Google Hummingbird in a Social Media World
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Google Hummingbird is the biggest algorithm change ever with 90% of all search queries affected. Search marketers are still trying to wrap their heads around Hummingbird's long-term implications, but ...

Google Hummingbird is the biggest algorithm change ever with 90% of all search queries affected. Search marketers are still trying to wrap their heads around Hummingbird's long-term implications, but there's enough known already to start developing strategies that work for both search and social media.

Twin Cities marketers Jeff Sauer and Josh Braaten presented "Google Hummingbird in a Social Media World" for the Twin Cities Social Media Breakfast on January 31, 2014.

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  • Jeff
  • Josh
  • Jeff
  • Josh
  • Jeff
  • Josh
  • Jeff
  • Josh
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  • Jeff
  • Josh
  • Josh
  • Jeff
  • Josh
  • Guy = authority figures in nichesLinks = linksSocial signals = social signalsThumb’s up = co-occurrence and references on the webStars = ratingsCheckbox = reviews
  • Guy = authority figures in nichesLinks = linksSocial signals = social signalsThumb’s up = co-occurrence and references on the webStars = ratingsCheckbox = reviews
  • Guy = authority figures in nichesLinks = linksSocial signals = social signalsThumb’s up = co-occurrence and references on the webStars = ratingsCheckbox = reviews
  • Guy = authority figures in nichesLinks = linksSocial signals = social signalsThumb’s up = co-occurrence and references on the webStars = ratingsCheckbox = reviews
  • Guy = authority figures in nichesLinks = linksSocial signals = social signalsThumb’s up = co-occurrence and references on the webStars = ratingsCheckbox = reviews
  • Guy = authority figures in nichesLinks = linksSocial signals = social signalsThumb’s up = co-occurrence and references on the webStars = ratingsCheckbox = reviews
  • Josh
  • Jeff
  • Jeff
  • Jeff
  • Jeff
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  • Jeff
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  • Jeff
  • JoshWorkflow is getting complicated and differentiated tools can help at each step along the way.
  • Workflow is getting complicated and differentiated tools can help at each step along the way.
  • Workflow is getting complicated and differentiated tools can help at each step along the way.
  • Workflow is getting complicated and differentiated tools can help at each step along the way.
  • Workflow is getting complicated and differentiated tools can help at each step along the way.
  • Workflow is getting complicated and differentiated tools can help at each step along the way.
  • Workflow is getting complicated and differentiated tools can help at each step along the way.
  • Jeff
  • Jeff
  • Josh“You do have to go into the club, but even if it sounds cheesy, it's good for everyone at every level to hear this feedback. To be honest, blasting it on Twitter isn't a terrible idea--it will be officially documented and actually show up in our reporting. Which is a good thing because it actually helps us illustrate our issues and effect change.”-Lifetime Fitness Social Media Team Member 
  • Jeff
  • Josh
  • Josh
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  • JoshGoogle has purchased two handfuls of
  • JeffGoogle is even in your homes. They’ve supported connected homes through their Android platform but expect that take off in the near future with the recent acquisition of Nest. Google will be able to learn more about how you live than ever before.
  • Josh“To our amusement, one of our artificial neurons learned to respond strongly to pictures of... cats. Remember that this network had never been told what a cat was, nor was it given even a single image labeled as a cat. Instead, it “discovered” what a cat looked like by itself from only unlabeled YouTube stills. That’s what we mean by self-taught learning.”- Google Official Blog

Google Hummingbird in a Social Media World Presentation Transcript

  • 1. Search and Social Inside Google’s New Hummingbird Algorithm #SMBMSP62 – @JLBraaten – @JeffSauer
  • 2. Who are These Guys? Josh Braaten Jeff Sauer • Director of Inbound Marketing, Collegis Education • 8 years of experience • Web Analytics and SEO Entrepreneur • 15 years in Digital • Winner, Best In-House Search Team, 2013 US Search Awards • Serial blogger, speaker and online marketer #SMBMSP62 – @JLBraaten – @JeffSauer
  • 3. What is Google Hummingbird? 1. It’s a big question—let’s start with a quick refresher on how Google search works 2. Next, we need to understand how Google has evolved as a search engine to get how big Hummingbird actually is for Google 3. Only then will we be able to define Hummingbird 4. And we’ll give you five steps to succeed with Google’s most comprehensive algorithm update ever 5. Finally, we’ll leave you with some thoughts on where Google might take Hummingbird in the future #SMBMSP62 – @JLBraaten – @JeffSauer
  • 4. How Google Works #SMBMSP62 – @JLBraaten – @JeffSauer
