What is Google’s Hummingbird Update?
Just a few weeks ago, Google launched its largest search algorithm update since 2001. You’ll learn to adjust your marketing strategy to this update, known as Hummingbird. Its purpose is to filter through search engine optimized content to deliver higher quality search results. So how does Google’s Hummingbird update affect small businesses? With some help from Mashable, get your answers here:
How does Hummingbird work?
- It uses conversational searches to deliver search results, instead of the traditional keyword searches we typically use to optimize our content.
- It displays search content in the search pages to making finding information easier.
Since users searches have become longer and more specific in order to get what they’re looking for, this update focuses on displaying what the user is asking for. Typical generic results including keyword-optimized content will become less prominent than localized and specific search returns.
How does Hummingbird affect my small business?
Website rankings will surely see a shift. However, this is not necessarily a bad shift. Generic terms were often hard to compete for, but with the new update, businesses should rethink their SEO strategy in terms of how customers are searching for products. Think about how one might use voice search on their smartphone to find what they are looking for. Google is looking to answer those questions versus simply provide data related to those questions.
Businesses have provide the website data to tell Google, and Hummingbird that their page is useful. Content should cover many search possibilities, addressing the many questions customers may have about a particular product or brand. Covering more possibilities increases the likelihood that Hummingbird finds your business’ website content relevant.
The recent update also provides businesses with a starting point to update their existing content and produce answers to customer search queries. Content marketing has become even more important for desktop and mobile SEO.
One question to address: Is Google stealing my data?
Going back to point #2 above, now that search content is displayed on search pages, businesses could be at a disadvantage. Google wants to keep users using their content, so they want users to stay on Google pages. To do this, Google is giving the searcher readily available data. It is integrating its many products to give the user exactly what he or she wants while staying on Google properties.
To address this issue, businesses will need to adapt. They will have to work a little harder to get the click to their website.
More questions about Hummingbird or Internet Marketing? Leave us some comments below, or check out our other Small Business Marketing blog content!
–Alyssa : )
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