Hummingbird & Entity Search - Pubcon 2014 - Dave Lloyd, Adobe

Hummingbird and the Entity Search Revolution

Presented by: Dave Lloydhttp://www.magic4walls.com/wp-content/uploads/2013/12/Bird-Hummingbird-Hummingbird.jpg

Adobe.com – from an SEO perspective

#6 most linked-to web domain

+15% YoY Visitor & Conversion increase

Ownership of adobe.com, Support, TV, and Blog subdomains

Monitor 20,000 SEO keywords, 60 languages, 250 subdomains or regional sites, & 210 competitors

@davelloyd1slideshare.net/dalloyd

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Hummingbird is a new

Search Engine Algorithm,

that impacted 90%of search queries in Google.


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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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It doesn’t change the original ranking factors, instead it

adds additional relevancy signalsthat can also impact rankings and improve user experience.

Hummingbird and the Entity Search Revolution @davelloyd1

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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


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“SERVING THE SEARCH DEMANDS OF TODAY”


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Semantic Search & Search Entities


Getting more results than just those that feature the exact keyword you typed into the search box.

Semantic search will take into account the context and meaning of your search terms and the assumptions that the searcher is making when typing in that search query.

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@davelloyd1

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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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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 semantic info Evaluation of substitute terms Synonym identification based on co-occurring terms

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.


http://www.xrce.xerox.com/About-XRCE/Overview/1993-2013-20-years-of-innovation/Articles/How-machines-can-learn-what-humans-interpret-adapting-probabilistic-topic-models-to-natural-language

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All this giving you a headache

yet?


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“My head hurts”


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Examples of Query expansion


Based on query sessions

@davelloyd1

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Examples of Query expansion


Based on previous search

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Synonyms & query re-writing


“Hardware reviews” -> “Computer”

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Synonyms & query re-writing


“Hardware reviews” -> “Computer”

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Synonyms & query expansion


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Synonyms & query expansion


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How to Pages

Hummingbird and the Entity Search Revolution @davelloyd1

In-house SEO and Leadership 25

Make your topical content the repeat destination

Improve the user experience

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Curate similar topical content based on intent


Meta data & entity relationships improve Site Search performance

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Rankings are an additional, not primary, benefit

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

Focus on customer-focused topics by intent, not keywords

Promote the schema.org tagging protocol within web teams

Evaluate location queries via mobile as these are ready-made for entity search

Add competitive or non-brand terms co-occurring with the top 10-20 search results

Evaluate Knowledge Graph for your terms that trigger KG

Use new keyword research tools like Google Autocomplete, LSI Keywords, and

UberSuggest to understand keyword entities

Use internal & social linking to improve co-citations

Develop How To content & query refinement suggestions

http://www.clickz.com/clickz/column/2334906/key-ways-to-stay-current-with-semantic-search-changeshttp://www.cleverdicc.com/wp-content/uploads/2011/05/water-drop.jpg

@davelloyd1slideshare.net/dalloyd

Hummingbird & Entity Search - Pubcon 2014 - Dave Lloyd, Adobe

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