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.
