Going Where No Search Has Gone Before
“If you think of Google as if it were a car, then penguin and panda
updates were lik...
In The Past

SEO in the past was always about probabilities.

‣ Search returned “statistically”
probable answers to the qu...
4
In The Present

In the new semantic web, statistics are fading away.

‣ Search is changing, actually
it’s becoming:
•

Per...
Google’s New Hummingbird Algorithm
Introducing “Entities”... a radical new approach to search.

‣ Entities Are The New Dri...
What Is An Entity?
If you think about a knowledge graph in search, the entity isn’t the
“thing” - but it’s everything arou...
How Are Entities Produced?

Understanding how entities are produced will be critical for
every SEO professional to underst...
The Challenge

Entities are a real challenge to search engine optimization.

‣ They provide answers at
the search box rath...
The Challenge (continued...)

The “ENTITY” that is the answer to the search query “who is
Bob Marley” produced:

‣ An answ...
Entities: Challenge & Opportunity

For SEOs the challenges are as steep as the question is simple:

‣ Changing search inte...
Reverse Engineering

Let’s take a look at at the key data points...

‣ Authority

THINK:

‣ Trust

Volume

Connection

‣ R...
Focus On People, Not Keywords
Take advantage of social signals and user groups to
help get your message, product or servic...
Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com

14
Google's Latest Hummingbird Update and What It Means For SEOs
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Google's Latest Hummingbird Update and What It Means For SEOs

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Google's Latest Hummingbird Update and What It Means For SEOs. The evolution of search has begun. Learn about Google's latest update and how it affects the SEO value of your website. Educational and informational, this slide-deck will help you get up to speed quickly so you don't get left behind!

Provided by Jonathan Hinshaw, Founder of EBWAY Creative Solutions a Fort Collins, Colorado based Internet Marketing and Web Development agency.

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Transcript of "Google's Latest Hummingbird Update and What It Means For SEOs"

  1. 1. Google’s Hummingbird Update The evolution of search, welcome to the semantic web. 1
  2. 2. Going Where No Search Has Gone Before “If you think of Google as if it were a car, then penguin and panda updates were like adding more horsepower to an older but solid car engine. Hummingbird is basically like taking the entire engine out of the car out and replacing it with a brand new one...” 2
  3. 3. In The Past SEO in the past was always about probabilities. ‣ Search returned “statistically” probable answers to the query. • To succeed in search, we had a variety of tools: inbound links, meta data, anchor text and other on-page techniques. • When something didn’t work we simply had to increase the quality, volume and/or intensity. 3
  4. 4. 4
  5. 5. In The Present In the new semantic web, statistics are fading away. ‣ Search is changing, actually it’s becoming: • Personalized, populated with familiar faces, more accurate and more intuitive. ‣ The way we search and what we use is changing: • Mobile, voice, local , personal, conversational, predictive, functional (i.e. maps, video) 5
  6. 6. Google’s New Hummingbird Algorithm Introducing “Entities”... a radical new approach to search. ‣ Entities Are The New Driver • Entities are generated relational mapping that uncovers the association between different data points. • Entities become trusted points around which other data revolves. Source: Wikipedia 6
  7. 7. What Is An Entity? If you think about a knowledge graph in search, the entity isn’t the “thing” - but it’s everything around it that defines whatever it is. When you think of a house, you think of everything that represents a home whether it’s inside or outside the home... 7
  8. 8. How Are Entities Produced? Understanding how entities are produced will be critical for every SEO professional to understand going forward. ‣ Imported from trusted sources (ex. Wikipedia) ‣ Extracted from web pages ‣ Data mining in the social web ‣ Sentiment mining 8
  9. 9. The Challenge Entities are a real challenge to search engine optimization. ‣ They provide answers at the search box rather than the suggestions. • Optimization appears to be reduced to answering a search query... but LOOK AGAIN! 9
  10. 10. The Challenge (continued...) The “ENTITY” that is the answer to the search query “who is Bob Marley” produced: ‣ An answer ‣ A biography w/ associated links ‣ Recent posts w/ links ‣ Associated entities, complete w/ links A “single answer” result generated a much wider and more related field of data than was ever possible before. 10
  11. 11. Entities: Challenge & Opportunity For SEOs the challenges are as steep as the question is simple: ‣ Changing search interface (screen-less computers and keyless devices) ‣ Less reliance on keywords ‣ Depreciation of existing, on-page SEO techniques ‣ Loss of real estate space of SERPs ‣ Reduced reliance on statistical association in results How do we take advantage of “Entities” to make up for it all? 11
  12. 12. Reverse Engineering Let’s take a look at at the key data points... ‣ Authority THINK: ‣ Trust Volume Connection ‣ Reputation Velocity Social discovery ‣ Influence Variety Social buzz If that’s the end result, how can it be reduced further into manageable steps? What actions can be taken at contentcreation that will produce these outcomes, and how can this be ensured? Tenacity + Authorship & “Author Rank” 12
  13. 13. Focus On People, Not Keywords Take advantage of social signals and user groups to help get your message, product or service in front of those who would benefit most from it. After all, the web was created for the “person”, not the keyword. 13
  14. 14. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com 14

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