mnsearch summit - session - eric enge - hummingbird – the true story

Hummingbird – The True Story

First Off... Who Am I?

Co-author: The Art of SEO CEO: Stone Temple Consulting, 30+

person Digital Marketing and SEO firm Columnist:

Interviewer:

Eric Enge – Fun Fact

1984 World Foosball Champion – “Goalie War”

Hummingbird

Three Parts to Google’s Product

Search Engine

1 2 3

Spider/Crawler/Robot

Index

Four Parts – With The Knowledge Graph

Search Engine

1 2 3

Spider/Crawler/Robot Index

The Knowledge Graphis a set of structureddatabases that can answer specificquestions

The Mobile Device Revolution

On Mobile at SMX Advanced:

Said that mobile search queries

will exceed desktop queries

before end of 2014

PCs Declining, Tablets Exploding

Smart Phone Sales Too

Role of Voice Search

Google Investing Heavily

“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014

Environments Where It Will Not Work

Caffeine (June 2010)

Search Engine

1 2 3

Spider/Crawler/Robot

Index

Rewrote These Parts of Google

No Rewrite to the Search Engine - Ever

Until Hummingbird

Search Engine

1 2 3

Spider/Crawler/Robot

Index

Hummingbird was a rewrite of the Search Engine

What is Hummingbird?

https://www.youtube.com/watch?v=iLqVuUqx57k

Natural Language Search

Maps to Knowledge Graph

Comparison Queries

Jupiter VS Saturn

Synonyms

Understands Context – “Where is the closest Italian restaurant”

Maps User Intent – “Red Sox VS Yankees”

“Red Sox VS Yankees” - Offseason

During a Patriots Playoff Game

33,800 Results – Really?

ExampleSequence

“How Tall Is He”

“Who Is His Wife?”

“Does He Have Children?”

“When Did He Start Playing Football?”

Natural Language Search in a Nutshell

QueryTranslator

UserQuery Main

Algo

Translated Search Query Results

ModifiedQuery

Hummingbird

Inside the Query TranslatorQuery Translator

UserQuery Modified

Query

Previous Query

References

ComparisonQuery

RelativeReferences

Perform Query

Translation

“It”

“vs”

“near”

Synonyms “auto”, “car”

Impact on SEO

SEO Tactics Significantly Changed

Keyword Stuffing - 2000

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Keyword Stuffing - 2010

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Hummingbird Ready Copy - 2014

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What Needs do the Top Ranking

SitesAddress?

Co-Occurrence Example

Co-Occurrence Mix Correlates With Ranking

Real World Example

Address User Wants / Needs

User Groups

UserTesting.com

Mechanical Turk Can Work Too!

Map Web Design to User Needs

Example of Content Depth

Who is Better, Tom

Brady or Peyton

Manning?

Compare Tom Brady

Peyton Manning

Does your sport site have a page that discusses this very common question?

Next Query Anticipation

• What if 25% of people who search on “Eiffel Tower” want to know the height of the tower?

• Does your page answer that question?• What are the real questions users have in

mind?• Are you answering them?

Example – Pizza Place in Las Vegas

Where is the Nearest Pizza Place?

Las Vegas Pizza

AddressMenuHoursPricesCouponsBar?Reservations?Local Language

Implement Schema

Even if No Rich

Snippets

Even if You Don’t Have the

Programming Talent

Get the Information on Your Web Page

AddressMenuHoursPricesCouponsBar?Reservations?

Thank You!

Eric Enge

eenge@stonetemple.com@stonetemple

+Eric Enge(508) 485-7751

www.stonetemple.com