hummingbird google-2013
TRANSCRIPT
www.instantetraining.com @ietraining
Hummingbird & SEO
in 2014
www.instantetraining.com @ietraining
Agenda:
• Introduction
• Hummingbird & SEO in 2014 - Eric Enge
• Attendee Q&A
www.instantetraining.com @ietraining
About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher
Founded in late 2010, Instant E-Training is creating an online learning environment
imparting interactive marketing training using highly engaging e-learning tutorials by
bringing the best instructors together and using streaming video as the primary method
of delivering marketing training.
Training provided by some of Search & Social industry leaders including….
Dave Kerpen Eric Enge Hollis Thomases Bob Tripathi Clara Shih Dan Zarrella Christine Churchill
www.instantetraining.com @ietraining
Training attended by
www.instantetraining.com @ietraining
SEO + PPC = Search Engine Marketing
Organic Search - SEO
Paid Search - PPC
www.instantetraining.com @ietraining
Building Blocks of SEO
www.instantetraining.com @ietraining
SEO Timeline
Google Adwords
2000l
Florida Update
2003l
NoFollow & Personalized
2005l
Universal Search
2007l
MayDay Update
2010l
Vince/Brand
Update
2009l
Social Signals
Update
2010l
Panda
Update
2011l
Penquin
Update
2012
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:
Hummingbird
Three Parts to Google’s Product
Search Engine
1 2 3
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine
Four Parts – With The Knowledge Graph
Search Engine
1 2 3
Spider/Crawler/Robot Index
The Knowledge Graph is a set of structured databases that can answer specific questions
Natural Language Search
Synonyms
Understands Context – “Where is the closest Italian restaurant”
Maps to Knowledge Graph
Maps User Intent – “Red Sox VS Yankees”
Good Evil
Comparison Queries
Jupiter VS Saturn
Example Sequence
“How Tall Is He”
“Who Is His Wife?”
“Does He Have Children?”
“Who Is He Playing This Sunday?”
“When Did He Start Playing Football?”
Natural Language Search in a Nutshell
Query Translator
User Query Main
Algo
Translated Search Query Results
Modified Query
Hummingbird
Inside the Query Translator
Query Translator
User Query Modified
Query
Previous Query
References
ComparisonQuery
Relative References
Perform Query
Translation
“It”
“vs”
“near”
Synonyms “auto”, “car”
Important
=
Hummingbird Enables Social Signals
Will It Work This Way?
Probably More Like This
SERP Impact
1
2
3
4
5
Basics of Hummingbird
• Affects 90% of queries
• Maps True Intent - Translates queries
– Natural language
• Enables Better Processing of New Signals
– Better processing of links
– Social Signals
– AuthorRank?
PCs Declining, Tablets Exploding
Smart Phone Sales Too
Role of Voice Search
Environments Where It Will Not Work
The destination
+
Rise of Google Plus
Impact on SEO
Some Tactics Significantly Changed
SEO Copywriting
Address User Wants / Needs
User Groups
UserTesting.com
Mechanical Turk Can Work Too!
Map Web Design to User Needs
Excessive Keyword Centricity
Example
Where is the Nearest Pizza Place?
Las Vegas Pizza
• Does your site show that it makes pizza?
• Is the location
information on the pages?
Example 2
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?
Query Anticipation
• What if Google knows that 25% of people who enter the query “Eiffel Tower” next ask for the height of the tower?
• Does your page answer that question?
• What are the real questions users have in mind when they start with a basic query?
www.instantetraining.com @ietraining
SEO Training Framework
www.instantetraining.com @ietraining
Web Site Architecture for SEO
On-Page SEO
In-House SEO
Local SEO
Social Media for Link Building
Conversion Optimization
Video SEO
21 On-Demand Sessions covering…
State of SEO
SEO Keyword Research
Mobile SEO
SEO with Wordpress
Link Building Techniques
Web Analytics Metrics for SEO
PR, SEO
www.instantetraining.com @ietraining
50% on both training tracks – Coupon Code : BIRD50
www.instantetraining.com @ietraining
3 Bonuses for Webinar
Attendees Only
www.instantetraining.com @ietraining
Free Membership to Video
Library
http://www.instantetraining.com/pricing-plans
150+ Training videos on Facebook,
Twitter, SEO, and more.
Free 1 Month membership worth
$47!
Free 3 Month membership worth
$141 for Certification!
Free
Bonus
# 1
www.instantetraining.com @ietraining
Free Book – Th!
Worth $49.99
Bestseller book by Eric Enge,
Stephan Spencer, Jessie Stricchiola,
and Rand Fishkin
Free book to all webinar attendees
(if you register, of course)!
Free
Bonus
# 2
www.instantetraining.com @ietraining
FREE Phone Consultation
– Worth $250
Free 30 Minutes of Phone
consult – Ask any SEO or
Marketing questions.
It’s Your Time!
Free
Bonus
# 3
www.instantetraining.com @ietraining
Here’s What You Get
1. 21 Live Online Sessions (6 months access)
2. Free Membership to library
3. Free Phone Consultation (30 mins)
4. Free Book
http://bit.ly/birdseo Use Coupon Code : BIRD50
www.instantetraining.com @ietraining
Start today!
Multiple Payment Options
http://bit.ly/birdseo
Use Coupon Code : BIRD50