In the previous post, we discussed about Google Hummingbird, a 2013 core update that changed the face of search and an update that is more bent towards user intent. In the real sense, Hummingbird may not be a threatening update, but every website owner, SEO, and site manager must pay a great deal of attention to it.
The Hummingbird approach looks at the context of the query rather than the keywords, meaning that your content marketing strategies are key players. If you want to know what your SEO (search engine optimization) should be and link building strategies after the latest hummingbird update by Google , then this blog post is really going to help you a lot.
Content at the Centre
Content is everything in marketing, but perfectly crafted content makes an impact. Over time, we’ve seen several techniques that search engines like Google utilize to enhance user experience. These evolve over time, mainly introduced through algorithms. Updates like Panda and now Hummingbird highly focus on content which is one approach of ensuring user experience.
Panda highly pushed for content uniqueness, and before that, was the era of keyword stuffing. Hummingbird is quite an interesting update as it considers the content’s quality and a little bit of keywords. Unlike what many thought, Hummingbird still relies on keywords or long-tail keywords, although not entirely.
Therefore, with the new era of Hummingbird, any content strategy shouldn’t entirely depend on keywords but should prioritize user needs and expectations. In other words, the content strategy must help an online searcher find satisfying answers to a query. A website can answer different questions, but the presentation of the answers is something to be keen about in all marketing strategies.
Hummingbird & Long-tail Keywords
Google Hummingbird has reintroduced long-tail keywords such as “website development company in Toronto” rather than head terms like “website.” Also, the need for keyword stuffing isn’t vital. That means that any content can satisfy a user query as long as it is well-curated. Therefore, craft content that addresses the needs and intent of the user rather than focusing on keywords. Precisely, content that semantically relates to the keywords, whether long or short.
Note: Keywords are still vital for ranking, but not their old style! Also, Hummingbird takes the entire query into account (word by word) to decipher the intent of the query and not just keywords. Smart and contemporary keyword methodologies render the content natural and not sound or appear keyword-based. Always deliver content with keywords that are naturally embedded.
Strategies for Google Hummingbird (SEO & Link Building)
It is crucial to understand that the Google Hummingbird update is aimed at providing the users with the best and most suitable results in as little as possible. The algorithm is refined to make it smart enough to understand the exact needs of the user, and this offers the most appropriate results.
One needs to adopt SEO and link building techniques which are to a greater extent similar to the ones that were termed as good strategies before Hummingbird too. What this means is that if before this latest Google Hummingbird update, you were already working on developing the content that was relevant to the nature of your website and it was catering well to the queries and other content requirements of users, you need not change your strategy, although you have to strengthen and refine it.
Google Hummingbird & SEO
The main thing to understand Google Hummingbird is that it tries to understand and interpret a search to produce the best answers. It takes into account the searcher’s location, latest happenings, search history before providing results. So when it comes to SEO, ensure to embed keywords for ranking purposes and meet user needs creatively. It isn’t also a matter of introducing keywords in the content but focusing on the quality of the content.
Also, site owners and managers must think of content strategies that present quality content in other forms rather than words. These include images, infographics and videos. Ensure to tailor content in a way that every text and image drives the point home. It’s not just about crafting content but presenting it in the best way possible.
Note: Google Hummingbird impacts 90% of search queries. So if you still doubt the power of Hummingbird, it can have dementing effects on your website.
Google Hummingbird & Link Building
Link building is still an ideal content marketing technique; however, effective when strategically implemented. With Google Hummingbird in place, one must link sources to meet user intent and expectations. It’s not about link volume, but natural links and perhaps quality backlinks. Content must be curated with the user in mind, and it must be engaging and as well relate to their emotions.
Quality link building efforts can’t go unnoticed by search engines like Google. The more readers find your content relevant, the more they will share it, which will positively impact your ranking. Additionally, it will also bring more visitors to your page.
Optimizing for User Intent
There are a few things to consider if you want your site or content to serve its purpose. First of all, categorize your content as informational, transactional, or commercial. Informational content mainly answers user queries like what, where, how, and why. Transactional intents are those where a user may have to complete a purchase or signup on a page. Lastly, are navigational search intents where a user may want direction to a specific page or site.
Optimizing for an informational intent means that the piece of content must answer the what, where, how, or when if necessary. It calls for crafting detailed content that meets every angle of on-page content, for example;
What is content marketing?
Content marketing is the process of designing and sharing material like videos and text to promote a brand, product or service with the aim of pulling an audience towards the product or service. Depending on the page, you may have to embed clear CTAs for the visitors to complete an action.
Any piece of content must be beautifully presented (web design), easy to navigate, engaging, and well-researched. Lastly, the best way to optimize a site is to have the user in mind because it triggers him to explore beyond a single page on your website.
The aim of Google Hummingbird is to meet search demands faster and more satisfactorily. Clearly, it is more about Search Intent than any other update. Ensure to assess your site to determine whether it meets user intent, and tools like “Keyword Magic Tool” can be of great help.
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