Late last year, Google announced a major algorithm change known as the Hummingbird. While it was not primarily focused on the quality of the search but instead on the retrieval of the data and how it was accessed and presented to the users, the upgrade has impacted 90% of the searches worldwide.
Every digital marketer knows that keywords had long been an integral component in a digital marketing strategy. It is one of the basic foundations in determining the type of optimization and link building practices to implement on. With the birth of Hummingbird, the emphasis has now been shifted to semantic meanings rather than the individual terms alone. The aim of the search giant has turned into understanding the complex relationships between different concepts based on every word in the query.
How To Create Hummingbird-Proof Content in 2014
Learn how you can adjust to the new changes brought about by GoogleHummingbird. Here are the top ways to approach content creation this 2014.
Build educational content pages.
· Publish posts with concept and context in mind.
· Be varied in your formats – text, images and slideshow, infographic, videographic, videos.
· Think about educating users on the how-tos and what-nots related to your business. For instance, if you are an ecommerce firm that sells gadgets such as laptops and smartphones, include top ten tips on how to extend laptop or smartphone battery life.
· Make it easy for them to find answers to their burning questions. Consider using words such as “how”, “why”, “what”, “where” and “when”.
· Convert your existing copies into a format that sends semantic Q/A signals within the HTML.
· Focus on giving rich and relevant information similar to those provided in SEOtrainings and alike. To site an example, if you are an agency specializing on SEO in Manila, Philippines, blog about how Hummingbird’s update impacts the local SEO community and offer case studies relatable to the topic and the area.
· Be up-to-date with the latest trends in your niche and ensure that you echo them to your readers in a question-and-answer form.
· Conduct interviews with popular personalities in the industry to trigger the interest of the public. Make sure that you publish them on your website.
· Present in-depth analysis and well-researched content that generally discuss solutions to existing problems. You can compile them in a whitepaper format for user download if you like.
Add a comprehensive FAQ section.
· Show this section prominently on your site. Integrate it on the navigational menu so it is easy to spot and click on.
· Place the Q-and-As on several pages depending on the topic being discussed, i.e. one page per inquiry. Avoid putting them collectively.
· Be strategic with phrasing your words. Base it according to the way the user makes an inquiry.
· Promote strong internal links by composing blog posts that are related to the most-asked questions by the customers and linking them to their specific FAQ pages using the question as anchor text.