What is
Hummingbird
and the Entity
Search Revolution
How Search Has Changed
1David Amerland SMX London 2014
What is Search?
The ‘easiest’ concepts are the hardest ones to define.
2
Search Used to be ‘Easy’
3
In a way it was no different
to counting cards
4
Yandex still has a very
traditional approach
to search
Keyword matching
b...
The same search query in
Google search:
5
And from an SEO mentality the
change is even more marked:
6
We go from this: To this:
Which also means that search changes...
It means that SEO work
that used to look like this:
5/17/2014Footer Text 7
Now looks like this:
Source: Stone Temple Consulting 8
Because search that
looked like this:
9
Now looks like this:
10
We know what Hummingbird
really looks like:
11
Though this is the more
familiar look:
12
So what is Hummingbird,
really?
• One man has the answer: http://goo.gl/ym5Xx1
13
So a search engine is
made up of:
14
And the moment you add the human
element you begin to also demand:
• Comprehension
• Historical Context
• Personal data
• ...
Search now looks not just at
information but also, knowledge
And this is where Entities come in.
In order for an Entity to...
Entity Attributes
17
Entities transform search
from an activity that was
focused purely on search
engine metrics to one that
now takes into acc...
This makes SEO harder to
game because it changes
the economic dynamic
that drives human
behaviour.
19
So we go from …
20
21
And that really changes
everything:
• Keywords
• On-page SEO
• Backlinks
• Publishing
frequency
• Link dumping in
social n...
David Amerland
www.davidamerland.com
@davidamerland
23
http://goo.gl/AVWmEhhttp://goo.gl/wcL9fS
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What is hummingbird and the entity search revolution

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The 2014 London SMX was way different than the one in NYC just a few months back. SEOs and marketers are now looking at the softer attributes of marketing in search, exploring how to develop authority,enhance their reputation and generate trust with their audience.

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What is hummingbird and the entity search revolution

  1. 1. What is Hummingbird and the Entity Search Revolution How Search Has Changed 1David Amerland SMX London 2014
  2. 2. What is Search? The ‘easiest’ concepts are the hardest ones to define. 2
  3. 3. Search Used to be ‘Easy’ 3
  4. 4. In a way it was no different to counting cards 4 Yandex still has a very traditional approach to search Keyword matching based on statistical lexical analysis cannot easily filter out spam.
  5. 5. The same search query in Google search: 5
  6. 6. And from an SEO mentality the change is even more marked: 6 We go from this: To this: Which also means that search changes from being the broadest net possible bringing in as many people as possible to a search query, to being the best answer possible.
  7. 7. It means that SEO work that used to look like this: 5/17/2014Footer Text 7
  8. 8. Now looks like this: Source: Stone Temple Consulting 8
  9. 9. Because search that looked like this: 9
  10. 10. Now looks like this: 10
  11. 11. We know what Hummingbird really looks like: 11
  12. 12. Though this is the more familiar look: 12
  13. 13. So what is Hummingbird, really? • One man has the answer: http://goo.gl/ym5Xx1 13
  14. 14. So a search engine is made up of: 14
  15. 15. And the moment you add the human element you begin to also demand: • Comprehension • Historical Context • Personal data • Search History • Search Patterns • Usage habits • Intelligence in the results • Social connections • Social activity • Personal context 15
  16. 16. Search now looks not just at information but also, knowledge And this is where Entities come in. In order for an Entity to be formed it requires the indexing and verification of a host of attributes. 16
  17. 17. Entity Attributes 17
  18. 18. Entities transform search from an activity that was focused purely on search engine metrics to one that now takes into account the full spectrum of human engagement and interaction. 18
  19. 19. This makes SEO harder to game because it changes the economic dynamic that drives human behaviour. 19
  20. 20. So we go from … 20
  21. 21. 21
  22. 22. And that really changes everything: • Keywords • On-page SEO • Backlinks • Publishing frequency • Link dumping in social networks • Content length • Keyword stuffing • Keyword placement • Anchor text • Link sculpting • Etc… 22 • Concepts • Search queries • Trust • Authority • Reputation • Citations • Social network footprint • Comments • Sentiment • Social proof • Brand equity • Authenticity • Etc …
  23. 23. David Amerland www.davidamerland.com @davidamerland 23 http://goo.gl/AVWmEhhttp://goo.gl/wcL9fS

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