Performance Marketing Insights in Berlin has been a great experience this week. Always good to meet with industry friends and visit a conference which is not only focused on Search. Below you can find my slides:
Taming The Hummingbird – PMI Berlin
Hummingbird is all about processing words, texts, content. With Hummingbird Google became better in building relations between words and based on that rewrite queries to be able to query their index more effectively. A lot of confusion is made with the Knowlegde Graph cards in all their representations. In Europe only English queries are fully integrated, which shows Google is not familiar enough with smaller languages like Nordic languages, Dutch etc. The combination of Hummingbird (parsing queries) and the Knowlegde graph (making use of external datasources like DBpedia, Freebase and some smaller ones) will be key in future search. Invest some time in getting familiar with language processing and entity linking to understand the principles behind the additions Google is building at the moment.