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SEO Strategy
and the
Hummingbird
Effect

Robin Leonard
#SEMCON2013
Robin Leonard
CEO, AllFamous Digital
robin_allfamous
robinleonard1

www.allfamous.com
The history of search

http://www.youtube.com/watch?v=mTBShTwCnD4
How often does Google change?

500-600 times per year

Here is a great resource: http://moz.com/google-algorithm-change
What is Hummingbird?
What is Hummingbird?

Many parts are still the same

"precise and fast”

Biggest algorithmic change in 12 years
- Huffingt...
What is the purpose of Hummingbird?
§  Look at your entire sentence and better understand
what you want
§  Improve resul...
Example: Dumb Human

Keywords
•  I
•  Mexican
•  Tonight
•  Where
•  Place

What you mean
•  You are mexican
•  Where is t...
Example: Smart Human

Keywords
•  I
•  Mexican
•  Tonight
•  Where
•  Place

What you mean
•  You would like to
eat from a...
Example: Before
Example: After
Example: Before
Example: After
What actually changed?

1.  Knowledge graph is core to search
2.  Conversational search
3.  Panda is softening
4.  Mobile ...
Knowledge Graph is Core To Search
Conversational Search

What is the weather today?
How about tomorrow?
How about in Sagada?
Panda Is Softening

Some sites that were previously penalized by Panda, may be un-penalized.
Mobile Optimization
You don’t have a
choice. Consumers
are going mobile, and
Google is favoring it.
Stronger Focus on Authorship
Sort of like
an online ID
badge.
Google will hugely
favor authentic
people over
anonymous
spa...
What is a typical SEO strategy
§  On-Page Optimization
§  Keyword Management
§  Social Media Awesomeness
§  Blog conte...
The Hummingbird Effect (on SEO strategy)
Strategy

Hummingbird Effect

How to adapt

On-Page Optimization

Takes mobile pa...
On-Page Optimization

Do all the same juicy
good things you used to
do for On-Page…

Just make sure it
is mobile.
Keyword Management
Google now hides a lot of search queries, making it hard to track which
keywords convert.
Keyword Management
We can check Google Webmaster Tools to see what search queries were
made resulting in clicks.
Keyword Management
Because Google Webmaster Tools has no connection with Google Analytics,
it is impossible to see how peo...
Social Media Awesomeness
Keep doing what you were doing and…

Get into
Google+
A +1 is the same as
a backlink in Google
We...
Blog Content

Industry

Blog Ideas

Real Estate

Where is the best location to buy
investment property in Fort Bonifacio?
...
Link Marketing
No change, aside from a softening of Google Panda.

This is how we do link marketing:
Contextual Link Socia...
Authorship is King

Guest Blogging
Bloggers contribute to Company

Company contributes to Blogs

Brand

Company publishes
...
Paid Advertising
Sneaky ad

Real link

The only thing that has changed is
penalizing sneaky ads.
YouTube Video

Users need to
have Google+ to
comment on
YouTube videos
The Hummingbird Effect (on SEO strategy)
Strategy

Hummingbird Effect

How to adapt

On-Page Optimization

Takes mobile pa...
Top Takeaways
1.  Don’t stop doing what you are doing
2.  Make sure your site is mobile optimized
3.  Get into Google+ and...
Robin Leonard
CEO, AllFamous Digital
robin_allfamous
robinleonard1

Thank You!!

www.allfamous.com
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SEO Strategy and The Hummingbird Effect

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Talk given at #SEMCON2013 on SEO Strategy and the impact caused by Hummingbird.

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Transcript of "SEO Strategy and The Hummingbird Effect"

