Google Hummingbird Update & Content Strategy


Published on

Structurally the Google Hummingbird update was one of the largest, but what does it really mean for search engine optimization, developing content and the role of content strategy.

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Link originally pointed at but redirects to
  • Rank 6th for Fabric Care Symbols
  • this change reinforces the importance of high-quality content whose purpose is to help users with specific needs (“search intent”) rather than just sell your company’s stuff. This means more thoughtful planning of content using tools such as personas and target audience segmentations, a better understanding of your audience’s needs in the first place, and more focus on a better user-centered experience.  For example, a Web site that is developed using a meaningful set of user paths for different audience needs, with thoughtful content around each step in the path, will be more effective than a bunch of product pages and some sales messages with an old-school keyword-stuffed “SEO page” or two.
  • From a search perspective, you need to have a Web site that Google feels is optimized for a mobile experience. If you are not serving up a site that is mobile friendly, you will be penalized by Google in search rankings. You can really target the key things people are searching for as a starting point for what needs to be part of the mobile experience. It’s so important…Planning content for display and re-use on mobile devices needs to become a core part of your content strategy, planning, and development. This often means designing/planning for mobile first and scaling up (note the upcoming CS meetup on this topic on Feb 27)
  • Google Hummingbird Update & Content Strategy

    1. 1. Google’s Hummingbird Update HOW IT AFFECTS SEO AND CONTENT STRATEGY & CREATION By: Kevin Gamache & Kerry Carnahan Ellis © Copyright 2014 Wire Stone, LLC. All Rights Reserved.
    2. 2. Google’s Ongoing Updates
    3. 3. 500 – 600 Changes per Year Link originally pointed at but redirects to 6-Feb-14 3
    4. 4. Google’s Ranking Progress Early Algorithm (mid-1990’s) – The most keywords on a page wins (and in the keywords meta tag) The PageRank Era (1998) – Sergey Brin and Larry Page developed an algorithm that looks at number and authority of inbound links to a website. The Rise of the 200 (1998-2004) – Search engines began implementing hundreds of ranking factors that they can adjust and revise to help compete against spamming attempts. The Panda Romp (2011)– Google implemented an update codenamed Panda which targeted duplicate and thinly written content. The Penguin Walk (2012) – This Google Algorithm change codenamed Penguin was aimed at penalizing manipulative link building. And… 6-Feb-14 4
    5. 5. What now??!!
    6. 6. Google’s Hummingbird Update + Danny Sullivan of was told by Google that they called it Hummingbird because it was “precise and fast” + This was a major change. It changed how Google gathers, understands and indexes. + Hummingbird humanizes searches. It moves from breaking apart the query into keyword components to understanding the query as a whole and its intent. 6-Feb-14 6
    7. 7. What does it mean for content development?
    8. 8. From Keyword to Context + For many marketers this will not change HOW they create web content, it changes WHY they create content. – Content is now built to solve for the search intent versus the keywords used in the query. – Content, as it always should have been, is built for the user not the search engine. 6-Feb-14 8
    9. 9. 6-Feb-14 9
    10. 10. 6-Feb-14 10
    11. 11. From Keyword to Context + Look at your site as a collection of pages, a novel. – Would you read a novel that said the same thing over and over again? – Would you read a novel that said it was going to be a love story but only had battle scenes? 6-Feb-14 11
    12. 12. 6-Feb-14 12
    13. 13. 6-Feb-14 13
    14. 14. From Keyword to Context + Ensure you are covering specific topics in depth on separate pages. 6-Feb-14 14
    15. 15. 6-Feb-14 15
    16. 16. Being update proof
    17. 17. Stop looking over your shoulder WELL AT LEAST A LITTLE BIT + The silver bullet is content that your audience finds as authoritative, is well written, and gets shared. + You may have the bullet but if you don’t keep your gun in shape it is as useful as a rock. 6-Feb-14 17
    18. 18. Thinking Strategically About Content
    19. 19. Quality Content Matters. A Lot. FIRST… KNOW YOUR USERS + Audience research and models are critical – Segmentation models and/or personas (if you can) – Audience surveys or interviews + Understand their needs (“intent”) THEN… INVEST IN USEFUL, USABLE INFORMATION + Creation + curation + Higher-quality vs. higher-volume: Focus on relevance. + Content structure/format aligned to user needs, not pretty designs 6-Feb-14 19
    20. 20. Go Mobile. Now. THE MOBILE FIRST APPROACH + Start small and work up + Create content that is usable on smaller screens – Clear language and next steps – Help people understand how you meet their search intent PLAN CONTENT FOR RESPONSIVE DESIGNS + Presentation-independent content – Adaptive content modeling – Focus on structure 6-Feb-14 20
    21. 21. There’s Life Beyond Your Website COMPLEMENTARY CONTENT FOR MULTIPLE CHANNELS + Plan for social media or other channel content to complement your website. + Multiple shares and likes contribute to search authority. + Highlight different aspects of your offerings in different channels, but connect them for a wholistic experience. – Popular teasers, highlights, or videos are great for driving both traffic and search results to longer Web pages with more detail OPTIMIZE! + Have a content optimization plan – Know your KPI’s – Assign resources over time – Content creators and analytics need to work together 6-Feb-14 21
    22. 22. Q&A © Copyright 2013 Wire Stone, LLC. All Rights Reserved.
    23. 23. Thank you