Hummingbird unleashed. Understanding the new Google Search Algorithm
-
Upload
gianluca-fiorelli -
Category
Marketing
-
view
113 -
download
2
description
Transcript of Hummingbird unleashed. Understanding the new Google Search Algorithm
![Page 1: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/1.jpg)
Hummingbird Unleashed Sugges&ng a new SEO methodology
Gianluca Fiorelli - @gfiorelli1
Global Associate
![Page 2: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/2.jpg)
Hummingbird is a complete rewrite of our
search system
![Page 3: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/3.jpg)
It’s not me saying it, it’s this guy
![Page 4: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/4.jpg)
Before talking about
![Page 5: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/5.jpg)
we should talk about
![Page 6: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/6.jpg)
and
![Page 7: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/7.jpg)
Caffeine Panda Penguin
Because a logic in the Google Updates sequence exists
![Page 8: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/8.jpg)
The mobile revolution forced us to change how
we think
![Page 9: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/9.jpg)
Mobile may overtake desktop for Google
searches within a year
(SMXW 2014)
It’s not me saying it, it’s this guy
![Page 10: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/10.jpg)
![Page 11: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/11.jpg)
Do you remember when Google what showing us “searches similar to…” in
the SERPs?
![Page 12: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/12.jpg)
Usually it was for queries like:
“The best way of cooking a pizza with antichokes in a
electric oven”
![Page 13: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/13.jpg)
(Long) Long Tails Verbose Queries
![Page 14: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/14.jpg)
(Long) Long Tails Verbose Queries
![Page 15: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/15.jpg)
Hummingbird =/
Humminguin
![Page 16: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/16.jpg)
![Page 17: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/17.jpg)
How Hummingbird (possibly) works
![Page 18: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/18.jpg)
To take synonyms and Knowledge Graph and
other things
![Page 19: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/19.jpg)
It’s not me saying it, it’s (again) this guy
![Page 20: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/20.jpg)
SYNONYMS
![Page 21: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/21.jpg)
Google is dealing with them since a
long time
![Page 22: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/22.jpg)
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)
![Page 23: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/23.jpg)
The issue is that a word can be a synonym or not depending on the
Context
Coche Automóvil Carro
![Page 24: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/24.jpg)
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
![Page 25: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/25.jpg)
Hummingbird is how Google solves the Contest issue,
thanks to Search Entities and Semantics
Search Entities: http://itseo.org/1fwbfoL
![Page 26: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/26.jpg)
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
![Page 27: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/27.jpg)
Words =/ Things
![Page 28: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/28.jpg)
![Page 29: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/29.jpg)
Words = Verbal Representation of Things
![Page 30: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/30.jpg)
Google transforms Words into Concepts thanks to Search Entities
![Page 31: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/31.jpg)
And Concepts can be disambiguated over the base of their Context
![Page 32: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/32.jpg)
This is what Google already started to do with Knowledge Graph
![Page 33: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/33.jpg)
BEWARE! SEMANTIC SEO =/ SCHEMA.ORG
Schema.org is instrumental to Semantic, it’s not SEMANTIC
![Page 34: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/34.jpg)
OTHERS THINGS… I suspect that the third factor are co-
occurrences
![Page 35: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/35.jpg)
Consequences
![Page 36: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/36.jpg)
Google understands better the queries and their
intentions
![Page 37: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/37.jpg)
Google may expand the number of documents that respond significantly to a
query
![Page 38: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/38.jpg)
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
![Page 39: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/39.jpg)
Tl;dr: Simpyfing the queries,
Google also reduces the number of unnecessary
SERPs
![Page 40: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/40.jpg)
And that’s good also in term of Adwords…
![Page 41: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/41.jpg)
What about links? Won’t they be an
essential factor anymore?
![Page 42: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/42.jpg)
Links are clearly an important signal about the
importance of your content. They’re still very
valuable
![Page 43: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/43.jpg)
It’s not me saying it, it’s (again!) this guy
![Page 44: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/44.jpg)
From theory to practice. For a new model of SEO
![Page 45: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/45.jpg)
Mario has a small pizzerias’ chain in NYC
![Page 46: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/46.jpg)
He has only a very small difficulty
![Page 47: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/47.jpg)
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
![Page 48: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/48.jpg)
#FAIL
(not provided)
![Page 49: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/49.jpg)
#FAIL
Penguin (monster)
![Page 50: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/50.jpg)
#FAIL
Bounce Rate (tons of it)
![Page 51: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/51.jpg)
#FAIL
Hummingbird (killing the long tail)
![Page 52: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/52.jpg)
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
![Page 53: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/53.jpg)
Entities identification
Freebase APIs: http://itseo.org/1h3RgOS
![Page 54: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/54.jpg)
Entities identification
Yahoo Glimmer: http://glimmer.research.yahoo.com/
![Page 55: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/55.jpg)
Entities identification
Bottlenose: http://bottlenose.com/
![Page 56: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/56.jpg)
Entities identification
RelFinder: http://www.visualdataweb.org/relfinder.php
![Page 57: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/57.jpg)
Audience Matching
Read this: http://itseo.org/1gYLi5q
![Page 58: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/58.jpg)
Audience Matching (audience personas)
Followerwonk first
![Page 59: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/59.jpg)
Audience Matching (audience personas)
And after we use Tribalytics: http://tribalytics.com/
![Page 60: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/60.jpg)
Ontology & Taxonomy
Read twice this deck by Abby Covert: http://itseo.org/1oHVWjt
![Page 61: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/61.jpg)
Ontology & Taxonomy (based on Entities Search and Audience Matching
Pizza
Thin
Thick Regular crust
Organic
Rossa Bianca Napoletana Romana
![Page 62: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/62.jpg)
Content Hub Creation
Home
Tribeca
Our Stories
From the oven
People of Tribeca
Why we love Tribeca
SOCIAL
![Page 63: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/63.jpg)
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
![Page 64: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/64.jpg)
Protip – Newsjacking & Unconventional Marketing as a Plus
![Page 65: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/65.jpg)
Keyword Research based on Entities
Much more ideas in this post by Dan Shure: http://itseo.org/1h479od
![Page 66: Hummingbird unleashed. Understanding the new Google Search Algorithm](https://reader034.fdocuments.us/reader034/viewer/2022051314/54c6991a4a79593b258b4608/html5/thumbnails/66.jpg)
And if someone tells you that SEO is dead…