Andreas Niessen Rodriguez

Hummingbird

"You should not be spending your time

searching, you should be spending your time

living" Amit Singhal - Google’s VP

Biggest changes in Google

● 2010: Caffeine● 2011: Panda● 2011: Schema.org● 2011: Beginning of (not provided)● 2012: Search + Your World● 2012: Penguin● 2012: Knowledge graph● 2013: Hummingbird

90%of the search queries

affected

Reasons

● Search queries are more complex● Search queries are longer● Boolean operators (see ppt)● KW based systems

Google wants to answer the search queries being more accurate

Not provided will reach 100%

● HTTPS● Browsers (firefox 1 year ago)● Google wants to take care of users● At what price?

○ PPC ○ AdWords

All that glitters is not gold...

¿end of KW matching?

Google wants to understand the searchesand be more intelligent

- exact KW+ user

engagementWe need answers for specific and complex queries

Google acts like an human

● Even more intelligent● Semantic: related words, synonyms…● Results not only for exact match

■ Theme related terms■ Expand KWs -> analytics | google suggest■ Diversify content

● Longtail is becoming more important■ Content answering specific needs

Provide good information and become relevant in your niche

Conversational queries

● Voice search on Google● Smartphone / tablet users● Will change the way of doing queries?

○ Content answering specific questions

Google can’t rely only on KW matchingUSERS INTENT!!

Pages are ENTITIES - NOT KW representative

Which is the best…?

Where can I found…?

How to…?

Conversational phrases

● What kind of searches type the people in our business niche?

● Classify them■ Informational: best coupons website■ Navigational: cupon.es amazon■ Transactional: how to use an discount coupon on

Amazon

Try to answer that kind of questions on every landing page. Think as an user.

Become an authority on your niche

● Google wants to know WHO is behind the content

● Trust and authority● Author Rank

○ Google+■ Snippets■ Better ranking