Google Hummingbird - Implications for Publishers from SEO Perspective
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Google Hummingbird - Implications for Publishers from SEO Perspective

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Notes on the new Google search engine algorithm 'Hummingbird'. This slide deck discusses its implications for users and publishers from a SEO perspective. It reasons why users will be benefitted......

Notes on the new Google search engine algorithm 'Hummingbird'. This slide deck discusses its implications for users and publishers from a SEO perspective. It reasons why users will be benefitted and how the publishers and website administrators should be equipped.

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  • 1. GOOGLE HUMMINGBIRD – IMPLICATIONS FOR USERS & PUBLISHERS Pradeep Govindaraju
  • 2. Google Hummingbird: BASICS 2  Search Algorithm – used by Google (& other search engines) to sort out and index the webpages so as to return the most relevant pages to a search query Google Hummingbird  A new search algorithm that Google had developed & adopted since 20th August 2013. News was made official on 26th September 2013  Google’s effort to better match the meaning of search queries with that of the content in the web  Google says the name comes from being “precise” and “fast” and says the update should return better results More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 3. Google Hummingbird: SIGNIFICANCE 3  There were updates to the Google’s search engine algorithm in the recent years such as PENGUIN and PANDA  HUMMINGBIRD is altogether a new search engine algorithm; Similar change was last effected by Google in the year 2001 More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 4. Google Hummingbird: FOCUS AREAS 4  SEMANTICS - Moving from ‘KEYWORDS’ in the search queries to their ‘MEANING’ to return better results  KNOWLEDGE GRAPH – Now more expansive; It is the carousel on the top of results page that pull out content from popular sources such as Wikipedia, IMDB; Comparison sites etc.  MOBILE – Enhanced voice search capabilities to better understand the user’s queries so that ANSWERS are provided than mere RESULTS More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 5. Semantics: Before Google Hummingbird 5 More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 6. Semantics: After Google Hummingbird 6 More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 7. Knowledge Graph: Now More Expansive 7 More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 8. Knowledge Graph: Now More Expansive 8 More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 9. Mobile: Voice will be the Future 9  Ability for enhanced parsing of voice commands in mobile devices Hey Google, now tell me if I should use butter or olive oil? More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 10. Mobile: Voice will be the Future 10  Understands the INTENTION behind the question to give best ANSWERS Oohh, All the answers I needed !! More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 11. Google HUMMINGBIRD AIMS AT ADDING VALUE TO ITS USER BASE WHAT ABOUT THE WEBSITES & WEBSITE OWNERS? WHAT IS THE IMPACT OF HUMMINGBIRD ON THEM? 11 Google Hummingbird – 2014 & Beyond Nov-13
  • 12. Impact on Websites 12  Google claims to impact over 90% of search queries with its new algorithm  However, no significant shifts in traffic patterns were reported by web admins across the world.  On contrast, updates like PENGUIN and PANDA in the past had stirred huge waves in the circles of web admins & SEOs  Hummingbird was introduced on 20th August 2013. If a website hadn’t experienced a shift trend in traffic already, it is likely that it had successfully passed through the implications of the algorithm at this stage. Does that mean we have to do nothing about it? More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 13. Google gives us a direction for the Long run 13 SEMANTICS Users will see and start expecting ‘Answers’ to their questions than mere ‘Relevant content’ containing certain keywords from the original query KNOWLEDGE GRAPH Users will access the information they need right in the results page; Stops the necessity to click on a result and visit that page MOBILE Users get results aided by location & NLP (Natural Language Processing) services More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 14. Takeaway for SEOs & Web Admins 14 SEMANTICS Content is now more important than ever; Look for ways to expand it – Detailed catalogues; User generated content such as comments etc., Construct ‘Answers’ in the website to the ‘Questions’ the target audience might ask search engines KNOWLEDGE GRAPH Increase the Value proportion that the website has to offer its users; Users should be given strong reasons to enter a website even after accessing information though Knowledge graph in the results page MOBILE Optimize the website for mobile; Use Rich snippets & Structured data to gain prominence in mobile search results More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 15. Summary 15  90% of all searches are likely to be affected by Hummingbird  No significant change in traffic trends were reported; Full extent and reach of its effects are currently unknown  Semantic search, ‘conversational styled’ or ‘informal’ search terms are processed effectively than before  Reduced weightage on Keywords and Increased weightage on their holistic (semantic) meaning to deliver highly relevant results  Not to be surprised if no changes were observed in the near term;  Recommended to strategize for the direction envisaged by Google  Expand Content; Have answers in the websites to the questions that could be asked by the target audience in search engines  Increase value proposition of the website  Optimize the site for mobiles More Digital Marketing Articles @ Meltpress (http://meltpress.com) Nov-13
  • 16. 16 Thanks For Your Valuable Time Pradeep Govindaraju PradeepG (Twitter) Pradeep.sync@gmail.com Pradeep.sync(Skype) Visit MeltPress.com for more Digital Marketing articles MeltPress is all about growing Digital while the Press melts Nov-13