Google hummingbird-update-webinar-resource


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  • For more information on the changes Google done over the years, check out this post:
  • Note: Use your own search example, like “How is Warren Buffet?”
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  • Google hummingbird-update-webinar-resource

    1. 1. Google’s Hummingbird Update 2.0 A GUIDE TO SEARCH ENGINE OPTIMIZATION 1
    2. 2. Going Where No Search Has Gone Before “If you think of Google as if it were a car, then penguin and panda updates were like adding more horsepower to an older but solid car engine. Hummingbird is basically like taking the entire engine out of the car out and replacing it with a brand new one...” 2
    3. 3. In The Past SEO in the past was always about probabilities. ‣ Search returned “statistically” probable answers to the query. • To succeed in search, we had a variety of tools: inbound links, meta data, anchor text and other on-page techniques. • When something didn’t work we simply had to increase the quality, volume and/or intensity. 3
    4. 4. 4
    5. 5. In The Present In the new semantic web, statistics are fading away. ‣ Search is changing, actually it’s becoming: • Personalized, populated with familiar faces, more accurate and more intuitive. ‣ The way we search and what we use is changing: • Mobile, voice, local , personal, conversational, predictive, functional (i.e. maps, video) 5
    6. 6. Google’s New Hummingbird Algorithm Introducing “Entities”... a radical new approach to search. ‣ Entities Are The New Driver • Entities are generated relational mapping that uncovers the association between different data points. • Entities become trusted points around which other data revolves. Source: Wikipedia 6
    7. 7. What Is An Entity? If you think about a knowledge graph in search, the entity isn’t the “thing” - but it’s everything around it that defines whatever it is. When you think of a house, you think of everything that represents a home whether it’s inside or outside the home... 7
    8. 8. How Are Entities Produced? Understanding how entities are produced will be critical for every SEO professional to understand going forward. ‣ Imported from trusted sources (ex. Wikipedia) ‣ Extracted from web pages ‣ Data mining in the social web ‣ Sentiment mining 8
    9. 9. The Challenge Entities are a real challenge to search engine optimization. ‣ They provide answers at the search box rather than the suggestions. • Optimization appears to be reduced to answering a search query... but LOOK AGAIN! 9
    10. 10. The Challenge (continued...) The “ENTITY” that is the answer to the search query “who is Bob Marley” produced: ‣ An answer ‣ A biography w/ associated links ‣ Recent posts w/ links ‣ Associated entities, complete w/ links A “single answer” result generated a much wider and more related field of data than was ever possible before. 10
    11. 11. Entities: Challenge & Opportunity For SEOs the challenges are as steep as the question is simple: ‣ Changing search interface (screen-less computers and keyless devices) ‣ Less reliance on keywords ‣ Depreciation of existing, on-page SEO techniques ‣ Loss of real estate space of SERPs ‣ Reduced reliance on statistical association in results How do we take advantage of “Entities” to make up for it all? 11
    12. 12. Reverse Engineering Let’s take a look at at the key data points... ‣ Authority THINK: ‣ Trust Volume ‣ Reputation Connection Velocity ‣ Influence Social discovery Variety Social buzz If that’s the end result, how can it be reduced further into manageable steps? What actions can be taken at contentcreation that will produce these outcomes, and how can this be ensured? Tenacity + Authorship & “Author Rank” 12
    13. 13. Focus On People, Not Keywords Take advantage of social signals and user groups to help get your message, product or service in front of those who would benefit most from it. After all, the web was created for the “person”, not the keyword. 13
    14. 14. What You Haven’t Heard... The remaining material is available via this post only. Please use this material to dominate your competition. 14
    15. 15. Hummingbird Update (Insider Info) Rather than attempting to identify the individual keywords or phrases that are found in a search query, the new Hummingbird update looks at the query as a whole. It considers the whole sentence and then looks for the most relevant results. More than this, though, it provides a more rounded list of results that give background information as well as supporting information too. 15
    16. 16. Going Deeper What can you do to take advantage of this update? Long-Tail Keywords Authority Hummingbird concentrates on query strings rather than individual words and this means that it will have obvious implications on pages that utilize and include long-tail keywords. Google considers the authority of a page, and even the authority of a page author, to be extremely important. Long-tail keywords have always been considered beneficial because they typically have a high conversion rate from highly targeted visitors. However, it has proven difficult to benefit from much traffic as a result of their being found on a page. Long-tail keywords, which are normally added to pages during the natural process of writing high quality content, may generate more traffic for a website in the future. Now, authority will become even more relevant and pertinent. Hummingbird will help ensure that Google delivers users to the most appropriate page of a website, rather than to a home page or top level page. As such, every single page should be closely targeted to potential visitors. Not only will this help improve conversion rates as part of a conversion rate optimization campaign but it may also help to drive traffic to the pages of a website via Google results too. 16
    17. 17. Going Deeper The landscape is changing... Mobile Search Voice Search Analysts believe that these changes are heavily influenced by Google's desire to become more mobile. As well as their mobile search engine pages, Google also owns Android which even has its own voice search capabilities. Voice search naturally tends to mean more conversational and more natural language. Hummingbird will have a direct impact on those who employ mobile friendly landing pages or sites. Rather than searching for a one or two word phrase, people will be more inclined to use whole sentences, questions, and more complex queries when they speak. Hummingbird will determine the most relevant and highest quality pages that meet the needs of the searcher. 17
    18. 18. SEO is not DEAD Hummingbird is not killing SEO, nor is SEO dead. ‣ The Future of SEO • Concentrate your efforts on a wellrounded content marketing plan. • Find ways in which to cover the different aspects of the topic their site is related to. • Continue to add high quality content to your site + integrate your content efforts into a Social Media platform of some sort, preferably Google+! • Site owners that rely on the creation and distribution of high-quality content and that steer clear of black-hat techniques, and that look to build multiple traffic streams using a universal marketing approach are those that will enjoy better long term results. 18
    19. 19. SEO, Going Forward How will you take advantage of “Voice” based search? ‣ Google, “Where is the nearest...” • Think about your content, location and tone. Does your website answer the key questions that a searcher would ask? 19
    20. 20. Thank You! Ciaran McCabe Managing Director, Fresher Development LTD Twitter: @fresherdev 20