  1. 1. SEO Strategy and the Hummingbird Effect Robin Leonard #SEMCON2013
  2. 2. Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1 www.allfamous.com
  3. 3. The history of search http://www.youtube.com/watch?v=mTBShTwCnD4
  4. 4. How often does Google change? 500-600 times per year Here is a great resource: http://moz.com/google-algorithm-change
  5. 5. What is Hummingbird?
  6. 6. What is Hummingbird? Many parts are still the same "precise and fast” Biggest algorithmic change in 12 years - Huffington Post
  7. 7. What is the purpose of Hummingbird? §  Look at your entire sentence and better understand what you want §  Improve results accuracy §  Improve mobile and voice search §  Make search faster and more precise
  8. 8. Example: Dumb Human Keywords •  I •  Mexican •  Tonight •  Where •  Place What you mean •  You are mexican •  Where is the best place for Mexicans like you to go
  9. 9. Example: Smart Human Keywords •  I •  Mexican •  Tonight •  Where •  Place What you mean •  You would like to eat from a mexican restaurant tonight close to where you live, that is open tonight
  10. 10. Example: Before
  11. 11. Example: After
  12. 12. Example: Before
  13. 13. Example: After
  14. 14. What actually changed? 1.  Knowledge graph is core to search 2.  Conversational search 3.  Panda is softening 4.  Mobile Optimization 5.  Stronger focus on Authorship
  15. 15. Knowledge Graph is Core To Search
  16. 16. Conversational Search What is the weather today? How about tomorrow? How about in Sagada?
  17. 17. Panda Is Softening Some sites that were previously penalized by Panda, may be un-penalized.
  18. 18. Mobile Optimization You don’t have a choice. Consumers are going mobile, and Google is favoring it.
  19. 19. Stronger Focus on Authorship Sort of like an online ID badge. Google will hugely favor authentic people over anonymous spammers.
  20. 20. What is a typical SEO strategy §  On-Page Optimization §  Keyword Management §  Social Media Awesomeness §  Blog content §  Link Marketing §  Guest blogging §  Paid Advertising §  Email Marketing §  Video Marketing
  21. 21. The Hummingbird Effect (on SEO strategy) Strategy Hummingbird Effect How to adapt On-Page Optimization Takes mobile page stats seriously Ensure site is mobile optimized Create targeted landing pages. Keyword Management •  Cannot see what keywords were used to search for your site •  Longtail search terms have more value •  You can use Google Webmaster Tools to see your rankings and Adwords to see search volumes •  Focus on questions Social Media Awesomeness •  Authorship is important •  Google+ +1’s are important Get more into Google+ and Authorship Blog Content •  Long tail and context are important •  Authorship is important Write very specific articles answering human questions, related to your product/service. •  Always setup authorship and build •  Find guest bloggers with strong authorship Link Marketing No major change, aside from Panda softening Keep ensuring you only build high quality links Guest Blogging Stronger focus on authorship Ensure Google Authorship is setup Paid Advertising Penalizes sites that don’t label advertorials correctly Make sure ads are labeled correctly and not deceiving Email Marketing No change Video Marketing Users must have Google+ to comment Get more active on Google+ it will become more prevalent over time.
  22. 22. On-Page Optimization Do all the same juicy good things you used to do for On-Page… Just make sure it is mobile.
  23. 23. Keyword Management Google now hides a lot of search queries, making it hard to track which keywords convert.
  24. 24. Keyword Management We can check Google Webmaster Tools to see what search queries were made resulting in clicks.
  25. 25. Keyword Management Because Google Webmaster Tools has no connection with Google Analytics, it is impossible to see how people converted based on their search. Google Webmaster Google Analytics Search Traffic Landing Page Paid Traffic Referral Traffic Social Traffic
  26. 26. Social Media Awesomeness Keep doing what you were doing and… Get into Google+ A +1 is the same as a backlink in Google Webmaster Tools. http://www.huffingtonpost.com/chris-abraham/how-toregister-your-authorship_b_4132888.html
  27. 27. Blog Content Industry Blog Ideas Real Estate Where is the best location to buy investment property in Fort Bonifacio? FMCG Which dishwashing liquid gives you the most value for money? Retail Where can I buy the most expensive tan leather shoes in Makati? Be more specific and product related Context is king. Asking questions also invites people to give their opinion, increasing engagement.
  28. 28. Link Marketing No change, aside from a softening of Google Panda. This is how we do link marketing: Contextual Link Socialization High Quality Reference Links
  29. 29. Authorship is King Guest Blogging Bloggers contribute to Company Company contributes to Blogs Brand Company publishes blogs on other site Guest publishes his blogs on your site Blogger Page Company Page •  •  Great for traffic if blogger has audience Increase share of voice •  •  Great linkjuice if site has high authority Great for referral traffic
  30. 30. Paid Advertising Sneaky ad Real link The only thing that has changed is penalizing sneaky ads.
  31. 31. YouTube Video Users need to have Google+ to comment on YouTube videos
  32. 32. The Hummingbird Effect (on SEO strategy) Strategy Hummingbird Effect How to adapt On-Page Optimization Takes mobile page stats seriously Ensure site is mobile optimized Create targeted landing pages. Keyword Management •  Cannot see what keywords were used to search for your site •  Longtail search terms have more value •  You can use Google Webmaster Tools to see your rankings and Adwords to see search volumes •  Focus on questions Social Media Awesomeness •  Authorship is important •  Google+ +1’s are important Get more into Google+ and Authorship Blog Content •  Long tail and context are important •  Authorship is important Write very specific articles answering human questions, related to your product/service. •  Always setup authorship and build •  Find guest bloggers with strong authorship Link Marketing No major change, aside from Panda softening Keep ensuring you only build high quality links Guest Blogging Stronger focus on authorship Ensure Google Authorship is setup Paid Advertising Penalizes sites that don’t label advertorials correctly Make sure ads are labeled correctly and not deceiving Email Marketing No change Video Marketing Users must have Google+ to comment Get more active on Google+ it will become more prevalent over time.
  33. 33. Top Takeaways 1.  Don’t stop doing what you are doing 2.  Make sure your site is mobile optimized 3.  Get into Google+ and Google Authorship 4.  Revisit your content strategy and ask “Am I asking the right questions” 5.  Being human is a long term strategy, not a campaign or a fix.
  34. 34. Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1 Thank You!! www.allfamous.com
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