SlideShare a Scribd company logo
Hummingbird – The True Story
First Off... Who Am I?
 Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO firm
 Columnist:
 Interviewer:
Eric Enge – Fun Fact
1984 World
Foosball
Champion –
“Goalie War”
Hummingbird
Three Parts to Google’s Product
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Four Parts – With The Knowledge Graph
Search Engine
1 2 3
Spider/Crawler/Robot Index
The Knowledge Graph
is a set of structured
databases that can
answer specific
questions
The Mobile Device Revolution
On Mobile at
SMX Advanced:
Said that mobile
search queries
will exceed
desktop queries
before end of
2014
PCs Declining, Tablets Exploding
Smart Phone Sales Too
Role of Voice Search
Google Investing Heavily
“Voice control/search
will soon be the primary
way that users interact
with Android devices,
especially as the
operating system
expands into cars, onto
wrists and on TV sets.”
Greg Sterling
Search Engine Land
June 27, 2014
Environments Where It Will Not Work
Caffeine (June 2010)
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Rewrote These Parts of Google
No Rewrite to the Search
Engine - Ever
Until Hummingbird
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine
What is Hummingbird?
https://www.youtube.com/watch?v=iLqVuUqx57k
https://www.youtube.com/watch?v=iLqVuUqx57k
Natural Language Search
Maps to Knowledge Graph
Comparison
Queries
Jupiter VS
Saturn
Synonyms
Understands Context – “Where is the
closest Italian restaurant”
Maps User Intent – “Red Sox VS Yankees”
“Red Sox VS Yankees” - Offseason
During a Patriots Playoff Game
33,800 Results – Really?
Example
Sequence
“How Tall Is He”
“Who Is His Wife?”
“Does He Have Children?”
“When Did He Start Playing Football?”
Natural Language Search in a Nutshell
Query
Translator
User
Query Main
Algo
Translated Search Query Results
Modified
Query
Hummingbird
Inside the Query Translator
Query Translator
User
Query Modified
Query
Previous
Query
References
Comparison
Query
Relative
References
Perform
Query
Translation
“It”
“vs”
“near”
Synonyms “auto”, “car”
Impact on SEO
SEO Tactics Significantly Changed
Keyword Stuffing - 2000
Get SEO services from the best SEO team
around with cutting edge SEO content
marketing, SEO link building, and SEO audits.
We offer best SEO traffic gains through audits
for SEO, content marketing for SEO, and link
building for SEO. Sign up for our SEO services
right now!
Buy Best SEO Services Now
Keyword Stuffing - 2010
We offer SEO services that include on-page
audits, link building, and content marketing. Our
campaigns drive SEO results by using the latest
SEO techniques. Sign up for our SEO services
right now!
Buy Our SEO Services Now
Hummingbird Ready Copy - 2014
We offer SEO services that include on-page
audits, link building, and content marketing. Our
campaigns drive increased organic search traffic
by using the latest search engine optimization
techniques. We will agree on ROI goals with
you and measure progress over time.
Contact Us For More Info!
What
Needs do
the Top
Ranking
Sites
Address?
Co-Occurrence Example
Co-Occurrence Mix Correlates With Ranking
Real World Example
Address User Wants / Needs
User Groups
UserTesting.com
Mechanical Turk Can Work Too!
Map Web Design to User Needs
Example of Content Depth
Who is
Better, Tom
Brady or
Peyton
Manning?
Compare
Tom Brady
Peyton
Manning
Does your sport
site have a page
that discusses this
very common
question?
Next Query Anticipation
• What if 25% of people who search on “Eiffel
Tower” want to know the height of the
tower?
• Does your page answer that question?
• What are the real questions users have in
mind?
• Are you answering them?
Example – Pizza Place in Las Vegas
Where is
the Nearest
Pizza Place?
Las Vegas
Pizza
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?
Local Language
Implement
Schema
Even if No
Rich
Snippets
Even if You Don’t
Have the
Programming Talent
Get the Information on Your Web Page
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?
Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com

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