At the heart of this little bird is the difference between what people are looking for and why they are looking for it.
Search engines have always delivered ranked results by matching the keywords typed in the search box to the keywords on a web page.
The problem with that is that words can have different meanings, as illustrated by Google’s Senior Vice President of Engineering, Amit Singhal when talking about the Taj Mahal: “Was the search about the monument in India, the musician, or a local curry house? What was the intent behind the search?”
Hummingbird’s semantic search capabilities are an attempt to clarify the context of queries. In other words, it tries to understand how we use language and how the meaning of words varies depending on context.
Hummingbird and search marketing
With all the Penguins, Pandas and Hummingbirds in the world, it’s hardly surprising that the face of search marketing is constantly changing.
In fact it was only recently that Google announced it would no longer be providing webmasters with data about which keywords were driving traffic from search results to their websites.
Google’s explicit message being that webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share. In other words, engaging website content.
Hummingbird and website content
It’s important you understand how to make sure your website copywriting and content align with Hummingbird’s aim.
What does your customer need?
It’s important to think about why customers want or need your product or service. For example, if you have a travel site, do you offer information about travelling to the destination, what there is to see, local customs, restaurants, galleries or where the best beaches are?
Look at your analytics to discover what people are searching for when they’ve reached your site, but can’t find immediately. This will help you understand what they are looking for and optimise your website content accordingly.
Blogs aren’t the be all and end all
Think about varying your content. Great information doesn’t only come in the form of a blog post; it could also be video, graphics, an eBook, report or white paper.
Just make sure its form and function match.
Don’t just go for an exact keyword match when describing what you do/offer. Use synonyms too, which will provide alternative phrases that people may use when searching for what you offer.
Make sure the language you use isn’t dry and dull. Show your personality through your writing so it informs and inspires.
Make sure all your content is easy to share.
Above all, make sure the content on your website complements your sales strategy by being relevant to your products and services.
A well written website should already have all those features, but it’s worth checking yours out to see if it can be improved in any way.
It may, at times, seem as though Google is playing God with your business, but all these changes are there to make the search experience more rewarding and relevant. Provided you abide by Google’s rules and aren’t tempted to take any short cuts, you should be able to weather these changes with minimum fuss.