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© 2014 Adobe Systems Incorporated.
Session Hash Tag (#smx #31A) @Warrenleemedia
Warren Lee, Sr. Global SEO Manager, ADOBE
...
© 2014 Adobe Systems Incorporated.
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Warren Lee
Sen...
© 2014 Adobe Systems Incorporated.
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What is Hummin...
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What is Hummin...
© 2014 Adobe Systems Incorporated.
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What is “Hummi...
© 2014 Adobe Systems Incorporated.
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What is “Hummi...
© 2014 Adobe Systems Incorporated.
Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia
What is “Hummi...
© 2014 Adobe Systems Incorporated.
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What is “Hummi...
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“SERVING THE S...
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So what is new...
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So what is new...
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The knowledge ...
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The knowledge ...
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Knowledge gr...
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Refined topic ...
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All this givin...
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All this givin...
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“My head hurts...
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Example of Que...
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Example of Que...
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Synonyms and q...
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Synonyms and q...
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Synonyms and...
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Synonyms and...
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Synonyms and...
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Results for br...
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Results for br...
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Results for ...
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Top 100 term...
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 Consider loo...
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Any QUESTIONS?
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What Is Google Hummingbird and The Entity Search Revolution

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Smx West 2014 Session #Smx #31A - What Is Hummingbird And The Entity Search Revolutionpresentation What Is Google Hummingbird And The Entity Search Revolution By Warren Lee @Warrenleemedia Of Adobe

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Transcript of "What Is Google Hummingbird and The Entity Search Revolution"

  1. 1. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A) @Warrenleemedia Warren Lee, Sr. Global SEO Manager, ADOBE What Is Hummingbird & The Entity Search Revolution #SMX #31A
  2. 2. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Warren Lee Senior Manager, Global Search Marketing Global team delivering Organic & Site Search strategies for all Adobe products Team Charter • Deliver industry best practices • Drive KPI-focused results • Showcase Marketing Cloud products 11 years in Search, 15 years in Digital http://blogs.adobe.com/digitalmarketing/author/warren-lee/ http://searchengineland.com//author/warren-lee/ http://warrenlee.org Bio
  3. 3. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia What is Hummingbird? 3 Hummingbird is a new search engine algorithm, that impacted 90% of search queries in Google.
  4. 4. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia What is Hummingbird? 4 In general, Hummingbird — Google says — is a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today, rather than one created for the needs of ten years ago, with the technologies back then..http://searchengineland.com/google-hummingbird-172816
  5. 5. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia What is “Hummingbird” 5 It doesn’t change the original ranking factors, instead it adds additional relevancy signals that can also impact rankings. http://searchengineland.com/seotable
  6. 6. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia What is “Hummingbird” 6 LINKS ARE STILL IMPORTANT
  7. 7. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia What is “Hummingbird” 7 SITE ARCHITECTURE IS STILL IMPORTANT
  8. 8. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia What is “Hummingbird” 8 QUALITY CONTENT IS STILL IMPORTANT
  9. 9. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia “SERVING THE SEARCH DEMANDS OF TODAY” 9
  10. 10. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia So what is new about Hummingbird? 10 Entity Search & Search Entities
  11. 11. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia So what is new about Hummingbird? 11 Knowledge graph was the “first baby step” http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html
  12. 12. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia The knowledge graph entities vs. search entities 12 Knowledge graph entities
  13. 13. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia The knowledge graph entities vs. search entities 13 Knowledge graph entities Are about people, places, & things
  14. 14. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia14 Knowledge graph entities vs. search entities Search Entities can include: • A query a searcher submits • Documents responsive to the query • The search session during which the searcher submits the query • The time at which the query is submitted • Advertisements presented in response to the query • Anchor text in a link in a document • The domain associated with a document “Search entities” (as opposed to entities that relate to people, places, and things) are primarily about relationships between keywords. Relationships between keywords or entities help provide a layer of semantic relevancy, and can be used to make rank adjustments. Synonym identification based on co-occurring terms
  15. 15. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Refined topic modeling, more knowledge graph references, and semantic signals are coalescing.  Search queries improved based on query semantic information  Evaluation of substitute terms  Synonym identification based on co-occurring terms  Generalized Syntactic and Semantic Models of Query Reformulation  Today, signals such as keyword co-occurrence, user behavior, and previous searches do in fact inform context around search queries, which impact the SERP landscape.  This has impacted 90% of queries… 15
  16. 16. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia All this giving you a headache yet? 16
  17. 17. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia All this giving you a headache yet? 17
  18. 18. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia “My head hurts” 18
  19. 19. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Example of Query Expansion.. Based on query sessions 19
  20. 20. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Example of Query Expansion.. Based on previous search 20
  21. 21. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Synonyms and query re-writing.. “Hardware reviews” > “Computer” 21
  22. 22. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Synonyms and query re-writing.. “Hardware reviews” > “Computer” 22
  23. 23. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia23 Synonyms and stemming “How to ship a bottle”
  24. 24. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia24 Synonyms and query expansion
  25. 25. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia25 Synonyms and query expansion
  26. 26. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Results for broad searches impacted by query sessions 26
  27. 27. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia Results for broad searches impacted by query sessions
  28. 28. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia28 Results for broad searches impacted by query sessions
  29. 29. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia29 Top 100 terms: 5.7% of demand Top 500 terms: 8.9% of demand Top 1,000 terms: 10.6 of demand Top 10,000 terms: 18.5% of demand Long Tail SEO Strategies Are Increasingly Important How does this impact my day to day as an SEO?
  30. 30. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia  Consider looking through the top 10-20 search results and seeing which terms tend to co-occur within those, and think about adding them.  Pay more attention to the query refinement suggestions that Google might show in response to a query as well.  Incorporate use of new keyword research tools  LSI keywords.com  Ubersuggest.com  Limit pronouns, link out to entities to establish graph relationships and implement schema.org mark-up when possible.  Do this not only because it is what search engines are moving toward, but because it helps us better organize and add more depth to our content to the benefit of our audience. How does this impact my day to day as an SEO?
  31. 31. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A) Q&A 31 Any QUESTIONS?
  32. 32. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)
  33. 33. © 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A)Session Hash Tag (#smx #31A) @Warrenleemedia33 Changing the world through digital experiences
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