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
Don't get in a flap!
Google's Hummingbird Update
Ruth Cheesley – Virya Technologies
Ruth Cheesley - @RCheesley - gplus.to/RCheesley