MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story

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MnSearch, The Minnesota Search Engine Marketing Association

In October of 2013 Google let the world know about their Hummingbird platform. Little is understood on what that release was about and the impact it has had / is having. Yet, the impact is very significant already, and there is much more to come. Come to this session to learn about how Hummingbird is driving the future of search.

Educación Tecnología Empresariales

First Off... Who Am I?
 Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO firm
 Columnist:
 Interviewer:

Eric Enge – Fun Fact
1984 World
Foosball
Champion –
“Goalie War”

Three Parts to Google’s Product
Search Engine
1 2 3
Spider/Crawler/Robot
Index

Four Parts – With The Knowledge Graph
Search Engine
1 2 3
Spider/Crawler/Robot Index
The Knowledge Graph
is a set of structured
databases that can
answer specific
questions

On Mobile at
SMX Advanced:
Said that mobile
search queries
will exceed
desktop queries
before end of
2014

“Voice control/search
will soon be the primary
way that users interact
with Android devices,
especially as the
operating system
expands into cars, onto
wrists and on TV sets.”
Greg Sterling
Search Engine Land
June 27, 2014

Caffeine (June 2010)
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Rewrote These Parts of Google

Until Hummingbird
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine

What is Hummingbird?
https://www.youtube.com/watch?v=iLqVuUqx57k

Understands Context – “Where is the
closest Italian restaurant”

Natural Language Search in a Nutshell
Query
Translator
User
Query Main
Algo
Translated Search Query Results
Modified
Query
Hummingbird

Inside the Query Translator
Query Translator
User
Query Modified
Query
Previous
Query
References
Comparison
Query
Relative
References
Perform
Query
Translation
“It”
“vs”
“near”
Synonyms “auto”, “car”

Keyword Stuffing - 2000
Get SEO services from the best SEO team
around with cutting edge SEO content
marketing, SEO link building, and SEO audits.
We offer best SEO traffic gains through audits
for SEO, content marketing for SEO, and link
building for SEO. Sign up for our SEO services
right now!
Buy Best SEO Services Now

Keyword Stuffing - 2010
We offer SEO services that include on-page
audits, link building, and content marketing. Our
campaigns drive SEO results by using the latest
SEO techniques. Sign up for our SEO services
right now!
Buy Our SEO Services Now

Hummingbird Ready Copy - 2014
We offer SEO services that include on-page
audits, link building, and content marketing. Our
campaigns drive increased organic search traffic
by using the latest search engine optimization
techniques. We will agree on ROI goals with
you and measure progress over time.
Contact Us For More Info!

What
Needs do
the Top
Ranking
Sites
Address?

Co-Occurrence Mix Correlates With Ranking

Example of Content Depth
Who is
Better, Tom
Brady or
Peyton
Manning?
Compare
Tom Brady
Peyton
Manning
Does your sport
site have a page
that discusses this
very common
question?

Next Query Anticipation
• What if 25% of people who search on “Eiffel
Tower” want to know the height of the
tower?
• Does your page answer that question?
• What are the real questions users have in
mind?
• Are you answering them?

Example – Pizza Place in Las Vegas
Where is
the Nearest
Pizza Place?
Las Vegas
Pizza
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?
Local Language

Implement
Schema
Even if No
Rich
Snippets

Even if You Don’t
Have the
Programming Talent

Get the Information on Your Web Page
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?

Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com

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