Google’s new Hummingbird algorithm update means that Google can now react more accurately to conversational enquiries from mobile and voice searches, such as “How do I…” and “Where is the nearest…”. The focus is on determining what a user really wants to know, besides just focusing on keywords.
What this means for Internet marketers and SEO is the need to adapt keyword strategies for conversational enquiries in three parts (as listed in this fantastic article): Informational, Navigational, and Transactional.
An example of an Informational enquiry could be: “What are the local public holidays?” and the top results would include a link to a list of public holidays. A Navigational enquiry could be a user looking for a website of a government department, and a Transactional enquiry could be a simple, “Where is the nearest Cibo?”
These types of enquiries will require you to look at conversational enquiries users might use when searching for your services, and classify them under one of the three search types listed above. From there you can create relevant content and keyword strategy.
Another focus of the Hummingbird will be determining what a page is about using keywords, as well as synonyms and co-occurring terms. This means that a user may see results for a specific term, as well as theme-related terms. By expanding keyword research to include related keywords, acronyms and spelling variants, you can tap into extra opportunities for page exposure.
One of the ways that Google determines what your business is all about is through co-citation. This means that each time your brand or a link to your site is mentioned alongside your competitors, it lets Google know that the two companies are related. This is a good thing, meaning that your brand can be recognised as a business niche representative. Working to make sure your brand gets mentioned alongside your competitors can help you to get higher rankings and recognition from Google.
Your SEO professional will know more about the more technical side of SEO, such as re-examining anchor texts and utilising structured data markup to ensure your site and pages are thoroughly optimised for Hummingbird.
More content, better experiences
The biggest change to Google’s Panda and Penguin algorithms recently is the focus on clearing our low-quality content from search results.
Google is no longer disclosing to website owners which terms lead a user to their page, therefore forcing page owners to concentrate on delivering quality content.
By running a blog, keeping your website up to date with news, pictures, etc., Google will know that your website is informative and relevant to users. Google will be rewarding pages which provide users with a positive experience and engagement.
Sharing your content on social media (and linking back to your site) is super important now, with regards to aiding your SEO efforts. When your quality content is shared and interacted with (likes, comments, etc.) on social media, this helps build authority. Google takes into account recommendations from users on social media, as these ‘social signals’ help to filter out low-quality content.
Working with an Internet strategy company on refining your content strategy for SEO and social media will help you to achieve high rankings and get greater results from your online presence.
Got any concerns about how Google’s algorithm changes will affect your website? Chat to us, we’d love to help.