Serendipity Online Marketing

Google Hummingbird, what’s that all about?

Oh dear, another Google algorithm or at least that seems to be the general consensus out there.  This one however appears to be a bit different. Google’s Hummingbird algorithm is all about searches and how people are using language to look for things on the search engine. With more and more people using mobile devices to access the internet, the language they are using when performing a search is changing and is becoming similar to how they use language when they speak. This algorithm will benefit those who concentrate on local marketing and those who use long tail keywords as it is trying to work smarter in order to give the searcher what they want. Providing you have a website that is viewable on multiple devices and platforms, is optimised it correctly and is ranked, your site should appear in the search results. It is vital that businesses recognise the importance of mobile searches when planning their marketing strategy so that they do not miss out on valuable high quality traffic to their sites. Here’s what you need to know about Hummingbird.

Website and business owners are generally coming to terms with the fact that their sites must be mobile-friendly in order to be accessible and appealing to all types of website visitors. This has been hammered into reality with the release of Google’s latest algorithm update, Hummingbird, which enables Google to better understand and display results for long-tail search queries as well as natural-language (ie, spoken) queries.

Why? Because these are the types of search queries used by people on-the-go. Google is embracing the rapid advance of mobile devices, and businesses should be, too.

With Morgan Stanley analysts telling us that mobile will surpass desktop usage by 2015, website content must be mobile-friendly.

Business owners and marketers who are in tune with this trend are increasingly looking for ways to make their sites as mobile-friendly as possible; typically they do this in one of three ways:

  • Building a separate mobile version of their site
  • Creating a mobile app
  • Using responsive web design

What many haven’t considered, however, is if and how this trend towards mobile-accessibility affects their current content marketing strategy.

Do You Need a Separate Mobile Content Marketing Strategy?

Some experts argue that the trend towards the mobile web necessitates a complete re-working of an existing ‘non mobile-centric’ content strategy.

I would argue, however, that as long as you’re focusing on consistently producing high-quality, original content with a unique perspective (that’s accessible via mobile devices, of course), all that may be needed is some updating to your current strategy.

Aspects of your content strategy like creating an editorial calendar, developing your message and goals, and measuring outcomes will largely remain the same.  Click here to continue reading

Further information

Google’s Hummingbird update and the implications for video SEO

Google’s new Hummingbird algorithm is about queries

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