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Google's Hummingbird landed in September of 2013. Yet it was a soft landing with few noticing its impact, even though Google told us it impacted 90% of queries. In this presentation at MN Search in Minneapolis, I provide an update on what's going on, and how the impact is becoming very real in 2014.
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Hummingbird – The True Story
First Off... Who Am I?
Co-author: The Art of SEO CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO firm Columnist:
Interviewer:
Eric Enge – Fun Fact
1984 World Foosball Champion – “Goalie War”
Hummingbird
Three Parts to Google’s Product
Search Engine
1 2 3
Spider/Crawler/Robot
Index
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
The Mobile Device Revolution
On Mobile at SMX Advanced:
Said that mobile search queries
will exceed desktop queries
before end of 2014
PCs Declining, Tablets Exploding
Smart Phone Sales Too
Role of Voice Search
Google Investing Heavily
“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”
Greg SterlingSearch Engine LandJune 27, 2014
Environments Where It Will Not Work
Caffeine (June 2010)
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Rewrote These Parts of Google
No Rewrite to the Search Engine - Ever
Until Hummingbird
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine
What is Hummingbird?
https://www.youtube.com/watch?v=iLqVuUqx57k
https://www.youtube.com/watch?v=iLqVuUqx57k
Natural Language Search
Maps to Knowledge Graph
Comparison Queries
Jupiter VS Saturn
Synonyms
Understands Context – “Where is the closest Italian restaurant”
Maps User Intent – “Red Sox VS Yankees”
“Red Sox VS Yankees” - Offseason
During a Patriots Playoff Game
33,800 Results – Really?
ExampleSequence
“How Tall Is He”
“Who Is His Wife?”
“Does He Have Children?”
“When Did He Start Playing Football?”
Natural Language Search in a Nutshell
QueryTranslator
UserQuery Main
Algo
Translated Search Query Results
ModifiedQuery
Hummingbird
Inside the Query TranslatorQuery Translator
UserQuery Modified
Query
Previous Query
References
ComparisonQuery
RelativeReferences
Perform Query
Translation
“It”
“vs”
“near”
Synonyms “auto”, “car”
Impact on SEO
SEO Tactics Significantly Changed
Keyword Stuffing - 2000
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Keyword Stuffing - 2010
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Hummingbird Ready Copy - 2014
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What Needs do the Top Ranking
SitesAddress?
Co-Occurrence Example
Co-Occurrence Mix Correlates With Ranking
Real World Example
Address User Wants / Needs
User Groups
UserTesting.com
Mechanical Turk Can Work Too!
Map Web Design to User Needs
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 Schema
Even if No Rich
Snippets
Even if You Don’t Have the
Programming Talent
Get the Information on Your Web Page
AddressMenuHoursPricesCouponsBar?Reservations?
