Google's Hummingbird and the Entity Search Revolution

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Google retooled its search engine late last year, introducing a new system called "Hummingbird" that moves beyond keyword search and into "entity search." Learn the difference between entity vs. …

Google retooled its search engine late last year, introducing a new system called "Hummingbird" that moves beyond keyword search and into "entity search." Learn the difference between entity vs. keyword search on both Google and Bing, and how SEOs can _ and should _ take advantage of this change.

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  • Great piece @cyrusshepard I couldn't have presented it any better myself. :0)
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  • I had not seen that post yet @cyrusshepard, and it certainly adds a lot of context to the slides I called out. Thanks for the share. Excellent read.
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  • Thanks for all the fun participating life journey of communication
    thank you to loin us
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  • @undefined Good point. The difference for me is that I can think of no other site that got review stars without markup except for Amazon, and Google regularly generates breadcrumbs for sites without structured markup. That, and the review stars tend to be a much more enviable piece of rich snippet real estate.

    Wrote a post about it: http://cyrusshepard.com/amazons-google-problem-disappearing-review-stars/
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  • One quick mention - on slide 53 and 54, that may be incorrect. It seems Amazon pages do not get the review stars - HOWEVER it should be noted that they are getting Bread Crumb rich snippets with out the use of any type of structured data.

