Embed Size (px)
DESCRIPTION
If your business relies on your website to generate traffic, impressions, brand awareness and leads, then you probably live and die by Google's decisions. And here they've gone and made more changes with the Hummingbird Update. So what does the Hummingbird Update actually mean? How does it impact business? What about consumers? Does this have more of a mobile or desktop effect? With so many questions, we know you need answers. That's why Intrapromote has created this POV. We answer the three main questions that everyone wants answered: 1. What is the Hummingbird Update? 2. How does this impact online business? 3. What can businesses do to take advantage of this update? The team at IP has put their heads together and has created this POV to help business owners begin to map out an action plan in the wake of Hummingbird's changes. Need more information or have questions? Contact Angela Moore ([email protected]) to find out more.
Citation preview
Google Hummingbird Update – IP POV Intrapromote
www.intrapromote.com 866.570.1785
Copyright ©1999-‐2013 Intrapromote LLC. All rights reserved.
1
What is the Hummingbird Update?
Hummingbird is an update that Google implemented on their search engine. It is, in fact, a milestone for the search engine as this type of update hasn’t been done since 2001 according to Amit Singhal, an
SVP of Search at Google. Panda, Penguin and other similar updates had specific pieces of the algorithm updated, tweaked or removed while Hummingbird is an entire update of the algorithm itself. If you think of it like a car, Hummingbird enabled the entire engine to be replaced rather than only a few parts of the engine.
Hummingbird was actually implemented in late August 2013 but the announcement about the update didn’t happen until late September. According to Google, this update has impacted 90% of searches and is geared to improve answers to queries and assist with new types of search that are becoming increasingly popular, especially among mobile users. Google has adopted the name “Hummingbird” because it is supposed to make the search engine “precise and fast” like a Hummingbird in its natural state.
How Does This Update Impact Business? In its press event, Google alluded to the concept of “Conversational Search” which involves users actually speaking their query rather than typing it. People are more likely to speak in their “normal” manner when searching in this way, behaving differently when compared to typing when they find themselves forced to rephrase or adjust their search phrase(s). The biggest difference in typed search vs. conversational search is the fact that Google will now be weighing each phrase in the search rather than focusing on the main words in the phrase. For instance, a query like “Where can I find used baseball equipment for rent close to my home?” would have focused on the phrase “Used baseball equipment” in the results. Now, the algorithm has shifted to consider each phrase and the resulting implications of each to display a more complete and accurate list of results to users. The search engine will take “used baseball equipment,” “for rent” and “close to my home” into account as a united query. It will, in essence, better focus on the meaning behind the words rather than just taking them at face value. Therefore, content that matches the meaning of the search will perform better than pages that only match a few words.
Google Hummingbird Update – IP POV Intrapromote
www.intrapromote.com 866.570.1785
Copyright ©1999-‐2013 Intrapromote LLC. All rights reserved.
2
Businesses are reporting varied results since the algorithm took hold. Any impact would have begun in late August since that is when the algorithm took hold. Search traffic in general can vary for a number of reasons so it is always difficult to pinpoint what causes a drop or increase in traffic via organic search engines. Google’s algorithm is a recipe of over 200 different data points, so to isolate performance down to even a small handful of factors is incredibly difficult. Google (as usual) has taken the stance that SEO is not being greatly impacted at this time by this update and that websites and businesses that provide meaningful, relevant content will be rewarded with search traffic for relevant keywords.
What Do Businesses Need to Do To Take Advantage of the Update? Google has said that the effect of Hummingbird will be seen in a query-‐by-‐query basis and that certain searches (like long tail or complex searches) will be the ones that are most affected. In most cases, these phrases have a higher rate of conversion due to the specific nature of the query and the distinct need of the searcher. So ensuring that your site is optimized both in content and in architecture continues to be critical. Here are the steps that you should take to capitalize on the momentum of the Hummingbird Update:
o Consider having an updated site audit to ensure that your site is 100% search engine friendly and prepared for SERPs
o Have your content optimized for targeted keywords that are specifically chosen for your business
o Align your website and social assets through branding, keywords and content marketing. Given Google’s focus on conversational search, leveraging as many sources of content as possible will be extremely helpful in capturing those mobile-‐based markets
o Watch your metrics: If you notice a sharp increase or decrease in search traffic, dig a little deeper and try to identify what the catalyst is. Remember that fluctuations are completely normal and expected
o Pay attention to what your customers are asking you (sometimes over and over and over again) and write content that answers those questions. The search engines will reward you for it
Resources
o http://searchengineland.com/google-‐hummingbird-‐172816 o http://www.marketingprofs.com/articles/2013/11833/should-‐you-‐be-‐worried-‐about-‐googles-‐
hummingbird-‐update o http://searchengineland.com/how-‐will-‐google-‐hummingbird-‐impact-‐links-‐here-‐are-‐6-‐ways-‐
173702
