what you need to know about google hummingbird and entity search
DESCRIPTION
Smx West 2014 Session #Smx #31A - What Is Hummingbird And The Entity Search Revolutionpresentation What You Need To Know About Google Hummingbird And Entity Search By Janet Driscoll Miller @Janetdmiller Of Marketing MojoTRANSCRIPT
#smx #31A | @janetdmiller | marketing-mojo.com
WHAT IS HUMMINGBIRD & THE ENTITY SEARCH REVOLUTION
Janet Driscoll Miller
SMX West
March 13, 2014
#smx #31A | @janetdmiller | marketing-mojo.com
WHAT’S DRIVING HUMMINGBIRD AND ENTITY SEARCH?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2011 2012 2013
YouTube Percent of Traffic from Mobile
#smx #31A | @janetdmiller | marketing-mojo.com
HUMMINGBIRD
#smx #31A | @janetdmiller | marketing-mojo.com
VOICE SEARCH
• Hummingbird algorithm = Conversational search (sentences/questions)
› Helpful for voice search
› Mobile drives need for voice search
› Growth of mobile makes voice search imperative
› Voice search requires natural speech patter
identification
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
#smx #31A | @janetdmiller | marketing-mojo.com
WHAT IS AN ENTITY?
#smx #31A | @janetdmiller | marketing-mojo.com
HOW ARE ENTITY SEARCH AND HUMMINGBIRD RELATED?
• Hummingbird = “conversational search”
• Conversations are made up of sentences/questions
• Sentences/questions are compiled of entities and associate relationships
#smx #31A | @janetdmiller | marketing-mojo.com
KNOWLEDGE GRAPH
• Answers quick questions
#smx #31A | @janetdmiller | marketing-mojo.com
KNOWLEDGE GRAPH
• Answers quick questions
#smx #31A | @janetdmiller | marketing-mojo.com
KNOWLEDGE GRAPH
• Answers quick questions
#smx #31A | @janetdmiller | marketing-mojo.com
GOOGLE NOW
• Google trying to provide related information via Google Now
• Semantic search
#smx #31A | @janetdmiller | marketing-mojo.com
HOW TO PREPARE
#smx #31A | @janetdmiller | marketing-mojo.com
HUMMINGBIRD
• Should be nothing to do
• Ask:
› Is your content
well-written?
› Is it
“conversational”?
#smx #31A | @janetdmiller | marketing-mojo.com
HUMMINGBIRD
• BE CLEAR! Lose the jargon.
• Example: online survey software
• Does your company:
› “Facilitate collaborative, real time customer
feedback solutions”
› “Provide customer feedback survey software”
› http://www.dack.com/web/bullshit.html
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
1. Entities are related to one another
› Most entities will show relation in the way you
write about them
› i.e.: Jared Leto won the
Academy Award for Best
Supporting Actor.
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
1. Entities are related to one another
› Most entities will show relation in the way you
write about them
› i.e.: Jared Leto won the
Academy Award for Best
Supporting Actor.
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
2. Rank #1 for your keywords.
#smx #31A | @janetdmiller | marketing-mojo.com
THE KNOWLEDGE GRAPH CONUNDRUM
#smx #31A | @janetdmiller | marketing-mojo.com
THE KNOWLEDGE GRAPH CONUNDRUM
#smx #31A | @janetdmiller | marketing-mojo.com
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
3. Structure your data.
› Use structured markup on content.
› This helps engines
understand what type
of content is on page,
how it’s related
#smx #31A | @janetdmiller | marketing-mojo.com
#smx #31A | @janetdmiller | marketing-mojo.com
ENTITY SEARCH
4. Enter information into Freebase.
› Database owned by Google
#smx #31A | @janetdmiller | marketing-mojo.com
#smx #31A | @janetdmiller | marketing-mojo.com
CONTACT
JANET DRISCOLL MILLERPresident and CEO
Marketing Mojo
@janetdmiller + Janet Driscoll Miller