Google's Hummingbird and the Entity Search Revolution
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Google retooled its search engine late last year, introducing a new system called "Hummingbird" that moves beyond keyword search and into "entity search." Learn the difference between entity vs. keyword search on both Google and Bing, and how SEOs can _ and should _ take advantage of this change.
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Google's Hummingbird and the Entity Search Revolution
- 1. Hummingbird & The Entity Search Revolution Cyrus Shepard @cyrusshepard
- 2. Matthew J. Brown Structured Data and Semantic Search Authority With tips from this guy @cyrusshepard #smxsydney
- 3. Let’s go on a journey… @cyrusshepard #smxsydney
- 4. The Many Colors of Google’s Algorithm Animals vs Panda and Penguin target spam and manipulative SEO @cyrusshepard #smxsydney
- 5. doesn’t specifically target web spam The Many Colors of Google’s Algorithm Animals @cyrusshepard #smxsydney
- 6. Many saw Panda and Penguin like this
- 7. Where Hummingbird looked like this @cyrusshepard #smxsydney
- 10. Hummingbird is not: • Entities • Schema.org • Synonyms • Knowledge Graph • Google Now @cyrusshepard #smxsydney
- 11. Many elements together for improved query and content matching Synonyms Schema.org Knowledge Graph Conversa7onal Search En77es
- 12. Conversational Search Traditional Conversation “how old is Bill Clinton”
- 13. “who is he married to” Conversational Search Traditional Conversation
- 14. “how tall is she” Conversational Search Traditional Conversation
- 15. Better Answer Boxes Answer is bolded, not the keywords Does this affect traffic?
- 16. Does this affect traffic? (Not for this specific answer box) @cyrusshepard #smxsydney
- 17. But, does this affect traffic? painful
- 19. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ Keyword “doubles” “hairstyle with bangs” vs “bang hairstyles”
- 21. Still a long way to go… @cyrusshepard #smxsydney
- 22. http://www.searchmetrics.com/en/knowledge-base/hummingbird/ When individual keywords take a backseat to meaning… • Authority metrics • Relevance • Trust = Stronger sites win
- 24. A sidetrack into entities @cyrusshepard #smxsydney
- 25. Different keywords apply to the same entity President of the United States POTUS Barack Obama Commander in Chief Michelle Obama’s Husband First African American President @cyrusshepard #smxsydney
- 26. Disambiguation: Plant Same keyword applies to multiple entities
- 27. Triples
- 28. Triples Subject Predicate Object http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/ Object Property Value Barack Obama Height 6’ 1”
- 30. http://www.alchemyapi.com/products/demo/alchemylanguage/ See what entities can be extracted from your content
- 31. http://www.alchemyapi.com/products/demo/alchemylanguage/ Gauge how relevant your concepts are
- 32. http://www.alchemyapi.com/products/demo/alchemylanguage/ Content tools of the future From keyword scoring to concept scoring
- 37. The Hard Way1. The hard way
- 38. Schema.org (hard, but worth it) @cyrusshepard #smxsydney
- 39. MJB Says... 585 million URLs have structured data now, up almost 50% from last year. Schema.org is half of the total. http://webdatacommons.org/structureddata/2013-11/stats/stats.html
- 40. 585 million URLs sounds like a lot! Out of 2.2 Billion Parsed Common Crawl URLs http://webdatacommons.org/structureddata/index.html
- 41. MJB Says… Almost 75% of the Top 100 sites in Alexa contain structured data markup Over the Top 1 Million sites in Alexa, that drops to 20% bit.ly/HQraE9 Big Sites: Ahead of the Game @cyrusshepard #smxsydney
- 42. Total adoption may be much lower http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/ “Only 0.3% of the studied domains were found to include schema.org integrations.”
- 43. But Schema makes big impact in SERPs http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/ This could be because large, successful sites are quicker to adopt Schema.org
- 44. Does Schema.org give sites a ranking boost? @cyrusshepard #smxsydney
- 45. http://moz.com/search-ranking-factors Summer 2013 Ranking Factors study says “no” This study happened a few months before Hummingbird.
- 46. 0 5 10 15 20 25 30 With Schema.org Without Schema.org Searchmetrics study says “maybe” http://www.searchmetrics.com/en/searchmetrics/press/schema-org-in-google-search-results/ Higher average ranking
- 47. Tools and Tips to Assist
- 48. The Granddaddy of Data https://www.freebase.com/
- 49. MJB Says… Roll your own Knowledge Graph http://www.sindicetech.com/freebase-distribution.html
- 50. Marking it up
- 52. Data already structured in a database is a prime candidate @cyrusshepard #smxsydney
- 53. No free rides @cyrusshepard #smxsydney Amazon.com review stars
- 55. MJB Says… JSON-LD lets you send Schema.org markup using JSON instead of HTML http://www.seoskeptic.com/json-ld-google-knowledge-graph-schema-org-seo/-guide-generating-rich-snippets/
- 56. Schema in Meta Tags *use sparingly @cyrusshepard #smxsydney
- 57. Google Webmaster Data Highlighter
- 58. Wordpress Has Lots of Options http://www.wpuniversity.com/plugin-review-schema-org-wordpress/
- 59. Validate with Structured Data Testing Tool http://www.google.com/webmasters/tools/richsnippets
- 62. Keywords yep, good old fashioned keywords Title Tag Length 512px @cyrusshepard #smxsydney
- 63. Doesn’t have Schema.org Still creates relationships
- 64. Explore your topic in depth Does this article provide a complete or comprehensive description of the topic? Does this article contain insightful analysis or interesting information that is beyond obvious? http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
- 65. Answer more Questions! • Ratings • Reviews • Poster • Showtimes • Description • Photos • Trailers • Actors • Director • Cast • News • Related Films • Stills @cyrusshepard #smxsydney
- 66. Build Authoritative Resources @cyrusshepard #smxsydney
- 67. Links yep, good old fashioned links The original way to establish relationships online @cyrusshepard #smxsydney
- 68. Build strong content architectures http://moz.com/blog/how-to-rank @cyrusshepard #smxsydney
- 69. Each new piece of content can improve the performance of the previous content
- 70. Anchor Text & Co-occurrence http://justinbriggs.org/phrase-based-indexing-and-semantics @cyrusshepard #smxsydney
- 71. Google+ for Local Connections http://www.blindfiveyearold.com/knowledge-graph-optimization
- 72. Google+ = Relationships Galore! • Location • Name • Hours • Website • Photos • Contact Info • Maps • Reviews • Phone Number • Videos • People • Category • Neighborhood
- 75. Go kick butt! Cyrus Shepard @cyrusshepard