@MATTLACUESTA

#DENVERSEOMEETUP

MLACUESTA@LOCATION3.COM

WE’RE LOOKING FOR PEOPLE

WWW.LOCATION3.COM/CATEGORY/CAREERS/

The Hummingbird Update

What is the update?

• Answers vs. Results Based on User Intent

• Semantic = Conversational- Affects 90% of all search queries.

How Does it Work?

Synonym Identification Based on Co-occuring Themes

Synonyms

From: Eric Enge @stonetemple

ComparisonQueriesJupiter VS

Saturn

From: Eric Enge @stonetemple

Understands Context - “Where is theclosest Italian restaurant”

From: Eric Enge @stonetemple

Stats to Knowledge Graph

From: Eric Enge @stonetemple

ConversationalQueries

“Show MePictures of theEiffel Tower”

From: Eric Enge @stonetemple

Remembers Context - “How Tall Is It?”

From: Eric Enge @stonetemple

Important

=

From: Eric Enge @stonetemple

What Is TheWeather In

Rome?

From: Eric Enge @stonetemple

RomeWeather

From: Eric Enge @stonetemple

No Difference In The Results!

=

From: Eric Enge @stonetemple

What does this mean to us?

How many SEO experts does it take change a light bulb, lightbulb, light, bulb, lamp, lighting, switch?

What does this mean to us?

• “Understand queries a little better and bring moretargeted traffic to your website.” - John Mueller, Google

• We need to figure out what question each page answers.What are we providing to the user if we are not

answering a question?

• Optimize for whole user experience, not just keyphrases.

- Useful content that satisfies user through buying cycle

• Markup becomes increasingly important.

What can we do?

• Optimize content to answer questions

• How long a person remains on the page becomes moreof a ranking factor

• Optimizing for Mobile

E-Commerce Sites

• Original content not as important. We need additionalcontent to help match queries.

• User generated reviews

• Editorial reviews

• Other factors

- Local availability

- Social shares

Social

• Wider brand visibility

• Social echo

• Increased mentions/links in the form ofderivatives, co-occurrences, and co-citation

in others' web sites

• Google does not use Twitter or Facebook as a ranking factor

Content

• Better content > More content

• Useful content that satisfies user through buyingcycle

• Content of the site on a page-by-page basis, usingnatural and semantically rich language and with alanding page-centric strategy in mind

• Creating useful content using several formats, thatyou yourself would like to share with your friends

and link to

Outreach

• Building better brand visibility

• Creating referral traffic

• Enhancing the sense of thought leadership ofyour brand

• Topically related sites and/or topically relatedsections of a more generalist site

• Guest Blogging within reason

@MATTLACUESTA

#DENVERSEOMEETUP

MLACUESTA@LOCATION3.COM