Google Hummingbird: What It Means and What You Can Do About It

Hello!

Monica WrightDirector of Audience Engagement at Search Engine Land and Marketing Land@MonicaWright

Jim CarneyContent Marketing Manager at Ektron@JimmCarney

How Do Search Engines Work?

The Old Way

PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO

searchengineland.com/seotable

Index vs. Refresh vs. Algorithm

Targeted content farms churning out low quality articles. Some sites were producing

over 7,000 articles per day!

Targeted spammy links.

FAQ: ALL ABOUT THE NEW GOOGLE HUMMINGBIRD ALGORITHM

Emphasis on “Entity Search”

Knowledge Graph

Learn More: Google Knowledge Graph

Semantic

MarkUpOPEN GRAPH PROTOCOL, SCHEMA

Personalized Search

Instant Answers

Mobile Matters, But…• you don’t need a mobile site to rank better,

however…• a site with problems for smartphone searches

on Google may not rank as well • it’s more about what happens after the mobile

search…

What Mobile Visitors Want

GOOGLE SURVEY REVEALS WHAT USERS WANT FROM MOBILE SITES by Greg Sterling

What This Means For Your Content Strategy

Google Encryption of Keywords

Less Keywords, More Engagement

How to Get Started

Think Questions, Not Keywords

Provide Value

Build Buyer

Personas

Think Like A Brand

Think Beyond Text

Think Beyond Your Site

4 More Ways…• Use rich snippets • Verify and implement Google+ brand page• Don’t forget Google+ authorship• Remember social media sharing, onsite and off…

Status Update in 17 SECONDS!

G+ Authorship

You Could Just Ask

• www.helpmewrite.co• Quora• G+ Communities• Reddit…

How To Track Success

Minutia

Old-school keyword rankings aren’t going to work because of…• Personalization• Geotargeting• (Not Provided)• Google Keyword Tool retired in 2013• Possible inaccurate data in WMT

SEO REPORTING: It’s Time We Get Away From the Minutia & Focus On What Matters by Janet Driscoll Miller

Results are not rankings.

Results are results.

TakeawaysBe Organic

• Don’t try to game the system

• Organic content tastes better

Think Creatively

• Failing is a good thing

• Try things that haven’t been done

Think in questions

• Think about questions not keywords

• Track results not rankings

THANKS!@MonicaWright / @SEngineLand@JimmCarney

#EktronSynergy @Ektron