what is hummingbird & the entity search (r)evolution by marcus tober
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: What Is Hummingbird & The Entity Search Revolution?. PRESENTATION: What is Hummingbird & The Entity Search (R)Evolution - Given by Marcus Tober, @MarcusTober, CTO - Searchmetrics Inc. #SMX #21ATRANSCRIPT
What Is Hummingbird & The En5ty Search (R)Evolu5on? 2014
MARCUS TOBER 10/01/2014
New York
Marcus Tober
2014 Edi5on
searchmetrics.com/us2014
Correla1on ≠ Causa1on
RANKING FACTORS 2014
„precise and fast“
GOOGLE HUMMINGBIRD UPDATE
Contextual Search
Conversa5onal Search
Seman5c Search
10/1/14 9 www.searchmetrics.com
An SEO walks into a bar…
An SEO walks into a bar…, bars, beer garden, lounge, hangout hole, night club, mini bar, bar stool, tavern, pub, beer, whine, whiskey…
SEO Paradigm
SEO Paradigm
KW in 1tle KW in descrip1on KW in heading KW density Etc.
SEO Paradigm
1 Keyword /Varia5ons
SEO Paradigm
1 Keyword /Varia5ons
1 Landing Page
SEO Today
SEO Today
1 TOPIC
SEO Today
1 Landing Page
1 TOPIC
Content
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Content Complexity and Quality – NEW 2014
PreYy high correla5ons!
CONTENT ELEMENTS RANKING FACTORS
2014
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Increasing
CONTENT ELEMENTS RANKING FACTORS
2014 vs 2013 Content Complexity and Quality
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Correla1on 𝜌↓2014 =0.34
Relevant Keywords/ Terms
𝜌↓2014 =0.20
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Proof Keywords/ Terms
Correla1on
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„You shall know a keyword by the company it keeps” (Firth, 1957)
What’s behind? RANKING FACTORS
2014
Proof KW
Relevant KW
Content Op1miza1on
~100,000 TOP
There are no 5ps and nothing the user expected on the page. Why should it rank?
User (Query)
SERP (Knowledge Graph)
Hummingbird
Query A1
Similar (or even synonymous) Keyword Queries
SERP A1
Query A2
SERP A2
Query A3 SERP A3
Query A4
SERP A4
Query A5
SERP A5
Query A6 SERP A6
Pre-‐
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Query A1
Hummingbird
Query A6
Query A5
Similar (or even synonymous) Keyword Queries
Query A2
Query A4
Query A3
SERP A
Post-‐
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Chapter 1: SERP Diversity
Diversity of SERPs
All Keywords
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~6.5%
Diversity of SERPs
All Keywords
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34
~6%
~2% 1
2
3
What happened?
Diversity of SERPs
Keywords with Ques5on Words What, Where, Who, How, Why …
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~7%
34
BE THIS GUY
Chapter 2: Keyword Pairs
Query
SERP C
SERP A
SERP B
Pre-‐
Hummingbird SERP Y
SERP J
SERP I
SERP H
SERP G
SERP F
SERP L
SERP K
SERP M
SERP N
SERP O
SERP P
SERP Q
SERP R
SERP S
SERP T
SERP U
SERP V
SERP Z SERP X
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SERP H
SERP M
SERP J
SERP R
SERP F
Query SERP C
SERP A
SERP B
Post-‐
Hummingbird SERP Y
SERP I SERP G
SERP L
SERP K
SERP N
SERP O
SERP P
SERP Q
SERP S
SERP T
SERP U
SERP V
SERP Z
SERP X
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6/10 July 2013
9/10 March 2014
4/10 June 2013
7/10 March 2014
9/10 Sept. 2014
20% = 3/3 10% = 2/3 July 2013 13% = 2/3
50% = 3/3 20% = 2/3 Sept. 2014 20% = 2/3
Diversity of SERPs
Keyword Pairs with same meaning – shared results
51 www.searchmetrics.com 10/1/14
+17%
+29%
10/1/14 52 www.searchmetrics.com
Holis1c Website
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Holis1c Website
10/1/14 54 www.searchmetrics.com
Holis1c Website
Keyword A SERP 1
Keyword AB SERP 2
Keyword AC SERP 3
Keyword AD SERP 4
Keyword AE SERP 5
3. 5.
2.
9.
3.
Landing Page 1 Landing Page 2 Landing Page 3 Landing Page 4 Landing Page 5
Once upon a 1me…
Content A Content AB Content AC Content AD Content AE
Keyword A Keyword AB Keyword AC Keyword AD Keyword AE
12. 16.
3. 5.
2.
9.
3.
Landing Page 1
Landing Page 2
2014 Keyword A
SERP 1 Keyword AB
SERP 2 Keyword AC
SERP 3 Keyword AD
SERP 4 Keyword AE
SERP 5
Content A
Content AB
Content AC
Content AD
Content AE
op$mizes content
does not op$mize
Content AD
Content AE
3. 2.
5. 6.
3.
2014 Keyword A
SERP 1 Keyword AB
SERP 2 Keyword AC
SERP 3 Keyword AD
SERP 4 Keyword AE
SERP 5
5.
2. 1.
12.
op$mizes content
does not op$mize
Landing Page 1
Content A
Content AB
Content AC
Content AD
Content AE
Content AD
Content AE
New
Landing Page 2
BE THIS GUY BE HOLISTIC
S E O
Search Engine Op5miza5on
Search Experience Op5miza5on
twiher.com/searchmetrics facebook.com/searchmetrics