  • 5. How Google Works, Basically • Robots crawl the web • Data is sent to the index Crawl #SMBMSP62 – @JLBraaten – @JeffSauer
  • 6. How Google Works, Basically • Robots crawl the web • Data is sent to the index Index • A huge snapshot of the web • A database and directory Crawl #SMBMSP62 – @JLBraaten – @JeffSauer
  • 7. How Google Works, Basically • Robots crawl the web • Data is sent to the index Crawl Index • A huge snapshot of the web • A database and directory • 100’s of factors • Tweaked and tuned for your searches Algorithm #SMBMSP62 – @JLBraaten – @JeffSauer
  • 8. How Google Works, Basically • Robots crawl the web • Data is sent to the index Crawl Index • A huge snapshot of the web • A database and directory • 100’s of factors • Tweaked and tuned for your searches Results • What we see • Dynamic and fluid based on your liking Algorithm #SMBMSP62 – @JLBraaten – @JeffSauer
  • 9. A Brief History of Google Search #SMBMSP62 – @JLBraaten – @JeffSauer
  • 10. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 11. 1998: Google launches With new PageRank technology, which determines a website’s relevance by the number of pages, and the importance of those pages, that link back to the website. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 12. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 13. 1999-2002: Improving the Basics Google spent the first few years improving the core search product’s ability to understand human language better, from synonyms to ngrams. They also launched a small product called AdWords . #SMBMSP62 – @JLBraaten – @JeffSauer
  • 14. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 15. November 2003: Florida Update Google’s first big update, Florida, kills spammy tactics such as meta tag stuffing and on-page keyword stuffing #SMBMSP62 – @JLBraaten – @JeffSauer
  • 16. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 17. 2004: Austin, Brandy & Bourbon Austin targeted on-page spam tactics like white text on a white background. Brandy introduced latent semantics abilities such as anchor text relevance and “link neighborhoods” Bourbon affected duplicate content #SMBMSP62 – @JLBraaten – @JeffSauer
  • 18. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 19. 2005: NoFollow, Local & Personal Google introduced the NoFollow link attribute to indicate when links don’t count. Local results and personalized results introduce new dimensions of relevance. Google will continue to build out vertical search into 2006 with movies, flights weather, sports and more. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 20. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 21. 2007-2008: Broadening Search Google releases Universal Search, which sees the end of the “10 blue links” search results. They release the Google Search App and introduce voice search. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 22. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 23. 2009: Vince, Caffeine and Instant Google introduces major update Vince that sees huge and ongoing impact for brands. Caffeine update helps Google crawl, index the web and integrate with results more quickly. Google considered Caffeine a complete overhaul and iteration on the original PageRank. Google Instant allows users to get search results before they’re even . done typing a query #SMBMSP62 – @JLBraaten – @JeffSauer
  • 24. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 25. 2010: The Dawn of the Modern Google Mayday Update was the first major update targeting content quality and a precursor to Panda. Brand update allows domains to show up more than once in the search results. Social signals from Twitter and Facebook are used for the first time as a supplemental proxy for links in Google’s ranking algorithms. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 26. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 27. 2011: The Year of the Panda Overstock.com penalized for link-building scheme while JCPenney is outed and penalized for buying links. Google starts enforcing link ethics. Google rolls out Panda, the most profound update ever related to content quality. Over two dozen iterations of Panda have since been released. The hits kept coming with the introduction of +1 and Google+, Schema, authorship markup encrypted search and Freshness update. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 28. What Was Panda, Again? • Major update focused on website quality • Low-quality and thin-content sites were heavily filtered from the search results • Well-known brands with rich, exceptional content were the big winners while content farms such as About.com, eHow.com and Mahalo.com saw crippling losses • Website quality extends to on-page factors, domain factors, page speed and content engagement #SMBMSP62 – @JLBraaten – @JeffSauer
