Google Hummingbird: What It Means and What You Can Do About It
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Transcript of Google Hummingbird: What It Means and What You Can Do About It
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Hello!
Monica WrightDirector of Audience Engagement at Search Engine Land and Marketing Land@MonicaWright
Jim CarneyContent Marketing Manager at Ektron@JimmCarney
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How Do Search Engines Work?
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The Old Way
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PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable
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Index vs. Refresh vs. Algorithm
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Targeted content farms churning out low quality articles. Some sites were producing
over 7,000 articles per day!
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Targeted spammy links.
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FAQ: ALL ABOUT THE NEW GOOGLE HUMMINGBIRD ALGORITHM
Emphasis on “Entity Search”
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Knowledge Graph
Learn More: Google Knowledge Graph
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Semantic
MarkUpOPEN GRAPH PROTOCOL, SCHEMA
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Personalized Search
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Instant Answers
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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…
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What Mobile Visitors Want
GOOGLE SURVEY REVEALS WHAT USERS WANT FROM MOBILE SITES by Greg Sterling
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What This Means For Your Content Strategy
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Google Encryption of Keywords
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Less Keywords, More Engagement
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How to Get Started
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Think Questions, Not Keywords
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Provide Value
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Build Buyer
Personas
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Think Like A Brand
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Think Beyond Text
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Think Beyond Your Site
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4 More Ways…• Use rich snippets • Verify and implement Google+ brand page• Don’t forget Google+ authorship• Remember social media sharing, onsite and off…
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Status Update in 17 SECONDS!
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G+ Authorship
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How To Track Success
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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
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Results are not rankings.
Results are results.
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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
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THANKS!@MonicaWright / @SEngineLand@JimmCarney
#EktronSynergy @Ektron