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Hummingbird & The Entity
Search Revolution
Cyrus Shepard
@cyrusshepard
Matthew J. Brown
Structured Data and
Semantic Search Authority
With tips from this guy
@cyrusshepard #smxsydney
Let’s go on a journey…
@cyrusshepard #smxsydney
The Many Colors of Google’s Algorithm Animals
vs
Panda and Penguin target spam
and manipulative SEO
@cyrusshepard #smxsydn...
doesn’t specifically
target web spam
The Many Colors of Google’s Algorithm Animals
@cyrusshepard #smxsydney
Many saw Panda and Penguin like this
Where Hummingbird looked like this
@cyrusshepard #smxsydney
A different
type of
algorithm
requires
different
tactics
@cyrusshepard #smxsydney
Misconceptions
@cyrusshepard #smxsydney
Hummingbird is not:
•  Entities
•  Schema.org
•  Synonyms
•  Knowledge Graph
•  Google Now
@cyrusshepard #smxsydney
Many elements together for improved
query and content matching
Synonyms	
  
Schema.org	
  
Knowledge	
  
Graph	
  
Convers...
Conversational Search
Traditional Conversation
“how old is Bill Clinton”
“who is he married to”
Conversational Search
Traditional Conversation
“how tall is she”
Conversational Search
Traditional Conversation
Better Answer Boxes
Answer is
bolded, not the
keywords
Does this affect traffic?
Does this affect traffic?
(Not for this specific answer box)
@cyrusshepard #smxsydney
But, does this affect traffic?
painful
Query Rewriting
@cyrusshepard #smxsydney
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
Keyword “doubles”
“hairstyle with bangs” vs “bang hairstyles”
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
Fewer long tail results
Still a long way to go…
@cyrusshepard #smxsydney
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
When individual keywords take a
backseat to meaning…
•  Author...
http://mozcast.com/metrics
Decreasing Domain
Diversity
A sidetrack into entities
@cyrusshepard #smxsydney
Different keywords apply to
the same entity
President of the
United States
POTUS
Barack Obama Commander in
Chief
Michelle
O...
Disambiguation:
Plant
Same keyword applies to multiple entities
Triples
Triples
Subject Predicate Object
http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/
Object Property Value...
http://www.alchemyapi.com/products/demo/alchemylanguage/
AlchemyAPI
http://www.alchemyapi.com/products/demo/alchemylanguage/
See what entities can be
extracted from your content
http://www.alchemyapi.com/products/demo/alchemylanguage/
Gauge how relevant your
concepts are
http://www.alchemyapi.com/products/demo/alchemylanguage/
Content tools of the future
From keyword scoring to
concept scori...
http://www.alchemyapi.com/products/demo/alchemylanguage/
DBpedia
Twitter industry internet
http://conceptnet5.media.mit.edu/
ConceptNet
http://conceptnet5.media.mit.edu/
ConceptNet
Making Connections
The Hard Way1. The hard way
Schema.org
(hard, but worth it)
@cyrusshepard #smxsydney
MJB Says...
585 million URLs have
structured data now, up
almost 50% from last year.
Schema.org is half of the total.
	
  ...
585 million URLs sounds like a lot!
	
  
Out of 2.2 Billion Parsed Common Crawl URLs
	
  
http://webdatacommons.org/struct...
MJB Says…
Almost 75% of the Top 100 sites in Alexa
contain structured data markup
Over the Top 1 Million sites in Alexa,
t...
Total adoption may be much lower
	
  
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-resu...
But Schema makes big impact in SERPs
	
  
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-...
Does Schema.org give
sites a ranking boost?
@cyrusshepard #smxsydney
http://moz.com/search-ranking-factors
Summer 2013 Ranking Factors study says “no”
	
