On October 29, 2013, Max Thomas gave a presentation about changes to Google and other search engines. From Knowledge Graph and Authorship to Google Hummingbird and the semantic web, this presentation has everything you need to know about the current state of the SERPs!

1. DOWNLOAD
this presentation
bit.ly/semmeetup
WHAT’S
CHANGING
OVER
AT
GOOGLE
Presented by Max Thomas | October 29, 2013
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2. FIRST
OFF
–
Who
am
I?
Max Thomas
CEO / Founder
@thundermax
gplus.to/maxthomas
bit.ly/thundermax
thunderseo.com/blog
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3. 1
GOOGLE
SERP
CHANGES
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4. NOT
TOO
LONG
AGO
…
ADWORDS
ORGANIC
RANKINGS
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5. NOT
TOO
LONG
AGO
…
NAME
–
WEBSITE
–
PHONE
-­‐
REVIEWS
7
PACK
MAP
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6. WATCH
OUT!
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7. LOCAL
CAROUSEL
Carousel
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8. BUSINESS
GOOGLE+
/
PLACES
Google+
Places
LisFng
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9. BAND
PANEL
Band
Box
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10. SONGS
Song
Index
YouTube
Videos
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11. SONG
FEATURE
YouTube
Video
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12. INFORMATION
PANEL
NutriFon
Facts
&
Wiki
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13. ANSWER
BOX
With
Dropdown!
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14. COMPARISON
BOX
All
Facts
No
Links
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15. COMPARISON
BOX
Personal
Faves
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16. NEWS
Within
24
Hours
Within
5
Days
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17. INDEPTH
ARTICLES
Older
ArFcles
/
Posts
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18. INFORMATION
PANEL
DefiniFon
PronunciaFon
Etymology
TranslaFon
Usage
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19. VIDEO
RESULT
Not
always
YouTube
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20. AUTHORSHIP
Author’s
Google+
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21. IMAGES
Pulls
from
website
–
not
Google
Images
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22. SHOPPING
Sponsored
Results
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23. BRAND
PANEL
Google+
&
Other
Sources
Google
Not
Sure…
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24. DISAMBIGUATION
BOX
Just
in
case…
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25. RATINGS
&
REVIEWS
Star
RaFngs,
Reviews,
Info
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26. MEGA
IMAGE
BOX
Pulls
From
Google
Images
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27. MEGA
IMAGE
BOX
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28. MEGA
IMAGE
BOX
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29. MEGA
IMAGE
BOX
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30. MEGA
IMAGE
BOX
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31. MEGA
IMAGE
BOX
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32. WANT
MORE?
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http://moz.com/blog/mega-serp-a-visual-guide-to-google
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33. WHAT’S
HAPPENING
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34. KEEPS
USER
ON
GOOGLE
I
mean…why
should
I
leave…
everything
I
want
is
here,
right?
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35. www.ThunderSEO.com
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36. ”You can check out anytime you like,
but you can never leave."
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37. the answer to everything
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38. 3
WHY
IS
THIS
HAPPENING?
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39. ST
KNOWLEDGE
GRAPH
1
“not just random strings of characters”
“those words are talking about those real world things”
“we could do a better job of giving you just the content you want off the web”
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40. STRINGS
TO
THINGS
STRINGS:
“random strings of characters”
Search query (keyword) focused
For example, search for “eiffel tower”
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41. For
example,
search
for
“chinese
silk”
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42. STRINGS
TO
THINGS
THINGS:
“words talking about real world things”
Intention (semantic) focused search
For example, search for “miniature eiffel tower gift”
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43. www.ThunderSEO.com
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44. ND
HUMMINGBIRD
2
Amit Singhal, Snr VP of Search at Google, introduces new “Hummingbird” search
algorithm at Google’s 15th anniversary on Sept. 26, 2013
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45. HUMMINGBIRD
TOPLINE
•
•
•
•
•
•
•
Search Algorithm: Like Google’s engine
Goal: To return better search results
Why “Hummingbird”?: It’s fast and precise
What About Panda, Penguin, etc.?: Those updated “parts”
of the Google engine
Launch Date: Late August, announced 9/26/13; will affect
90% of all search results
Biggest Impact: Conversational search to all Google search
results
More Details: http://searchengineland.com/google-hummingbird-172816
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46. WHY
IS
IT
SUCH
A
BIG
DEAL
1.
Completely new algorithm
2.
Changes the way Google processes search queries
(“conversational search”)
3.
Foundation for Google’s shift toward AI
4.
