Suffolk Internet Marketing & SEO/M Specialists - Ruth Cheesley - Don't get in a flap about the Google Hummingbird update

Embed Size (px)

Citation preview

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