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Google's Hummingbird - What it is and it's Impact
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Google's Hummingbird - What it is and it's Impact

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An in depth dive into Google's Hummingbird algorithm. A series of examples of how it works, a look at related patents, and what it means for publishers and SEO professionals. Presented at Pubcon Las …

An in depth dive into Google's Hummingbird algorithm. A series of examples of how it works, a look at related patents, and what it means for publishers and SEO professionals. Presented at Pubcon Las Vegas on October 22, 2013.

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    • 1. Hummingbird – The True Story
    • 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. Hummingbird
    • 4. Synonyms
    • 5. Understands Context – “Where is the closest Italian restaurant”
    • 6. Maps to Knowledge Graph
    • 7. Maps User Intent – “Red Sox VS Yankees” Evil Good
    • 8. Comparison Queries Jupiter VS Saturn
    • 9. Conversational Queries “Show Me Pictures of the Eiffel Tower”
    • 10. Remembers Context – “How Tall Is It?”
    • 11. Another Example Sequence
    • 12. “How Tall Is He”
    • 13. “Who Is His Wife?”
    • 14. “Does He Have Children?”
    • 15. “Who Is He Playing This Sunday?”
    • 16. “When Did He Start Playing Football?”
    • 17. Important =
    • 18. What Is The Weather In Rome?
    • 19. Rome Weather
    • 20. No Difference In The Results! =
    • 21. Very Early Days!
    • 22. Where Can I Find a Party?
    • 23. Is Jennifer Aniston Older Than Russell Crowe?
    • 24. A Brief Look At The Patents
    • 25. First Query Rewriting Patent Filing
    • 26. From The “Hummingbird Patent” H/T Bill Slawski
    • 27. Zooming In
    • 28. Co-Occurrence H/T Bill Slawski
    • 29. Hummingbird in a Nutshell Hummingbird User Query Query Translator Modified Query Translated Search Query Results Main Algo
    • 30. 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
    • 31. “Where is the nearest pizza place?” “How far is it from San Jose to Las Vegas? “I want to know the price of gasoline” Modified “How tall is Anna Kournikova? “When was the last episode of Breaking Bad? Query Long Tail Impact
    • 32. “Where is the nearest pizza place?” Modified Query “pizza restaurants”
    • 33. Immediately After a Search for “Rome” “hotels” “rome hotels” Modified Query
    • 34. 1 SERP Impact 2 3 4 5
    • 35. Basics of Hummingbird • Affects 90% of queries • Translates queries – Natural language – Synonyms – Context – Co-citation connections • Maps true intent
    • 36. Google’s Process Is Like Teaching a Child One Step at a Time
    • 37. PCs Declining, Tablets Exploding
    • 38. Smart Phone Sales Too
    • 39. Role of Voice Search
    • 40. Environments Where It Will Not Work
    • 41. The destination +
    • 42. Impact on SEO
    • 43. Some Tactics Significantly Changed
    • 44. SEO Copywriting
    • 45. Address User Wants / Needs
    • 46. User Groups
    • 47. UserTesting.com
    • 48. Mechanical Turk Can Work Too!
    • 49. Map Web Design to User Needs
    • 50. Excessive Keyword Centricity
    • 51. 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?
    • 52. 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?
    • 53. 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?
    • 54. Exercise: “Digital Cameras”
    • 55. Keyword Research Tools
    • 56. PageRank
    • 57. PageRank May No Longer Update • • • • • Last updated in Feb 2013 Not bring updated again this year Google may not update it again Data was really bad quality anyway Much better to focus on actual authority – Not a number that Google uses anyway! • Comes with industry knowledge
    • 58. Third Party Measurements
    • 59. Check it Yourself!
    • 60. Google Wants You To Think Strategically
    • 61. Be an Expert or Go Home
    • 62. Show Leadership
    • 63. Stand for Something
    • 64. Dig Deep (Be Comprehensive)
    • 65. Build Trust
    • 66. Help Others and Communicate Your Expertise You
    • 67. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com

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