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What 
Is 
Hummingbird 
& 
The 
En5ty 
Search 
2014 
(R)Evolu5on? 
MARCUS 
TOBER 
10/01/2014 
New 
York
Marcus 
Tober
searchmetrics.com/us2014 
2014 
Edi5on
Correla1on 
≠ 
Causa1on
2014 
RANKING 
FACTORS
„precise 
and 
fast“
GOOGLE 
HUMMINGBIRD 
UPDATE 
Contextual 
Search 
Conversa5onal 
Search 
Seman5c 
Search 
9 
www.searchmetrics.com 
10/1/14
An 
SEO 
walks 
into 
a 
bar…
An 
SEO 
walks 
into 
a 
bar…, 
bars, 
beer 
garden, 
lounge, 
hangout 
hole, 
night 
club, 
mini 
bar, 
bar 
stool, 
tave...
SEO 
Paradigm
SEO 
Paradigm 
KW 
in 
1tle 
KW 
in 
descrip1on 
KW 
in 
heading 
KW 
density 
Etc.
SEO 
Paradigm 
1 
Keyword 
/Varia5ons
SEO 
Paradigm 
1 
Keyword 
/Varia5ons 
1 
Landing 
Page
SEO 
Today
SEO 
Today 
1 
TOPIC
SEO 
Today 
1 
TOPIC 
1 
Landing 
Page
Content
CONTENT 
ELEMENTS 
Content 
Complexity 
and 
Quality 
– 
NEW 
2014 
24 
www.searchmetrics.com 
10/1/14 
RANKING 
FACTORS 
...
25 
www.searchmetrics.com 
10/1/14 
Increasing 
CONTENT 
ELEMENTS 
RANKING 
FACTORS 
2014 
Content 
Complexity 
and 
Quali...
Relevant 
Keywords/ 
Terms 
26 
www.searchmetrics.com 
10/1/14 
Correla1on 
휌↓2014 =0.34
Proof 
Keywords/ 
Terms 
휌↓2014 =0.20 
27 
www.searchmetrics.com 
10/1/14 
Correla1on
What’s 
behind? 
„You 
shall 
know 
a 
keyword 
by 
the 
company 
it 
keeps” 
(Firth, 
1957) 
28 
www.searchmetrics.com 
1...
Content 
Op1miza1on 
Proof 
KW 
Relevant 
KW
~100,000 
TOP
There 
are 
no 
5ps 
and 
nothing 
the 
user 
expected 
on 
the 
page. 
Why 
should 
it 
rank?
User 
(Query) 
SERP 
(Knowledge 
Graph)
Hummingbird 
Similar 
(or 
even 
synonymous) 
Keyword 
Queries 
Query 
A1 
SERP 
A1 
Query 
A2 
SERP 
A2 
Query 
A3 
SERP ...
Similar 
(or 
even 
synonymous) 
Keyword 
Queries 
Query 
A1 
Hummingbird 
Query 
A6 
Query 
A5 
Query 
A3 
Query 
A2 
Que...
Chapter 
1: 
SERP 
Diversity
Diversity 
of 
SERPs 
All 
Keywords 
37 
www.searchmetrics.com 
10/1/14 
~6.5%
Diversity 
of 
SERPs 
All 
Keywords 
38 
www.searchmetrics.com 
10/1/14 
34 
~2% 
~6% 
1 
2 
What 
happened? 
3
Diversity 
of 
SERPs 
Keywords 
with 
Ques5on 
Words 
What, 
Where, 
Who, 
How, 
Why 
… 
39 
www.searchmetrics.com 
10/1/1...
BE 
THIS 
GUY
Chapter 
2: 
Keyword 
Pairs
Query 
SERP 
C 
SERP 
A 
SERP 
B 
Pre-­‐ 
Hummingbird 
SERP 
Y 
SERP 
J 
SERP 
I 
SERP 
G 
SERP 
H 
SERP 
F 
SERP 
L 
SERP...
