Hummingbird Unleashed discusses Google's Hummingbird update and how it has changed search. It suggests a new approach to SEO that focuses on identifying related entities for a topic, matching them to audience interests, and creating content around those entities. This new approach could help businesses like a small pizza chain in NYC optimize their SEO under Hummingbird by focusing content on relevant entities like types of pizza crust instead of specific keywords.
22. Read
this
post
by
Vanessa
Fox
on
Search
Engine
Land:
hDp://itseo.org/OEJCDG
Keyphrases don’t
need to be in their
original form. We
do a lot of synonym
work, so we can
find good pages
that don’t happen to
use the same
words a the user
typed (Matt Cutts)
23. The issue is that a word can be a
synonym or not depending on the
Context
Coche
Automóvil
Carro
24. That Contest was the problem was clear since the
beginning, as we can understand reading this patent
by Amit Singhal: http://itseo.org/1gPt32l
The issue is that a word can be a
synonym or not depending on the
Context
25. Hummingbird is how Google
solves the Contest issue,
thanks to Search Entities and
Semantics
Search Entities: http://itseo.org/1fwbfoL
26. Search Entities
• A query a searcher submits;
• The 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.
Suggested read: this post by Bill Slawski
37. Google may expand the
number of documents that
respond significantly to a
query
38. If verbose query A = simplier query C
and
If verbose query B = simplier query C and
similar to verbose query A
then I’ll show just the SERPs answering to
query C
47. The old way (not considering Local Search)
1) Pizzeria Tribeca;
2) Best pizzeria in NoLiTa;
3) Calzone Theater District;
4) Pizza Special Chelsea;
5) Where to eat the best pizza in
Manhattan
6) etc etc
52. Il Nuovo Metodo
We identify the Entities related to our niche and how
they are connected
We match them with our Audience interests
We creat Content Architecture based on Content Hub
using Ontology
We conducts a Keywords Research and Mapping
with Entities in mind
63. From Content Strategy to Content Marketing
Recipes > Schema.org > Rich Snippets
Recipes > Video Marketing > VideoObject > Rich
Snippets
Infografics – Data Visualization – Charts (passive link
building opportunities)
Guides > Long Form > Authorship > In-Depth Articles
UGC
Q&A