hummingbird update easily explained
DESCRIPTION
Here we take a quick look at Google's Hummingbird Update to it's search algorithm. The methods Google will use now to incorporate semantic web technology will increase more and more as user behavior evolves and link graphs become unreliable.TRANSCRIPT
The Hummingbird Update and Semantic Search
Topics Covered
How Google Has Changed
How Search is Different
What Does This Mean for Keywords?
From Keywords to Entities
617 . 206 . 3040 www.brafton.com
Your Brain Knowledge Graph Google Wants To Work Like Your Brain
Deep neural connections of
ideas, memories, places and things are
stimulated and recalled by the world
around us and all catalogued by words.
Deep learning algorithm with
higher order entity recognition able to
act like artificial intelligence to
understand meaing and predict answers.
http://engage.synecoretech.com/marketing-technology-for-growth/bid/186703/From-Strings-to-Things-A-Quick-Primer-on-Semantic-Search
How Google Crawls and Indexes SERPs
How Google Crawls Results Is Different.
617 . 206 . 3040 www.brafton.com
Google Then (1998) Google (2013)
Only Desktop
Search via keyboard
Many internet-ready
devices and mobile web, Voice search.
617 . 206 . 3040 www.brafton.com
Google (Then) Google (Now)
Ranking based upon authoritative literal match keywords with links to websites.
Semantic search system rankings consider
various points including:
Context of search
Location
Intent
Variation of words
Synonyms
Generalized and specialized queries
Concept matching and natural language query
What Does This Mean for Keywords?
617 . 206 . 3040 www.brafton.com
Google (Then) Google (Now)
Finds literal relationships between exact match keywords based on logical rules:
Here, the search would query only documents where both exact keywords poverty AND crime were mentioned
Thinks of places, things, objects as “entities” and is looking for meaning in relationships to the words to each other in an entire sentence
This is all plotted together on a graph (The Knowledge Graph) that highlight unambiguous connections between concepts and ideas.
617 . 206 . 3040 www.brafton.com
Google (Then) Google (Now)
Original literal keyword content which is linked to.
Semantic keyword content which is useful and shared.
617 . 206 . 3040 www.brafton.com
In Summation
• Google is looking to deliver not just websites in search rankings, but conversations, social websites, review websites, authors and other contextually meaningful results • Google has morphed from a “fact engine” into a “meaning engine.” • Keywords and their literal importance has diminished and will continue to diminish in importance over time. Useful content that is engaged with and shared delivers better and more personalized results, which will keep users loyal to Google as opposed to it’s competitors.
Google Today and Beyond…
Google Glass and Google Contact Lenses are keyboard-less wearable hardware that will interpret your eye movements and facial expressions and predict search results for you intuitively.
You can see why Google is thinking less about keywords and more about the user! You should too!
617 . 206 . 3040 www.brafton.com
Resources for Semantic
Search and the Knowledge
Graph
Ten New Question on Semantic Search Answered
Hummingbird is Not Just for Christmas
Adapting Strategies for 2014
Understanding Entity Search
Schema.org