    Considering how inconsistently Google hands out rich snippets to all websites, it would be erroneous to point to Amazon as an example of 'No More Free Rides' just yet. While breadcrumb enhanced listings may not have as much draw as reviews, the fact that they get ANY rich snippet without the use of a structured data markup is an example of a free ride.
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  • 1. Hummingbird & The Entity Search Revolution Cyrus Shepard @cyrusshepard
  • 2. Matthew J. Brown Structured Data and Semantic Search Authority With tips from this guy @cyrusshepard #smxsydney
  • 3. Let’s go on a journey… @cyrusshepard #smxsydney
  • 4. The Many Colors of Google’s Algorithm Animals vs Panda and Penguin target spam and manipulative SEO @cyrusshepard #smxsydney
  • 5. doesn’t specifically target web spam The Many Colors of Google’s Algorithm Animals @cyrusshepard #smxsydney
  • 6. Many saw Panda and Penguin like this
  • 7. Where Hummingbird looked like this @cyrusshepard #smxsydney
  • 8. A different type of algorithm requires different tactics @cyrusshepard #smxsydney
  • 9. Misconceptions @cyrusshepard #smxsydney
  • 10. Hummingbird is not: •  Entities •  Schema.org •  Synonyms •  Knowledge Graph •  Google Now @cyrusshepard #smxsydney
  • 11. Many elements together for improved query and content matching Synonyms   Schema.org   Knowledge   Graph   Conversa7onal   Search   En77es  
  • 12. Conversational Search Traditional Conversation “how old is Bill Clinton”
  • 13. “who is he married to” Conversational Search Traditional Conversation
  • 14. “how tall is she” Conversational Search Traditional Conversation
  • 15. Better Answer Boxes Answer is bolded, not the keywords Does this affect traffic?
  • 16. Does this affect traffic? (Not for this specific answer box) @cyrusshepard #smxsydney
  • 17. But, does this affect traffic? painful
  • 18. Query Rewriting @cyrusshepard #smxsydney
  • 19. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ Keyword “doubles” “hairstyle with bangs” vs “bang hairstyles”
  • 20. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ Fewer long tail results
  • 21. Still a long way to go… @cyrusshepard #smxsydney
  • 22. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ When individual keywords take a backseat to meaning… •  Authority metrics •  Relevance •  Trust = Stronger sites win
  • 23. http://mozcast.com/metrics Decreasing Domain Diversity
  • 24. A sidetrack into entities @cyrusshepard #smxsydney
  • 25. Different keywords apply to the same entity President of the United States POTUS Barack Obama Commander in Chief Michelle Obama’s Husband First African American President @cyrusshepard #smxsydney
  • 26. Disambiguation: Plant Same keyword applies to multiple entities
  • 27. Triples
  • 28. Triples Subject Predicate Object http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/ Object Property Value Barack Obama Height 6’ 1”
  • 29. http://www.alchemyapi.com/products/demo/alchemylanguage/ AlchemyAPI
  • 30. http://www.alchemyapi.com/products/demo/alchemylanguage/ See what entities can be extracted from your content
  • 31. http://www.alchemyapi.com/products/demo/alchemylanguage/ Gauge how relevant your concepts are
  • 32. http://www.alchemyapi.com/products/demo/alchemylanguage/ Content tools of the future From keyword scoring to concept scoring
  • 33. http://www.alchemyapi.com/products/demo/alchemylanguage/ DBpedia Twitter industry internet
  • 34. http://conceptnet5.media.mit.edu/ ConceptNet
  • 35. http://conceptnet5.media.mit.edu/ ConceptNet
  • 36. Making Connections
  • 37. The Hard Way1. The hard way
  • 38. Schema.org (hard, but worth it) @cyrusshepard #smxsydney
  • 39. MJB Says... 585 million URLs have structured data now, up almost 50% from last year. Schema.org is half of the total.   http://webdatacommons.org/structureddata/2013-11/stats/stats.html
  • 40. 585 million URLs sounds like a lot!   Out of 2.2 Billion Parsed Common Crawl URLs   http://webdatacommons.org/structureddata/index.html
  • 41. MJB Says… Almost 75% of the Top 100 sites in Alexa contain structured data markup Over the Top 1 Million sites in Alexa, that drops to 20% bit.ly/HQraE9 Big Sites: Ahead of the Game @cyrusshepard #smxsydney
  • 42. Total adoption may be much lower   http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/ “Only 0.3% of the studied domains were found to include schema.org integrations.”  
  • 43. But Schema makes big impact in SERPs   http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/ This could be because large, successful sites are quicker to adopt Schema.org  
  • 44. Does Schema.org give sites a ranking boost? @cyrusshepard #smxsydney
  • 45. http://moz.com/search-ranking-factors Summer 2013 Ranking Factors study says “no”   This study happened a few months before Hummingbird.  
  • 46. 0   5   10   15   20   25   30   With  Schema.org   Without  Schema.org   Searchmetrics study says “maybe”   http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/ Higher average ranking  
  • 47. Tools and Tips to Assist
  • 48. The Granddaddy of Data   https://www.freebase.com/
  • 49. MJB Says… Roll your own Knowledge Graph   http://www.sindicetech.com/freebase-distribution.html
  • 50. Marking it up
  • 51. http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ This stuff is hard
  • 52. Data already structured in a database is a prime candidate @cyrusshepard #smxsydney
  • 53. No free rides @cyrusshepard #smxsydney Amazon.com review stars
  • 54. Amazon.com today @cyrusshepard #smxsydney No organic review stars
  • 55. MJB Says… JSON-LD lets you send Schema.org markup using JSON instead of HTML   http://www.seoskeptic.com/json-ld-google-knowledge-graph-schema-org-seo/-guide-generating-rich-snippets/
  • 56. Schema in Meta Tags *use sparingly @cyrusshepard #smxsydney
  • 57. Google Webmaster Data Highlighter
  • 58. Wordpress Has Lots of Options http://www.wpuniversity.com/plugin-review-schema-org-wordpress/
  • 59. Validate with Structured Data Testing Tool http://www.google.com/webmasters/tools/richsnippets
  • 60. New SEO toolbar http://www.google.com/webmasters/tools/richsnippets Top  Secret!  
  • 61. Relationships without markup
  • 62. Keywords yep, good old fashioned keywords Title Tag Length 512px @cyrusshepard #smxsydney
  • 63. Doesn’t have Schema.org Still creates relationships
  • 64. Explore your topic in depth Does this article provide a complete or comprehensive description of the topic? Does this article contain insightful analysis or interesting information that is beyond obvious? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  • 65. Answer more Questions! •  Ratings •  Reviews •  Poster •  Showtimes •  Description •  Photos •  Trailers •  Actors •  Director •  Cast •  News •  Related Films •  Stills @cyrusshepard #smxsydney
  • 66. Build Authoritative Resources @cyrusshepard #smxsydney
  • 67. Links yep, good old fashioned links The original way to establish relationships online @cyrusshepard #smxsydney
  • 68. Build strong content architectures http://moz.com/blog/how-to-rank @cyrusshepard #smxsydney
  • 69. Each new piece of content can improve the performance of the previous content
  • 70. Anchor Text & Co-occurrence   http://justinbriggs.org/phrase-based-indexing-and-semantics @cyrusshepard  #smxsydney  
  • 71. Google+ for Local Connections http://www.blindfiveyearold.com/knowledge-graph-optimization
  • 72. Google+ = Relationships Galore! •  Location •  Name •  Hours •  Website •  Photos •  Contact Info •  Maps •  Reviews •  Phone Number •  Videos •  People •  Category •  Neighborhood
  • 73. What is Hummingbird optimization?
  • 74. Hummingbird optimization is SEO
  • 75. Go kick butt! Cyrus Shepard @cyrusshepard