Google Hummingbird: What It Means and What You Can Do About It

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Joint presentation from #EktronSynergy conference in Boston MA May 2014 - Given by @MonicaWright (Director of Audience Engagement at @SEngineland & @MarketingLand) and Jim Carney (@JimmCarney ) of @Ektron.

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Google Hummingbird: What It Means and What You Can Do About It

  1. Hello! Monica Wright Director of Audience Engagement at Search Engine Land and Marketing Land @MonicaWright Jim Carney Content Marketing Manager at Ektron @JimmCarney
  2. How Do Search Engines Work?
  3. The Old Way
  4. PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO searchengineland.com/seotable
  5. Index vs. Refresh vs. Algorithm
  6. Targeted content farms churning out low quality articles. Some sites were producing over 7,000 articles per day!
  7. Targeted spammy links.
  8. FAQ: ALL ABOUT THE NEW GOOGLE HUMMINGBIRD ALGORITHM Emphasis on “Entity Search”
  9. Knowledge Graph Learn More: Google Knowledge Graph
  10. Semantic MarkUp OPEN GRAPH PROTOCOL, SCHEMA
  11. Personalized Search
  12. Instant Answers
  13. Mobile Matters, But… • you don’t need a mobile site to rank better, however… • a site with problems for smartphone searches on Google may not rank as well • it’s more about what happens after the mobile search…
  14. What Mobile Visitors Want GOOGLE SURVEY REVEALS WHAT USERS WANT FROM MOBILE SITES by Greg Sterling
  15. What This Means For Your Content Strategy
  16. Google Encryption of Keywords
  17. Less Keywords, More Engagement
  18. How to Get Started
  19. Think Questions, Not Keywords
  20. Provide Value
  21. Build Buyer Personas
  22. Think Like A Brand
  23. Think Beyond Text
  24. Think Beyond Your Site
  25. 4 More Ways… • Use rich snippets • Verify and implement Google+ brand page • Don’t forget Google+ authorship • Remember social media sharing, onsite and off…
  26. Status Update in 17 SECONDS!
  27. G+ Authorship
  28. You Could Just Ask • www.helpmewrite.co • Quora • G+ Communities • Reddit…
  29. How To Track Success
  30. Minutia Old-school keyword rankings aren’t going to work because of… • Personalization • Geotargeting • (Not Provided) • Google Keyword Tool retired in 2013 • Possible inaccurate data in WMT SEO REPORTING: It’s Time We Get Away From the Minutia & Focus On What Matters by Janet Driscoll Miller
  31. Results are not rankings. Results are results.
  32. Takeaways Be Organic • Don’t try to game the system • Organic content tastes better Think Creatively • Failing is a good thing • Try things that haven’t been done Think in questions • Think about questions not keywords • Track results not rankings
  33. THANKS! @MonicaWright / @SEngineLand @JimmCarney #EktronSynergy @Ektron
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