  
This study happened a few months be...
0	
  
5	
  
10	
  
15	
  
20	
  
25	
  
30	
  
With	
  Schema.org	
   Without	
  Schema.org	
  
Searchmetrics study says “...
Tools and Tips to Assist
The Granddaddy of Data
	
  
https://www.freebase.com/
MJB Says…
Roll your own Knowledge Graph
	
  
http://www.sindicetech.com/freebase-distribution.html
Marking it up
http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
This stuff is hard
Data already structured in a
database is a prime candidate
@cyrusshepard #smxsydney
No free rides
@cyrusshepard #smxsydney
Amazon.com review stars
Amazon.com today
@cyrusshepard #smxsydney
No
organic
review
stars
MJB Says…
JSON-LD lets you send Schema.org
markup using JSON instead of HTML
	
  
http://www.seoskeptic.com/json-ld-google...
Schema in Meta Tags
*use sparingly
@cyrusshepard #smxsydney
Google Webmaster Data Highlighter
Wordpress Has Lots of Options
http://www.wpuniversity.com/plugin-review-schema-org-wordpress/
Validate with Structured
Data Testing Tool
http://www.google.com/webmasters/tools/richsnippets
New SEO toolbar
http://www.google.com/webmasters/tools/richsnippets
Top	
  Secret!	
  
Relationships without markup
Keywords
yep, good old fashioned keywords
Title Tag Length 512px
@cyrusshepard #smxsydney
Doesn’t have Schema.org
Still creates relationships
Explore your topic in depth
Does this article provide a complete or
comprehensive description of the topic?
Does this arti...
Answer more Questions!
•  Ratings
•  Reviews
•  Poster
•  Showtimes
•  Description
•  Photos
•  Trailers
•  Actors
•  Dire...
Build Authoritative Resources
@cyrusshepard #smxsydney
Links
yep, good old fashioned links
The original way to establish relationships online
@cyrusshepard #smxsydney
Build strong content architectures
http://moz.com/blog/how-to-rank
@cyrusshepard #smxsydney
Each new piece of content can improve
the performance of the previous content
Anchor Text & Co-occurrence  
http://justinbriggs.org/phrase-based-indexing-and-semantics
@cyrusshepard	
  #smxsydney	
  
Google+ for Local Connections
http://www.blindfiveyearold.com/knowledge-graph-optimization
Google+ = Relationships Galore!
•  Location
•  Name
•  Hours
•  Website
•  Photos
•  Contact Info
•  Maps
•  Reviews
•  Ph...
What is Hummingbird
optimization?
Hummingbird
optimization is SEO
Go kick butt!
Cyrus Shepard
@cyrusshepard
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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. keyword search on both Google and Bing, and how SEOs can _ and should _ take advantage of this change.

Published in: Internet
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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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Transcript of "Google's Hummingbird and the Entity Search Revolution"

