SEO Strategy and The Hummingbird Effect

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    08-May-2015
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Talk given at #SEMCON2013 on SEO Strategy and the impact caused by Hummingbird. http://www.pinasevents.com/wp-content/uploads/2013/10/The-7th-Search-Engine-Marketing-SEMCON-2013.jpeg

Transcript of SEO Strategy and The Hummingbird Effect

  • 1.SEO Strategy and the Hummingbird EffectRobin Leonard #SEMCON2013

2. Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1www.allfamous.com 3. The history of searchhttp://www.youtube.com/watch?v=mTBShTwCnD4 4. How often does Google change?500-600 times per yearHere is a great resource: http://moz.com/google-algorithm-change 5. What is Hummingbird? 6. What is Hummingbird?Many parts are still the same"precise and fastBiggest algorithmic change in 12 years - Huffington Post 7. What is the purpose of Hummingbird? Look at your entire sentence and better understand what you want Improve results accuracy Improve mobile and voice search Make search faster and more precise 8. Example: Dumb HumanKeywords I Mexican Tonight Where PlaceWhat you mean You are mexican Where is the best place for Mexicans like you to go 9. Example: Smart HumanKeywords I Mexican Tonight Where PlaceWhat you mean You would like to eat from a mexican restaurant tonight close to where you live, that is open tonight 10. Example: Before 11. Example: After 12. Example: Before 13. Example: After 14. What actually changed?1. Knowledge graph is core to search 2. Conversational search 3. Panda is softening 4. Mobile Optimization 5. Stronger focus on Authorship 15. Knowledge Graph is Core To Search 16. Conversational SearchWhat is the weather today? How about tomorrow? How about in Sagada? 17. Panda Is SofteningSome sites that were previously penalized by Panda, may be un-penalized. 18. Mobile Optimization You dont have a choice. Consumers are going mobile, and Google is favoring it. 19. Stronger Focus on Authorship Sort of like an online ID badge. Google will hugely favor authentic people over anonymous spammers. 20. What is a typical SEO strategy On-Page Optimization Keyword Management Social Media Awesomeness Blog content Link Marketing Guest blogging Paid Advertising Email Marketing Video Marketing 21. The Hummingbird Effect (on SEO strategy) StrategyHummingbird EffectHow to adaptOn-Page OptimizationTakes mobile page stats seriouslyEnsure site is mobile optimized Create targeted landing pages.Keyword Management Cannot see what keywords were used to search for your site Longtail search terms have more value You can use Google Webmaster Tools to see your rankings and Adwords to see search volumes Focus on questionsSocial Media Awesomeness Authorship is important Google+ +1s are importantGet more into Google+ and AuthorshipBlog Content Long tail and context are important Authorship is importantWrite very specific articles answering human questions, related to your product/service. Always setup authorship and build Find guest bloggers with strong authorshipLink MarketingNo major change, aside from Panda softeningKeep ensuring you only build high quality linksGuest BloggingStronger focus on authorshipEnsure Google Authorship is setupPaid AdvertisingPenalizes sites that dont label advertorials correctlyMake sure ads are labeled correctly and not deceivingEmail MarketingNo changeVideo MarketingUsers must have Google+ to commentGet more active on Google+ it will become more prevalent over time. 22. On-Page OptimizationDo all the same juicy good things you used to do for On-PageJust make sure it is mobile. 23. Keyword Management Google now hides a lot of search queries, making it hard to track which keywords convert. 24. Keyword Management We can check Google Webmaster Tools to see what search queries were made resulting in clicks. 25. Keyword Management Because Google Webmaster Tools has no connection with Google Analytics, it is impossible to see how people converted based on their search. Google WebmasterGoogle AnalyticsSearch Traffic Landing PagePaid TrafficReferral Traffic Social Traffic 26. Social Media Awesomeness Keep doing what you were doing andGet into Google+ A +1 is the same as a backlink in Google Webmaster Tools.http://www.huffingtonpost.com/chris-abraham/how-toregister-your-authorship_b_4132888.html 27. Blog ContentIndustryBlog IdeasReal EstateWhere is the best location to buy investment property in Fort Bonifacio?FMCGWhich dishwashing liquid gives you the most value for money?RetailWhere can I buy the most expensive tan leather shoes in Makati?Be more specific and product related Context is king.Asking questions also invites people to give their opinion, increasing engagement. 28. Link Marketing No change, aside from a softening of Google Panda.This is how we do link marketing: Contextual Link SocializationHigh Quality Reference Links 29. Authorship is KingGuest Blogging Bloggers contribute to CompanyCompany contributes to BlogsBrandCompany publishes blogs on other siteGuest publishes his blogs on your siteBlogger PageCompany Page Great for traffic if blogger has audience Increase share of voice Great linkjuice if site has high authority Great for referral traffic 30. Paid Advertising Sneaky adReal linkThe only thing that has changed is penalizing sneaky ads. 31. YouTube VideoUsers need to have Google+ to comment on YouTube videos 32. The Hummingbird Effect (on SEO strategy) StrategyHummingbird EffectHow to adaptOn-Page OptimizationTakes mobile page stats seriouslyEnsure site is mobile optimized Create targeted landing pages.Keyword Management Cannot see what keywords were used to search for your site Longtail search terms have more value You can use Google Webmaster Tools to see your rankings and Adwords to see search volumes Focus on questionsSocial Media Awesomeness Authorship is important Google+ +1s are importantGet more into Google+ and AuthorshipBlog Content Long tail and context are important Authorship is importantWrite very specific articles answering human questions, related to your product/service. Always setup authorship and build Find guest bloggers with strong authorshipLink MarketingNo major change, aside from Panda softeningKeep ensuring you only build high quality linksGuest BloggingStronger focus on authorshipEnsure Google Authorship is setupPaid AdvertisingPenalizes sites that dont label advertorials correctlyMake sure ads are labeled correctly and not deceivingEmail MarketingNo changeVideo MarketingUsers must have Google+ to commentGet more active on Google+ it will become more prevalent over time. 33. Top Takeaways 1. Dont stop doing what you are doing 2. Make sure your site is mobile optimized 3. Get into Google+ and Google Authorship 4. Revisit your content strategy and ask Am I asking the right questions 5. Being human is a long term strategy, not a campaign or a fix. 34. Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1Thank You!!www.allfamous.com