Catalyst Patent Watch On Google Hummingbird

HummingbirdPatent Watch – Nov 2013

Dan CristoDirector of SEO Innovation

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.

What is Patent Watch?

Quarterly webinar that analyzes and interprets the patents of Google, Microsoft, Facebook and other internet giants.

Past Patent Watches:• AdHeat Advertising (Paid)• Social Search (Google+)- Personalized Search (organic)- Freshness algorithm (organic)

APRIL 11, 2023 | PAGE 2

Led SEO Strategy for:P&G, VW, Audi, Pfizer, Hard Rock Hotel, Revlon, Almay, Jurlique, Barclays, iHeartRadio, Sony Music, Pep Boys, Morgans Hotel Group, Kaplan, Prudential, Century21, Novartis, GSK

Co-authored:Mastering the Art of Social SEO

Featured Author:Search Engine LandSearch Engine JournalSearch Marketing Standard

Featured Speaker:SES: NYC, Chi, SFNYU LecturerNYC SEO Meetup

@dancristo

Dan CristoDirector of SEO InnovationCatalyst

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023

The Patent behind Hummingbird

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What is this patent?

Searches are getting more complex, especially voice searches on mobile devices.

To serve more relevant results, search engines must understand the “meaning” behind a string of words.

This patent shows how Google tries to determine a word’s meaning.

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Why Is This Patent Interesting?Answers the questions:• Which webpages are relevant for a

keyword?• Which ads appear on a website?• How will keyword research change?

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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 11, 2023 | PAGE 7


Google wants to know how closely related two things are to

each other

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ski



The Old world

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Relevance used to be based on text matches

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But one word might have multiple meanings

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Google uses information within the knowledge unit (this case a query) to derive meaning

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How does Google calculate item relationships?

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“Calories” is a property of apple the fruit, not Apple the company

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“Nutrition” is a closely related concept to food, so Google will rewrite the query

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How this changes keyword research

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Google cares less about the words on the page, and more about how closely related the concept of the page is to a query


To rank well for, [Apple Nutrition] I don’t optimize for the keyphase [Apple Nutrition] but rather for the nutritional attributes of an apple

Calories is a nutritional attribute of an apple


To rank well for, [luxury cars] I write about attributes of car closely related to luxury

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Jay Leno is a well known collector of luxury cars. I

should write content about Jay Leno.


How is Google using Hummingbird to improve voice search?

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“People don’t want to think about keywords.

Over time we’ll get better at understanding

their intent.”

http://www.youtube.com/watch?v=jcxyVADYQQM

Patentwrap up



Summary

• Hummingbird helps Google determine the meaning behind words in a query

• A knowledge unit contains information relevant to other knowledge units

• Hummingbird changes the way we think about “relevancy”. It’s not about exact match, but rather concept relationships and item properties

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Recommendations

• Keyword research– Use freebase and the knowledge graph to see properties– Keyword research should look more like a visual map of

word relationships as opposed to a list of keyword and query volumes

• Link Building– Look to get links from content about related knowledge

units– Exact anchor text is out – related anchor text is in

• Influencers– Look to get social engagement from Influencers

relevant to related knowledge units

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Questions?


Stay Connected!

• Join the conversation at #SEOPub Twitter Chat

• Learn more and join our invite list at www.catalystsearchmarketing.com/Hummingbird-Patent-Watch

• Save the Date: Our Next Patent Watch will be in February 2014

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http://www.catalystsearchmarketing.com/Hummingbird-Patent-Watch

http://www.catalystsearchmarketing.com/Hummingbird-Patent-Watch

Thank You

www.catalystsearchmarketing.com/patent-watch

http://www.catalystsearchmarketing.com/patent-watch

Date post:	08-May-2015
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Catalyst Patent Watch On Google Hummingbird

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