catalyst patent watch on google hummingbird
DESCRIPTION
Director of SEO Innovation, Dan Cristo, discusses the patent watch behind Google Hummingbird and reviews the implication it has on keyword research and SEO.TRANSCRIPT
HummingbirdPatent Watch – Nov 2013
Dan CristoDirector of SEO Innovation
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.
What is Patent Watch?
Quarterly webinar that analyzes and interprets the patents of Google, Microsoft, Facebook and other internet giants.
Past Patent Watches:• AdHeat Advertising (Paid)• Social Search (Google+)- Personalized Search (organic)- Freshness algorithm (organic)
APRIL 11, 2023 | PAGE 2
Led SEO Strategy for:P&G, VW, Audi, Pfizer, Hard Rock Hotel, Revlon, Almay, Jurlique, Barclays, iHeartRadio, Sony Music, Pep Boys, Morgans Hotel Group, Kaplan, Prudential, Century21, Novartis, GSK
Co-authored:Mastering the Art of Social SEO
Featured Author:Search Engine LandSearch Engine JournalSearch Marketing Standard
Featured Speaker:SES: NYC, Chi, SFNYU LecturerNYC SEO Meetup
@dancristo
Dan CristoDirector of SEO InnovationCatalyst
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
The Patent behind Hummingbird
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
What is this patent?
Searches are getting more complex, especially voice searches on mobile devices.
To serve more relevant results, search engines must understand the “meaning” behind a string of words.
This patent shows how Google tries to determine a word’s meaning.
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Why Is This Patent Interesting?Answers the questions:• Which webpages are relevant for a
keyword?• Which ads appear on a website?• How will keyword research change?
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.
Google wants to know how closely related two things are to
each other
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ski
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The Old world
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Relevance used to be based on text matches
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But one word might have multiple meanings
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Google uses information within the knowledge unit (this case a query) to derive meaning
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How does Google calculate item relationships?
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“Calories” is a property of apple the fruit, not Apple the company
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“Nutrition” is a closely related concept to food, so Google will rewrite the query
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How this changes keyword research
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Google cares less about the words on the page, and more about how closely related the concept of the page is to a query
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To rank well for, [Apple Nutrition] I don’t optimize for the keyphase [Apple Nutrition] but rather for the nutritional attributes of an apple
Calories is a nutritional attribute of an apple
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
To rank well for, [luxury cars] I write about attributes of car closely related to luxury
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Jay Leno is a well known collector of luxury cars. I
should write content about Jay Leno.
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
How is Google using Hummingbird to improve voice search?
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“People don’t want to think about keywords.
Over time we’ll get better at understanding
their intent.”
Patentwrap up
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
Summary
• Hummingbird helps Google determine the meaning behind words in a query
• A knowledge unit contains information relevant to other knowledge units
• Hummingbird changes the way we think about “relevancy”. It’s not about exact match, but rather concept relationships and item properties
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
Recommendations
• Keyword research– Use freebase and the knowledge graph to see properties– Keyword research should look more like a visual map of
word relationships as opposed to a list of keyword and query volumes
• Link Building– Look to get links from content about related knowledge
units– Exact anchor text is out – related anchor text is in
• Influencers– Look to get social engagement from Influencers
relevant to related knowledge units
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Questions?
COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023
Stay Connected!
• Join the conversation at #SEOPub Twitter Chat
• Learn more and join our invite list at www.catalystsearchmarketing.com/Hummingbird-Patent-Watch
• Save the Date: Our Next Patent Watch will be in February 2014
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Thank You
www.catalystsearchmarketing.com/patent-watch