Coupled with KG, changes search experience for user
5.
Potential to show fewer web site results (stay tuned)
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47. RELAX…MORE
TO
COME
“But 15 years on,
we’re just
getting started.”
Amit Singhal, Google
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48. RELAX…MORE
TO
COME
http://insidesearch.blogspot.co.uk/2013/09/fifteen-years-onand-were-just-getting.html
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49. 4
GOOGLE
SEARCH
TODAY
&
FUTURE
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50. st
Mobile
Search
1
Source: 2013 Mobile Path-to-Purchase Study by Telmetrics and xAd
http://www.mobilepathtopurchase.com/
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51. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012
http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
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52. st
Mobile
Search
1
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012
http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
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53. st
Mobile
Search
1
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012
http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
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54. st
Mobile
Search
1
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012
http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
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55. nd
MulX-­‐Screen
Usage
2
http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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56. nd
MulX-­‐Screen
Usage
2
http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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57. nd
MulX-­‐Screen
Usage
2
http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_researchstudies.pdf
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58. nd
MulX-­‐Screen
Usage
2
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59. nd
MulX-­‐Screen
Usage
2
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60. rd
Voice
Search
3
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61. SAY
TO
GOOGLE…
“Tell me about…”
“Neil Armstrong”
“Okay, Google…”
“Hotwording” activates:
• Google Now
• Google search results (vs KG)
• Google Glass
Knowledge Graph
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62. GOOGLE
GLASS
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63. th
GOOGLE
CONVERSATIONS
4
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64. “OK Google. Remind me to buy olive oil at Safeway,” when you walk
into the store with your iPhone, you’ll get a reminder.”
Amit Singhal, Google
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65. ADAPT
OR
EMBRACE?
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66. WHAT
ABOUT
THESE
FOLKS?
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67. HOW
DO
LOCAL
BIZ
COMPETE
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68. INTRODUCING
Structured Data Markup
(a.k.a., Rich Snippets, Microdata)
1. Schema.org
2. Facebook OpenGraph
3. RDFa (Yahoo! SearchMonkey)
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69. AUTHOR
HEADSHOT
Author’s
Google+
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70. VIDEO
THUMBNAIL
Not
always
YouTube
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71. STARS
&
RATINGS
RaFngs
Reviews
Votes
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72. BREADCRUMBS
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73. RICH
SNIPPETS
INCREASE
1.
Presence of your website (mark-up data on
your website)
2.
Control of how your website shows up in
Google searches
3.
Clickthroughs on Google listings
4.
Clicks to more pages on your website
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74. AUTHORSHIP
–
STEP
1
Link your content to your Google+ profile
using a verified email address
REQUIRED:
• Email must be in same domain as website where content is hosted:
•
Domain: thunderseo.com
•
Email: max@thunderseo.com
• Each article/post must include a byline that lists your name:
•
Article: A Marketer’s Inside Look At Yelp Events
•
Byline: By Max Thomas
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75. www.ThunderSEO.com
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76. AUTHORSHIP
–
STEP
1
https://plus.google.com/authorship
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77. AUTHORSHIP
–
STEP
2
List Your Content On Your Google+ Profile
Click
Edit
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78. Use
Bio
URL
if
more
than
one
author.
Homepage
okay
if
you’re
the
only
author.
OpFon
for
past
contributor
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79. AUTHORSHIP
–
STEP
3
Test via Webmaster Tool’s Structured Data Testing Tool
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80. AUTHORSHIP
–
OPTIONAL
Add A Link From Your Content Page To Google+ Profile
https://support.google.com/webmasters/answer/2539557?hl=en
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81. VIDEO
THUMBNAIL–
STEP
1
Decide On Format For On-Page Mark-Up:
Schema.org/VideoObject
Facebook Share
RDFa (Yahoo! SearchMonkey)
I’m going to show example using Schema.org
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82. SCHEMA.ORG
http://schema.org/VideoObject
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83. VIDEO
THUMBNAIL–
STEP
2
Add VideoObject Schema Markup To Page
<div itemprop=”video” itemscope itemtype=”http://schema.org/VideoObject”>
<h2>Video: <span itemprop=”name”>We Do Medical Detox</span></h2>
<p><span itemprop=”description”>Interview with Katy Alexander, Intake Coordinator at Pat
Moore Foundation, in which she talks about medical detox and the importance of doing drug
detox in a supportive environment.</span><br />
<meta itemprop=”duration” content=”T1M11S” /><br />
<meta itemprop=”thumbnail” content=”http://www.patmoorefoundation.com/we-do-medicaldetox-thumb.jpg” /><br />
<meta itemprop=”contentLocation” content=”Costa Mesa, CA” /><br />
<meta itemprop=”embedURL” content=”http://fast.wistia.com/embed/iframe/043f7285b8?
