Post on 02-Jul-2015
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:
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What’s It All About?
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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 Graphis a set of structureddatabases that can answer specificquestions
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Not Always Very Helpful (Google)
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Hummingbird in a Nutshell
QueryTranslator
UserQuery Main
Algo
Translated Search Query Results
ModifiedQuery
Hummingbird
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A Brief Look At The Patents
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First Query Rewriting Patent Filing
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From The “Hummingbird Patent”
H/T Bill Slawski
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ZoomingIn
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Co-Occurrence
H/T Bill Slawski
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Examples
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Synonyms
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Assumes Context – “Italian restaurant”
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Maps to Knowledge Graph
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Comparison QueriesJupiter VS Saturn
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Conversational Queries“Show Me Pictures of the Eiffel Tower”
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Remembers Context – “How Tall Is It?”
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Maps User Intent – “Red Sox VS Yankees”, After Recent Series
GoodEvil
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“Red Sox VS Yankees” - Day of the Game
“Red Sox VS Yankees” - Offseason
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“Patriots” - During a Playoff Game
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Who is Tom Brady?
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“Who Is His Wife?”
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“Does He Have Children?”
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“How Tall Is He”
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“When Did He Start Playing Football?”
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Google vs. Siri vs. CortanaA Comparison Test by Stone Temple Consulting
http://stonet.co/KnowledgeBoxStudy
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Out of 3086 Voice Queries
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For Answers Given, Did They Address the Question?
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Funniest Answer Ever (Siri)
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Retested 125 Queries That Returned Step by Step Results
6 Weeks After the Initial Study
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Retested 125 Queries That Did Not Return Results Also
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OK, So How Do I Win?
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Dial Up the User Satisfaction Level
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How Many People Would You Satisfy?
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Address User Wants / Needs
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User Groups
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UserTesting.com
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Avoid Thin Content Pages
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Avoid Simple Affiliate Sites
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Avoid Doorway Page Like Experiences
• Google Likes In-Depth content experiences
• More than one page on the topic
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Content Mix Correlates With Ranking
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Words On Page Example
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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?
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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?
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Example – Pizza Place in Las Vegas
Where is the Nearest Pizza Place?
Las Vegas Pizza
AddressMenuHoursPricesCouponsBar?Reservations?Local Language
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Implement SchemaEven if No Rich Snippets
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Even if You Don’t Have the Programming Talent
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Get the Schema Info on Your Page Without the Coding
AddressMenuHoursPricesCouponsBar?Reservations?
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Thank You!
Eric Enge
eenge@stonetemple.com
Twitter: @stonetemple
Google Plus: +Eric Enge
(508) 879-0950
http://www.stonetemple.com
Eric Enge @stonetemple +Eric Enge