2014 Session #Smx #31A - What Is Hummingbird And The Entity Search Revolutionpresentation The Searchmetrics Guide To The Google Galaxy By Marcus Tober @Marcustober Of Searchmetrics

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  • The world of SEO is part of the Marketing Galaxy and Searchmetrics brought it home at SMX-West
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The Searchmetrics Guide To The Google Galaxy

  1. 1. Contextual Search1.
  2. 2. Conversational Search2.
  3. 3. Semantic Search3.
  4. 4. Topic (Complex Entity) Who is the husband of Madonna? ? Verb Entity 1 Entity 2 Komplex Entity Single Keyword Komplex Query with Question Word and Tense Form
  5. 5. ? =was
  6. 6. Google “understands“ the question “Answer“ on top of results ? Source?
  7. 7. User (Query) SERP (Knowledge Graph)
  8. 8. Hummingbird Query A1 Similar (or even synonymous) Keyword Queries SERP A1 Query A2 SERP A2 Query A3 SERP A3 Query A4 SERP A4 Query A5 SERP A5 Query A6 SERP A6 Pre-
  9. 9. Query A1 Hummingbird Query A6 Query A5 Similar (or even synonymous) Keyword Queries Query A2 Query A4 Query A3 SERP A Post-
  10. 10. Ties
  11. 11. Knots
  12. 12. Chapter 1: SERP Diversity
  13. 13. Diversity of SERPs All Keywords
  14. 14. Diversity of SERPs Navigational Keywords ~4%
  15. 15. Diversity of SERPs Informational Keywords ~6.5%
  16. 16. Diversity of SERPs Keywords with Question Words What, Where, Who, How, Why … ~4.5%
  17. 17. Query SERP C SERP A SERP B Pre- Hummingbird SERP Y SER P J SER P I SER P H SERP G SERP F SERP L SERP K SERP M SER P N SERP O SERP P SERP Q SERP R SERP S SERP T SERP U SERP V SER P Z SERP X
  18. 18. SER P H SERP M SER P J SERP R SERP F Query SERP C SERP A SERP B Post- Hummingbird SERP Y SER P I SERP G SERP L SERP K SER P N SERP O SERP P SERP Q SERP S SERP T SERP U SERP V SER P Z SERP X
  19. 19. Chapter 2: Keyword Pairs
  20. 20. Diversity of SERPs – Keyword Pairs 3/5/2014 ® Searchmetrics Inc. 2014 │ Page 32 Keywords with same meaning
  21. 21. Diversity of SERPs – Keyword Pairs 3/5/2014 ® Searchmetrics Inc. 2014 │ Page 33 Keywords with same meaning
  22. 22. Diversity of SERPs – Keyword Pairs 3/5/2014 ® Searchmetrics Inc. 2014 │ Page 34 Keywords with same meaning Comparison
  23. 23. 4/10 July 2013
  24. 24. 9/10 March 2014
  25. 25. 2/10 July 2013
  26. 26. 7/10 March 2014
  27. 27. 6/10 July 2013
  28. 28. 9/10 March 2014
  29. 29. 8.
  30. 30. Chapter 2: Knowledge Graph
  31. 31. Knowledge Graph 3/5/2014 ® Searchmetrics Inc. 2014 │ Page 43
  32. 32. June 2013
  33. 33. Oct 2013
  34. 34. Nov 2013
  35. 35. March 2014
  36. 36. Knowledge Graph 3/5/2014 ® Searchmetrics Inc. 2014 │ Page 48
  37. 37. 3/5/2014 ® Searchmetrics Inc. 2014 │ Page 53 Searchmetrics – leading vendor of search an social analytics software with international focus
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