google hummingbird update | denver seo meetup
TRANSCRIPT
WE’RE LOOKING FOR PEOPLE
WWW.LOCATION3.COM/CATEGORY/CAREERS/
The Hummingbird Update
What is the update?
• Answers vs. Results Based on User Intent
• Semantic = Conversational- Affects 90% of all search queries.
How Does it Work?
Synonym Identification Based on Co-occuring Themes
Synonyms
From: Eric Enge @stonetemple
ComparisonQueriesJupiter VS
Saturn
From: Eric Enge @stonetemple
Understands Context - “Where is theclosest Italian restaurant”
From: Eric Enge @stonetemple
Stats to Knowledge Graph
From: Eric Enge @stonetemple
ConversationalQueries
“Show MePictures of theEiffel Tower”
From: Eric Enge @stonetemple
Remembers Context - “How Tall Is It?”
From: Eric Enge @stonetemple
Important
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From: Eric Enge @stonetemple
What Is TheWeather In
Rome?
From: Eric Enge @stonetemple
RomeWeather
From: Eric Enge @stonetemple
No Difference In The Results!
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From: Eric Enge @stonetemple
What does this mean to us?
How many SEO experts does it take change a light bulb, lightbulb, light, bulb, lamp, lighting, switch?
What does this mean to us?
• “Understand queries a little better and bring moretargeted traffic to your website.” - John Mueller, Google
• We need to figure out what question each page answers.What are we providing to the user if we are not
answering a question?
• Optimize for whole user experience, not just keyphrases.
- Useful content that satisfies user through buying cycle
• Markup becomes increasingly important.
What can we do?
• Optimize content to answer questions
• How long a person remains on the page becomes moreof a ranking factor
• Optimizing for Mobile
E-Commerce Sites
• Original content not as important. We need additionalcontent to help match queries.
• User generated reviews
• Editorial reviews
• Other factors
- Local availability
- Social shares
Social
• Wider brand visibility
• Social echo
• Increased mentions/links in the form ofderivatives, co-occurrences, and co-citation
in others' web sites
• Google does not use Twitter or Facebook as a ranking factor
Content
• Better content > More content
• Useful content that satisfies user through buyingcycle
• Content of the site on a page-by-page basis, usingnatural and semantically rich language and with alanding page-centric strategy in mind
• Creating useful content using several formats, thatyou yourself would like to share with your friends
and link to
Outreach
• Building better brand visibility
• Creating referral traffic
• Enhancing the sense of thought leadership ofyour brand
• Topically related sites and/or topically relatedsections of a more generalist site
• Guest Blogging within reason
