1. Search Laboratory Ltd 2013. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Google Hummingbird Update Jimmy McCann

2. Hummingbird 15th Birthday Announcement Amit Singhal SVP @ Google 3. AlgorithmsThe Index SERP query 4. Algorithms Projects Algos written to improve these 5. Algorithms Core Algorithms Panda Supplemental Algorithm Focus fight low quality content Data refreshes periodically Penguin Supplemental Algorithm Focus fight webspam Data refreshes periodically PageRank Supplemental Algorithm Quality Factor Data measurement is constant - everflux EMD Supplemental Algorithm (additional filter) Focus Prevent shortcuts using EMDs Data measurement is constant - everflux REBUILT this part!! 6. What! The algo has been rewritten?? Caffeine Updates Panda Penguin Venice Hummingbird 7. Whats Different Not a great deal Hasnt targeted things that majorly effect position on head terms Changes to algos quality, more noticeable Panda / Penguin Page Rank EMD 8. Largely the same no one noticed dresses 9. What has changed? . we have changed and our demands of search have changed Queries performed outside of a desktop setting Brand new queries!! Google have responded 10. What has changed? More queries happening Growth is in different situational settings ie fuelled by mobile & tablet Growth of long tail, questions & conversational queries largely performed outside of a desktop setting 11. What has changed? why do I keep buying clothes Handling of words & their meaning Answers! 12. What does this mean? Rich content even more important Helps users Gives answers. (gets links) Logical site structure & usability for humans Mark-up content for search engines Become the authority, give users answers! 13. Precursor to this. Caffeine made it all possible! web of things, not strings 14. Questions are one thing, what about commercial queries? 15. Commercial Head Term Queries They will still exist Essentially this wont change, for you As long as you are ethical, natural I need a new dress! dresses 16. Video Example of Conversational Search.. 17. Thank you.. Questions?