Understanding Google Hummingbird - gShift Client Success Webinar


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Client Success Manager, Crystal Wiltshire, reviews the Google Hummingbird update and how organizations can adjust their content marketing strategies to improve their web presence under this new algorithmic environment.

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  • Introduce the webinar series as a monthly series taking place on the third Wednesday of every month covering a range of topics including SEO, Social and content marketing
  • Approx. 20 minutes for presentation and then open it up for questions and answers at the end.
  • gShift is software that reports Web Presence Analytics for businesses and agencies
  • Hummingbird is a recent algorithm update from Google, which was released in August of 2013 and announced to the public in September. Unlike previous updates, such as Penguin or Panda, Hummingbird marks the first time that the leading search engine has one a complete overhaul of their algorithm in 12 years. This update focuses on long-tail phrases that are more natural and often need based. Google referred to this as “conversational search” or “semantic search.” For instance, “Where can I find Thai food in Barrie?” The phrase is more specific to the full need of the searcher, as opposed to simply searching “Thai food Barrie”
  • As with most recent Google updates, this change was implemented to improve the quality of results for the searcher. With more and more Google users getting very specific with their queries, Hummingbird was created to give the user a more natural search experience. One likely driving force behind this update has been the increase in voice-based searches from mobile devices. Think of using the voice command feature on your SmartPhone and how detailed you can be with your voice search.This update gives Google the ability to become a more intuitive search engine in the respect that search results will be based on Google’s ability to find the meaning behind the words. The best example of this was taken directly from a Google interview with the phrase “Where is the closest place to buy an iPhone 5 to my home?” Hummingbird should be able to identify you home (if location is shared), the fact that you are looking for a physical place vs and online store, that sells iPhone 5s.
  • This image gives a great example of a textual search in the search box and the results that it can bring up.
  • Compared to a voice search. As you can see the results are very different.
  • In short, Hummingbird has had very little impact on the basic principles of Web Presence and Search Engine Optimization. The rules of the game that have evolved over the past 2 years remain the same. You still need to be focused more on creating great quality, valuable content that is written for the visitor, not the search engine. Unlike previous updates, Google has made it very clear that very few business will have seen a direct change in their traffic as a result of Hummingbird.Following the theme of the last two years, old school methods of SEO are even less effective with Hummingbird. Enabling Google to become more intuitive about a piece of content ensures that strategies such as keyword stuffing is truly not needed.
  • Determining the right Hummingbird-friendly phrase around a specific keyword can be tricky. Start by selecting a keyword from your current pool and think about how a searcher might phrase a statement or question around that term. You need to get inside the head of your consumer or prospect. If you were searching for your product or service, what phrase would you use?You may find that there are multiple possible conversational searches around one keyword. That is is not a problem at all, it will all boil down to how your write your content around them, which we will get into in a moment.
  • The basics of how you want to optimize for your focus keywords has essentially not changed. You are not specifically going to use a hummingbird keyword phrase in your HTML title for instance. However, you want to ensure that you write your page content with that phrase in mind. Your page can be optimized with the base keyword placed in the SEO fundamental locations, however you want the body of the page to answer the greater need based question that your prospect has in mind.If you have written the content to answer those conversational search terms and provide real value to the searcher, Google will be able to determine that and rank you accordingly.  Adding an FAQ section to your site can be a great way to directly address Hummingbird-friendly phrases. Where possible, add content pages for the answers to your FAQs to expand the answers.
  • Contact your CSM for more details
  • Thank you so much for taking the time to join us today. I hope you found this webinar useful and that you are leaving with a much better understanding of Hummingbird and how you can make the most of this Google update. I’ll open it up now to any questions that you have.
  • That concludes our Client Success Webinar for February. I want to thank you again for taking the time to join us today. Next month’s webinar…
  • Understanding Google Hummingbird - gShift Client Success Webinar

