Post on 08-May-2015
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Warren Lee, Sr. Global SEO Manager, ADOBE
What Is Hummingbird & The Entity Search Revolution#SMX #31A
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Warren LeeSenior Manager, Global Search Marketing
Global team delivering Organic & Site Search
strategies for all Adobe products
Team Charter
• Deliver industry best practices
• Drive KPI-focused results
• Showcase Marketing Cloud products
11 years in Search, 15 years in Digital
http://blogs.adobe.com/digitalmarketing/author/warren-lee/
http://searchengineland.com//author/warren-lee/http://warrenlee.org
Bio
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What is Hummingbird?
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Hummingbird is a new search engine
algorithm, that impacted 90% of search
queries in Google.
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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
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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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What is “Hummingbird”
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LINKS ARE STILL IMPORTANT
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What is “Hummingbird”
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SITE ARCHITECTURE IS STILL IMPORTANT
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What is “Hummingbird”
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QUALITY CONTENT IS STILL IMPORTANT
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“SERVING THE SEARCH DEMANDS OF TODAY”
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So what is new about Hummingbird?
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Entity Search & Search Entities
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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
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The knowledge graph entities vs. search entities
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Knowledge graph entities
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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 query a searcher submits
• Documents responsive to the
query
• The search session during which
the searcher submits the query
• The time at which the query is
submitted
• Advertisements presented in
response to the query
• Anchor text in a link in a document
• The domain associated with a
document
“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
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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.. “Hardware reviews” > “Computer”
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Synonyms and query re-writing.. “Hardware reviews” > “Computer”
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Synonyms and stemming
“How to ship a bottle”
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Synonyms and query expansion
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Synonyms and query expansion
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Results for broad searches impacted by query sessions
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Results for broad searches impacted by query sessions
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Results for broad searches impacted by query sessions
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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?
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Consider looking through the top 10-20 search results and seeing which
terms tend to co-occur within those, and think about adding them.
Pay more attention to the query refinement suggestions that Google
might show in response to a query as well.
Incorporate use of new keyword research tools
LSI keywords.com
Ubersuggest.com
Limit pronouns, link out to entities to establish graph relationships and
implement schema.org mark-up when possible.
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.
How does this impact my day to day as an SEO?
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Q&A
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Any QUESTIONS?
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