What You Need To Know About Google Hummingbird and Entity Search
Upcoming SlideShare
Loading in...5
×
 

What You Need To Know About Google Hummingbird and Entity Search

on

  • 1,206 views

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 ...

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

Statistics

Views

Total Views
1,206
Views on SlideShare
1,204
Embed Views
2

Actions

Likes
6
Downloads
65
Comments
0

1 Embed 2

https://twitter.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

What You Need To Know About Google Hummingbird and Entity Search What You Need To Know About Google Hummingbird and Entity Search Presentation Transcript

  • #smx #31A | @janetdmiller | marketing-mojo.com WHAT IS HUMMINGBIRD & THE ENTITY SEARCH REVOLUTION Janet Driscoll Miller SMX West March 13, 2014
  • #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
  • #smx #31A | @janetdmiller | marketing-mojo.com HUMMINGBIRD
  • #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
  • #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 = “conversational search” • Conversations are made up of sentences/questions • Sentences/questions are compiled of entities and associate relationships
  • #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 • Semantic search
  • #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? › Is it “conversational”?
  • #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
  • #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.
  • #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.
  • #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. › This helps engines understand what type of content is on page, how it’s related
  • #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 @janetdmiller + Janet Driscoll Miller