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What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober

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From the SMX East 2014 Conference in New York City, NY. SESSION: What Is Hummingbird & The Entity Search Revolution?. PRESENTATION: What is Hummingbird & The Entity Search (R)Evolution - Given by Marcus Tober, @MarcusTober, CTO - Searchmetrics Inc. #SMX #21A

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What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober

  1. What Is Hummingbird & The En5ty Search 2014 (R)Evolu5on? MARCUS TOBER 10/01/2014 New York
  2. Marcus Tober
  3. searchmetrics.com/us2014 2014 Edi5on
  4. Correla1on ≠ Causa1on
  5. 2014 RANKING FACTORS
  6. „precise and fast“
  7. GOOGLE HUMMINGBIRD UPDATE Contextual Search Conversa5onal Search Seman5c Search 9 www.searchmetrics.com 10/1/14
  8. An SEO walks into a bar…
  9. An SEO walks into a bar…, bars, beer garden, lounge, hangout hole, night club, mini bar, bar stool, tavern, pub, beer, whine, whiskey…
  10. SEO Paradigm
  11. SEO Paradigm KW in 1tle KW in descrip1on KW in heading KW density Etc.
  12. SEO Paradigm 1 Keyword /Varia5ons
  13. SEO Paradigm 1 Keyword /Varia5ons 1 Landing Page
  14. SEO Today
  15. SEO Today 1 TOPIC
  16. SEO Today 1 TOPIC 1 Landing Page
  17. Content
  18. CONTENT ELEMENTS Content Complexity and Quality – NEW 2014 24 www.searchmetrics.com 10/1/14 RANKING FACTORS 2014 PreYy high correla5ons!
  19. 25 www.searchmetrics.com 10/1/14 Increasing CONTENT ELEMENTS RANKING FACTORS 2014 Content Complexity and Quality vs 2013
  20. Relevant Keywords/ Terms 26 www.searchmetrics.com 10/1/14 Correla1on 휌↓2014 =0.34
  21. Proof Keywords/ Terms 휌↓2014 =0.20 27 www.searchmetrics.com 10/1/14 Correla1on
  22. What’s behind? „You shall know a keyword by the company it keeps” (Firth, 1957) 28 www.searchmetrics.com 10/1/14 RANKING FACTORS 2014
  23. Content Op1miza1on Proof KW Relevant KW
  24. ~100,000 TOP
  25. There are no 5ps and nothing the user expected on the page. Why should it rank?
  26. User (Query) SERP (Knowledge Graph)
  27. Hummingbird Similar (or even synonymous) Keyword Queries Query A1 SERP A1 Query A2 SERP A2 Query A3 SERP A3 Query A4 SERP A4 Query A5 SERP A5 Query A6 SERP A6 Pre-­‐ 34 www.searchmetrics.com 10/1/14
  28. Similar (or even synonymous) Keyword Queries Query A1 Hummingbird Query A6 Query A5 Query A3 Query A2 Query A4 SERP A Post-­‐ 35 www.searchmetrics.com 10/1/14
  29. Chapter 1: SERP Diversity
  30. Diversity of SERPs All Keywords 37 www.searchmetrics.com 10/1/14 ~6.5%
  31. Diversity of SERPs All Keywords 38 www.searchmetrics.com 10/1/14 34 ~2% ~6% 1 2 What happened? 3
  32. Diversity of SERPs Keywords with Ques5on Words What, Where, Who, How, Why … 39 www.searchmetrics.com 10/1/14 ~7% 34
  33. BE THIS GUY
  34. Chapter 2: Keyword Pairs
  35. Query SERP C SERP A SERP B Pre-­‐ Hummingbird SERP Y SERP J SERP I SERP G SERP H SERP F SERP L SERP K SERP M SERP N SERP O SERP P SERP Q SERP S SERP R SERP T SERP U SERP V SERP SERP X Z 42 www.searchmetrics.com 10/1/14
  36. SERP H SERP M SERP J SERP R SERP F Query SERP C SERP A SERP B Post-­‐ Hummingbird SERP Y SERP I SERP G SERP L SERP K SERP N SERP O SERP P SERP Q SERP S SERP T SERP U SERP V SERP Z SERP X 43 www.searchmetrics.com 10/1/14
  37. 6/10 July 2013
  38. 9/10 March 2014
  39. 4/10 June 2013
  40. 7/10 March 2014
  41. 9/10 Sept. 2014
  42. 20% = 3/3 10% = 2/3 13% July 2013
  43. 50% = 3/3 20% = 2/3 Sept. 2014
  44. Diversity of SERPs Keyword Pairs with same meaning – shared results 51 www.searchmetrics.com 10/1/14 +17% +29%
  45. Holis1c Website 52 www.searchmetrics.com 10/1/14
  46. Holis1c Website 53 www.searchmetrics.com 10/1/14
  47. Holis1c Website 54 www.searchmetrics.com 10/1/14
  48. Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 3. 5. 2. 9. 3. Landing Page 1 Landing Page 2 Landing Page 3 Landing Page 4 Landing Page 5 Once upon a 1me… Content A Content AB Content AC Content AD Content AE Keyword A Keyword AB Keyword AC Keyword AD Keyword AE 16. 12.
  49. 3. 5. 2. 9. 3. Landing Page 1 Landing Page 2 2014 Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 Content A Content AB Content AC Content AD Content AE op$mizes content does not op$mize Content AD Content AE
  50. 3. 2. 6. 3. 5. 2014 Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 5. 12.. 12. op$mizes content does not op$mize Landing Page 1 Content A Content AB Content AC Content AD Content AE Content AD Content AE New Landing Page 2
  51. BBEE HTHOILSI SGTUICY
  52. S E O
  53. Search Engine Op5miza5on
  54. Search Experience Op5miza5on
  55. twiher.com/searchmetrics facebook.com/searchmetrics

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