What Is Hummingbird & The Entity Search Revolution?

SMX Milan 2014 – 13th November
What Is Hummingbird & The Entity
Search Revolution?
Simone Rinzivillo - simone.rinzivillo@mamadigital.com @srinzivillo #SMX #12A
1
Simone Rinzivillo
CTO & Co-Founder, Mamadigital

About
Simone Rinzivillo CTO & Co-Founder, Mamadigital
@srinzivillo
simone.rinzivillo@mamadigital.com
With his 11 years of experience in Search Engine Marketing,
Simone is in charge of the digital marketing department at Mamadigital
where he coordinates Search Marketing strategies for important
national and international clients.
Mamadigital is an independent agency specialized in digital
Marketing with an important focus on Search Engine Marketing and
Online Communication innovations. (www.mamadigital.com)

Panda, Penguin and Hummingbird
Simone Rinzivillo - simone.rinzivillo@mamadigital.com @srinzivillo #SMX #12A 3

What is Hummingbird?
On September 23rd Google announced
the release of a new “precise and fast”
HUMMINGBIRD
Unlike Panda or Penguin, Hummingbird algorithm do not operates on the “old”
search engine. It is a brand new engine which still uses some parts of the old
one.
http://searchengineland.com/google-hummingbird-172816
algorithm:

What is Hummingbird
HUMMINGBIRD IS A RESPONSE ALGORITHM:
“
It finds relevant pages for the WHOLE QUERY, taking into
account its meaning and context rather than particular
“
words (keywords)
http://searchengineland.com/google-hummingbird-172816

What is Hummingbird
THE BEST ANSWER TO
YOUR REQUEST

Conversational Search
Hummingbird effects are even more visible on
CONVERSATIONAL SEARCH
“How old is Barack Obama”

“How tall is he”
Conversational Search
“Who is his wife”
“How old is she”

Effects
WHAT ARE THE
EFFECTS ON
TRAFFIC

Panda and Penguin effects on traffic
Organic search traffic

Hummingbird effects on traffic
Organic search traffic
Hummingbird acts on particularly complex queries
rather than on “top” terms

Post-Hummingbird SEO
No visible effect on traffic…
But new opportunities to be pursued

Entity
Understand the “entity” concept and learn how to take advantage of it

Entity
DATE OF DEATH
HEIGHT
SPOUSE CHILDREN ASSOCIATE
DATE OF BIRTH

Entity
February 24th 1955, San
Francisco, United States
Steve Jobs, date of birth
October 5th, 2011, Palo
Alto, California, United
States
Steve Jobs, date of death
1,88 m
Steve Jobs, height
SPOUSE CHILDREN ASSOCIATE
Laurene Powell Jobs (m.
1991-2011)
Steve Jobs, spouse

Entity – objects, facts, properties
OBJECTS
(e.g. Steve Jobs)
To which you may connect
FACTS
(e.g. Apple Founder)
On the basis of a set of possible
PROPERTIES
(e.g. Date of birth, height…)

Entity – objects, facts and properties
And understand their relationships
STEVE JOBS IS THE FOUNDER OF APPLE
Triple
SUBJECT
(ENTITY)
PREDICATE
(RELATIONSHIP)
COMPLEMENT
(ENTITY)

Different names, same Entity
Different names may represent the same Entity
SOMMO POETA DIVINE COMEDY AUTHOR

Same keyword, different Entity
Same keywords do not imply the same Entity
POLO?
POLO POLO POLO POLO

Identify entities on my website
If I understand what an entity is so I can…
Identify entities on my website
On Thursday 13th October, we will participate to the first two days of SMX, the International conference on Search and Social Media marketing, that will be held in Milan for the second year.

Identify the entities on my website
Define the entities on a website to map them, while missing
entities can become new content or integrate existing one.

Connect entities to the rest of the web
By inserting relevant links to trusted resources I do facilitate the
comprehension of the content on my page

Entities Mark up
Schema.org is a protocol shared by search
engines that webmasters can use to help them
understanding the information on a web page.

Entities Mark up
Rich snippets are just an example…

Entities Mark up
Structured data make information more comprehensible

Create references…

… become an entity

Some useful tools
• TextRazor (http://www.textrazor.com)
• AlchemyAPI (http://www.alchemyapi.com)
• Aylien (http://www.aylien.com)
• Schema.org (http://www.schema.org)
• Rich Snippet Testing Tool (https://www.google.com/webmasters/tools/richsnippets)
• Freebase (https://www.freebase.com)
• Wikipedia (http://www.wikipedia.org)
Thanks to: @Warrenleemedia and @Zen2Seo for their support in making this presentation

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THANKS FOR YOUR
ATTENTION
ENGLISH VERSION: http://goo.gl/zZtFm5
Simone Rinzivillo CTO & Co-Founder, Mamadigital
@srinzivillo
simone.rinzivillo@mamadigital.com
www.mamadigital.com
Search Engine Marketing
Online Advertising
Social Media

What Is Hummingbird & The Entity Search Revolution?

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