SERP 
H 
SERP 
M 
SERP 
J 
SERP 
R 
SERP 
F 
Query 
SERP 
C 
SERP 
A 
SERP 
B 
Post-­‐ 
Hummingbird 
SERP 
Y 
SERP 
I 
SER...
6/10 
July 
2013
9/10 
March 
2014
4/10 
June 
2013
7/10 
March 
2014
9/10 
Sept. 
2014
20% 
= 
3/3 
10% 
= 
2/3 
13% 
July 
2013
50% 
= 
3/3 
20% 
= 
2/3 
Sept. 
2014
Diversity 
of 
SERPs 
Keyword 
Pairs 
with 
same 
meaning 
– 
shared 
results 
51 
www.searchmetrics.com 
10/1/14 
+17% 
+...
Holis1c 
Website 
52 
www.searchmetrics.com 
10/1/14
Holis1c 
Website 
53 
www.searchmetrics.com 
10/1/14
Holis1c 
Website 
54 
www.searchmetrics.com 
10/1/14
Keyword 
A 
SERP 
1 
Keyword 
AB 
SERP 
2 
Keyword 
AC 
SERP 
3 
Keyword 
AD 
SERP 
4 
Keyword 
AE 
SERP 
5 
3. 
5. 
2. 
9...
3. 
5. 
2. 
9. 
3. 
Landing 
Page 
1 
Landing 
Page 
2 
2014 
Keyword 
A 
SERP 
1 
Keyword 
AB 
SERP 
2 
Keyword 
AC 
SERP...
3. 
2. 
6. 
3. 
5. 
2014 
Keyword 
A 
SERP 
1 
Keyword 
AB 
SERP 
2 
Keyword 
AC 
SERP 
3 
Keyword 
AD 
SERP 
4 
Keyword 
...
BBEE 
HTHOILSI 
SGTUICY
S 
E 
O
Search 
Engine 
Op5miza5on
Search 
Experience 
Op5miza5on
twiher.com/searchmetrics 
facebook.com/searchmetrics
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober
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What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober

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From the SMX East 2014 Conference in New York City, NY. SESSION: What Is Hummingbird & The Entity Search Revolution?. PRESENTATION: What is Hummingbird & The Entity Search (R)Evolution - Given by Marcus Tober, @MarcusTober, CTO - Searchmetrics Inc. #SMX #21A

Publicado en: Marketing, Internet
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What is Hummingbird & The Entity Search (R)Evolution By Marcus Tober

  1. What Is Hummingbird & The En5ty Search 2014 (R)Evolu5on? MARCUS TOBER 10/01/2014 New York
  2. Marcus Tober
  3. searchmetrics.com/us2014 2014 Edi5on
  4. Correla1on ≠ Causa1on
  5. 2014 RANKING FACTORS
  6. „precise and fast“
  7. GOOGLE HUMMINGBIRD UPDATE Contextual Search Conversa5onal Search Seman5c Search 9 www.searchmetrics.com 10/1/14
  8. An SEO walks into a bar…
  9. An SEO walks into a bar…, bars, beer garden, lounge, hangout hole, night club, mini bar, bar stool, tavern, pub, beer, whine, whiskey…
  10. SEO Paradigm
  11. SEO Paradigm KW in 1tle KW in descrip1on KW in heading KW density Etc.
  12. SEO Paradigm 1 Keyword /Varia5ons
  13. SEO Paradigm 1 Keyword /Varia5ons 1 Landing Page
  14. SEO Today
  15. SEO Today 1 TOPIC
  16. SEO Today 1 TOPIC 1 Landing Page
  17. Content
  18. CONTENT ELEMENTS Content Complexity and Quality – NEW 2014 24 www.searchmetrics.com 10/1/14 RANKING FACTORS 2014 PreYy high correla5ons!
