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Google retooled its search engine late last year, introducing a new system called "Hummingbird" that moves beyond keyword search and into "entity search." Learn the difference between entity vs. keyword search on both Google and Bing, and how SEOs can _ and should _ take advantage of this change.
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Hummingbird & The Entity Search Revolution
Cyrus Shepard
@cyrusshepard
Matthew J. Brown Structured Data and
Semantic Search Authority
With tips from this guy
@cyrusshepard #smxsydney
Let’s go on a journey…
@cyrusshepard #smxsydney
The Many Colors of Google’s Algorithm Animals
vs
Panda and Penguin target spam and manipulative SEO
@cyrusshepard #smxsydney
doesn’t specifically target web spam
The Many Colors of Google’s Algorithm Animals
@cyrusshepard #smxsydney
Many saw Panda and Penguin like this
Where Hummingbird looked like this
@cyrusshepard #smxsydney
A different type of algorithm requires different tactics
@cyrusshepard #smxsydney
Misconceptions
@cyrusshepard #smxsydney
Hummingbird is not:
• Entities
• Schema.org
• Synonyms
• Knowledge Graph
• Google Now
@cyrusshepard #smxsydney
Many elements together for improved query and content matching
Synonyms
Schema.org
Knowledge Graph
Conversa7onal Search
En77es
Conversational Search
Traditional Conversation
“how old is Bill Clinton”
“who is he married to”
Conversational Search
Traditional Conversation
“how tall is she”
Conversational Search
Traditional Conversation
Better Answer Boxes
Answer is bolded, not the keywords
Does this affect traffic?
Does this affect traffic?
(Not for this specific answer box)
@cyrusshepard #smxsydney
But, does this affect traffic?
painful
Query Rewriting
@cyrusshepard #smxsydney
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
Keyword “doubles”
“hairstyle with bangs” vs “bang hairstyles”
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
Fewer long tail results
Still a long way to go…
@cyrusshepard #smxsydney
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
When individual keywords take a backseat to meaning…
• Authority metrics • Relevance • Trust
= Stronger sites win
http://mozcast.com/metrics
Decreasing Domain Diversity
A sidetrack into entities @cyrusshepard #smxsydney
Different keywords apply to the same entity
President of the United States
POTUS
Barack Obama Commander in Chief
Michelle Obama’s Husband
First African American President
@cyrusshepard #smxsydney
Disambiguation:
Plant
Same keyword applies to multiple entities
Triples
Triples
Subject Predicate Object
http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/
Object Property Value
Barack Obama Height 6’ 1”
http://www.alchemyapi.com/products/demo/alchemylanguage/
AlchemyAPI
http://www.alchemyapi.com/products/demo/alchemylanguage/
See what entities can be extracted from your content
http://www.alchemyapi.com/products/demo/alchemylanguage/
Gauge how relevant your concepts are
http://www.alchemyapi.com/products/demo/alchemylanguage/
Content tools of the future
From keyword scoring to concept scoring
http://www.alchemyapi.com/products/demo/alchemylanguage/
DBpedia
Twitter industry internet
http://conceptnet5.media.mit.edu/
ConceptNet
http://conceptnet5.media.mit.edu/
ConceptNet
Making Connections
The Hard Way 1. The hard way
Schema.org
(hard, but worth it)
@cyrusshepard #smxsydney
MJB Says...
585 million URLs have structured data now, up almost 50% from last year. Schema.org is half of the total.
http://webdatacommons.org/structureddata/2013-11/stats/stats.html
585 million URLs sounds like a lot!
Out of 2.2 Billion Parsed Common Crawl URLs
http://webdatacommons.org/structureddata/index.html
MJB Says…
Almost 75% of the Top 100 sites in Alexa contain structured data markup Over the Top 1 Million sites in Alexa, that drops to 20%
bit.ly/HQraE9
Big Sites: Ahead of the Game
@cyrusshepard #smxsydney
Total adoption may be much lower
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/
“Only 0.3% of the studied domains were found to include schema.org integrations.”
But Schema makes big impact in SERPs
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/
This could be because large, successful sites are quicker to adopt Schema.org
Does Schema.org give sites a ranking boost?
@cyrusshepard #smxsydney
http://moz.com/search-ranking-factors
Summer 2013 Ranking Factors study says “no”
This study happened a few months before Hummingbird.
0
5
10
15
20
25
30
With Schema.org Without Schema.org
Searchmetrics study says “maybe”
http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/
Higher average ranking
Tools and Tips to Assist
The Granddaddy of Data
https://www.freebase.com/
MJB Says…
Roll your own Knowledge Graph
http://www.sindicetech.com/freebase-distribution.html
Marking it up
http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
This stuff is hard
Data already structured in a database is a prime candidate
@cyrusshepard #smxsydney
No free rides
@cyrusshepard #smxsydney
Amazon.com review stars
Amazon.com today
@cyrusshepard #smxsydney
No organic review stars
MJB Says…
JSON-LD lets you send Schema.org markup using JSON instead of HTML
http://www.seoskeptic.com/json-ld-google-knowledge-graph-schema-org-seo/-guide-generating-rich-snippets/
Schema in Meta Tags
*use sparingly
@cyrusshepard #smxsydney
Google Webmaster Data Highlighter
Wordpress Has Lots of Options
http://www.wpuniversity.com/plugin-review-schema-org-wordpress/
Validate with Structured Data Testing Tool
http://www.google.com/webmasters/tools/richsnippets
New SEO toolbar
http://www.google.com/webmasters/tools/richsnippets
Top Secret!
Relationships without markup
Keywords
yep, good old fashioned keywords
Title Tag Length 512px
@cyrusshepard #smxsydney
Doesn’t have Schema.org
Still creates relationships
Explore your topic in depth
Does this article provide a complete or comprehensive description of the topic? Does this article contain insightful analysis or interesting information that is beyond obvious?
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
Answer more Questions!
• Ratings • Reviews • Poster • Showtimes • Description • Photos • Trailers • Actors • Director • Cast • News • Related Films • Stills
@cyrusshepard #smxsydney
Build Authoritative Resources
@cyrusshepard #smxsydney
Links
yep, good old fashioned links
The original way to establish relationships online
@cyrusshepard #smxsydney
Build strong content architectures
http://moz.com/blog/how-to-rank @cyrusshepard #smxsydney
Each new piece of content can improve the performance of the previous content
Anchor Text & Co-occurrence
http://justinbriggs.org/phrase-based-indexing-and-semantics
@cyrusshepard #smxsydney
Google+ for Local Connections
http://www.blindfiveyearold.com/knowledge-graph-optimization
Google+ = Relationships Galore!
• Location • Name • Hours • Website • Photos • Contact Info • Maps • Reviews • Phone Number • Videos • People • Category • Neighborhood
What is Hummingbird optimization?
Hummingbird optimization is SEO
Go kick butt!
Cyrus Shepard
@cyrusshepard
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