Hummingbird Proof eCommerce SEO Planning - #BrightonSEO April 2014

download Hummingbird Proof eCommerce SEO Planning - #BrightonSEO April 2014

of 85

  • date post

    21-Sep-2014
  • Category

    Marketing

  • view

    5
  • download

    0

Embed Size (px)

description

How Conversational based search is set to shape eCommerce Retailers in a post Hummingbird World.

Transcript of Hummingbird Proof eCommerce SEO Planning - #BrightonSEO April 2014

  • Hummingbird Proof

    How Conversational based search is set to shape eCommerce in a post Hummingbird World

    eCommerce SEO Planning

  • @KunleTCampbell

    What was Hummingbird all about?

    A Major Change in the Way Google Interprets or Rewrites Long, Complex Search Queries

  • @KunleTCampbell

    What was Hummingbird all about?

    it was a rewrite of Googles Entire Search Engine or Algorithm for voice and mobile search biggest ever since 2000 Amit Singhal

  • @KunleTCampbell

    a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today (from mobiles), rather than ten years ago

    What was Hummingbird all about?

  • @KunleTCampbell

    The Translation of a Search Query

    Google Search Timeline

    EMD

  • @KunleTCampbell

    What was Hummingbird all about? Precision & Speed of a

    Hummingbird

  • @KunleTCampbell

    What was Hummingbird all about?

    Precision & Speed

    answer your questions about the world - Tamar Yehoshua, VP, Search

    Answers Queries

    Knowledge Graph

    Conversational Queries

    Voice Search

    Anticipate Queries

    Google Now follow up

    context queries

  • @KunleTCampbell

    Entities Classes

    Micro-data

    schema.org

    Freebase

    Object Oriented Approach

    metaweb Things

    Nodes & Edges (in Facebook) Wikipedia data

    Labeled data

    Semantic network

    Topic modeling

    Sets of topics

    Resource Description Framework (RDF)

    Understanding of THINGS not just STRINGS

    Answers Queries

    topics

    Knowledge Graph

  • @KunleTCampbell

    Remember relational databases?

    Understanding ENTITIES and RELATIONSHIP between entities

    Knowledge Graph

  • @KunleTCampbell

    Understanding ENTITIES and RELATIONSHIP between entities

    Knowledge Graph

  • @KunleTCampbell

    Understanding ENTITIES and RELATIONSHIP between entities

    action

    Subject Object

    has a

    ENTITY PROPERTY

    Knowledge Graph

  • @KunleTCampbell

    Context of a Query rather than String Match

    Information Card

    A major change in the way Google Interprets the way we Search

    Knowledge Graph

  • @KunleTCampbell

    Context of a Query rather than String Match

    Information Card

    Knowledge Graph

  • @KunleTCampbell

    Context of a Query rather than String Match

    Knowledge Graph

  • @KunleTCampbell

    Context of a Query rather than String Match

    Knowledge Graph

  • @KunleTCampbell

    Context of a Query rather than String Match

    Knowledge Graph

  • @KunleTCampbell

    Context of a Query rather than String Match

    Knowledge Graph

  • @KunleTCampbell

    Answer Cards

    Knowledge Graph

  • @KunleTCampbell

    Is Google not a scraper site?

    Noa search engine like Google is an amazing Swiss

    Army Knife ;)

    h#ps://www.youtube.com/watch?v=HViSQjZxhnY

  • @KunleTCampbell

    Knowledge Graph is Not Perfect

    Vs

  • @KunleTCampbell

    Conversational Voice Search

    someday, having to pull out a cell phone from your pocket and search would feel as

    archaic as a dial-up modem -Amit Singhal

    Head of Googles Core Ranking Team

    Conversational Queries

    Voice Search

  • @KunleTCampbell

    Conversational Queries

    Algo rewritefor conversational search from: mobile devices and wearable tech i.e. google glass

    Conversational Queries

    Voice Search

  • @KunleTCampbell

    Search used to be about using queries that hopefully matched content that was out there

    Conversational Queries

    Search today is also about asking complex questions in a conversational format with the hope of getting a direct answer ?

    Conversational Queries

    Voice Search

  • @KunleTCampbell

    Talk to Google

    Siri Google Now Cortana

    Conversational Queries

    Voice Search

  • @KunleTCampbell

    Hot-wording Google

    Okay Google

    Conversational Queries

    Voice Search

  • @KunleTCampbell

    Google is also teaching us a new set of commands

    Read more: h#p://bit.ly/PQg3zq

    Conversational Queries

    Voice Search

  • @KunleTCampbell

    As we learn these commands, Google might better Anticipate our follow up Queries...

