How the Google Hummingbird algorithm changed search engine optimization and impacts business websites. The importance of natural link building, web content, keywords, and structured schema data. Marketers who use advanced conversational search help search engines match web pages to user intent.
Hill Web Marketing offers an explanation of what is happening with Google authorship, Google Knowledge graph, and how to repurpose content to increase online visibility. Finding the sweet spot of where your social graph, website's link graph and knowledge graph intersect.
Minneapolis Digital Marketing and SEO Strategies by Jeannie Hill
Before the Serious Stuff
Minneapolis Digital Marketing & SEO
By Jeannie Hill
• Advanced Conversational Search
• Entity Search
• Co-occurrence & Related Keywords
• Trust Authentication Via Co-citation
• Authorship & Structured Schema Data
• Universal Search Built Via Repurposed Content
“Google’s Hummingbird change is really the biggest overhaul in 12 years. 95% of
published content about it was poor. “
~ Michael Marshall of NC Search Engine Academy
Google Attacks “Cheating” Tactics
• Parasite Hosting
• Redirects https://plus.google.com/+RazvanGavrilas/posts
“The Knowledge Graph is definitely something we are
going to use. Because if you’re going to model what
language is saying, you have to link into the knowledge
base of all the concepts and it already has many of the
Developing a way to represent and model the sematic
content of document to do a better job of search and
“Your technology has to plan at the
world ahead of you, not at the world you see.”
~ Ray Kurzweil, Google’s Directory of Engineering
Know your search volume on a
Cannot use one single signal or infant
Solve problems with one topic
Make your page’s semantic field
wider; use as many synonyms as
Fact extraction rather than web
crawling. Search is no longer
Use phrases that often co-exist
together and are related.
Natural Link Building
“Natural links to your site develop as part of the dynamic nature of the web when
other sites find your content valuable and think it would be helpful for their visitors.”
Keep A Big Picture Perspective
Some Days You’re Up Some Days You're Down
Determine what to do now to start
preparing for the future.
Don’t be fooled by ambiguities.
Know your Information Architecture.
Content needs to be:
Cast A Wider Net To Engage More
What is happening today?
What will happen
Are Press Releases Still Relevant?
• Traditional releases
announce real news
• Online releases
“When developed strategically, their
opportunities, appeal, and benefits
are expanding along with the groups
of various influencers and
consumers who rely on them for
Schema Metadata Corrections
Double check your CMS Editor;
May need to use Developer tools
Nest Your Schema Metadata Correctly
- name <--> field title
- startDate <--> field date (from date)
- endDate <--> field date (to date)
- location / Place
-- address / PostalAddress
--- streetAddress <--> field street
--- addressLocality <--> field city
--- addressCountry <--> field country
-- geo / GeoCoordinates
--- latitude <--> field latitude
--- longitude <--> field longitude
SEO Driven Content
Write what resonates
What to do:
• Write what is unique.
• Write what is special
• Write what people
understand in your niche
and geo target area.
• Use “things” versus
“strings”. Avoid just putting
words on a page and adding
keywords in your sentences
“If you do something that helps us to
our job, we will reward you for it” ~
Google on structured data
Establishes who is an authority of a
topic ~ Google on Authorship
Teams Create A Winning SEO Strategy
The rules have changed a lot and there are
fewer “easy wins.”
You have to invest in long term marketing,
focus on building your brand, your authority,
and your online presence naturally.
It takes a full team.
SEO influences every part of a businesses on-
"I have discovered that patience for SEO to
develop is not the ability to wait, but the
ability to be smart and keep a good attitude
Ask about our web diagnostic services!