Google's Hummingbird and the Entity Search Revolution
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Transcript of Google's Hummingbird and the Entity Search Revolution
Matthew J. Brown Structured Data and
Semantic Search Authority
With tips from this guy
@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
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
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
Keyword “doubles”
“hairstyle with bangs” vs “bang hairstyles”
http://www.searchmetrics.com/en/knowledge-base/hummingbird/
When individual keywords take a backseat to meaning…
• Authority metrics • Relevance • Trust
= Stronger sites win
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
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/
See what entities can be extracted from your content
http://www.alchemyapi.com/products/demo/alchemylanguage/
Content tools of the future
From keyword scoring to concept scoring
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
http://moz.com/search-ranking-factors
Summer 2013 Ranking Factors study says “no”
This study happened a few months before Hummingbird.
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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
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/
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
Links
yep, good old fashioned links
The original way to establish relationships online
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Anchor Text & Co-occurrence
http://justinbriggs.org/phrase-based-indexing-and-semantics
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