What You Need To Know About Google Hummingbird and Entity Search

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Smx West 2014 Session #Smx #31A - What Is Hummingbird And The Entity Search Revolutionpresentation What You Need To Know About Google Hummingbird And Entity Search By Janet Driscoll Miller @Janetdmiller Of Marketing Mojo

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What You Need To Know About Google Hummingbird and Entity Search

  1. 1. #smx #31A | @janetdmiller | marketing-mojo.com WHAT IS HUMMINGBIRD & THE ENTITY SEARCH REVOLUTION Janet Driscoll Miller SMX West March 13, 2014
  2. 2. #smx #31A | @janetdmiller | marketing-mojo.com WHAT’S DRIVING HUMMINGBIRD AND ENTITY SEARCH? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2011 2012 2013 YouTube Percent of Traffic from Mobile
  3. 3. #smx #31A | @janetdmiller | marketing-mojo.com HUMMINGBIRD
  4. 4. #smx #31A | @janetdmiller | marketing-mojo.com VOICE SEARCH • Hummingbird algorithm = Conversational search (sentences/questions) › Helpful for voice search › Mobile drives need for voice search › Growth of mobile makes voice search imperative › Voice search requires natural speech patter identification
  5. 5. #smx #31A | @janetdmiller | marketing-mojo.com ENTITY SEARCH
  6. 6. #smx #31A | @janetdmiller | marketing-mojo.com WHAT IS AN ENTITY?
  7. 7. #smx #31A | @janetdmiller | marketing-mojo.com HOW ARE ENTITY SEARCH AND HUMMINGBIRD RELATED? • Hummingbird = “conversational search” • Conversations are made up of sentences/questions • Sentences/questions are compiled of entities and associate relationships
  8. 8. #smx #31A | @janetdmiller | marketing-mojo.com KNOWLEDGE GRAPH • Answers quick questions
  9. 9. #smx #31A | @janetdmiller | marketing-mojo.com KNOWLEDGE GRAPH • Answers quick questions
  10. 10. #smx #31A | @janetdmiller | marketing-mojo.com KNOWLEDGE GRAPH • Answers quick questions
  11. 11. #smx #31A | @janetdmiller | marketing-mojo.com GOOGLE NOW • Google trying to provide related information via Google Now • Semantic search
  12. 12. #smx #31A | @janetdmiller | marketing-mojo.com HOW TO PREPARE
  13. 13. #smx #31A | @janetdmiller | marketing-mojo.com HUMMINGBIRD • Should be nothing to do • Ask: › Is your content well-written? › Is it “conversational”?
  14. 14. #smx #31A | @janetdmiller | marketing-mojo.com HUMMINGBIRD • BE CLEAR! Lose the jargon. • Example: online survey software • Does your company: › “Facilitate collaborative, real time customer feedback solutions” › “Provide customer feedback survey software” › http://www.dack.com/web/bullshit.html
  15. 15. #smx #31A | @janetdmiller | marketing-mojo.com ENTITY SEARCH 1. Entities are related to one another › Most entities will show relation in the way you write about them › i.e.: Jared Leto won the Academy Award for Best Supporting Actor.
  16. 16. #smx #31A | @janetdmiller | marketing-mojo.com ENTITY SEARCH 1. Entities are related to one another › Most entities will show relation in the way you write about them › i.e.: Jared Leto won the Academy Award for Best Supporting Actor.
  17. 17. #smx #31A | @janetdmiller | marketing-mojo.com ENTITY SEARCH 2. Rank #1 for your keywords.
  18. 18. #smx #31A | @janetdmiller | marketing-mojo.com THE KNOWLEDGE GRAPH CONUNDRUM
  19. 19. #smx #31A | @janetdmiller | marketing-mojo.com THE KNOWLEDGE GRAPH CONUNDRUM
  20. 20. #smx #31A | @janetdmiller | marketing-mojo.com
  21. 21. #smx #31A | @janetdmiller | marketing-mojo.com ENTITY SEARCH 3. Structure your data. › Use structured markup on content. › This helps engines understand what type of content is on page, how it’s related
  22. 22. #smx #31A | @janetdmiller | marketing-mojo.com
  23. 23. #smx #31A | @janetdmiller | marketing-mojo.com ENTITY SEARCH 4. Enter information into Freebase. › Database owned by Google
  24. 24. #smx #31A | @janetdmiller | marketing-mojo.com
  25. 25. #smx #31A | @janetdmiller | marketing-mojo.com CONTACT JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller + Janet Driscoll Miller
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