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WHAT IS HUMMINGBIRD & THE ENTITY SEARCH REVOLUTION

Janet Driscoll Miller

SMX West

March 13, 2014

#smx #31A | @janetdmiller | marketing-mojo.com

WHAT’S DRIVING HUMMINGBIRD AND ENTITY SEARCH?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2011 2012 2013

YouTube Percent of Traffic from Mobile

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HUMMINGBIRD

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VOICE SEARCH

• Hummingbird algorithm = Conversational search (sentences/questions)

› Helpful for voice search

› Mobile drives need for voice search

› Growth of mobile makes voice search imperative

› Voice search requires natural speech patter

identification

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ENTITY SEARCH

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WHAT IS AN ENTITY?

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HOW ARE ENTITY SEARCH AND HUMMINGBIRD RELATED?

• Hummingbird = “conversational search”

• Conversations are made up of sentences/questions

• Sentences/questions are compiled of entities and associate relationships

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KNOWLEDGE GRAPH

• Answers quick questions

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KNOWLEDGE GRAPH

• Answers quick questions

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KNOWLEDGE GRAPH

• Answers quick questions

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GOOGLE NOW

• Google trying to provide related information via Google Now

• Semantic search

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HOW TO PREPARE

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HUMMINGBIRD

• Should be nothing to do

• Ask:

› Is your content

well-written?

› Is it

“conversational”?

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HUMMINGBIRD

• BE CLEAR! Lose the jargon.

• Example: online survey software

• Does your company:

› “Facilitate collaborative, real time customer

feedback solutions”

› “Provide customer feedback survey software”

› http://www.dack.com/web/bullshit.html

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ENTITY SEARCH

1. Entities are related to one another

› Most entities will show relation in the way you

write about them

› i.e.: Jared Leto won the

Academy Award for Best

Supporting Actor.

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ENTITY SEARCH

1. Entities are related to one another

› Most entities will show relation in the way you

write about them

› i.e.: Jared Leto won the

Academy Award for Best

Supporting Actor.

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ENTITY SEARCH

2. Rank #1 for your keywords.

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THE KNOWLEDGE GRAPH CONUNDRUM

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THE KNOWLEDGE GRAPH CONUNDRUM

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ENTITY SEARCH

3. Structure your data.

› Use structured markup on content.

› This helps engines

understand what type

of content is on page,

how it’s related

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ENTITY SEARCH

4. Enter information into Freebase.

› Database owned by Google

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CONTACT

JANET DRISCOLL MILLERPresident and CEO

Marketing Mojo

@janetdmiller + Janet Driscoll Miller