SEO for Camps and Programs: Hummingbird - Google's New Algorithm

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SEO for Camps and Programs: Hummingbird - Google's New Algorithm

  1. 1. Search Engine Optimization: Google’s New Algorithm Kimberley Fowler, Content Coordinator #mktgacademy @mktgacademy
  2. 2. Agenda  What is Hummingbird?  Your to-do list: harnessing Hummingbird  Guesses on SEO best practices  Summary  Additional Resources
  3. 3. What is Hummingbird? Penguin, Panda, Hummingbird
  4. 4. What Hummingbird looks like…
  5. 5. What Hummingbird looks like…
  6. 6. Harnessing Hummingbird Your to-do list…
  7. 7. 1. Conversational Queries • Informational searches • Navigational searches • Transactional searches
  8. 8. What to do?  Informational searches – create educational, wikipedia-type content  Navigational searches – include brand name, product name, name of your site on thematically relevant pages  Transactional searches – use appropriate keywords in your content, for example, “Camp Kawartha is a day and overnight camp located in Lakefield, Ontario”...
  9. 9. 2. Back-link Strategy <a href="http://www. http://en.wikipedia.org” rel=“nofollow”> Wikipedia</a>
  10. 10. What to do?  Internal anchor text: To learn more about Sports Camps click here.
  11. 11. What to do?  Use a variety of anchor text: www.ourkids.net; OUR KIDS; Click here; Camp Guide; This website. For example:  Our partners have a great deal on Camp expo admission  Here is a great website for those planning to attend summer camp.
  12. 12. 3. Consider Universal Search Google Universal Search is a way that Google “blends” results from “vertical” search engines into its web search listings.
  13. 13. What to do? 1. Consider what type of search results appear on Google for your main keywords. 1. Consider the possibility of joining and being active on other channels like Google Images, Google +, YouTube, Facebook, Twitter, etc…
  14. 14. SEO Best Practices in 2014
  15. 15. 1. Focus on content instead of link building “A good SEO is a nonSEO” Art Enke, Director of SEO at Vertical Measure.
  16. 16. Focus on content instead of link building  Original and relevant content is KEY  Bad link patterns will likely be detected
  17. 17. 2. Focus on the pages
  18. 18. Focus on the pages  Keywords aren’t everything  Create quality user experience  Address page load time issues  Measure traffic  Remove empty pages
  19. 19. 3. Focus on semantic search
  20. 20. Focus on semantic search  Hummingbird responds to context  Use everyday language and apply it to your website
  21. 21. 4. Develop a mobile SEO strategy
  22. 22. Develop a mobile SEO strategy  With the growing mobile market, mobile SEO is becoming more important  Optimizing websites for mobile is a must
  23. 23. Summary  What is Hummingbird?:  long-tail search  focused on intent  providing answers rather than results  Harnessing Hummingbird:  conversational searches  revise your backlink strategy  consider universal search  SEO best practices for 2014     Content instead of backlinks Quality webpages Semantic search Focus on mobile/voice search
  24. 24. Additional Resources Matt Cutts’ Blog - mattcutts.com/blog
  25. 25. Additional Resources • Google’s knowledge graph http://www.youtube.com/watch?v=mmQl6 VGvX-c • From structured data to the knowledge graph http://www.youtube.com/watch?v=yp8AjM BG87g • Matt Cutts Q&A from 2012 on knowledge graph http://www.youtube.com/watch?v=xnSoSu2 6XW0
  26. 26. Questions? These slides will be available in a few days at www.ourkidsmedia.com/marketing To add your camp to the Our Kids ad network and start generating leads, contact us today. advertise@ourkidsmedia.com 1-877-272-1845 Contact: Kimberley Fowler, Content Coordinator kim@ourkidsmedia.com @mktgacademy ca.linkedin.com/in/kimberley.fowler/ Our Kids Media Inc.

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