1. Hummingbird and Semantic Search
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2. Who is Eric Enge?
 Lead Co-author: The Art of SEO
 CEO: Stone Temple Consulting,
50 person Digital Marketing agency
 Columnist:
 Interviewer:
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3. What’s It All About?
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4. Three Parts to Google’s Product
1 2 3
Search Engine
Spider/Crawler/Robot
Index
Hummingbird was a rewrite of the Search Engine
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5. Four Parts –With The Knowledge Graph
1 2 3
Search Engine
Spider/Crawler/Robot Index
The Knowledge Graph
is a set of structured
databases that can
answer specific
questions
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6. Not Always Very Helpful (Google)
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7. Hummingbird in a Nutshell
Hummingbird
User
Query Main
Query
Translator
Algo
Modified
Query
Translated Search Query Results
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8. A Brief Look At The Patents
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9. First Query Rewriting Patent Filing
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10. From The
“Hummingbird
Patent”
H/T Bill Slawski
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11. Zooming
In
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12. Co-Occurrence
H/T Bill Slawski
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13. Examples
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14. Synonyms
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15. Assumes Context – “Italian restaurant”
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16. Maps to Knowledge Graph
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17. Comparison
Queries
Jupiter VS
Saturn
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18. Conversational
Queries
“Show Me
Pictures of the
Eiffel Tower”
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19. Remembers Context – “How Tall Is It?”
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20. Maps User Intent – “Red Sox VS Yankees”, After Recent Series
Evil Good
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21. “Red Sox VS
Yankees” - Day
of the Game
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22. “Red Sox VS Yankees” - Offseason
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23. “Patriots” - During a Playoff Game
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24. Who is
Tom
Brady?
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25. “Who Is His Wife?”
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26. “Does He Have Children?”
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27. “How Tall Is He”
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28. “When Did He Start Playing Football?”
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29. Google vs. Siri vs. Cortana
A Comparison Test by Stone Temple Consulting
http://stonet.co/KnowledgeBoxStudy
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30. Out of 3086
Voice Queries
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31. For Answers Given,
Did They Address
the Question?
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32. Funniest Answer Ever (Siri)
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33. Retested 125
Queries That
Returned Step by
Step Results
6 Weeks After the Initial Study
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34. Retested 125 Queries
That Did Not Return
Results Also
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35. OK, So How Do I Win?
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36. Dial Up the User Satisfaction Level
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37. How Many People Would
You Satisfy?
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38. Address User Wants / Needs
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39. User Groups
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40. UserTesting.com
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41. Avoid Thin Content Pages
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42. Avoid Simple Affiliate
Sites
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43. Avoid Doorway Page Like Experiences
• Google Likes In-Depth
content experiences
• More than one page on
the topic
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44. Content Mix Correlates With Ranking
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45. Words On Page Example
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46. Example of Content Depth
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?
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47. Next Query Anticipation
• What if 25% of people who search on “Eiffel Tower” want to know the
height of the tower?
• Does your page answer that question?
• What are the real questions users have in mind?
• Are you answering them?
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48. Example – Pizza Place in Las Vegas
Where is
the Nearest
Pizza Place?
Las Vegas
Pizza
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?
Local Language
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49. Implement
Schema
Even if No
Rich
Snippets
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50. Even if You Don’t
Have the
Programming Talent
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51. Get the Schema Info on Your Page Without the Coding
Address
Menu
Hours
Prices
Coupons
Bar?
Reservations?
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52. Thank You!
Eric Enge
eenge@stonetemple.com
Twitter: @stonetemple
Google Plus: +Eric Enge
(508) 879-0950
http://www.stonetemple.com
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