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Google Hummingbird &
Semantic Search:
What they mean for content
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What’s a Hummingbird? Released in Aug
2013
Biggest rewrite to algorithm in 10 years
Focused on Semantic Search
Affects over 90% of searches!
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How does Semantic Search work?
Shift away from keyword-based
search Focus on understanding the
meaning behind the query.
Queries are broken down into:
Subject Predicate or Relationship (link between)
Object
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Enter the Knowledge Graph Subject Predicate or Relationship (link) Object
“What is the circumference of the Earth?”
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Knowledge Graph for Online Services Subject Predicate or Relationship (link)
Object
“flights to sydney”
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So how will Semantic Search
change SEO?
Google now reads website content
to determine the relevant subject or
entity for Semantic Search
For SEO this means: No more keyword stuffing
Relevance > Content > Onsites
LSI keywords adds relevance to
content
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What are LSI Keywords? In one word… synonyms
Same but different
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Finding LSI Keywords
Same but different
Search a Focus Keyword with the Keyword Planner Place the focus
keyword & plurals of it in Negative Keywords
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Tips for LSIs in Content
To add relevance to your [subject]:
In 500 words: Use Focus Keyword 3 times (first
occurrence in the first paragraph)
Use LSI Keyword #1 1-2 times
Use LSI Keyword #2 1-2 times
Write naturally and these terms
should flow seamlessly [Predicate or
Relationship (link)] Remember to use your brand name
throughout [entity] Above all, be relevant!
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Other Ways to find LSIs
Ubersuggest.org – Autocomplete
scraper
Related Searches (bottom of Google)