Google's Latest Hummingbird Update and What It Means For SEOs. The evolution of search has begun. Learn about Google's latest update and how it affects the SEO value of your website. Educational and informational, this slide-deck will help you get up to speed quickly so you don't get left behind! Provided by Jonathan Hinshaw, Founder of EBWAY Creative Solutions a Fort Collins, Colorado based Internet Marketing and Web Development agency.

1. Google’s Hummingbird Update
The evolution of search, welcome to the semantic web.
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2. Going Where No Search Has Gone Before
“If you think of Google as if it were a car, then penguin and panda
updates were like adding more horsepower to an older but solid car
engine. Hummingbird is basically like taking the entire engine out
of the car out and replacing it with a brand new one...”
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3. In The Past
SEO in the past was always about probabilities.
‣ Search returned “statistically”
probable answers to the query.
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To succeed in search, we had a
variety of tools: inbound links,
meta data, anchor text and
other on-page techniques.
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When something didn’t work
we simply had to increase the
quality, volume and/or
intensity.
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5. In The Present
In the new semantic web, statistics are fading away.
‣ Search is changing, actually
it’s becoming:
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Personalized, populated with
familiar faces, more accurate
and more intuitive.
‣ The way we search and what
we use is changing:
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Mobile, voice, local , personal,
conversational, predictive,
functional (i.e. maps, video)
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6. Google’s New Hummingbird Algorithm
Introducing “Entities”... a radical new approach to search.
‣ Entities Are The New Driver
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Entities are generated
relational mapping that
uncovers the association
between different data
points.
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Entities become trusted
points around which other
data revolves.
Source: Wikipedia
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7. What Is An Entity?
If you think about a knowledge graph in search, the entity isn’t the
“thing” - but it’s everything around it that defines whatever it is.
When you think of a house, you think of everything that represents
a home whether it’s inside or outside the home...
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8. How Are Entities Produced?
Understanding how entities are produced will be critical for
every SEO professional to understand going forward.
‣ Imported from trusted
sources (ex. Wikipedia)
‣ Extracted from web
pages
‣ Data mining in the social
web
‣ Sentiment mining
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9. The Challenge
Entities are a real challenge to search engine optimization.
‣ They provide answers at
the search box rather
than the suggestions.
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Optimization appears to
be reduced to answering
a search query... but
LOOK AGAIN!
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10. The Challenge (continued...)
The “ENTITY” that is the answer to the search query “who is
Bob Marley” produced:
‣ An answer
‣ A biography w/
associated links
‣ Recent posts w/ links
‣ Associated entities,
complete w/ links
A “single answer” result generated a
much wider and more related field of
data than was ever possible before.
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11. Entities: Challenge & Opportunity
For SEOs the challenges are as steep as the question is simple:
‣ Changing search interface (screen-less computers and
keyless devices)
‣ Less reliance on keywords
‣ Depreciation of existing, on-page SEO techniques
‣ Loss of real estate space of SERPs
‣ Reduced reliance on statistical association in results
How do we take advantage of “Entities” to make up for it all?
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12. Reverse Engineering
Let’s take a look at at the key data points...
‣ Authority
THINK:
‣ Trust
Volume
Connection
‣ Reputation
Velocity
Social discovery
‣ Influence
Variety
Social buzz
If that’s the end result, how can it be reduced
further into manageable steps?
What actions can be taken at contentcreation that will produce these outcomes, and
how can this be ensured?
Tenacity
+ Authorship & “Author Rank”
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13. Focus On People, Not Keywords
Take advantage of social signals and user groups to
help get your message, product or service in front of
those who would benefit most from it. After all, the
web was created for the “person”, not the keyword.
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14. Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com
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