  1. 1. Hummingbird & The Entity Search Revolution Cyrus Shepard @cyrusshepard
  2. 2. Matthew J. Brown Structured Data and Semantic Search Authority With tips from this guy @cyrusshepard #smxsydney
  3. 3. Let’s go on a journey… @cyrusshepard #smxsydney
  4. 4. The Many Colors of Google’s Algorithm Animals vs Panda and Penguin target spam and manipulative SEO @cyrusshepard #smxsydney
  5. 5. doesn’t specifically target web spam The Many Colors of Google’s Algorithm Animals @cyrusshepard #smxsydney
  6. 6. Many saw Panda and Penguin like this
  7. 7. Where Hummingbird looked like this @cyrusshepard #smxsydney
  8. 8. A different type of algorithm requires different tactics @cyrusshepard #smxsydney
  9. 9. Misconceptions @cyrusshepard #smxsydney
  10. 10. Hummingbird is not: •  Entities •  Schema.org •  Synonyms •  Knowledge Graph •  Google Now @cyrusshepard #smxsydney
  11. 11. Many elements together for improved query and content matching Synonyms   Schema.org   Knowledge   Graph   Conversa7onal   Search   En77es  
  12. 12. Conversational Search Traditional Conversation “how old is Bill Clinton”
  13. 13. “who is he married to” Conversational Search Traditional Conversation
  14. 14. “how tall is she” Conversational Search Traditional Conversation
  15. 15. Better Answer Boxes Answer is bolded, not the keywords Does this affect traffic?
  16. 16. Does this affect traffic? (Not for this specific answer box) @cyrusshepard #smxsydney
  17. 17. But, does this affect traffic? painful
  18. 18. Query Rewriting @cyrusshepard #smxsydney
  19. 19. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ Keyword “doubles” “hairstyle with bangs” vs “bang hairstyles”
  20. 20. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ Fewer long tail results
  21. 21. Still a long way to go… @cyrusshepard #smxsydney
  22. 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. 23. http://mozcast.com/metrics Decreasing Domain Diversity
  24. 24. A sidetrack into entities @cyrusshepard #smxsydney
  25. 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. 26. Disambiguation: Plant Same keyword applies to multiple entities
  27. 27. Triples
  28. 28. Triples Subject Predicate Object http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/ Object Property Value Barack Obama Height 6’ 1”
  29. 29. http://www.alchemyapi.com/products/demo/alchemylanguage/ AlchemyAPI
  30. 30. http://www.alchemyapi.com/products/demo/alchemylanguage/ See what entities can be extracted from your content
  31. 31. http://www.alchemyapi.com/products/demo/alchemylanguage/ Gauge how relevant your concepts are
  32. 32. http://www.alchemyapi.com/products/demo/alchemylanguage/ Content tools of the future From keyword scoring to concept scoring
  33. 33. http://www.alchemyapi.com/products/demo/alchemylanguage/ DBpedia Twitter industry internet
  34. 34. http://conceptnet5.media.mit.edu/ ConceptNet
  35. 35. http://conceptnet5.media.mit.edu/ ConceptNet
  36. 36. Making Connections
  37. 37. The Hard Way1. The hard way
  38. 38. Schema.org (hard, but worth it) @cyrusshepard #smxsydney
  39. 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. 40. 585 million URLs sounds like a lot!   Out of 2.2 Billion Parsed Common Crawl URLs   http://webdatacommons.org/structureddata/index.html
  41. 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. 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. 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. 44. Does Schema.org give sites a ranking boost? @cyrusshepard #smxsydney
  45. 45. http://moz.com/search-ranking-factors Summer 2013 Ranking Factors study says “no”   This study happened a few months before Hummingbird.  
  46. 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. 47. Tools and Tips to Assist
  48. 48. The Granddaddy of Data   https://www.freebase.com/
  49. 49. MJB Says… Roll your own Knowledge Graph   http://www.sindicetech.com/freebase-distribution.html
  50. 50. Marking it up
  51. 51. http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ This stuff is hard
  52. 52. Data already structured in a database is a prime candidate @cyrusshepard #smxsydney
  53. 53. No free rides @cyrusshepard #smxsydney Amazon.com review stars
  54. 54. Amazon.com today @cyrusshepard #smxsydney No organic review stars
  55. 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. 56. Schema in Meta Tags *use sparingly @cyrusshepard #smxsydney
  57. 57. Google Webmaster Data Highlighter
  58. 58. Wordpress Has Lots of Options http://www.wpuniversity.com/plugin-review-schema-org-wordpress/
  59. 59. Validate with Structured Data Testing Tool http://www.google.com/webmasters/tools/richsnippets
  60. 60. New SEO toolbar http://www.google.com/webmasters/tools/richsnippets Top  Secret!  
  61. 61. Relationships without markup
  62. 62. Keywords yep, good old fashioned keywords Title Tag Length 512px @cyrusshepard #smxsydney
  63. 63. Doesn’t have Schema.org Still creates relationships
  64. 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. 65. Answer more Questions! •  Ratings •  Reviews •  Poster •  Showtimes •  Description •  Photos •  Trailers •  Actors •  Director •  Cast •  News •  Related Films •  Stills @cyrusshepard #smxsydney
  66. 66. Build Authoritative Resources @cyrusshepard #smxsydney
  67. 67. Links yep, good old fashioned links The original way to establish relationships online @cyrusshepard #smxsydney
  68. 68. Build strong content architectures http://moz.com/blog/how-to-rank @cyrusshepard #smxsydney
  69. 69. Each new piece of content can improve the performance of the previous content
  70. 70. Anchor Text & Co-occurrence   http://justinbriggs.org/phrase-based-indexing-and-semantics @cyrusshepard  #smxsydney  
  71. 71. Google+ for Local Connections http://www.blindfiveyearold.com/knowledge-graph-optimization
  72. 72. Google+ = Relationships Galore! •  Location •  Name •  Hours •  Website •  Photos •  Contact Info •  Maps •  Reviews •  Phone Number •  Videos •  People •  Category •  Neighborhood
  73. 73. What is Hummingbird optimization?
  74. 74. Hummingbird optimization is SEO
  75. 75. Go kick butt! Cyrus Shepard @cyrusshepard
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