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Hummingbird and The Knowledge Graph

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Hummingbird and The Knowledge Graph

  1. 1. 1
  2. 2. 2 Jason BARNARD
  3. 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. 4 “Traditional” SEO Keywords
  5. 5. 5 What keywords does the page contain
  6. 6. 6 But that is in the past
  7. 7. 7 Semantic Search
  8. 8. 8 Hummingbird
  9. 9. 9 An algorithmic update 2013 From strings to things
  10. 10. 10 Pre - 2013 Reliance on words (strings)
  11. 11. 11 2013 -----> Understanding of the world (things).
  12. 12. 12 Best restaurant for Chinese food in Oxford
  13. 13. 13 Best place for Chinese
  14. 14. 14
  15. 15. 15 Knowledge Graph
  16. 16. 16 The relationships between Things, concepts, entities, places
  17. 17. 17 Characteristics / attributes
  18. 18. 18 goo.gl/DNnWdv goo.gl/NM2acD
  19. 19. 19
  20. 20. 20 https://goo.gl/NELpR5
  21. 21. 21
  22. 22. 22
  23. 23. 23 What does all this mean to SEO ?
  24. 24. 24 Problem / Question Solution / Answer
  25. 25. 25
  26. 26. 26 Google seeks to Match user intent to pages that solve problems / answer questions
  27. 27. 27 ● Search Queries ● Intent Think:
  28. 28. 28 And provide pages that ● Solve Problems ● Answer Questions
  29. 29. 29 Aim to become Answer Engines
  30. 30. 30 The core of an Answer Engine
  31. 31. 31
  32. 32. 32 Google needs to understand. It is your job to communicate and educate it.
  33. 33. 33 Google seeks credibility. It is your job to convince.
  34. 34. 34 Two sides of the same coin
  35. 35. 35 Really Simple Strategy Communicate and Convince
  36. 36. 36 Communicate
  37. 37. 37 Communicate to Google who you are and what you do
  38. 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. 39 Characteristics http://schema.org/gender http://schema.org/birthDate http://schema.org/address http://schema.org/email http://schema.org/jobTitle
  40. 40. 40
  41. 41. 41
  42. 42. 42
  43. 43. 43 Corroboration My Company Ltd https://mysite.com
  44. 44. 44 Convince
  45. 45. 45 Convince Google you are credible as a solution and a source
  46. 46. 46
  47. 47. 47 Corroboration
  48. 48. 48
  49. 49. 49 What about existing SEO tactics?
  50. 50. 50 They remain crucial. Integrate them into your AEO strategy
  51. 51. 51 Question: which “traditional” SEO tactic doesn’t fit this strategy?
  52. 52. 52
  53. 53. 53 Our favourite SEO tactics Subservient to AEO strategy
  54. 54. 54 The Takeaway
  55. 55. 55 In the new world of Answer Engines, understanding and credibility are what matter most. By Far.
  56. 56. 56 It is up to you
  57. 57. 57 Thank you!

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