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The Hummingbird Buzz: What You Really Need to Know

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  • 1. OVERVIEW The Hummingbird Buzz: What You Really Need To Know Mike Turner Director of Business Development Oct 15th, 2013 #123webinar | @webmarketing123
  • 2. OVERVIEW Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
  • 3. OVERVIEW About Us #123webinar | @webmarketing123 3
  • 4. We are a Full Service OVERVIEW Digital Marketing Agency: Search Engine Optimization Paid Search / Display Advertising Social Media Marketing Top 500 Fastest Growing Private US Companies #123webinar | @webmarketing123 4
  • 5. OVERVIEW What sets us apart? #123webinar | @webmarketing123 5
  • 6. We deliver on revenue. OVERVIEW Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123 6
  • 7. OVERVIEW Agenda 1 2 3 Google’s Hummingbird Update What is it & Why Should We Care? Post-Hummingbird Digital Strategy Tangible Steps to Building Great Content Secure Search – SSL what? Since The Real Impact of Secure Search2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results #123webinar | @webmarketing123 7
  • 8. OVERVIEW Hummingbird is here. #123webinar | @webmarketing123 8
  • 9. What is Hummingbird? OVERVIEW Hummingbird Revamps Google Search to Better Support How do I calculate search ROI? Conversational Search. 1. Improved accuracy for long tail queries. 2. Greater emphasis on the Knowledge Graph. 3. Sets the stage for increases in spoken mobile search. #123webinar | @webmarketing123 9
  • 10. What is Hummingbird? OVERVIEW Google’s BIGGEST algorithm update in 12 years. “2001…was the last time the algorithm was so dramatically rewritten.” Amit Singhal, Google Search Chief; SearchEngineLand 14 algorithm updates reported in 2013 alone. All of this boils down to 2 MAJOR CMO Challenges: #123webinar | @webmarketing123 10
  • 11. Google Search History OVERVIEW Where does Hummingbird fit in? According to Google… #123webinar | @webmarketing123 11
  • 12. Google Search History OVERVIEW According to SEO Marketers… “2001…was the ‘Penguin’ last time the 2012 algorithm was so dramatically rewritten.” ‘Social Signals’ 2010 2011 2013 ‘Panda’ 2009 ‘Hummingbird’ More updates are on the way! ‘Caffeine’ All of this boils down to 2 MAJOR CMO Challenges: #123webinar | @webmarketing123 12
  • 13. OVERVIEW Agenda 1 2 3 Google’s Hummingbird Update What is it & Why Should We Care? Post-Hummingbird Digital Strategy Tangible Steps to Building Great Content Secure Search – SSL what? Since The Real Impact of Secure Search2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results #123webinar | @webmarketing123 13
  • 14. Focus on Content. OVERVIEW Google updates in pursuit of the 500+ times a year same goal: Providing the end-user with quality content. But, what does Google consider as quality? 14 #123webinar | @webmarketing123
  • 15. Google evaluates content with OVERVIEW Three Factors: Frequency. Freshness. Uniqueness. Here’s how to get started. #123webinar | @webmarketing123 15
  • 16. Frequency. OVERVIEW How? It’s simple. Encourage Google to crawl your site with regular content updates. #123webinar | @webmarketing123 16
  • 17. Frequency. OVERVIEW Submit your XML site map. VS. Close the gap between submitted & indexed pages. #123webinar | @webmarketing123 17
  • 18. Freshness. OVERVIEW When’s the last time you updated your content strategy? Update Stale Content. That includes your ‘Evergreen’ content! #123webinar | @webmarketing123 18
  • 19. Freshness. OVERVIEW Reevaluate targeted content keywords each quarter. Use a Keyword Mapping Document. Refresh content to support your top converting keywords. #123webinar | @webmarketing123 19
  • 20. Freshness. OVERVIEW FAQ content naturally lends itself to long tail queries. Salesforce covers targets long tail queries by having FAQ’s for each of their products – Helps with Hummingbird #123webinar | @webmarketing123 20
  • 21. Freshness. OVERVIEW FAQ content naturally lends itself to long tail queries. LinkedIn covers both freshness & frequency with crowdsourced FAQ content. #123webinar | @webmarketing123 21
  • 22. Uniqueness. OVERVIEW Create original content that is explicitly owned by your site. How do I tell Google my content is unique? #123webinar | @webmarketing123 22
  • 23. Uniqueness. OVERVIEW Claim your content with Google+. “Within search results, information tied to verified online profiles will be ranked higher than content without such verification...” - Eric Schmidt Executive Chairman of Google How do I tell Google my content is unique? #123webinar | @webmarketing123 23
  • 24. Uniqueness. OVERVIEW Claim your content with Google+. How do I tell Google my content is unique? Google Authorship & Publisher Markup #123webinar | @webmarketing123 24
  • 25. OVERVIEW Great! Quality content is the key. But… #123webinar | @webmarketing123 25
  • 26. OVERVIEW What about Secure Search? #123webinar | @webmarketing123 26
  • 27. Google is Taking Back Their Keywords. OVERVIEW Don’t Panic! Here’s what you need to know: It’s true. How do I tell Google my content is unique? 100% ‘Not Provided’ is here. #123webinar | @webmarketing123 27
  • 28. What about Secure Search? OVERVIEW Source: ‘Not Provided Count’ How do I tell Google my content is unique? Google introduced Secure Search for signed in users back in 2011. Since then ‘Not Provided’ has steadily increased. #123webinar | @webmarketing123 28
  • 29. On September 23rd OVERVIEW Google confirmed the Secure Search update. So, what does this mean for SEO? 100% ‘Not Provided’ All search activity is now encrypted. #123webinar | @webmarketing123 29
  • 30. Why Secure Search? OVERVIEW How do I tell Google my content is unique? Since Google has rolled out “Secure Search” Ad Revenues have increased from $28B to $43B #123webinar | @webmarketing123 30
  • 31. Before Secure Search: OVERVIEW Attribute specific keywords to revenue in your CRM. #123webinar | @webmarketing123 31
  • 32. After Secure Search: OVERVIEW Tie landing page conversions to revenue in CRM & attribute to mapped keywords. This is why you MUST map KWs! #123webinar | @webmarketing123 32
  • 33. The Good News is OVERVIEW While SEO reporting will change… Strategy remains the same. #123webinar | @webmarketing123 33
  • 34. Despite Hummingbird & Secure Search OVERVIEW 3 Key Factors Remain: You can still track revenue from organic search. You still need to focus on content. You still need multi-touch attribution. #123webinar | @webmarketing123 34
  • 35. THANK YOU OVERVIEW Mike Turner Director of Business Development Get a head start on Hummingbird & Secure Search. Reach out for a copy of our keyword mapping template. Or, sign up for a complimentary consultation! Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123 35