Hummingbird google-2013

www.instantetraining.com @ietraining

Hummingbird & SEO

in 2014


Agenda:

• Introduction

• Hummingbird & SEO in 2014 - Eric Enge

• Attendee Q&A


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


Training attended by


SEO + PPC = Search Engine Marketing

Organic Search - SEO

Paid Search - PPC


Building Blocks of SEO


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?

Thank You!

Eric Enge

[email protected]

@stonetemple

+Eric Enge

(508) 485-7751

www.stonetemple.com


SEO Training Framework


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


50% on both training tracks – Coupon Code : BIRD50


3 Bonuses for Webinar

Attendees Only


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





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


FREE Phone Consultation

– Worth $250

Free 30 Minutes of Phone

consult – Ask any SEO or

Marketing questions.

It’s Your Time!

Free

Bonus

# 3


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


Start today!

Multiple Payment Options

http://bit.ly/birdseo

Use Coupon Code : BIRD50

Hummingbird google-2013

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