videoWidth=480&amp;videoHeight=270&amp;controlsVisibleOnLoad=true” /> <br /></p>
<object…embed player…>
</object>
</div>
http://www.thunderseo.com/blog/using-hosted-video-seo-to-rank-in-google-infographic/
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84. VIDEO
THUMBNAIL–
STEP
3
Test via Webmaster Tool’s Structured Data Testing Tool
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85. VIDEO
THUMBNAIL–
STEP
4
Submit Video Sitemap To Google
https://support.google.com/webmasters/answer/80472?hl=en&ref_topic=10079
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86. OR
BE
EASY
ON
YOURSELF
Wistia Builds & Maintains Video Sitemap For You
http://www.wistia.com
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87. VIDEO
THUMBNAIL–
RESULT
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88. HELP
FROM
GOOGLE
https://www.google.com/webmasters/markup-helper/
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89. SCHEMA
DEEP-­‐DIVE
http://www.slideshare.net/SearchMarketingExpo/stephen-spencer-smx-advanced-rich-snippetsschema-microformats
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90. FACEBOOK
OPEN
GRAPH
http://ogp.me/
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91. FACEBOOK
OPEN
GRAPH
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92. FACEBOOK
OPEN
GRAPH
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93. FACEBOOK
OPEN
GRAPH
http://searchengineland.com/seo-for-facebook-open-graph-search-150772
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94. www.ThunderSEO.com
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95. THE
DARK
SIDE
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96. OBSERVATION
#1
Hummingbird “consolidates” long-tail
queries with shorter “semantic” versions,
resulting in less query diversity which
means fewer opportunities for niche sites
to rank and more for large websites.
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97. FURTHER
READING
http://www.isoosi.com/blog/hummingbird-the-opposite-of-long-tail-search.html
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98. OBSERVATION
#2
Google is moving from database structure (e.g.,
“strings”) to Artificial Intelligence as it shifts to
semantic search results (e.g., “things”), voice
search and Google Now. Rise of “not provided”
reflects Google’s intent to move past keyword
queries.
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99. FURTHER
READING
http://www.seobythesea.com/2013/09/google-hummingbird-patent/
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100. BACKGROUND
88%
Visitors
(not
provided)
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101. OBSERVATION
#3
Schema Markup fuels growth of semantic
search by informing Google of content
specificity, resulting in less variation among
websites showing in search results and
increasing Knowledge Graph results.
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102. FURTHER
READING
http://www.thogenhaven.com/the-rich-snippet-and-the-prisoners-dilemma
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103. OBSERVATION
#4
Hummingbird results in richer and more
varied keyword queries via semantic
search thus increasing longtail search
opportunities and niche site rankings.
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104. FURTHER
READING
http://www.telegraph.co.uk/technology/google/10350564/Google-Hummingbird-algorithm-to-elevateniche-websites.html
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105. FURTHER
READING
http://www.the-future-of-commerce.com/2013/10/07/google-hummingbird-ecommerce/
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106. FURTHER
READING
http://socialmediatoday.com/david-amerland/1772086/what-google-s-hummingbird-update-semantic-search
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107. WHAT
DO
YOU
THINK?
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108. GOING
FORWARD
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109. CLOSING
THOUGHTS
• Watch your Analytics closely:
Is organic search traffic shifting significantly?
• Monitor your site in Webmaster Tools:
Pay close attention to Index Content, Crawl
Rate and Site Errors
• Check keyword-specific rankings and page
relevancy via Search Traffic > Search Queries
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110. CLOSING
THOUGHTS
• Keep building content, outreach and social shares
• Leverage Google+ Local and Social
• Pay attention to Google announcements,
particularly on Webmaster Blog & Youtube
• Diversify traffic channels and overall online
presence so you’re not overly reliant on search
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111. CLOSING
THOUGHTS
• Mobile: Define a mobile strategy that includes
your website, mobile search and mobile-based
referrers
• Ultimate goal: Make your website so
extraordinary that users want to visit
• Have fun with this J
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112. Q
&
A
DOWNLOAD
this presentation
bit.ly/semmeetup
max@thunderseo.com
@thundermax
thunderseo.com/blog
@ThunderSEO
MAX THOMAS
Founder & CEO Thunder SEO
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