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Hummingbird unleashed

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Publié le

How does Hummingbird, the new Google Search algorithm, work.
We don't know it, but we can try to figure with a certain grade of certainty the mechanisms governing it.
What is sure is that it is just the last proof of how Search is definitely changed, and of how search marketers must "forget" the Past of Strings and embrace a future of Entities,

Publié dans : Marketing
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Hummingbird unleashed

  1. 1. Hummingbird Unleashed Come  funziona  (davvero)  il  Colibrì   Gianluca Fiorelli - @gfiorelli1 Global  Associate  
  2. 2. Hummingbird is a complete rewrite of our search system
  3. 3. Prima di parlare di
  4. 4. dovremmo parlare di
  5. 5. e di
  6. 6. Caffeine   Panda   Penguin   Esiste una logica dietro a ogni update
  7. 7. The mobile revolution forced us to change how we think
  8. 8. Mobile may overtake desktop for Google searches within a year (SMXW 2014)
  9. 9. Chi si ricorda quando Google ci indicava “searches similar to…” nelle SERPs?
  10. 10. Normalmente era per queries come: “Il modo più efficace di cucinare una pizza ai carciofi in un forno elettrico”
  11. 11. (Long) Long Tails Verbose Queries
  12. 12. (Long) Long Tails Verbose Queries
  13. 13. Hummingbird =/ Humminguin
  14. 14. Come funziona
  15. 15. To take synonyms and Knowledge Graph and other things
  16. 16. SINONIMI
  17. 17. Leggete  questo  post  di  Vanessa  Fox  su  Search  Engine  Land:  hFp://itseo.org/OEJCDG     Keyphrases don’t need to be in their original form. We do a lot of synonym work, so we can find good pages that don’t happen to use the same words a the user typed (Matt Cutts)
  18. 18. Il problema è il Contesto in cui si presentano i sinonimi Coche Automóvil Carro
  19. 19. Il problema è il Contesto in cui si presentano i sinonimi Che il Contesto fosse il vero problema Google lo sapeva sin dagli inizi, come si capisce leggendo questo brevetto di Amit Singhal: http://itseo.org/1gPt32l
  20. 20. Hummingbird è come Google risolve il problema del Contesto, grazie ai concetti di Search Entities e la Semantica Search Entities: http://itseo.org/1fwbfoL
  21. 21. Search Entities • Qualsiasi query fatta in una ricerca; • I documenti che rispondono a una query; • La sessione di ricerca durante la quale un utente realizza una query; • Il momento in cui la query è realizzata; • Gli annunci presentati in risposta a una query; • L’anchor text nel link in un documento; • Il dominio associato al documento. Approfondite leggendo questo post di Bill Slawski
  22. 22. Parole =/ Cose
  23. 23. Parole = Rappresentazione Verbale di Cose
  24. 24. Con le Search Entities Google trasforma le Parole in Concetti
  25. 25. I Concetti di possono Disambiguare sulla base del Contesto.
  26. 26. E questo è ciò che Google già fa con Knowledge Graph
  27. 27. SEMANTIC SEO =/ SCHEMA.ORG
  28. 28. Il terzo fattore: le co-occorrenze
  29. 29. CONSEGUENZE
  30. 30. Google comprende meglio le queries e l’intenzione con cui sono realizzate
  31. 31. Google può ampliare il numero di documenti che possono rispondere in modo rilevante a una query
  32. 32. If verbose query A = simplier query C and If verbose query B = simplier query C then I’ll show just the SERPs answering to query C
  33. 33. Ovvero: Google semplificando le queries riduce anche il numero di SERPs inutili
  34. 34. Google offre migliori SERPs… anche in termini di Ads
  35. 35. (prima che me la facciate voi) Ma i links? Non saranno più un fattore così essenziale?
  36. 36. Links are clearly an important signal about the importance of your content. They’re still very valuable
  37. 37. Dalla teoria alla pratica. Per un nuovo modello di SEO
  38. 38. Mario ha un piccola catena di pizzerie a NYC
  39. 39. Un piccolo scoglio…
  40. 40. Vecchio sistema 1) Pizzeria Tribeca; 2) Migliore pizzeria a Nolita; 3) Calzone Theater District; 4) Pizza Special Chelsea; 5) Where to eat the best pizza in Manhattan 6) etc etc
  41. 41. #FAIL (not provided)
  42. 42. #FAIL Penguin (monster)
  43. 43. #FAIL Bounce Rate (a gogò)
  44. 44. #FAIL Hummingbird (killing the long tail)
  45. 45. Il Nuovo Metodo Identifichiamo le Entities e come sono relazionate Audience Matching Content Architecture > Content Hub Ontology/ Taxonomy Related Keywords Research and Mapping
  46. 46. Identificazione delle Entities Freebase APIs: http://itseo.org/1h3RgOS
  47. 47. Identificazione delle Entities Yahoo Glimmer: http://glimmer.research.yahoo.com/
  48. 48. Identificazione delle Entities Bottlenose: http://bottlenose.com/
  49. 49. Identificazione delle Entities RelFinder: http://www.visualdataweb.org/relfinder.php
  50. 50. Audience Matching La trovate qui:
  51. 51. Audience Matching Followerwonk
  52. 52. Audience Matching Tribalytics: http://tribalytics.com/
  53. 53. Ontology & Taxonomy Leggete questo di Abbey Covert due volte: http://itseo.org/1oHVWjt
  54. 54. Ontology & Taxonomy Pizza Thin Thick Regular crust Organic Rossa Bianca Napoletana Romana
  55. 55. Content Hub Creation Home Tribeca Our Stories From the hoven People of Tribeca Why we love Tribeca SOCIAL
  56. 56. Content Strategy Ricette > Schema.org > Rich Snippets Ricette > Video Marketing > VideoObject > Rich Snippets Infografiche – Data Visualization – Charts (passive link building opportunities) Guides > Long Form > Authorship > In-Depth Articles UGC Q&A
  57. 57. Protip – Newsjacking & Unconventional Marketing as a Plus
  58. 58. Keyword Research based on Entities Molti più esempi in questo post di Dan Shure: http://itseo.org/1h479od
  59. 59. La nuova SEO è invisibile…
  60. 60. Hummingbird Unleashed Come  funziona  (davvero)  il  Colibrì   Gianluca Fiorelli - @gfiorelli1 Global  Associate  

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