changes to search with max thomas | san diego sem meetup recap
DESCRIPTION
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!TRANSCRIPT
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WHAT’S CHANGING OVER AT GOOGLE
Presented by Max Thomas | October 29, 2013
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FIRST OFF – Who am I?
gplus.to/maxthomas
bit.ly/thundermax
Max Thomas CEO / Founder
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GOOGLE SERP
CHANGES 1
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NOT TOO LONG AGO …
ORGANIC RANKINGS
ADWORDS
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NOT TOO LONG AGO …
7 PACK MAP
NAME – WEBSITE – PHONE -‐ REVIEWS
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WATCH OUT!
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LOCAL CAROUSEL
Carousel
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BUSINESS GOOGLE+ / PLACES
Google+ Places LisFng
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BAND PANEL
Band Box
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SONGS
Song Index
YouTube Videos
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SONG FEATURE
Song Index
YouTube Video
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INFORMATION PANEL
Song Index
NutriFon Facts & Wiki
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ANSWER BOX
Song Index
With Dropdown!
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COMPARISON BOX
Song Index
All Facts No Links
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COMPARISON BOX
Song Index
Personal Faves
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NEWS
Song Index
Within 24 Hours
Within 5 Days
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INDEPTH ARTICLES
Song Index
Older ArFcles / Posts
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INFORMATION PANEL
Song Index
DefiniFon PronunciaFon Etymology TranslaFon
Usage
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VIDEO RESULT
DicFonary Etymology TranslaFon
Usage
Not always YouTube
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AUTHORSHIP
DicFonary Etymology TranslaFon
Usage
Author’s Google+
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IMAGES
DicFonary Etymology TranslaFon
Usage
Pulls from website – not Google Images
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SHOPPING
Song Index
Sponsored Results
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BRAND PANEL
Google Not Sure…
Google+ & Other Sources
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DISAMBIGUATION BOX
Song Index Just in case…
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RATINGS & REVIEWS
Song Index
Star RaFngs, Reviews, Info
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MEGA IMAGE BOX
Song Index
Pulls From Google Images
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MEGA IMAGE BOX
Song Index
YouTube Videos
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MEGA IMAGE BOX
Song Index
YouTube Videos
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MEGA IMAGE BOX
Song Index
YouTube Videos
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MEGA IMAGE BOX
Song Index
YouTube Videos
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MEGA IMAGE BOX
Song Index
YouTube Videos
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WANT MORE?
Song Index
YouTube Videos
http://moz.com/blog/mega-serp-a-visual-guide-to-google
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WHAT’S HAPPENING 2
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KEEPS USER ON GOOGLE
I mean…why should I leave…
everything I want is here, right?
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”You can check out anytime you like, but you can never leave."
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the answer to everything
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WHY IS THIS HAPPENING?
3
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“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”
1ST KNOWLEDGE GRAPH
http://www.youtube.com/watch?v=mmQl6VGvX-c#t=19
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STRINGS: “random strings of characters”
Search query (keyword) focused
For example, search for “eiffel tower”
STRINGS TO THINGS
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For example, search for “chinese silk”
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THINGS: “words talking about real world things”
Intention (semantic) focused search
For example, search for “miniature eiffel tower gift”
STRINGS TO THINGS
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Amit Singhal, Snr VP of Search at Google, introduces new “Hummingbird” search algorithm at Google’s 15th anniversary on Sept. 26, 2013
2ND HUMMINGBIRD
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• 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
HUMMINGBIRD TOPLINE
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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)
WHY IS IT SUCH A BIG DEAL
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“But 15 years on, we’re just
getting started.”