  • 29. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 30. 2012: The Year of the Penguin Penguin is the other shoe for black-hat SEO. Whereas Panda focused on content quality, Penguin decimated most shady link building practices. Five updates have been made to Penguin since. Google also rolled out Knowledge Graph, one of its first major uses of Schema.org markup. Search+ Your World and the Venice update, which affected local search queries, round out 2012. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 31. What Was Penguin, Again? • Major update focused on backlinks • Google wages war on “Black Hat” SEOs • Link-building schemes such as link networks, paid linking, link directories and low-quality link acquisition dry up • Google stresses earning links naturally through earning attention of the voices that matter in your space • The era of high-quality content marketing and Inbound Marketing begins • Great search now all but demands social collaboration #SMBMSP62 – @JLBraaten – @JeffSauer
  • 32. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 33. 2013: The Year of the Hummingbird Google Hummingbird is the capstone algorithm for search creates a faster, more contextual and more relevant experience. Hummingbird is the third major version of the Google algorithm. Seemingly unrelated advancement to Hummingbird include Conversational Search, fine-tuning of Authorship and Google Now #SMBMSP62 – @JLBraaten – @JeffSauer
  • 34. What, Exactly, Is Google Hummingbird? #SMBMSP62 – @JLBraaten – @JeffSauer
  • 35. What is Google Hummingbird? • Modern-day PageRank with link, social and other non-link “popularity” signals • Contextual understanding of what searchers search for: Entities & Concepts —things, not strings • Advanced personalization that includes who you are, what you’ve searched for and when you searched for it • Quality algorithms and filters (e.g., Penguin and Panda) rolled into the main algorithm • Hummingbird is Google’s third major iteration of its core algorithm after Caffeine and PageRank. #SMBMSP62 – @JLBraaten – @JeffSauer
  • 36. Hummingbird’s PageRank-like Signals Authority #SMBMSP62 – @JLBraaten – @JeffSauer
  • 37. Hummingbird’s PageRank-like Signals Authority Links #SMBMSP62 – @JLBraaten – @JeffSauer
  • 38. Hummingbird’s PageRank-like Signals Authority Links Social Signals #SMBMSP62 – @JLBraaten – @JeffSauer
  • 39. Hummingbird’s PageRank-like Signals Authority Links Social Signals Co-Occurrence #SMBMSP62 – @JLBraaten – @JeffSauer
  • 40. Hummingbird’s PageRank-like Signals Authority Links Social Signals Co-Occurrence Ratings #SMBMSP62 – @JLBraaten – @JeffSauer
  • 41. Hummingbird’s PageRank-like Signals Authority Links Social Signals Co-Occurrence Ratings Reviews #SMBMSP62 – @JLBraaten – @JeffSauer
  • 42. Contextual Understanding, You Say? #SMBMSP62 – @JLBraaten – @JeffSauer
  • 43. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 44. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 45. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 46. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 47. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 48. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 49. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 50. Things, Not Strings: Entities & Concepts #SMBMSP62 – @JLBraaten – @JeffSauer
  • 51. An Example of Personalized Context #SMBMSP62 – @JLBraaten – @JeffSauer
  • 52. An Example of Personalized Context #SMBMSP62 – @JLBraaten – @JeffSauer
  • 53. An Example of Personalized Context #SMBMSP62 – @JLBraaten – @JeffSauer
  • 54. Personalized Context in Mobile “Show Me” Indicates a Map and a Video #SMBMSP62 – @JLBraaten – @JeffSauer
  • 55. Personalized Context in Mobile Location Retained from Previous search for Budapest #SMBMSP62 – @JLBraaten – @JeffSauer
  • 56. Personalized Context in Mobile We know “There” is Budapest using Previous Search #SMBMSP62 – @JLBraaten – @JeffSauer
  • 57. Personalized Context in Mobile #SMBMSP62 – @JLBraaten – @JeffSauer
  • 58. Personalized Context in Mobile Travel Guides Highlighted #SMBMSP62 – @JLBraaten – @JeffSauer
  • 59. Context is Retained Both Ways “Show Me” Restaurants shows local restaurants #SMBMSP62 – @JLBraaten – @JeffSauer
  • 60. Context is Retained Both Ways Searching for Budapest shows Restaurants in Budapest #SMBMSP62 – @JLBraaten – @JeffSauer
  • 61. Penguin and Panda are Baked Right In #SMBMSP62 – @JLBraaten – @JeffSauer
  • 62. 5 Ways Social Media Marketers Can Win with Hummingbird #SMBMSP62 – @JLBraaten – @JeffSauer
  • 63. 1. Map Your Personas, Concepts and Entities Researches career path Experience need for a better life Inquiries at school Decides upon a career Verifies school qualitatively Degree seen as a means to career Learns about enrollment path Looks to sources of inspiration Researches career options Career seen as a means to better life Mapping the College Decision Process Enroll Verifies school quantitatively Researches degree options Verifies financials and logistics Researches schools with degree #SMBMSP62 – @JLBraaten – @JeffSauer
  • 64. 1. Map Your Personas, Concepts and Entities Researches career path Experience need for a better life Inquiries at school Decides upon a career Verifies school qualitatively Degree seen as a means to career Learns about enrollment path Looks to sources of inspiration Researches career options Career seen as a means to better life Understand Where Location Plays a Factor Enroll Verifies school quantitatively Researches degree options Verifies financials and logistics Researches schools with degree #SMBMSP62 – @JLBraaten – @JeffSauer