    1. 1. Client Success Webinar Series presents: Understanding The Google Hummingbird Update WEB PRESENCE ANALYTICS for BRANDS AND
    2. 2. WEB PRESENCE ANALYTICS for BRANDS AND Speaker Crystal Wiltshire • 9 years experience in corporate marketing • Office social media addict • Blogger & social influencer • Typical busy mom
    3. 3. WEB PRESENCE ANALYTICS for BRANDS AND Agenda 1. What is the Hummingbird update 2. What impact is this update having on Web Presence and SEO 3. How to implement Hummingbird focused strategies into your content marketing going forward Outcome: To help you understand and react to Google’s Hummingbird update
    4. 4. We make it simple for brands to be massively discovered in a social and mobile world. Processing billions of data points for over 10,000+ brands across 22 countries. WEB PRESENCE ANALYTICS
    5. 5. • Hummingbird is a recent algorithm update from Google • It was a complete algorithm replacement • Focuses on long-tail phrases that are based in “conversational search” or “semantic search” • Often need based statements/questions • Ex. “Where can I find Thai food in Barrie?” WEB PRESENCE ANALYTICS WHAT IS THE HUMMINGBIRD UPDATE?
    6. 6. Mobile Socia l • To improve the quality of results for the searcher • Create a more natural search experience • Response to the increase in voice-based searches from mobile devices • To help Google become a more intuitive search engine and fine meaning behind the words • Ex. “Where is the closest place to buy an iPhone 5 to my house?” – will understand home, place, buy and iPhone 5.WEB PRESENCE ANALYTICS WHY WAS HUMMINGBIRD CREATED?
    7. 7. www.gshiftlabs.com | @KristaLariviere Textual Search
    8. 8. www.gshiftlabs.com | @KristaLariviere Conversational Search
    9. 9. Mobile Socia l In short, the rules of the game have not really changed. • Create good quality content and put your visitor’s experience first • Has had less effect on traffic than previous updates • Old school SEO methods are even less effective with Hummingbird – ie. Keyword stuffing WEB PRESENCE ANALYTICS HUMMINGBIRD’S IMPACT ON WPO & SEO
    10. 10. Mobile Identifying Hummingbird-friendly phrases • Select a keyword from your current pool of phrases • How might someone use that keyword in a statement or question? • Think like your customer would; how would you find your product or service? • There may be multiple conversational search phrases that you can come up with for each keyword WEB PRESENCE ANALYTICS IMPLEMENTING HUMMINGBIRD
    11. 11. HUMMINGBIRD EXAMPLES @KristaLaRiviere @gShiftLabs
    12. 12. IMPLEMENTING SEO FOR HUMMINGBIRD @KristaLaRiviere @gShiftLabs On-Site Optimizing for Hummingbird • The basics of on-site optimization have not changed • You do not have to put a Hummingbird phrase in your HTML title, H1 header, etc. • Write your page content with that conversational search term in mind • If content is written with the intent of answering conversational search terms, Google will do the rest • Consider adding an FAQ section to your site to address these phrases
    13. 13. IMPLEMENTING HUMMINGBIRD @KristaLaRiviere @gShiftLabs
    14. 14. Special Promotion Package What’s Included Keyword Hummingbird Audit for 15-20 Keywords (2 hours) • Review your primary keywords • Give an example of a corresponding Hummingbird friendly phrase for each keyword On-site Audit of Top 10 Pages of Your Site (3 Hours) Review your top 10 webpages to ensure the content answers the Hummingbird phrases identified above.Promotion expires March 5, 2014 Contact sales@gshiftlabs.com or your CSM for more details WEB PRESENCE ANALYTICS
    15. 15. Questions Mobile Socia l If you have any questions at all regarding the info in this presentation, feel free to contact myself or your client success manager. My email: crystal.wiltshire@gshiftlabs.com WEB PRESENCE ANALYTICS
    16. 16. Next Month’s Webinar Mobile Socia l Topic: Make Smarter SEO & Content Marketing Decisions with gShift Data Presenter: Jeff Riddall, CSM Date: March 19, 2014 at 1:00 pm EST WEB PRESENCE ANALYTICS