Hummingbird & Entity Search - Pubcon 2014 - Dave Lloyd, Adobe

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    22-Dec-2014
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Pubcon 2014 presentation on Hummingbird and Entity Search. Focus is on what's changed, what hasn't, the importance of semantic search practices, and a practical example from our website on how we've optimized How To content to focus on relevance and user experience.

Transcript of Hummingbird & Entity Search - Pubcon 2014 - Dave Lloyd, Adobe

  • 1. Hummingbird and the Entity Search Revolution Presented by: Dave Lloyd http://www.magic4walls.com/wp-content/uploads/2013/12/Bird-Hummingbird-Hummingbird.jpg
  • 2. Adobe.com from an SEO perspective #6 most linked-to web domain +15% YoYVisitor & Conversion increase Ownership of adobe.com, Support, TV, and Blog subdomains Monitor 20,000 SEO keywords, 60 languages, 250 subdomains or regional sites, & 210 competitors @davelloyd1 slideshare.net/dalloyd
  • 3. 3 Hummingbird is a new Search Engine Algorithm, that impacted 90% of search queries in Google. Hummingbird and the Entity Search Revolution http://1.bp.blogspot.com/-_YMdhsSqf54/T5v9Ndpe6II/AAAAAAAATbc/81PT2O2WnK4/s640/ruby+throated+hummingbird+1.jpg
  • 4. 4 In general, Hummingbird Google says is a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today, rather than one created for the needs of ten years ago, with the technologies back then. http://searchengineland.com/google-hummingbird-172816 Hummingbird and the Entity Search Revolution http://www.websitemagazine.com/images/blog/mobile-world-shutterstock.png
  • 5. 5 It doesnt change the original ranking factors, instead it adds additional relevancy signals that can also impact rankings and improve user experience. Hummingbird and the Entity Search Revolution @davelloyd1
  • 6. 6 Links are STILL IMPORTANT Hummingbird and the Entity Search Revolution http://thecripplegate.com/wp-content/uploads/2011/11/chain-links.jpg
  • 7. 7 Site Architecture is STILL IMPORTANT Hummingbird and the Entity Search Revolution http://wallpaperswide.com/spiral_stairs_2-wallpapers.html
  • 8. 8 Quality Content is STILL IMPORTANT Hummingbird and the Entity Search Revolution http://ferpalaciosd.files.wordpress.com/2014/08/jh0861_knowledge.jpg
  • 9. 9 SERVING THE SEARCH DEMANDS OF TODAY Hummingbird and the Entity Search Revolution
  • 10. 10 Semantic Search & Search Entities Hummingbird and the Entity Search Revolution Getting more results than just those that feature the exact keyword you typed into the search box. Semantic search will take into account the context and meaning of your search terms and the assumptions that the searcher is making when typing in that search query. http://biznetis.net/wp-content/uploads/2013/10/Fotolia_7150837_L.jpg @davelloyd1
  • 11. 11 Knowledge graph was the first baby step http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html Hummingbird and the Entity Search Revolution http://www.dreamsforfree.eu/wp-content/uploads/2014/05/first-step.png
  • 12. 12 The knowledge graph entities vs. search entities Hummingbird and the Entity Search Revolution
  • 13. 13 The knowledge graph entities vs. search entities Hummingbird and the Entity Search Revolution
  • 14. 14 Search Entities can include: A query a searcher submits Documents responsive to the query The search session during which the searcher submits the query The time at which the query is submitted Advertisements presented in response to the query Anchor text in a link in a document The domain associated with a document Search entities (as opposed to entities that relate to people, places, and things) are primarily about relationships between keywords. Relationships between keywords or entities help provide a layer of semantic relevancy, and can be used to make rank adjustments. Synonym identification based on co-occurring terms The knowledge graph entities vs. search entities Hummingbird and the Entity Search Revolution
  • 15. 15 Refined topic modeling, more knowledge graph references, and semantic signals are coalescing. Search queries improved based on semantic info Evaluation of substitute terms Synonym identification based on co-occurring terms Today, signals such as keyword co-occurrence, user behavior, and previous searches do in fact inform context around search queries, which impact the SERP landscape. Hummingbird and the Entity Search Revolution http://www.xrce.xerox.com/About-XRCE/Overview/1993-2013-20-years-of-innovation/Articles/How-machines-can-learn-what-humans-interpret-adapting-probabilistic-topic-models-to-natural-language
  • 16. 16 All this giving you a headache yet? Hummingbird and the Entity Search Revolution http://www.resimbul.com/sonuc/sac-ekimi/sac-ekimi-yan-etkileri/sac-ekimi-yan-etkileri-d4f2a3.jpg
  • 17. 17 My head hurts Hummingbird and the Entity Search Revolution
  • 18. 18 Examples of Query expansion Hummingbird and the Entity Search Revolution Based on query sessions @davelloyd1
  • 19. 19 Examples of Query expansion Hummingbird and the Entity Search Revolution Based on previous search
  • 20. 20 Synonyms & query re-writing Hummingbird and the Entity Search Revolution Hardware reviews -> Computer
  • 21. 21 Synonyms & query re-writing Hummingbird and the Entity Search Revolution Hardware reviews -> Computer
  • 22. 23 Synonyms & query expansion Hummingbird and the Entity Search Revolution
  • 23. 24 Synonyms & query expansion Hummingbird and the Entity Search Revolution
  • 24. 25 How to Pages Hummingbird and the Entity Search Revolution @davelloyd1
  • 25. In-house SEO and Leadership 25 Make your topical content the repeat destination
  • 26. Improve the user experience 26
  • 27. In-house SEO and Leadership 27 Curate similar topical content based on intent
  • 28. In-house SEO and Leadership 28 Meta data & entity relationships improve Site Search performance
  • 29. 26 Hummingbird and the Entity Search Revolution Rankings are an additional, not primary, benefit
  • 30.