8/13/2019 Google Hummingbird Group Project
1/22
MGMT 382Group #911/22/2013
By: Tony Ketner, Yu Wu, Tanner Hieatt, and Matthew Andrzejewski
Google Hummingbird
8/13/2019 Google Hummingbird Group Project
2/22
Google Hummingbird Overview
About 458,000,000 results (0.16 seconds)
Overview
What Google Hummingbird is, does, and how it works?
What is search like now?
What are Googles goals and where is search going in the future?
What are the business applications and implications of Hummingbird?
8/13/2019 Google Hummingbird Group Project
3/22
What is Google Hummingbird?
About 458,000,000 results (0.16 seconds)
What?
Googles new search algorithm
Announced September 26th
Running since August 20th
Started work back in March 2003
Named for its qualities of preciseness and speed
8/13/2019 Google Hummingbird Group Project
4/22
What does Google Hummingbird do?
About 458,000,000 results (0.16 seconds)
Does?
Decides how you will see search results
Moving toward understanding more
human, conversational style, long
search queries
Comparisons
Location Data
8/13/2019 Google Hummingbird Group Project
5/22
How does Google Hummingbird work?
About 458,000,000 results (0.16 seconds)
Works?
Recognizes and connects entities and attributes contained within search queries to existing
knowledge data, then applying context to each query
Uses three patents:
Synonym identification
Substitution rules Concurrence of the term
= increased quality of search results
To apply context:
1. Who is searching?
2. Where theyre searching from3. When the search is happening
4. What is the search being conducted on (what mode?)
5. How the search query is formed
Who, What, When, Where, Why, and How
?
Who
What
When
Where
Why
How
8/13/2019 Google Hummingbird Group Project
6/22
About 458,000,000 results (0.16 seconds)
Expansion Query
Some think that Google will shorten queries to suit key-word search.
How does Google Hummingbird work?
Google Interprets as:
[Where can I buy a Robbie Hummel shirt] [Buy Robbie Hummel shirt]
But Google is really moving towards a better understanding of searches.
[Where can I buy a Robbie Hummel shirt]
Where(Place: User is located) can I buy (Intent: Purchase) a
Robbie Hummel (Person: basketball player) shirt(Product:
Purdue Boilermakers #4)
1. Location
2. Online Behavior
3. Your Network
4. Trends
5. Content creation + Social Interaction
Uses:
8/13/2019 Google Hummingbird Group Project
7/22
What is Search Like Now?
About 458,000,000 results (0.16 seconds)
An Old Way to Search
Caffeine (2010)
A change mostly meant to help Google better gather information.
Panda (2011)
Used PageRank to move higher-quality sites to the top.
Penguin (2012)
Lowered search engine rankings of websites that violated Googles Webmaster Guidelines.
8/13/2019 Google Hummingbird Group Project
8/22
About 458,000,000 results (0.16 seconds)
OUT WITH THE OLD
Panda and Penguin?
What is Search Like Now?
Still in place
Backbone of Hummingbird
Last Big Overhaul
Came before the firstnamed update Boston in
September 2002
When Amit Singhal joined
Google in 2001
8/13/2019 Google Hummingbird Group Project
9/22
About 458,000,000 results (0.16 seconds)
IN WITH THE NEW
Conversational Search
What is Search Like Now?
People communicate with each other by conversation, not by typing keywords and weve been
hard at work to make Google understand and answer your questions more like people.
1. Whats the closest place to buy an iPhone 5s to my home?
2. Give me pictures of Ross-Ade Stadium
3. Beer vs. Wine
Examples:
8/13/2019 Google Hummingbird Group Project
10/22
Show me pictures of ross ade
8/13/2019 Google Hummingbird Group Project
11/22
About 458,000,000 results (0.16 seconds)
Show me pictures of ross ade
8/13/2019 Google Hummingbird Group Project
12/22
How many does it seat
About 458,000,000 results (0.16 seconds)
8/13/2019 Google Hummingbird Group Project
13/22
Beer vs. Wine
About 458,000,000 results (0.16 seconds)
8/13/2019 Google Hummingbird Group Project
14/22
What is Search Like Now?
About 458,000,000 results (0.16 seconds)
The Knowledge Graph
Repository
Hummingbird brought it back into focus
Acid Reflux Prescription
Pay your bills through citizens bank and trust bank
Pizza hut calories per slice
As of now, NO
Did it Make Google Worse?
Does it Really Work?
No real way to find out
Google offered up a few examples:
8/13/2019 Google Hummingbird Group Project
15/22
What are Googles Goals?
About 458,000,000 results (0.16 seconds)
Goals:
1. Wants to better handle conversational search queries
2. Dominate mobile search
Searches formed first by keyboards = Shift in technology
Massive increase of use of smart mobile devices (smartphones & tablets)
Many still type, but
Increase in the use of voice search
8/13/2019 Google Hummingbird Group Project
16/22
About 458,000,000 results (0.16 seconds)
Goals:
3. Process real speech patterns
What are Googles Goals?
4. Mind reading algorithm
Google wants to understand what is on your mind, well, before its on your mind.
Google Now
Ultimate AimIf you tell your iPhone, Ok Google. Remind me to buy olive oil at Safeway, when
you walk into the store with your iPhone, youll get a reminder.
Superior platform for processing conversational queries
Will be a long process
Hummingbird is young and has only learned a few very basic concepts
Must learn more concepts
8/13/2019 Google Hummingbird Group Project
17/22
Where is Google search going in the future?
About 458,000,000 results (0.16 seconds)
Future
Only the beginning of change in search optimization
Becoming the best platform for processing real patterns
Increase Knowledge Graph database
Better understand users
Larger and customized database
What time is my dinner on Tuesday night, where is
it, and how do I get there?
8/13/2019 Google Hummingbird Group Project
18/22
How does Google Hummingbird apply to business?
About 458,000,000 results (0.16 seconds)
Business Application
1. Search Engine Optimization (SEO)
2. Hummingbirds Impact on SEO
3. Adapting to the Bird
8/13/2019 Google Hummingbird Group Project
19/22
What is Search Engine Optimization?
About 458,000,000 results (0.16 seconds)
Search Engine Optimization (SEO)
Search Engine Optimization is the process of improving your site to increase the number of
visitors from search engines.
PurposeAllow users to gather specific information
Content on the site
The architecture or sitemap
Use of language
Mobile availability
Search Engines
Constant competition between businesses to obtain visitors to their site
Businesses differentiate themselves with the content provided to their users
Identify user audience; adjust these factors
to satisfy their wants and interests:
8/13/2019 Google Hummingbird Group Project
20/22
How is Hummingbird impacting Search Optimization?
About 458,000,000 results (0.16 seconds)
Impact
Shift from Keyword queries Long tail queries More specific; large portion of all searches
Stronger focus on the users intent
Semantic Search
Emphasis on high quality, unique content
Results in direct answer when pages match
with the meaning rather than with the words
Current Trend
Web surfers use Google as a destination to answer all their questions
8/13/2019 Google Hummingbird Group Project
21/22
Do businesses need to adapt to the new algorithm?
About 458,000,000 results (0.16 seconds)
If your site
Has original, high-quality content
Demonstrates understanding of audience
Straightforward definition of page
Does not solely rely on keywords
NO! However
Businesses should focus on
Becoming an authority
Addressing concerns
Website goals
Customer engagement (MOST IMPORTANT)
8/13/2019 Google Hummingbird Group Project
22/22
Questions?
Top Related