Hummingbird & SEO
in 2014

@ietraining

www.instantetraining.com
Agenda:

• Introduction
• Hummingbird & SEO in 2014 - Eric Enge

• Attendee Q&A

@ietraining

www.instantetraining.com
About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him fo...
Training attended by

@ietraining

www.instantetraining.com
SEO + PPC = Search Engine Marketing

Paid Search PPC

Organic Search - SEO

@ietraining

www.instantetraining.com
Building Blocks of SEO

@ietraining

www.instantetraining.com
SEO Timeline

Universal
Search
2007l

Florida
Update
2003l

Google
Adwords
2000l

NoFollow &
Personalized
2005l

Panda
Upd...
Hummingbird – The True Story
First Off... Who Am I?
 Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO fi...
Hummingbird
Three Parts to Google’s Product

1

2

3

Index

Search Engine

Spider/Crawler/Robot

Hummingbird was a rewrite of the Sea...
Four Parts – With The Knowledge Graph

1

2

Spider/Crawler/Robot

3

Index
Search Engine

The Knowledge Graph
is a set of...
Natural Language Search
Synonyms
Understands Context – “Where is the
closest Italian restaurant”
Maps to Knowledge Graph
Maps User Intent – “Red Sox VS Yankees”

Evil

Good
Comparison
Queries
Jupiter VS
Saturn
Example
Sequence
“How Tall Is He”
“Who Is His Wife?”
“Does He Have Children?”
“Who Is He Playing This Sunday?”
“When Did He Start Playing Football?”
Natural Language Search in a Nutshell

Hummingbird

User
Query

Query
Translator

Modified
Query

Translated Search Query ...
Inside the Query Translator
Query Translator

Relative
References
User
Query

“near”

Comparison
Query

“vs”

Previous
Que...
Important

=
Hummingbird Enables Social Signals
Will It Work This Way?
Probably More Like This
1

SERP Impact

2

3
4
5
Basics of Hummingbird
• Affects 90% of queries
• Maps True Intent - Translates queries
– Natural language

• Enables Bette...
PCs Declining, Tablets Exploding
Smart Phone Sales Too
Role of Voice Search
Environments Where It Will Not Work
The destination

+
Rise of Google Plus
Impact on SEO
Some Tactics Significantly Changed
SEO
Copywriting
Address User Wants / Needs
User Groups
UserTesting.com
Mechanical Turk Can Work Too!
Map Web Design to User Needs
Excessive
Keyword
Centricity
Example

Where is
the Nearest
Pizza Place?

Las Vegas
Pizza

• Does your site
show that it
makes pizza?
• Is the location
...
Example 2
Who is
Better, Tom
Brady or
Peyton
Manning?

Compare
Tom Brady
Peyton
Manning

• Does your
sport site have
a pag...
Query Anticipation
• What if Google knows that 25% of people who
enter the query “Eiffel Tower” next ask for the
height of...
Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com
SEO Training Framework

@ietraining

www.instantetraining.com
21 On-Demand Sessions covering…
State of SEO

Web Site Architecture for SEO

SEO Keyword Research

On-Page SEO

Mobile SEO...
50% on both training tracks – Coupon Code : BIRD50

@ietraining

www.instantetraining.com
3 Bonuses for Webinar
Attendees Only

@ietraining

www.instantetraining.com
Free Membership to Video
Library

Free
Bonus
#1

150+ Training videos on Facebook,
Twitter, SEO, and more.
Free 1 Month me...
Free Book – Th!
Worth $49.99

Free
Bonus
#2

Bestseller book by Eric Enge,
Stephan Spencer, Jessie Stricchiola,
and Rand F...
FREE Phone Consultation
– Worth $250

Free
Bonus
#3

Free 30 Minutes of Phone
consult – Ask any SEO or
Marketing questions...
Here’s What You Get
1.
2.
3.
4.

21 Live Online Sessions (6 months access)
Free Membership to library
Free Phone Consultat...
Start today!
Multiple Payment Options

http://bit.ly/birdseo
Use Coupon Code : BIRD50

@ietraining

www.instantetraining.c...
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Hummingbird google-2013

