1. Hummingbird & SEO
in 2014
@ietraining
www.instantetraining.com

2. Agenda:
• Introduction
• Hummingbird & SEO in 2014 - Eric Enge
• Attendee Q&A
@ietraining
www.instantetraining.com

3. 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
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Eric Enge
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Bob Tripathi
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4. Training attended by
@ietraining
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5. SEO + PPC = Search Engine Marketing
Paid Search PPC
Organic Search - SEO
@ietraining
www.instantetraining.com

6. Building Blocks of SEO
@ietraining
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7. SEO Timeline
Universal
Search
2007l
Florida
Update
2003l
Google
Adwords
2000l
NoFollow &
Personalized
2005l
Panda
Update
MayDay
Update
2010l
2011l
Vince/Brand
Update
Social Signals
Update
2009l
2010l
@ietraining
Penquin
Update
2012
www.instantetraining.com

8. Hummingbird – The True Story

9. First Off... Who Am I?
 Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO firm
 Columnist:
 Interviewer:

10. Hummingbird

11. Three Parts to Google’s Product
1
2
3
Index
Search Engine
Spider/Crawler/Robot
Hummingbird was a rewrite of the Search Engine

12. Four Parts – With The Knowledge Graph
1
2
Spider/Crawler/Robot
3
Index
Search Engine
The Knowledge Graph
is a set of structured
databases that can
answer specific
questions

13. Natural Language Search

14. Synonyms

15. Understands Context – “Where is the
closest Italian restaurant”

16. Maps to Knowledge Graph

17. Maps User Intent – “Red Sox VS Yankees”
Evil
Good

18. Comparison
Queries
Jupiter VS
Saturn

19. Example
Sequence

20. “How Tall Is He”

21. “Who Is His Wife?”

22. “Does He Have Children?”

23. “Who Is He Playing This Sunday?”

24. “When Did He Start Playing Football?”

25. Natural Language Search in a Nutshell
Hummingbird
User
Query
Query
Translator
Modified
Query
Translated Search Query Results
Main
Algo

26. Inside the Query Translator
Query Translator
Relative
References
User
Query
“near”
Comparison
Query
“vs”
Previous
Query
References
“It”
Synonyms
“auto”, “car”
Perform
Query
Translation
Modified
Query

27. Important
=

28. Hummingbird Enables Social Signals

29. Will It Work This Way?

30. Probably More Like This

31. 1
SERP Impact
2
3
4
5

32. 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?

33. PCs Declining, Tablets Exploding

34. Smart Phone Sales Too

35. Role of Voice Search

36. Environments Where It Will Not Work

37. The destination
+

38. Rise of Google Plus

39. Impact on SEO

40. Some Tactics Significantly Changed

41. SEO
Copywriting

42. Address User Wants / Needs

43. User Groups

44. UserTesting.com

45. Mechanical Turk Can Work Too!

46. Map Web Design to User Needs

47. Excessive
Keyword
Centricity

48. 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?

49. 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?

50. 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?

51. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com

52. SEO Training Framework
@ietraining
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