Could your SEO be
losing its buzz?
Hummingbird is what Google is calling the latest (greatest?) update that they slipped in under our radar last year. Now that the dust has settled on this latest Google update analysts are able to evaluate the effect it is having on the way the search engine delivers data and how it will impact on anyone with a website.
Hummingbird has been much discussed, not many people understand it yet, or appreciate its benefits because it isn't an obvious feature of Google search.
So, what’s Hummingbird in a nutshell - a clever way of linking queries so that, instead of starting each search from scratch, Google can show you more pertinent information related to your previous search.
How does Hummingbird relate to content marketing?
The search engine will soon be able to predict what we want before we know to ask it. That's where the connection to content marketing comes in.
There used to be a trend for creating endless articles full of repeated keywords because Google would reward sites with lots of fresh content and because the repeated use of keywords would help rankings.
That changed when Google decided that too much of the stuff reaching the top of the results lacked substance or any genuine value. Recently, the trend has been to produce more long-form content, where more information can be included in one article.
Now, Hummingbird should make us all re-think about the way we plan and write content. There's an excellent logic to it and, applied properly, websites should be better for it.
So what does this mean for marketing campaigns?
We advise, as ever, the creation of good content - well-crafted, relevant pieces of content that are easily shared organically. As Google essentially views press releases as paid content we balance client press releases with earned media comment (publicity gained through promotional efforts other than advertising, as opposed to paid media) and engaging content. This ensures that Google trusts our clients' news more.
By doing this, journalists and customers alike are also able to locate news generically, according to meaningfulness, which helps our clients to rise in search rankings based on the strength and significance of the content provided. B:three are already providing this quality service to our clients, but we do ensure that our client’s expectations are moderated by what is and isn’t (!) news.
Google is constantly tweaking its algorithm, and inevitably another change will come sooner rather than later which will require further adjustments to continue to serve our clients at the highest level. As the leading professionals know, press releases, guest blogs and bylines are all just calculated components of a larger content strategy. By balancing earned, owned and paid media as part of an overarching approach, we’re confident we’ll continue to keep our clients and Google happy!