  • 65. 1. Map Your Personas, Concepts and Entities Researches career path Experience need for a better life Inquiries at school Decides upon a career Verifies school qualitatively Degree seen as a means to career Learns about enrollment path Looks to sources of inspiration Researches career options Career seen as a means to better life Events are Needed to Form Connections Enroll Verifies school quantitatively Researches degree options Verifies financials and logistics Researches schools with degree #SMBMSP62 – @JLBraaten – @JeffSauer
  • 66. 1. Map Your Personas, Concepts and Entities Researches career path Experience need for a better life Inquiries at school Decides upon a career Verifies school qualitatively Degree seen as a means to career Learns about enrollment path Looks to sources of inspiration Researches career options Career seen as a means to better life Sometimes they Need Time Enroll Verifies school quantitatively Researches degree options Verifies financials and logistics Researches schools with degree #SMBMSP62 – @JLBraaten – @JeffSauer
  • 67. 1. Map Your Personas, Concepts and Entities Researches career path Experience need for a better life Inquiries at school Decides upon a career Verifies school qualitatively Degree seen as a means to career Learns about enrollment path Looks to sources of inspiration Researches career options Career seen as a means to better life Context is Key! Enroll Verifies school quantitatively Researches degree options Verifies financials and logistics Researches schools with degree #SMBMSP62 – @JLBraaten – @JeffSauer
  • 68. 1. Map Your Personas, Concepts and Entities Researches career path Experience need for a better life Inquiries at school Decides upon a career Verifies school qualitatively Degree seen as a means to career Learns about enrollment path Looks to sources of inspiration Researches career options Verifies school quantitatively Researches degree options Career seen as a means to better life Enroll Verifies financials and logistics Researches schools with degree Borrow and Build Influence to Reach Personas #SMBMSP62 – @JLBraaten – @JeffSauer
  • 69. 2. Structure Data to Understand Context Schema.org #SMBMSP62 – @JLBraaten – @JeffSauer
  • 70. 2. Structure Data to Understand Context #SMBMSP62 – @JLBraaten – @JeffSauer
  • 71. 3. The Right Content Feeds the Hummingbird Research Write Topics Persona Competition Outreach Publish Measure #SMBMSP62 – @JLBraaten – @JeffSauer
  • 72. 3. The Right Tools Feed the Hummingbird Tools of the Trade for Building Search Relevancy #SMBMSP62 – @JLBraaten – @JeffSauer
  • 73. 3. The Right Tools Feed the Hummingbird Tools of the Trade for Building Search Relevancy #SMBMSP62 – @JLBraaten – @JeffSauer
  • 74. 3. The Right Tools Feed the Hummingbird Tools of the Trade for Building Search Relevancy #SMBMSP62 – @JLBraaten – @JeffSauer
  • 75. 3. The Right Tools Feed the Hummingbird Tools of the Trade for Building Search Relevancy #SMBMSP62 – @JLBraaten – @JeffSauer
  • 76. 3. The Right Tools Feed the Hummingbird Tools of the Trade for Building Search Relevancy #SMBMSP62 – @JLBraaten – @JeffSauer
  • 77. 3. The Right Tools Feed the Hummingbird Tools of the Trade for Building Search Relevancy #SMBMSP62 – @JLBraaten – @JeffSauer
  • 78. 4. Build and Measure Segments for Concepts Advanced Segments in Google Analytics #SMBMSP62 – @JLBraaten – @JeffSauer
  • 79. 4. Build and Measure Segments for Concepts Understand Device Distribution #SMBMSP62 – @JLBraaten – @JeffSauer
  • 80. 4. Build and Measure Segments for Concepts All of this is FREE in Google Analytics #SMBMSP62 – @JLBraaten – @JeffSauer
  • 81. 5. Help Your Brand See and Change Reality Why Can’t I Cancel My Account Online? #SMBMSP62 – @JLBraaten – @JeffSauer
  • 82. 5. Help Your Brand See and Change Reality My House is Freezing, Please Send Help! #SMBMSP62 – @JLBraaten – @JeffSauer
  • 83. Hummingbird is Google Search “Hummingbird makes results even more useful and relevant, especially when you ask Google long complex questions. And it affects about 90% of our searches worldwide. Yes, Hummingbird affects about 90% of our searches worldwide.” -Amit Singhal, SVP and head of Google’s core search ranking team #SMBMSP62 – @JLBraaten – @JeffSauer
  • 84. What Will Hummingbird Bring in the Future? #SMBMSP62 – @JLBraaten – @JeffSauer
  • 85. Google GLASS Indexing the World Around Us? #SMBMSP62 – @JLBraaten – @JeffSauer
  • 86. Self Driving Cars #SMBMSP62 – @JLBraaten – @JeffSauer
  • 87. Robots Crawling the Web and the World Photo Credit BostonDynamics.com #SMBMSP62 – @JLBraaten – @JeffSauer
  • 88. Google in the Home Photo Credit: Nest #SMBMSP62 – @JLBraaten – @JeffSauer
  • 89. Cat Videos Photo Credit: Urs Watcher via Compfight #SMBMSP62 – @JLBraaten – @JeffSauer
  • 90. Thank You #SMBMSP62 – @JLBraaten – @JeffSauer