hummingbird google-2013
TRANSCRIPT
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Hummingbird & SEO
in 2014
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Agenda:
• Introduction
• Hummingbird & SEO in 2014 - Eric Enge
• Attendee Q&A
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About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher
Founded in late 2010, Instant E-Training is creating an online learning environment
imparting interactive marketing training using highly engaging e-learning tutorials by
bringing the best instructors together and using streaming video as the primary method
of delivering marketing training.
Training provided by some of Search & Social industry leaders including….
Dave Kerpen Eric Enge Hollis Thomases Bob Tripathi Clara Shih Dan Zarrella Christine Churchill
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Training attended by
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SEO + PPC = Search Engine Marketing
Organic Search - SEO
Paid Search - PPC
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Building Blocks of SEO
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SEO Timeline
Google Adwords
2000l
Florida Update
2003l
NoFollow & Personalized
2005l
Universal Search
2007l
MayDay Update
2010l
Vince/Brand
Update
2009l
Social Signals
Update
2010l
Panda
Update
2011l
Penquin
Update
2012
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Hummingbird – The True Story
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First Off... Who Am I?
Co-author: The Art of SEO CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO firm
Columnist:
Interviewer:
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Hummingbird
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Three Parts to Google’s Product
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine
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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
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Natural Language Search
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Synonyms
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Understands Context – “Where is the closest Italian restaurant”
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Maps to Knowledge Graph
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Maps User Intent – “Red Sox VS Yankees”
Good Evil
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Comparison Queries
Jupiter VS Saturn
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Example Sequence
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“How Tall Is He”
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“Who Is His Wife?”
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“Does He Have Children?”
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“Who Is He Playing This Sunday?”
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“When Did He Start Playing Football?”
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Natural Language Search in a Nutshell
Query Translator
User Query Main
Algo
Translated Search Query Results
Modified Query
Hummingbird
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Inside the Query Translator
Query Translator
User Query Modified
Query
Previous Query
References
ComparisonQuery
Relative References
Perform Query
Translation
“It”
“vs”
“near”
Synonyms “auto”, “car”
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Important
=
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Hummingbird Enables Social Signals
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Will It Work This Way?
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Probably More Like This
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SERP Impact
1
2
3
4
5
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Basics of Hummingbird
• Affects 90% of queries
• Maps True Intent - Translates queries
– Natural language
• Enables Better Processing of New Signals
– Better processing of links
– Social Signals
– AuthorRank?
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PCs Declining, Tablets Exploding
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Smart Phone Sales Too
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Role of Voice Search
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Environments Where It Will Not Work
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The destination
+
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Rise of Google Plus
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Impact on SEO
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Some Tactics Significantly Changed
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SEO Copywriting
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Address User Wants / Needs
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User Groups
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UserTesting.com
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Mechanical Turk Can Work Too!
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Map Web Design to User Needs
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Excessive Keyword Centricity
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Example
Where is the Nearest Pizza Place?
Las Vegas Pizza
• Does your site show that it makes pizza?
• Is the location
information on the pages?
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Example 2
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?
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Query Anticipation
• What if Google knows that 25% of people who enter the query “Eiffel Tower” next ask for the height of the tower?
• Does your page answer that question?
• What are the real questions users have in mind when they start with a basic query?
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