Google Hummingbird and Semantic Search - An Update

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Google's Hummingbird landed in September of 2013. Yet it was a soft landing with few noticing its impact, even though Google told us it impacted 90% of queries.

In this presentation at MN Search in Minneapolis, I provide an update on what's going on, and how the impact is becoming very real in 2014.

Published in: Marketing, Technology, Design

Google Hummingbird and Semantic Search - An Update

  1. 1. Hummingbird – The True Story
  2. 2. First Off... Who Am I?  Co-author: The Art of SEO  CEO: Stone Temple Consulting, 30+ person Digital Marketing and SEO firm  Columnist:  Interviewer:
  3. 3. Eric Enge – Fun Fact 1984 World Foosball Champion – “Goalie War”
  4. 4. Hummingbird
  5. 5. Three Parts to Google’s Product Search Engine 1 2 3 Spider/Crawler/Robot Index
  6. 6. Four Parts – With The Knowledge Graph Search Engine 1 2 3 Spider/Crawler/Robot Index The Knowledge Graph is a set of structured databases that can answer specific questions
  7. 7. The Mobile Device Revolution
  8. 8. On Mobile at SMX Advanced: Said that mobile search queries will exceed desktop queries before end of 2014
  9. 9. PCs Declining, Tablets Exploding
  10. 10. Smart Phone Sales Too
  11. 11. Role of Voice Search
  12. 12. Google Investing Heavily
  13. 13. “Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.” Greg Sterling Search Engine Land June 27, 2014
  14. 14. Environments Where It Will Not Work
  15. 15. Caffeine (June 2010) Search Engine 1 2 3 Spider/Crawler/Robot Index Rewrote These Parts of Google
  16. 16. No Rewrite to the Search Engine - Ever
  17. 17. Until Hummingbird Search Engine 1 2 3 Spider/Crawler/Robot Index Hummingbird was a rewrite of the Search Engine
  18. 18. What is Hummingbird? https://www.youtube.com/watch?v=iLqVuUqx57k https://www.youtube.com/watch?v=iLqVuUqx57k
  19. 19. Natural Language Search
  20. 20. Maps to Knowledge Graph
  21. 21. Comparison Queries Jupiter VS Saturn
  22. 22. Synonyms
  23. 23. Understands Context – “Where is the closest Italian restaurant”
  24. 24. Maps User Intent – “Red Sox VS Yankees”
  25. 25. “Red Sox VS Yankees” - Offseason
  26. 26. During a Patriots Playoff Game
  27. 27. 33,800 Results – Really?
  28. 28. Example Sequence
  29. 29. “How Tall Is He”
  30. 30. “Who Is His Wife?”
  31. 31. “Does He Have Children?”
  32. 32. “When Did He Start Playing Football?”
  33. 33. Natural Language Search in a Nutshell Query Translator User Query Main Algo Translated Search Query Results Modified Query Hummingbird
  34. 34. Inside the Query Translator Query Translator User Query Modified Query Previous Query References Comparison Query Relative References Perform Query Translation “It” “vs” “near” Synonyms “auto”, “car”
  35. 35. Impact on SEO
  36. 36. SEO Tactics Significantly Changed
  37. 37. Keyword Stuffing - 2000 Get SEO services from the best SEO team around with cutting edge SEO content marketing, SEO link building, and SEO audits. We offer best SEO traffic gains through audits for SEO, content marketing for SEO, and link building for SEO. Sign up for our SEO services right now! Buy Best SEO Services Now
  38. 38. Keyword Stuffing - 2010 We offer SEO services that include on-page audits, link building, and content marketing. Our campaigns drive SEO results by using the latest SEO techniques. Sign up for our SEO services right now! Buy Our SEO Services Now
  39. 39. Hummingbird Ready Copy - 2014 We offer SEO services that include on-page audits, link building, and content marketing. Our campaigns drive increased organic search traffic by using the latest search engine optimization techniques. We will agree on ROI goals with you and measure progress over time. Contact Us For More Info!
  40. 40. What Needs do the Top Ranking Sites Address?
  41. 41. Co-Occurrence Example
  42. 42. Co-Occurrence Mix Correlates With Ranking
  43. 43. Real World Example
  44. 44. Address User Wants / Needs
  45. 45. User Groups
  46. 46. UserTesting.com
  47. 47. Mechanical Turk Can Work Too!
  48. 48. Map Web Design to User Needs
  49. 49. Example of Content Depth 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. Next Query Anticipation • What if 25% of people who search on “Eiffel Tower” want to know the height of the tower? • Does your page answer that question? • What are the real questions users have in mind? • Are you answering them?
  51. 51. Example – Pizza Place in Las Vegas Where is the Nearest Pizza Place? Las Vegas Pizza Address Menu Hours Prices Coupons Bar? Reservations? Local Language
  52. 52. Implement Schema Even if No Rich Snippets
  53. 53. Even if You Don’t Have the Programming Talent
  54. 54. Get the Information on Your Web Page Address Menu Hours Prices Coupons Bar? Reservations?
  55. 55. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com
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