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Google Humming Bird Algorithm Update

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These slides give detailed insights into the Google Humming bird algorithm update and how it's affected SEO going forward.

These slides give detailed insights into the Google Humming bird algorithm update and how it's affected SEO going forward.


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  • 1. Google “Humming Bird” Google Algorithm Update Algorithm Update 01/10/2013 © Copyright October 2013 Make It Rain
  • 2. What is an algorithm? Google Algorithm Update An algorithm is a set of rules and formulae that make an automated system work – a search engine is one such system 01/10/2013 © Copyright October 2013 Make It Rain
  • 3. Why did Google update /change their algorithm? Google Algorithm Update The way people search is becoming more advanced by the day. 2 People aren’t just using one word searches complex 3 They are using entire sentences and search questions, particularly through voice needed 4 Google the no.1 to adapt to remain relevant and to remain search engine people use 01/10/2013 © Copyright October 2013 Make It Rain 1
  • 4. How does humming bird work? What Is An Algorithm? “Bicycle mountain trekking guide UK” “Best bicycles for mountain trekking” Humming bird looks at the conversation Behind the query and produces relevant results “Where can I find a good bicycle for mountain trekking” 01/10/2013 © Copyright October 2013 Make It Rain
  • 5. How does humming bird work? What Is An Algorithm? Google Algorithm Update Google have acknowledged that their results for question-type queries were poor and simply concentrated on the keywords the question included. So, for “best bicycle for mountain trekking” they were likely ignoring ‘best’ and ‘for’. This led to: •  A lot of shopping results •  1 or 2 Wikipedia results •  Image results Now the results for “best bicycle for mountain trekking” will focus on the actual question ask and should feature: •  Articles from various sources with Google Authorship attribution •  More reviews and blogs •  More informative product pages •  Local results (where relevant) © Copyright October 2013 Make It Rain 01/10/2013
  • 6. How does this affect my campaign? An Algorithm? What Is Google Algorithm on short tail keyword Update Rather than placing emphasis rankings, focus needs to shift to content people really need 01/10/2013 © Copyright October 2013 Make It Rain
  • 7. Does that mean How does this affect my account keyword ranking is now redundant? What Is An Algorithm? Google Algorithm Update No, not completely. Keyword ranking still gives an indication of positioning, we just need to pay closer attention to things like bounce rate and the longer query the keyword is part of 01/10/2013 © Copyright October 2013 Make It Rain
  • 8. Can you explain this affect my account How does further? What Is An Algorithm? Google Algorithm Update Instead of focusing on “bicycle”, look at “best bicycle for mountain trekking”. Look at the bounce rate of “best bicycle for mountain trekking” and make sure the page serves the purpose. Does your content make the argument for the product fitting this need/user intent? If not, you will struggle to rank. 01/10/2013 © Copyright October 2013 Make It Rain
  • 9. Show me a bad this affect my account How does example What Is An Algorithm? 01/10/2013 © Copyright October 2013 Make It Rain
  • 10. Show me a good this affect my account How does example What Is An Algorithm? 01/10/2013 © Copyright October 2013 Make It Rain
  • 11. What are the How does this affect my account next steps? What Is An Algorithm? Google Algorithm Update M onitor user interaction of your website content closely for actionable insights. Most of the implications of this change should only mean marginal re-alignment of your strategy.   01/10/2013 © Copyright October 2013 Make It Rain
  • 12. What else does this affect my account How Should I do? What Is An Algorithm? Google Algorithm Update Analysing SEO performance at page-level becomes more important than ever before. Utilise platforms such as Facebook, and targeted ads to monitor user interest in your market and use the data to improve your website content. 01/10/2013 © Copyright October 2013 Make It Rain
  • 13. What else does this affect my account How Should I do? What Is An Algorithm? Google Algorithm Update Implementing Google Authorship will also help mitigate this change as Google will rank content attributed to a “human” over general site content in some cases. 01/10/2013 © Copyright October 2013 Make It Rain
  • 14. When was the last time Google made a major change to it’s algorithm? a major change to it’s algorithm Google Algorithm Update The last major change to the original Google algorithm was about 10 years ago, however there have been many, many updates along the way. Google search chief Amit Singhal said: “Perhaps 2001, when he first joined the company, was the last time the algorithm was so dramatically rewritten” 01/10/2013 © Copyright October 2013 Make It Rain
  • 15. Is SEO dead? How does this affect my account What Is An Algorithm? Google Algorithm Update Ha, no its demise has once again been greatly exaggerated. Notably, on-page SEO and author rank just went from being extremely important, to absolutely essential. 01/10/2013 © Copyright October 2013 Make It Rain
  • 16. Should I How does be worried? this affect my account What Is An Algorithm? No, this update started to roll out approx. 2 months ago, however itGoogle announced this Update was only Algorithm last week (w/c 23rd September 2013). It is said to affect c.90% of search queries, but note that’s ‘queries’ and not ‘searches’. High volume pure generic keywords are not likely to see major changes in the short term. Long tail search is likely to evolve much more dramatically. 01/10/2013 © Copyright October 2013 Make It Rain
  • 17. How does Our CEO speaks: this affect my account What Is An Algorithm? “Hummingbird will make Google relevant for today’s searchers and our rapidly increasing use of smartphones and tablets. A recent study by Pew* shows 34% of people now mostly use their smartphone to go online, add into the mix the rise in services such as Siri and users are now searching in a completely different way, using questions and natural language. Google Algorithm Update I would encourage a focus on natural content and 'real' language rather than purely keywords, by considering further how people use voice and mobile search. So, we now have a search engine that understands full questions and their meaning; I think Ask Jeeves was onto something all those years ago….” *http://pewinternet.org/Reports/2013/Cell-Internet.aspx   01/10/2013 © Copyright October 2013 Make It Rain
  • 18. How does Thank You! this affect my account What Is An Algorithm? Google Algorithm Update Questions or Comments? Lauren Jones Senior Campaign Manager SEO & Social Media Twitter: @Lauren_Reports | @makeittweet Email: lauren@make-it-rain.co.uk Web: www.make-it-rain.co.uk 01/10/2013 © Copyright October 2013 Make It Rain