google hummingbird group project

8/13/2019 Google Hummingbird Group Project

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MGMT 382Group #911/22/2013

By: Tony Ketner, Yu Wu, Tanner Hieatt, and Matthew Andrzejewski

Google Hummingbird


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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?


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What is Google Hummingbird?


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


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What does Google Hummingbird do?


Does?

Decides how you will see search results

Moving toward understanding more

human, conversational style, long

search queries

Comparisons

Location Data


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How does Google Hummingbird work?


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


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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:


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What is Search Like Now?


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.


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OUT WITH THE OLD

Panda and Penguin?


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


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IN WITH THE NEW

Conversational Search


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:


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Show me pictures of ross ade


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Show me pictures of ross ade


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How many does it seat



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Beer vs. Wine



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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:


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What are Googles Goals?


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


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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


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Where is Google search going in the future?


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?


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How does Google Hummingbird apply to business?


Business Application

1. Search Engine Optimization (SEO)

2. Hummingbirds Impact on SEO

3. Adapting to the Bird


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What is Search Engine Optimization?


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:


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How is Hummingbird impacting Search Optimization?


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


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Do businesses need to adapt to the new algorithm?


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)


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Questions?

google hummingbird group project

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