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The Evolution of Google and Entity Search By Warren Lee

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From the SMX East 2014 Conference in New York City, NY. SESSION: What Is Hummingbird & The Entity Search Revolution?. PRESENTATION: The Evolution of Google and Entity Search - Given by Warren Lee, @WarrenLeeMedia, VP Marketing - Lee. #SMX #21A

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The Evolution of Google and Entity Search By Warren Lee

  1. 1. The Evolution of Google & Entity Search Warren Lee, Vice President - Marketing #SMX #21A Some rights Hummingbird reserved by aerodesign.pl © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  2. 2. Search Marketing Professional for Leading Brands in the Real Estate, Vertical Search, Finance, SAAS & Digital Marketing Industries.! ! 11 years in Search Marketing, 15 years in Digital Media! ! http://searchengineland.com/author/warren-lee/ http://warrenlee.org Biography Warren Lee! Vice President, Marketing! © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  3. 3. What is Hummingbird? Hummingbird is a new search engine algorithm, that impacted 90% of search queries in Google. 3 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  4. 4. What is Hummingbird? In general, Hummingbird — Google says — is a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today, rather than one created for the needs of ten years ago, with the technologies back then.. http://searchengineland.com/google-hummingbird-172816 4 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  5. 5. What is “Hummingbird” It doesn’t change the original ranking factors, instead it adds additional relevancy signals that can also impact rankings. http://searchengineland.com/seotable 5 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  6. 6. What is “Hummingbird” LINKS ARE STILL IMPORTANT 6 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  7. 7. What is “Hummingbird” SITE ARCHITECTURE IS STILL IMPORTANT 7 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  8. 8. What is “Hummingbird” QUALITY CONTENT IS STILL IMPORTANT 8 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  9. 9. “SERVING THE SEARCH DEMANDS OF TODAY” 9 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  10. 10. So what is new about Hummingbird? Entity Search & Search Entities 10 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  11. 11. So what is new about Hummingbird? Knowledge graph was the “first baby step” http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html 11 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  12. 12. The knowledge graph entities vs. search entities Knowledge graph entities 12 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  13. 13. The knowledge graph entities vs. search entities Knowledge graph entities Are about people, places, & things 13 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  14. 14. Knowledge graph entities vs. search entities Search Entities can include: • A keyword • Organic search results • Query session information • Time frame • Paid search results • Anchor text in a link • Domain name Synonym identification based on co-occurring terms “Search entities” (as opposed to entities that relate to people, places, and things) are primarily about relationships between keywords. Relationships between keywords or entities help provide a layer of semantic relevancy, and can be used to make rank adjustments. © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia 14
  15. 15. Refined topic modeling, more knowledge graph references, and semantic signals are coalescing. § Search queries improved based on query semantic information § Evaluation of substitute terms § Synonym identification based on co-occurring terms § Generalized Syntactic and Semantic Models of Query Reformulation § Today, signals such as keyword co-occurrence, user behavior, and previous searches do in fact inform context around search queries, which impact the SERP landscape. § This has impacted 90% of queries… 15 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  16. 16. All this giving you a headache yet? 16 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  17. 17. All this giving you a headache yet? 17 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  18. 18. “My head hurts” 18 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  19. 19. Example of Query Expansion.. Based on query sessions 19 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  20. 20. Example of Query Expansion.. Based on previous search 20 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  21. 21. Synonyms and query re-writing.. “reviews” > “PC” 21 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  22. 22. Synonyms and query re-writing.. “reviews” > “PC” 22 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  23. 23. Synonyms and stemming “How to ship a bottle” © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia 23
  24. 24. Synonyms and query expansion © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia 24
  25. 25. Synonyms and query expansion © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia 25
  26. 26. Results for broad searches impacted by query sessions 26 © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  27. 27. Results for broad searches impacted by query sessions © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia
  28. 28. Results for brand searches impacted by query sessions © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia 28
  29. 29. How does this impact my day to day as an SEO? Top 100 terms: 5.7% of demand Top 500 terms: 8.9% of demand Top 1,000 terms: 10.6 of demand Top 10,000 terms: 18.5% of demand Long Tail SEO Strategies Are Increasingly Important © 2014 Cerulean Media. Session Hash Tag (#smx #21A) 29 @Warrenleemedia
  30. 30. How does this impact my day to day as an SEO? § Long tail strategies are more important than ever § Consider the impact to analytics § Keyword research - Learn to identify co-occurring terms § Pay attention auto-suggest results § Incorporate use of new keyword research tools § LSI keywords.com § Ubersuggest.com § Limit pronouns, link out to entities to establish graph relationships Do this not only because it is what search engines are moving toward, but because it helps us better organize and add more depth to our content to the benefit of our audience. © 2014 Cerulean Media. Session Hash Tag (#smx #21A) @Warrenleemedia

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