What Is Google Hummingbird and The Entity Search Revolution

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© 2014 Adobe Systems Incorporated. Session Hash Tag (#smx #31A) @Warrenleemedia Warren Lee, Sr. Global SEO Manager, ADOBE What Is Hummingbird & The Entity Search Revolution #SMX #31A

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Smx West 2014 Session #Smx #31A - What Is Hummingbird And The Entity Search Revolutionpresentation What Is Google Hummingbird And The Entity Search Revolution By Warren Lee @Warrenleemedia Of Adobe

Transcript of What Is Google Hummingbird and The Entity Search Revolution

Page 1: What Is Google Hummingbird and The Entity Search Revolution

© 2014 Adobe Systems Incorporated.

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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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