hummingbird and semantic search - state of search dallas

Hummingbird and Semantic Search

Eric Enge @stonetemple +Eric Enge

Who is Eric Enge?

Lead Co-author: The Art of SEO CEO: Stone Temple Consulting,

50 person Digital Marketing agency

Columnist:

Interviewer:


What’s It All About?


Three Parts to Google’s Product

Search Engine

1 2 3

Spider/Crawler/Robot

Index

Hummingbird was a rewrite of the Search Engine


Four Parts – With The Knowledge Graph

Search Engine

1 2 3

Spider/Crawler/Robot Index

The Knowledge Graphis a set of structureddatabases that can answer specificquestions


Not Always Very Helpful (Google)


Hummingbird in a Nutshell

QueryTranslator

UserQuery Main

Algo

Translated Search Query Results

ModifiedQuery

Hummingbird


A Brief Look At The Patents


First Query Rewriting Patent Filing


From The “Hummingbird Patent”

H/T Bill Slawski


ZoomingIn


Co-Occurrence

H/T Bill Slawski


Examples


Synonyms


Assumes Context – “Italian restaurant”


Maps to Knowledge Graph


Comparison QueriesJupiter VS Saturn


Conversational Queries“Show Me Pictures of the Eiffel Tower”


Remembers Context – “How Tall Is It?”


Maps User Intent – “Red Sox VS Yankees”, After Recent Series

GoodEvil



“Red Sox VS Yankees” - Day of the Game

“Red Sox VS Yankees” - Offseason


“Patriots” - During a Playoff Game


Who is Tom Brady?


“Who Is His Wife?”


“Does He Have Children?”


“How Tall Is He”


“When Did He Start Playing Football?”


Google vs. Siri vs. CortanaA Comparison Test by Stone Temple Consulting

http://stonet.co/KnowledgeBoxStudy


Out of 3086 Voice Queries


For Answers Given, Did They Address the Question?


Funniest Answer Ever (Siri)


Retested 125 Queries That Returned Step by Step Results

6 Weeks After the Initial Study


Retested 125 Queries That Did Not Return Results Also


OK, So How Do I Win?


Dial Up the User Satisfaction Level


How Many People Would You Satisfy?


Address User Wants / Needs


User Groups


UserTesting.com


Avoid Thin Content Pages


Avoid Simple Affiliate Sites


Avoid Doorway Page Like Experiences

• Google Likes In-Depth content experiences

• More than one page on the topic


Content Mix Correlates With Ranking


Words On Page Example


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

AddressMenuHoursPricesCouponsBar?Reservations?Local Language


Implement SchemaEven if No Rich Snippets


Even if You Don’t Have the Programming Talent


Get the Schema Info on Your Page Without the Coding

AddressMenuHoursPricesCouponsBar?Reservations?


Thank You!

Eric Enge

[email protected]

Twitter: @stonetemple

Google Plus: +Eric Enge

(508) 879-0950

http://www.stonetemple.com


http://www.stonetemple.com/