Suffolk Internet Marketing & SEO/M Specialists - Ruth Cheesley - Don't get in a flap about the Google Hummingbird update

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A presentation exploring the key concepts behind the Google Hummingbird update and the factors that SEO, SEM, Copywriting and Internet Marketing specialists need to take away from this update

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  • New update, first major update since Caffeine in 2010 – which was a structural re-jig.
    Without caffeine, no humminbird – needed to be able to store data in way to make semantic search work
    Called hummingbird because it's focus is to make the retrieval of search results precise, and fast
  • Much of SEO is scientific guess-work, - this time we have some speculation about what lies behind Hummingbird, in the form of patents which were granted
    Also info from Google itself.
  • E.G. Place → Restaurant
    Co-occurence using substitution rules
    Search entities
    Context – e.g. car/auto, railroad car
    'Level of confidence' that terms might be synonyms
    Patents in 2005 and 2010
  • “Words are not things themselves, but the verbal representation of things”
  • Search entities objectify words into concepts.
    Also links are made using co-occurence relations – how likely are the words in the query to occur in the same query, and compare that with synonyms
  • Irrelevant links are considered as 'bad' links – context of links is now critical.
    We need to optimise the connectivity between things – not the things themselves.
    Keyword optimisation now becomes topical optimisation
    SEO Copywriting now becomes GOOD copywriting!
  • Site Architecture
    Avoid canonical content
    Avoid thin content
    Semantic content model (meaning/html/js/css)
    Topical optimisation page by page
    Useful content in several formats
    Semantic markup
  • Brand visibility
    Referral traffic
    Thought leadership of brand
    Topical sections on a general site – eg. news
  • Brand visibility
    Social echo
    Mentions/co-sharing
    Organic traffic
  • Holistic vision
    DON'T DO CRAPPY SEO!
  • Suffolk Internet Marketing & SEO/M Specialists - Ruth Cheesley - Don't get in a flap about the Google Hummingbird update

    1. 1. Don't get in a flap! Google's Hummingbird Update Ruth Cheesley – Virya Technologies Autor: 18.10.12 Ruth Cheesley - @RCheesley - gplus.to/RCheesley
    2. 2. PRECISE AND FAST
    3. 3. “SCIENTIFIC” GUESS-WORK!
    4. 4. Synonyms in search
    5. 5. A natural development?
    6. 6. Words are not 'things'
    7. 7. From words to concepts
    8. 8. “Where can I have a coffee in Ipswich on Wednesday?” How does it work?
    9. 9. Understand the query
    10. 10. Wednesday On Wednesday Where Can I get a coffee Relate words to entities In Ipswich
    11. 11. Deliver relevant results
    12. 12. 90% affected You can run, but you can't hide!
    13. 13. It's all in the tail
    14. 14. Authority .. that old chestnut!
    15. 15. Authority .. that old chestnut!
    16. 16. Context of links is important
    17. 17. Have a clear audience in mind
    18. 18. Get your structure & semantics right
    19. 19. Build relevant links
    20. 20. Social SEO
    21. 21. DON'T DO CRAPPY SEO!
    22. 22. Autor: 18.10.12 Ruth Cheesley - @RCheesley - gplus.to/RCheesley

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