Google Changes for Bed & Breakfasts in 2013
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The document discusses changes to Google's search algorithms. It describes the rollout of Google Hummingbird which interprets long search queries as short keywords based on semantic analysis to better match pages to the intent of searches. It also discusses the carousel feature which displays local business information directly in search results. The document advises businesses to optimize websites by topic rather than keywords and focus on readability and shareable content over keyword stuffing to succeed with Hummingbird.
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Google Changes for Bed & Breakfasts in 2013
- 1. The New Google Is Taking Your Cake (and eating it too) 1 Copyright 2013 buuteeq inc. All rights reserved.
- 2. This is a full page screenshot slide! Photos are a good way to tell the story… The Carousel 2 Copyright 2013 buuteeq inc. All rights reserved.
- 3. Carousel Local hotel results appear at the top of Google SERPs (search engine result pages) bordered in black. 3 Copyright 2013 buuteeq inc. All rights reserved.
- 4. The Carousel • Takes focus away from OTAs • Top of page, ABOVE ads • More hotels listed above the fold The Carousel is powered by Google’s “Knowledge Graph”, which is where they keep information about your property. Complete your property’s Google+ Local presence to be added to the knowledge graph and available for inclusion in the Carousel. 4 Carousel gives individual b&bs a better opportunity to gain new direct bookings. Copyright 2013 buuteeq inc. All rights reserved.
- 5. This is a full page screenshot slide! Photos are a good way to tell the story… 5 Copyright 2013 buuteeq inc. All rights reserved.
- 6. Get Added • Create a Google+ Local Page for your b&b • Complete it with many photos, correct contact information, and quality, accurate descriptions • Associate your website with your Google+ Local Page using publisher markup 6 Copyright 2013 buuteeq inc. All rights reserved.
- 7. Chilean’s look good in orange t-shirts! Google Hummingbird 7 Copyright 2013 buuteeq inc. All rights reserved.
- 8. Hummingbird • • • • Live since the end of August Went unnoticed Changed 90% of search queries minimally Only websites within the gray-area of Panda were punished Hummingbird makes Google Search more intelligent by interpreting very long, complicated, or overly verbose queries as short, punchy keywords. It applies semantics to the actual search query, and processes that, prior to actually serving the results. Instead of matching results word-for-word with the query, Hummingbird matches results that best match the topical intent of the query. 8 Copyright 2013 buuteeq inc. All rights reserved.
- 9. Hummingbird converts this: “Which bed and breakfasts in Seattle have the best reviews?” 9 To this: “Seattle b&b reviews” Copyright 2013 buuteeq inc. All rights reserved.
- 10. Why Does This Matter? • Optimizing for specific “long-tail” key-phrases is less useful • Google is now smarter, potentially sending more traffic to topical websites with quality trust signals 10 Copyright 2013 buuteeq inc. All rights reserved.
- 11. Knowledge Graph “Conversational” queries now trigger Knowledge Graph results more often. 11 Copyright 2013 buuteeq inc. All rights reserved.
- 12. Carousel Conversational queries can now trigger the Carousel more often, instead of explicit queries. 12 Copyright 2013 buuteeq inc. All rights reserved.
- 13. What to do when creating: • Optimize content around topics and ideas instead of long-tail keywords. • Write with your specific, narrow audience in mind • Emphasize readability over keyword inclusion • Make something you’d be proud to share with friends, family, and coworkers 13 We should stop focusing only on keyword optimization and start thinking about topical optimization. Copyright 2013 buuteeq inc. All rights reserved.
- 14. Chilean’s look good in orange t-shirts! The Near Future Google Hummingbird 14 Copyright 2013 buuteeq inc. All rights reserved.
- 15. Matt Cutts • Head of web spam at Google, responsible for algorithm changes 15 Copyright 2013 buuteeq inc. All rights reserved.
- 16. Page Rank • Google’s Page Rank is broken • No plans to fix it 16 Copyright 2013 buuteeq inc. All rights reserved.
- 17. Mobile • “Be Ready” • Already penalizing Flash on Mobile Search • Working on getting deeper pages to rank better on mobile search for smartphones 17 Copyright 2013 buuteeq inc. All rights reserved.
- 18. Ads • Remove top-center above-thefold ads. 18 Copyright 2013 buuteeq inc. All rights reserved.
- 19. Authorship • Improving quality of authorship results • 15% worldwide reduction • No mention of Publisher Markup 19 Copyright 2013 buuteeq inc. All rights reserved.
- 20. Better JavaScript • Smarter at parsing JavaScript • Will support common JavaScript frameworks 20 Copyright 2013 buuteeq inc. All rights reserved.
- 21. Negative SEO • Impossible for one person to “torpedo” a website. • Use the disavow tool in Webmaster Tools 21 Copyright 2013 buuteeq inc. All rights reserved.
- 22. Webmaster Tools • Sign-up for it! 22 Copyright 2013 buuteeq inc. All rights reserved.
- 23. Thanks! Brandon Dennis Technical Marketing Manager buuteeq, inc. 1 (800) 734-1769 / info@buuteeq.com 23 Copyright 2013 buuteeq inc. All rights reserved.