Hummingbird Presentation for Business Catalyst Sandpile webinar in December 2013

1. Business Catalyst SEO
Hummingbird
Keyword Research, Schema,
Not Provided & Blog Posts

2. Business Catalyst SEO
What Changed in Search?
• The Knowledge Graph went live a year ago and this has added to the
new "smarts" of understanding queries.
• Also takes into account your last query with "history smarts" and
what you have previously searched for can be added to a
subsequent search as well as the understanding of who you are and
where you are.
• Google now has the ability to pass entire questions and complex
queries and return "relevant" answers.
• Google now focuses on the meaning behind the words,
understanding synonymns, alternate meanings and very long tailed
searches like whole sentences.

3. Business Catalyst SEO
Why? Because we Speak to Search!
"OK Google" is the new Mobile Search
• "OK Google" and Siri are two examples of the
increase in conversational queries.
• Google's new Chrome Browser extension for
Google.com called Google Voice Hotword let's
Google listen for you to say "OK Google" (in
English) when you are on the Google homepage or
on a search results page and then supplies you the
search result answers.
• All you do is give the extension permission to use
your microphone.
• Once installed, you’ll be able to search just by
speaking and without clicking. Just "OK Google"
and ask your question.

4. Business Catalyst SEO
How to Improve Websites for Search
1.
Thorough Keyword Research to create a search strategy for your site pages so your
content is clear and concise.
2.
Implement Schema to improve the visibility of information on site pages.
3.
Use Google Analytics, Adwords, Webmaster Tools and Bing to diagnose "Not Provided"
Keywords.
4.
Increase the use of Blog Posts for answers to questions.

5. Business Catalyst SEO
Why are Keywords more
important than ever?
It is important to have a keyword strategy for each page of a site with good
content that matches the selected keyword.
This helps Google to match your page content to other long-tail searches
where your content may be appropriate, which means that Google will better
reward well targeted content.
Without this, Google will have a hard time deciphering which searches your
site pages should also be shown for.
If you page is setup for "Pizza Toronto", then it may also be shown for a
search of "Where is a great Pizza place in Toronto?".
Keyword Research is still the best way to identify search metrics and phrases
to target on your site in FAQ's, Posts, Product and Services pages.
Without it, your Online Marketing becomes guesswork instead of strategy.

6. Business Catalyst SEO
How does Schema Help?
Schema puts information into an easily digestible format for Google to extract the information it
needs to satisfy queries. It is really spoon-fed machine learning.
Schema integration also gives you larger snippets and higher click-through-rates.
Schema can be added to site reviews, people, products, businesses, organizations, recipes,
events, music and video content.
"For example, the snippet for a restaurant might show the average review and price range; the snippet for
a recipe page might show the total preparation time, a photo, and the recipe's review rating; and the
snippet for a music album could list songs along with a link to play each song.
These rich snippets help users recognize when your site is relevant to their search, and may result in more
clicks to your pages." Google.

7. Business Catalyst SEO
How do I add Schema?
1.
Visit Schema.org to get a complete list of all Schema's available - http://www.schema.org
2.
Use the Structured Markup Helper to show you how to add Schema to your page https://www.google.com/webmasters/markup-helper/
3.
Test your snippets using the Structured Data Testing Tool http://www.google.com/webmasters/tools/richsnippets
Make sure you update your Schema before implementing it
with the BC workaround when adding the code within the Admin -
itemscope="itemscope"

8. Business Catalyst SEO
What about 'Not Provided'???
1.
"Not provided" is part of the new norm when it comes to Google Analytics organic search term
referrals. This used to only be an issue when logged-in (ie. https) but is now the case for
almost 100% of search terms.
2.
We can continue to get information on organic search terms through Webmaster Tools (top
1,000 search queries for last 30 days), Adwords (through Matched Search Queries) and Bing.
3.
Use Google Analytics filters to find out Landing Pages for your "Not Provided" keywords to get
clues into the phrases that were searched for.

9. Business Catalyst SEO
Organic Click-thru Rates
Do you know what your click-thru rates (CTR) are for searches that bring up your website result?
Are your website CTR's low compared to the average?
What if you have a great rank but don't get many clicks?
Track Keyword Positions, Click-through rates and monthly Keyword Search Metrics in your target
location to see which pages are performing well and which are under-performing.

10. Business Catalyst SEO
Use Blog Posts to Answer
Questions
1.
To address long-tailed Keywords and Questions, use blog
posts that are written for FAQ's about your Industry.
2.
To see what FAQ's potential customers search for, use
Keyword Research to diagnose what customers are looking
for and provide that information on your site.
3.
Blogs with Google+ authorship are now more important than
ever as it increases the click-through rate of your snippets in
search results, which ultimately get's more people viewing
your site.

11. Business Catalyst SEO
Need SEO Help?
If you have any queries or would like help with Online Marketing for a website,
contact Katherine Anderson at Business Catalyst SEO
www.businesscatalystseo.com.au
info@businesscatalystseo.com.au