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.

1. The Hummingbird Update and
Semantic Search

2. Topics Covered
 How Google Has Changed
 How Search is Different
 What Does This Mean for Keywords?
 From Keywords to Entities

3. Google Wants To Work Like Your Brain
Your Brain
Knowledge Graph
Deep learning
algorithm with
higher order entity
recognition able to
act like artificial
intelligence to
understand meaing
and predict answers.
Deep neural
connections of
ideas, memories,
places and things are
stimulated and
recalled by the world
around us and all
catalogued by words.
http://engage.synecoretech.com/marketing-technology-forgrowth/bid/186703/From-Strings-to-Things-A-Quick-Primer-on-Semantic-Search
617 . 206 . 3040
www.brafton.com

4. How Google Crawls and Indexes SERPs

5. How Google Crawls Results Is Different.

6. Google Then (1998)
Only
Desktop
Search via
keyboard
617 . 206 . 3040
Google (2013)
Many
internet-ready
devices and
mobile web,
Voice search.
www.brafton.com

7. Google (Then)
Ranking based upon
authoritative literal
match keywords with
links to websites.
Google (Now)
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
617 . 206 . 3040
www.brafton.com

8. What Does This Mean for
Keywords?

9. 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
617 . 206 . 3040
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.
www.brafton.com

10. Google (Then)
Original literal keyword
content which is linked
to.
617 . 206 . 3040
Google (Now)
Semantic keyword
content which is useful
and shared.
www.brafton.com

11. 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.
617 . 206 . 3040
www.brafton.com

12. 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!

13.  Ten New Question on Semantic
Resources for
Semantic
Search and the
Knowledge
Graph
Search Answered
 Hummingbird is Not Just for
Christmas
 Adapting Strategies for 2014
 Understanding Entity Search
 Schema.org
617 . 206 . 3040
www.brafton.com