Hummingbird and The Knowledge Graph

•

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What are they? What is their impact on SEO? - Traditional SEO - Hummingbird - The Knowledge Graph - What are the implications for SEO? - What practical strategy to adopt - The Takeaway

Marketing

3
1. Traditional SEO
2. Hummingbird
3. The Knowledge Graph
4. What are the implications for SEO?
5. What practical strategy to adopt
6. The Takeaway

9
An algorithmic update 2013
From strings to things

10
Pre - 2013
Reliance on words (strings)

11
2013 ----->
Understanding of the world (things).

12
Best restaurant
for Chinese food
in Oxford

16
The relationships between
Things, concepts, entities, places

26
Google seeks to
Match user intent to pages that
solve problems / answer questions

28
And provide pages that
● Solve Problems
● Answer Questions

32
Google needs to understand.
It is your job to communicate and educate it.

33
Google seeks credibility.
It is your job to convince.

35
Really Simple Strategy
Communicate and Convince

37
Communicate to Google
who you are and
what you do

38
relationships between
Things, concepts, entities, places
http://schema.org/Place
http://schema.org/Person
http://schema.org/Corporation
http://schema.org/Product
http://schema.org/Offer

39
Characteristics
http://schema.org/gender
http://schema.org/birthDate
http://schema.org/address
http://schema.org/email
http://schema.org/jobTitle

43
Corroboration
My Company Ltd https://mysite.com

45
Convince Google
you are credible
as a solution
and a source

50
They remain crucial.
Integrate them into your AEO strategy

51
Question:
which “traditional” SEO tactic
doesn’t fit this strategy?

53
Our favourite
SEO tactics
Subservient to
AEO strategy

55
In the new world of Answer Engines,
understanding and credibility
are what matter most.
By Far.

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Hummingbird and The Knowledge Graph

1. 1

2. 2 Jason BARNARD

3. 3 1. Traditional SEO 2. Hummingbird 3. The Knowledge Graph 4. What are the implications for SEO? 5. What practical strategy to adopt 6. The Takeaway

4. 4 “Traditional” SEO Keywords

5. 5 What keywords does the page contain

6. 6 But that is in the past

7. 7 Semantic Search

8. 8 Hummingbird

9. 9 An algorithmic update 2013 From strings to things

10. 10 Pre - 2013 Reliance on words (strings)

11. 11 2013 -----> Understanding of the world (things).

12. 12 Best restaurant for Chinese food in Oxford

13. 13 Best place for Chinese

14. 14

15. 15 Knowledge Graph

16. 16 The relationships between Things, concepts, entities, places

17. 17 Characteristics / attributes

18. 18 goo.gl/DNnWdv goo.gl/NM2acD

19. 19

20. 20 https://goo.gl/NELpR5

21. 21

22. 22

23. 23 What does all this mean to SEO ?

24. 24 Problem / Question Solution / Answer

25. 25

26. 26 Google seeks to Match user intent to pages that solve problems / answer questions

27. 27 ● Search Queries ● Intent Think:

28. 28 And provide pages that ● Solve Problems ● Answer Questions

29. 29 Aim to become Answer Engines

30. 30 The core of an Answer Engine

31. 31

32. 32 Google needs to understand. It is your job to communicate and educate it.

33. 33 Google seeks credibility. It is your job to convince.

34. 34 Two sides of the same coin

35. 35 Really Simple Strategy Communicate and Convince

36. 36 Communicate

37. 37 Communicate to Google who you are and what you do

38. 38 relationships between Things, concepts, entities, places http://schema.org/Place http://schema.org/Person http://schema.org/Corporation http://schema.org/Product http://schema.org/Offer

39. 39 Characteristics http://schema.org/gender http://schema.org/birthDate http://schema.org/address http://schema.org/email http://schema.org/jobTitle

40. 40

41. 41

42. 42

43. 43 Corroboration My Company Ltd https://mysite.com

44. 44 Convince

45. 45 Convince Google you are credible as a solution and a source

46. 46

47. 47 Corroboration

48. 48

49. 49 What about existing SEO tactics?

50. 50 They remain crucial. Integrate them into your AEO strategy