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Don't get in a flap!
Google's Hummingbird Update
Ruth Cheesley Virya Technologies
PRECISE AND FASTNew update, first major update since Caffeine in 2010 which was a structural re-jig.
Without caffeine, no humminbird needed to be able to store data in way to make semantic search work
Called hummingbird because it's focus is to make the retrieval of search results precise, and fast
SCIENTIFIC GUESS-WORK!
Much of SEO is scientific guess-work, - this time we have some speculation about what lies behind Hummingbird, in the form of patents which were granted
Also info from Google itself.
Synonyms in search
E.G. Place Restaurant
Co-occurence using substitution rules
Search entities
Context e.g. car/auto, railroad car
'Level of confidence' that terms might be synonyms
Patents in 2005 and 2010
A natural development?
Words are not 'things'
Words are not things themselves, but the verbal representation of things
From words to conceptsSearch entities objectify words into concepts.
Also links are made using co-occurence relations how likely are the words in the query to occur in the same query, and compare that with synonyms
How does it work?Where can I have a coffee in Ipswich on Wednesday?
Understand the query
Relate words to entities
Where
Can I get a coffee
In Ipswich
On WednesdayWednesday
Deliver relevant results
You can run, but you can't hide!90% affected
It's all in the tail
Authority .. that old chestnut!
Authority .. that old chestnut!
Context of links is important
Irrelevant links are considered as 'bad' links context of links is now critical.
We need to optimise the connectivity between things not the things themselves.
Keyword optimisation now becomes topical optimisation
SEO Copywriting now becomes GOOD copywriting!
Have a clear audience in mind
Get your structure & semantics right
Site ArchitectureAvoid canonical contentAvoid thin contentSemantic content model (meaning/html/js/css)Topical optimisation page by pageUseful content in several formatsSemantic markup
Build relevant links
Brand visibilityReferral trafficThought leadership of brandTopical sections on a general site eg. news
Social SEO
Brand visibilitySocial echoMentions/co-sharingOrganic traffic
DON'T DO CRAPPY SEO!
Holistic vision
DON'T DO CRAPPY SEO!
Autor: 18.10.12
Ruth Cheesley - @RCheesley - gplus.to/RCheesley