The Evolution of Google and Entity Search By Warren Lee

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Warren Lee, Vice President - Marketing The Evolution of Google & Entity Search

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Warren Lee!Vice President, Marketing!

Search Marketing Professional for Leading Brands in the Real Estate, Vertical Search, Finance, SAAS & Digital Marketing Industries.!!11 years in Search Marketing, 15 years in Digital Media!!http://searchengineland.com/author/warren-lee/ http://warrenlee.org

Biography



What is Hummingbird?

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Hummingbird is a new search engine algorithm, that impacted 90% of search queries in Google.



What is Hummingbird?

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In general, Hummingbird — Google says — is a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today, rather than one created for the needs of ten years ago, with the technologies back then..

http://searchengineland.com/google-hummingbird-172816



What is “Hummingbird”

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It doesn’t change the original ranking factors, instead it adds additional relevancy signals that can also impact rankings.

http://searchengineland.com/seotable




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LINKS ARE STILL IMPORTANT




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SITE ARCHITECTURE IS STILL IMPORTANT




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QUALITY CONTENT IS STILL IMPORTANT



“SERVING THE SEARCH DEMANDS OF TODAY”

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So what is new about Hummingbird?

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Entity Search & Search Entities



So what is new about Hummingbird?

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Knowledge graph was the “first baby step” http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html



The knowledge graph entities vs. search entities

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Knowledge graph entities



The knowledge graph entities vs. search entities

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Knowledge graph entities

Are about people, places, & things


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Knowledge graph entities vs. search entities

Search Entities can include: •  A keyword •  Organic search results •  Query session information •  Time frame •  Paid search results •  Anchor text in a link •  Domain name

“Search entities” (as opposed to entities that relate to people, places, and things) are primarily about relationships between keywords. Relationships between keywords or

entities help provide a layer of semantic relevancy, and can be used to make rank adjustments.

Synonym identification based on co-occurring terms



Refined topic modeling, more knowledge graph references, and semantic signals are coalescing.

§  Search queries improved based on query semantic information

§  Evaluation of substitute terms

§  Synonym identification based on co-occurring terms

§  Generalized Syntactic and Semantic Models of Query Reformulation

§  Today, signals such as keyword co-occurrence, user behavior, and previous searches do in fact inform context around search queries, which impact the SERP landscape.

§  This has impacted 90% of queries…

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All this giving you a headache yet?

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All this giving you a headache yet?

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“My head hurts”

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Example of Query Expansion.. Based on query sessions

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Example of Query Expansion.. Based on previous search

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Synonyms and query re-writing.. “reviews” > “PC”

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Synonyms and query re-writing.. “reviews” > “PC”

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Synonyms and stemming

“How to ship a bottle”



Synonyms and query expansion



Synonyms and query expansion



Results for broad searches impacted by query sessions

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Results for broad searches impacted by query sessions



Results for brand searches impacted by query sessions



Top 100 terms: 5.7% of demand Top 500 terms: 8.9% of demand Top 1,000 terms: 10.6 of demand Top 10,000 terms: 18.5% of demand

Long Tail SEO Strategies Are Increasingly Important

How does this impact my day to day as an SEO?



§  Long tail strategies are more important than ever

§  Consider the impact to analytics

§  Keyword research - Learn to identify co-occurring terms §  Pay attention auto-suggest results

§  Incorporate use of new keyword research tools

§  LSI keywords.com

§  Ubersuggest.com

§  Limit pronouns, link out to entities to establish graph relationships

How does this impact my day to day as an SEO?

Do this not only because it is what search engines are moving toward, but because it helps us better organize and add more depth to our content to the

benefit of our audience.

Internet

The Evolution of Google and Entity Search By Warren Lee