  1. 1. Hummingbird & SEO in 2014 @ietraining www.instantetraining.com
  2. 2. Agenda: • Introduction • Hummingbird & SEO in 2014 - Eric Enge • Attendee Q&A @ietraining www.instantetraining.com
  3. 3. About Instant E-Training "Give a man a fish to eat and you feed him for a day. Teach a man how to fish and you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher Founded in late 2010, Instant E-Training is creating an online learning environment imparting interactive marketing training using highly engaging e-learning tutorials by bringing the best instructors together and using streaming video as the primary method of delivering marketing training. Training provided by some of Search & Social industry leaders including…. Clara Shih Eric Enge Christine Churchill Bob Tripathi @ietraining Hollis Thomases Dan Zarrella Dave Kerpen www.instantetraining.com
  4. 4. Training attended by @ietraining www.instantetraining.com
  5. 5. SEO + PPC = Search Engine Marketing Paid Search PPC Organic Search - SEO @ietraining www.instantetraining.com
  6. 6. Building Blocks of SEO @ietraining www.instantetraining.com
  7. 7. SEO Timeline Universal Search 2007l Florida Update 2003l Google Adwords 2000l NoFollow & Personalized 2005l Panda Update MayDay Update 2010l 2011l Vince/Brand Update Social Signals Update 2009l 2010l @ietraining Penquin Update 2012 www.instantetraining.com
  8. 8. Hummingbird – The True Story
  9. 9. First Off... Who Am I?  Co-author: The Art of SEO  CEO: Stone Temple Consulting, 30+ person Digital Marketing and SEO firm  Columnist:  Interviewer:
  10. 10. Hummingbird
  11. 11. Three Parts to Google’s Product 1 2 3 Index Search Engine Spider/Crawler/Robot Hummingbird was a rewrite of the Search Engine
  12. 12. Four Parts – With The Knowledge Graph 1 2 Spider/Crawler/Robot 3 Index Search Engine The Knowledge Graph is a set of structured databases that can answer specific questions
  13. 13. Natural Language Search
  14. 14. Synonyms
  15. 15. Understands Context – “Where is the closest Italian restaurant”
  16. 16. Maps to Knowledge Graph
  17. 17. Maps User Intent – “Red Sox VS Yankees” Evil Good
  18. 18. Comparison Queries Jupiter VS Saturn
  19. 19. Example Sequence
  20. 20. “How Tall Is He”
  21. 21. “Who Is His Wife?”
  22. 22. “Does He Have Children?”
  23. 23. “Who Is He Playing This Sunday?”
  24. 24. “When Did He Start Playing Football?”
  25. 25. Natural Language Search in a Nutshell Hummingbird User Query Query Translator Modified Query Translated Search Query Results Main Algo
  26. 26. Inside the Query Translator Query Translator Relative References User Query “near” Comparison Query “vs” Previous Query References “It” Synonyms “auto”, “car” Perform Query Translation Modified Query
  27. 27. Important =
  28. 28. Hummingbird Enables Social Signals
  29. 29. Will It Work This Way?
  30. 30. Probably More Like This
  31. 31. 1 SERP Impact 2 3 4 5
  32. 32. Basics of Hummingbird • Affects 90% of queries • Maps True Intent - Translates queries – Natural language • Enables Better Processing of New Signals – Better processing of links – Social Signals – AuthorRank?
  33. 33. PCs Declining, Tablets Exploding
  34. 34. Smart Phone Sales Too
  35. 35. Role of Voice Search
  36. 36. Environments Where It Will Not Work
  37. 37. The destination +
  38. 38. Rise of Google Plus
  39. 39. Impact on SEO
  40. 40. Some Tactics Significantly Changed
  41. 41. SEO Copywriting
  42. 42. Address User Wants / Needs
  43. 43. User Groups
  44. 44. UserTesting.com
  45. 45. Mechanical Turk Can Work Too!
  46. 46. Map Web Design to User Needs
  47. 47. Excessive Keyword Centricity
  48. 48. Example Where is the Nearest Pizza Place? Las Vegas Pizza • Does your site show that it makes pizza? • Is the location information on the pages?
  49. 49. Example 2 Who is Better, Tom Brady or Peyton Manning? Compare Tom Brady Peyton Manning • Does your sport site have a page that discusses this very common question?
  50. 50. Query Anticipation • What if Google knows that 25% of people who enter the query “Eiffel Tower” next ask for the height of the tower? • Does your page answer that question? • What are the real questions users have in mind when they start with a basic query?
  51. 51. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com
  52. 52. SEO Training Framework @ietraining www.instantetraining.com
  53. 53. 21 On-Demand Sessions covering… State of SEO Web Site Architecture for SEO SEO Keyword Research On-Page SEO Mobile SEO In-House SEO SEO with Wordpress Local SEO Link Building Techniques Social Media for Link Building Web Analytics Metrics for SEO Conversion Optimization PR, SEO Video SEO @ietraining www.instantetraining.com
  54. 54. 50% on both training tracks – Coupon Code : BIRD50 @ietraining www.instantetraining.com
  55. 55. 3 Bonuses for Webinar Attendees Only @ietraining www.instantetraining.com
  56. 56. Free Membership to Video Library Free Bonus #1 150+ Training videos on Facebook, Twitter, SEO, and more. Free 1 Month membership worth $47! Free 3 Month membership worth $141 for Certification! http://www.instantetraining.com/pricing-plans @ietraining www.instantetraining.com
  57. 57. Free Book – Th! Worth $49.99 Free Bonus #2 Bestseller book by Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin Free book to all webinar attendees (if you register, of course)! @ietraining www.instantetraining.com
  58. 58. FREE Phone Consultation – Worth $250 Free Bonus #3 Free 30 Minutes of Phone consult – Ask any SEO or Marketing questions. It’s Your Time! @ietraining www.instantetraining.com
  59. 59. Here’s What You Get 1. 2. 3. 4. 21 Live Online Sessions (6 months access) Free Membership to library Free Phone Consultation (30 mins) Free Book http://bit.ly/birdseo Use Coupon Code : BIRD50 @ietraining www.instantetraining.com
  60. 60. Start today! Multiple Payment Options http://bit.ly/birdseo Use Coupon Code : BIRD50 @ietraining www.instantetraining.com

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