  19. 25 www.searchmetrics.com 10/1/14 Increasing CONTENT ELEMENTS RANKING FACTORS 2014 Content Complexity and Quality vs 2013
  20. Relevant Keywords/ Terms 26 www.searchmetrics.com 10/1/14 Correla1on 휌↓2014 =0.34
  21. Proof Keywords/ Terms 휌↓2014 =0.20 27 www.searchmetrics.com 10/1/14 Correla1on
  22. What’s behind? „You shall know a keyword by the company it keeps” (Firth, 1957) 28 www.searchmetrics.com 10/1/14 RANKING FACTORS 2014
  23. Content Op1miza1on Proof KW Relevant KW
  24. ~100,000 TOP
  25. There are no 5ps and nothing the user expected on the page. Why should it rank?
  26. User (Query) SERP (Knowledge Graph)
  27. Hummingbird Similar (or even synonymous) Keyword Queries Query A1 SERP A1 Query A2 SERP A2 Query A3 SERP A3 Query A4 SERP A4 Query A5 SERP A5 Query A6 SERP A6 Pre-­‐ 34 www.searchmetrics.com 10/1/14
  28. Similar (or even synonymous) Keyword Queries Query A1 Hummingbird Query A6 Query A5 Query A3 Query A2 Query A4 SERP A Post-­‐ 35 www.searchmetrics.com 10/1/14
  29. Chapter 1: SERP Diversity
  30. Diversity of SERPs All Keywords 37 www.searchmetrics.com 10/1/14 ~6.5%
  31. Diversity of SERPs All Keywords 38 www.searchmetrics.com 10/1/14 34 ~2% ~6% 1 2 What happened? 3
  32. Diversity of SERPs Keywords with Ques5on Words What, Where, Who, How, Why … 39 www.searchmetrics.com 10/1/14 ~7% 34
  33. BE THIS GUY
  34. Chapter 2: Keyword Pairs
  35. Query SERP C SERP A SERP B Pre-­‐ Hummingbird SERP Y SERP J SERP I SERP G SERP H SERP F SERP L SERP K SERP M SERP N SERP O SERP P SERP Q SERP S SERP R SERP T SERP U SERP V SERP SERP X Z 42 www.searchmetrics.com 10/1/14
  36. SERP H SERP M SERP J SERP R SERP F Query SERP C SERP A SERP B Post-­‐ Hummingbird SERP Y SERP I SERP G SERP L SERP K SERP N SERP O SERP P SERP Q SERP S SERP T SERP U SERP V SERP Z SERP X 43 www.searchmetrics.com 10/1/14
  37. 6/10 July 2013
  38. 9/10 March 2014
  39. 4/10 June 2013
  40. 7/10 March 2014
  41. 9/10 Sept. 2014
  42. 20% = 3/3 10% = 2/3 13% July 2013
  43. 50% = 3/3 20% = 2/3 Sept. 2014
  44. Diversity of SERPs Keyword Pairs with same meaning – shared results 51 www.searchmetrics.com 10/1/14 +17% +29%
  45. Holis1c Website 52 www.searchmetrics.com 10/1/14
  46. Holis1c Website 53 www.searchmetrics.com 10/1/14
  47. Holis1c Website 54 www.searchmetrics.com 10/1/14
  48. Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 3. 5. 2. 9. 3. Landing Page 1 Landing Page 2 Landing Page 3 Landing Page 4 Landing Page 5 Once upon a 1me… Content A Content AB Content AC Content AD Content AE Keyword A Keyword AB Keyword AC Keyword AD Keyword AE 16. 12.
  49. 3. 5. 2. 9. 3. Landing Page 1 Landing Page 2 2014 Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 Content A Content AB Content AC Content AD Content AE op$mizes content does not op$mize Content AD Content AE
  50. 3. 2. 6. 3. 5. 2014 Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 5. 12.. 12. op$mizes content does not op$mize Landing Page 1 Content A Content AB Content AC Content AD Content AE Content AD Content AE New Landing Page 2
  51. BBEE HTHOILSI SGTUICY
  52. S E O
  53. Search Engine Op5miza5on
  54. Search Experience Op5miza5on
  55. twiher.com/searchmetrics facebook.com/searchmetrics

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