Amit Singhal, Google
RELAX…MORE TO COME
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http://insidesearch.blogspot.co.uk/2013/09/fifteen-years-onand-were-just-getting.html
RELAX…MORE TO COME
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GOOGLE SEARCH TODAY & FUTURE
4
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Source: 2013 Mobile Path-to-Purchase Study by Telmetrics and xAd http://www.mobilepathtopurchase.com/
1st Mobile Search
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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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Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
1st Mobile Search
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Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
1st Mobile Search
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Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
1st Mobile Search
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2nd MulX-‐Screen Usage
http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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2nd MulX-‐Screen Usage
http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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2nd MulX-‐Screen Usage
http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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2nd MulX-‐Screen Usage
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2nd MulX-‐Screen Usage
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3rd Voice Search
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SAY TO GOOGLE…
Knowledge Graph
“Hotwording” activates: • Google Now • Google search results (vs KG) • Google Glass
“Tell me about…” “Neil Armstrong”
“Okay, Google…”
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GOOGLE GLASS
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4th GOOGLE CONVERSATIONS
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“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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ADAPT OR EMBRACE?
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WHAT ABOUT THESE FOLKS?
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HOW DO LOCAL BIZ COMPETE 5
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INTRODUCING
Structured Data Markup (a.k.a., Rich Snippets, Microdata)
1. Schema.org 2. Facebook OpenGraph 3. RDFa (Yahoo! SearchMonkey)
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AUTHOR HEADSHOT
Author’s Google+
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VIDEO THUMBNAIL
Not always YouTube
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STARS & RATINGS
RaFngs Reviews Votes
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BREADCRUMBS
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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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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: [email protected]
• 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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AUTHORSHIP – STEP 1
https://plus.google.com/authorship
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AUTHORSHIP – STEP 2 List Your Content On Your Google+ Profile
Click Edit
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Use Bio URL if more than one author.
Homepage okay if you’re the only author.
OpFon for past contributor
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AUTHORSHIP – STEP 3 Test via Webmaster Tool’s Structured Data Testing Tool
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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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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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SCHEMA.ORG
http://schema.org/VideoObject
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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-medical-detox-thumb.jpg” /><br /> <meta itemprop=”contentLocation” content=”Costa Mesa, CA” /><br /> <meta itemprop=”embedURL” content=”http://fast.wistia.com/embed/iframe/043f7285b8?videoWidth=480&videoHeight=270&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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VIDEO THUMBNAIL– STEP 3 Test via Webmaster Tool’s Structured Data Testing Tool
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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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OR BE EASY ON YOURSELF Wistia Builds & Maintains Video Sitemap For You
http://www.wistia.com
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VIDEO THUMBNAIL– RESULT
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HELP FROM GOOGLE
https://www.google.com/webmasters/markup-helper/
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SCHEMA DEEP-‐DIVE
http://www.slideshare.net/SearchMarketingExpo/stephen-spencer-smx-advanced-rich-snippets-schema-microformats
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FACEBOOK OPEN GRAPH
http://ogp.me/
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FACEBOOK OPEN GRAPH
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FACEBOOK OPEN GRAPH
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FACEBOOK OPEN GRAPH
http://searchengineland.com/seo-for-facebook-open-graph-search-150772
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THE DARK SIDE 6
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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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FURTHER READING
http://www.isoosi.com/blog/hummingbird-the-opposite-of-long-tail-search.html
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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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FURTHER READING
http://www.seobythesea.com/2013/09/google-hummingbird-patent/
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BACKGROUND
88% Visitors (not provided)
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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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FURTHER READING
http://www.thogenhaven.com/the-rich-snippet-and-the-prisoners-dilemma
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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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FURTHER READING
http://www.telegraph.co.uk/technology/google/10350564/Google-Hummingbird-algorithm-to-elevate-niche-websites.html
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FURTHER READING
http://www.the-future-of-commerce.com/2013/10/07/google-hummingbird-ecommerce/
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FURTHER READING
http://socialmediatoday.com/david-amerland/1772086/what-google-s-hummingbird-update-semantic-search
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WHAT DO YOU THINK?
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GOING FORWARD 7
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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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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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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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MAX THOMAS
Founder & CEO Thunder SEO
thunderseo.com/blog
Q & A
@thundermax
@ThunderSEO