0
#smx #31A | @janetdmiller | marketing-mojo.com
WHAT IS
HUMMINGBIRD &
THE ENTITY SEARCH
REVOLUTION
Janet Driscoll Miller
SM...
#smx #31A | @janetdmiller | marketing-mojo.com
WHAT’S DRIVING HUMMINGBIRD AND
ENTITY SEARCH?
0%
5%
10%
15%
20%
25%
30%
35%...
#smx #31A | @janetdmiller | marketing-mojo.com
HUMMINGBIRD
#smx #31A | @janetdmiller | marketing-mojo.com
VOICE SEARCH
• Hummingbird algorithm = Conversational
search (sentences/que...
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
#smx #31A | @janetdmiller | marketing-mojo.com
WHAT IS AN ENTITY?
#smx #31A | @janetdmiller | marketing-mojo.com
HOW ARE ENTITY SEARCH AND
HUMMINGBIRD RELATED?
• Hummingbird = “conversatio...
#smx #31A | @janetdmiller | marketing-mojo.com
KNOWLEDGE GRAPH
• Answers quick questions
#smx #31A | @janetdmiller | marketing-mojo.com
KNOWLEDGE GRAPH
• Answers quick questions
#smx #31A | @janetdmiller | marketing-mojo.com
KNOWLEDGE GRAPH
• Answers quick questions
#smx #31A | @janetdmiller | marketing-mojo.com
GOOGLE NOW
• Google trying to provide
related information via
Google Now
• ...
#smx #31A | @janetdmiller | marketing-mojo.com
HOW TO PREPARE
#smx #31A | @janetdmiller | marketing-mojo.com
HUMMINGBIRD
• Should be nothing to do
• Ask:
› Is your content
well-written...
#smx #31A | @janetdmiller | marketing-mojo.com
HUMMINGBIRD
• BE CLEAR! Lose the jargon.
• Example: online survey software
...
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
1. Entities are related to one another
› Most entities will s...
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
1. Entities are related to one another
› Most entities will s...
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
2. Rank #1 for
your keywords.
#smx #31A | @janetdmiller | marketing-mojo.com
THE KNOWLEDGE GRAPH CONUNDRUM
#smx #31A | @janetdmiller | marketing-mojo.com
THE KNOWLEDGE GRAPH CONUNDRUM
#smx #31A | @janetdmiller | marketing-mojo.com
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
3. Structure your data.
› Use structured markup on content.
›...
#smx #31A | @janetdmiller | marketing-mojo.com
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
4. Enter information into Freebase.
› Database owned by Google
#smx #31A | @janetdmiller | marketing-mojo.com
#smx #31A | @janetdmiller | marketing-mojo.com
CONTACT
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmille...
Upcoming SlideShare
Loading in...5
×

What You Need To Know About Google Hummingbird and Entity Search

1,261

Published on

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

Published in: Marketing
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,261
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
71
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×