    Anticipate Queries

    Google Now follow up

    context queries

  • @KunleTCampbell

    Query Reviser Re-Writing Engine Based on Identifying ENTITIES and the SYNONYM ENGINE...

    Anticipate Queries

    Google Now follow up

    context queries

    via: h#p://www.seobythesea.com/2013/09/google-hummingbird-patent/

    SYNONYM IDENTIFICATION BASED ON CO-OCCURRING TERMS United States Patent: 8,538,984 Filled on: September 17, 2013 Assignee: Google Inc. (Mountain View, CA) http://1.usa.gov/1i900HL

  • @KunleTCampbell

    The Vast and Ever Expanding Size of Knowledge Graph and the Semantic Web is Constantly Improving Query Re-Writing

    Anticipate Queries

    Google Now follow up

    context queries

    via: h#p://www.seobythesea.com/2013/09/google-hummingbird-patent/

    SEARCH QUERIES IMPROVED BASED ON QUERY SEMANTIC INFORMATION United States Patent: 8,577,907 Filled on: November 5, 2013 Assignee: Google Inc. (Mountain View, CA) http://1.usa.gov/1nosfFP

  • @KunleTCampbell

    Anticipate Queries

    Google Now follow up

    context queries

    The Vast and Ever Expanding Size of Knowledge Graph and the Semantic Web is Constantly Improving Query Re-Writing

  • @KunleTCampbell

    Advances with Google Now, shows Googles Ambitious long-term goal

    of progressing from a search engine to an ubiquitous artificial-

    intelligence answer machine

    Anticipate Queries

    Google Now follow up

    context queries

  • @KunleTCampbell

    How Should e-Tailers Prepare for the Impending

    Change?

  • @KunleTCampbell

    Understand the Context of a Query

  • @KunleTCampbell

    User Data from Query logs

    Heres How Google Attempts to Understand the Layers of Context in a Query

    Search Entity information Knowledge Graph has 570 million objects with data on 18 billion+ relationships

    Clicks and CTR history on SERPs

    Co-occurrences of words within queries and query sessions

    Queries and query refinements with a query session

    Location and device cues

    Was the search via Voice or typed in?

  • @KunleTCampbell

    Heres How Google Attempts to Understand the Layers of Context in a Query

    A search query for a search engine may be improved by incorporating alternate terms into the search query that are semantically similar to terms

    of the search query, taking into account information derived from the search query.

    - U.S. Patent 8,577,907 Abstract Search queries improved based on query semantic information

    http://1.usa.gov/1nosfFP

  • @KunleTCampbell

    the context for a particular query term included at the beginning of the search query may be defined by a query term located at the end of the search query

    Co-occurrences of words within queries and query sessions

    SYNONYM IDENTIFICATION BASED ON CO-OCCURRING TERMS United States Patent: 8,538,984 September 17, 2013 Assignee: Google Inc. (Mountain View, CA) http://1.usa.gov/1i900HL

    where can I buy a playstation 4

  • @KunleTCampbell

    Mobile OR Desktop? Local business OR on an e-Tailer? Context might be different

    Co-occurrences of words within queries and query sessions

    The defining query

    where can I buy a playstation 4

  • @KunleTCampbell

    Non local Results from a mobile device

    where can I buy a playstation 4

    eCommerce AND article results

  • @KunleTCampbell

    Query String Match Results from a mobile device

    where can I buy a playstation 4 in oxford

  • @KunleTCampbell

    Search from a mobile device

    where can I buy coee

    Prominent Local results

  • @KunleTCampbell

    Search from a desktop on Google.com

    where can I buy coee

    Prominent Local results

  • @KunleTCampbell

    Strive to become an

    ENTITY

  • @KunleTCampbell

    Work on Your Brand Until it Earns the Right to Become a Global Entity

  • @KunleTCampbell

    Which means striving to ethically earn a Wikipedia Page

  • @KunleTCampbell

    Which Gets You Into Freebase

  • @KunleTCampbell

    Understand the Context

    of a Query And an Answer Card

    You also get to become an entity in

    your retail niche!

    It is not just the preserve of the big boys

  • @KunleTCampbell

    Dont GAME Wikipedia

    From the Wiki page of a prominent UK and

    Global Fashion

  • @KunleTCampbell

    Understand How ENTITY ATTRIBUTES

    Influence Rankings

  • @KunleTCampbell

    Dont Just List your Retail Business on Wikipedia; ensure that it is in the right

    category and that it has as many schema attributes are completed

  • @KunleTCampbell

    Complete Schema Profile

  • @KunleTCampbell

    Check Out Amazons Freebase

    Listing to see how detailed Attributes