Show 66 hummingbird

Show 6610.12.13

GOOGLE : HUMMINGBIRD UPDATE

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• Well Google’s done it again.

• A new algorithm change – what does that mean?

• Google changes how it presents content in its search results regularly, to improve the quality of its results and to penalize sites that are trying to game the system.

• We had another once : CODE NAME : HUMMINGBIRD

• FIND OUT TODAY, ON THE EDGE!

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EDGE OF THE WEB

• Good Afternoon / I’m Erin Sparks / Joining Me In Studio

Is Matt Roberts / Thomas Brodbeck from Site Strategics

and Doug Karr From Marketing Tech Blog

• Every Week We Bring You The Latest Internet & Mobile

Marketing Trends / And The Cutting Edge Internet

Marketing News To Use For A More Effective &

Successful Online Strategy / Why? So You Can Spend

Less Administrative Time In Your Business / Make More

Money Without Wasting Your Days Away

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EDGE OF THE WEB

• This Show Is Delivered By Site Strategics / We Are A

Local Indianapolis Web Design And Internet Marketing

Company / We Are Known Locally And Nationally For

Search Engine Optimization / Google Dominance That

Will Actually Translate To Sales – Not Just Good

Rankings / For Your Free Consultation Go To Site

Strategics Dot Com / That’s S-i-t-e-Strategics Dot Com

Or Call Us At 317-882-85 Hundred / That’s 882-85

Hundred

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• HOW YOU GET A HOLD OF US:

• www.SiteStrategics.com

• www.EdgeoftheWebRadio.com

• Simply Google “Indiana SEO”

• Twitter: @erinsparks, @douglaskarr

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• NOW / LET’S FIND OUT WHAT’S HOT OF THE PRESS IN TODAY’S WEB WORLDINTERNET MARKETING NEWS INTRO

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http://www.sitestrategics.com/

http://www.edgeofthewebradio.com/

Segment 1: News• SEARCH ENGINE WATCH : Google Acquires Flutter,

Creator of Hand Gesture Recognition Technology / Jennifer Slegg

• MASHABLE : Amazon Takes on PayPal With Its Own Checkout Service / Lauren Indvik

• MARKETING LAND : Focusing On “Objectives” Facebook Simplifies Ad Creation, Measurement / Greg Sterling

• MASHABLE : Paid Apps Aren't Dead — but They Are on Life Support / Christina Warren

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WE’VE GOT AN APP!

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• Listen to our podcasts

• All of our Videos• Twitter Feed• Facebook• Photos of the Show• Stats Bragging

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And….

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NEWSLETTER SIGNUP

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Coming UpGoogle’s at it once again.

(INCOMING)

Google’s Troops are at it again – they have updated their algorithm, and we’re paying attention to it.

You need to be prepared with the information that may very well affect your domain’s success in search.

What is the new update, CODE NAME : HUMMINGBIRD, all about

Stay tuned to find out/

Segment 2 :

HUMMINGBIRD

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INTROGoogle’s at it once again.

(INCOMING)

Google’s Troops are at it again – they have updated their algorithm, and we’re paying attention to it.

You need to be prepared with the information that may very well affect your domain’s success in search.

What is the new update, CODE NAME : HUMMINGBIRD, all about

Stay tuned to find out/

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EDGE OF THE WEB• Thanks For Listening / I’m Erin Sparks / Joined By My

Colleague Tom Brodbeck with Site Strategics / Check Us

Out At Site Strategics Dot Com / We Are Your Local

Internet Marketing Management Company / We

Do Cost Effective Web Design / With Google – Yahoo –

Bing Search Engine Marketing Management That Not

Only Provides You Great Rankings On Searches But Also

Translates Into Actual Sales

• Come In, Have A Cup Of Coffee And Let’s Talk About

Your Online Success

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AND – NEW SERVICE FROM SITE STRATEGICS

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We are the fast & easy way for small businesses to make Mobile AppsWe talked about how many apps are being launched daily, more apps are launched than babies being born daily! The reality is that with the adoption of the mobile devices and the “second screen” marketing, the ability to connect with consumer loyalty is stronger than ever. Building an app can connect you to your customer

It’s easy and fastWe have templates for:• Restaurants• Realtors• Lawyers• Bands• Sports• Churches• Professional Services

• Article : Link-Assistant.com – great software tool

• Last week Google announced its new Hummingbird algo update, putting lots of SEOs into doubts and concerns – what should this algo change mean to you and your website?

• To make sure you don't get down into panic and plan your SEO strategy wisely, we've got a short guide to explain what Hummingbird update is, how it affects your rankings and how to adapt your SEO strategy to benefit from the changes.

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#EDGETALK : HUMMINGBIRD

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• So, what do we know about Hummingbird?

• Though announced on September 26 only, Hummingbird was in fact released a month before that and is said to affect 90% of search queries.

• Unlike Penguin and Panda, Hummingbird is not a penalty-based update (aimed at cleaning the SERPs from low-quality content), but a change in the way Google reacts to different types of queries, which lets the search engine now get the actual meaning behind a query, rather than the separate terms in it.

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• Besides, the algorithm is called to better deal with conversational queries, considering the growing number of mobile search users and voice searchers.

• So Hummingbird is all about Google being able to catch users' actual search intent and find the content that matches this intent the best.

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• But what does this mean for Internet marketers and SEO? Well, it means a few things become increasingly more important, and first of all - the content on your site.

• The name of the game is relevance and your content needs to be deep and rich, rather than just fluff stuffed with keywords.

• Now to get a better idea of how to adapt your digital marketing strategy to that change, you need to understand which mechanisms Google probably uses to achieve the relevance goal and what each of them means for your site.

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• 1. Adapt your keyword strategy for conversational queries

• The first challenge Google has to deal with today is the growing number ofconversational phrases people use to search the Web. Quite likely (and that is especially true for mobile voice search users), these queries will be of a longer, question-like type - "how to...?", "where is the nearest...?", "where can I get...?", etc.

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• Interpreting these longer phrases, Google can no longer rely on the keywords only and provide different results for each of them.

• But rather bring numerous conversational requests to a shorter "general term", based on the type of searchers' intent:

• Informational

• 1. The user wanders "How old is Miley Cyrus?", so...2. The user wants general information about Miley Cyrus, so...3. The users will find that info in Miley Cyrus biography

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• Navigational

• 1. The user looks for "What is the official website of waec", so...2. The user wants to get to WAEC website, so...3. The user needs results for WAECDIRECT, WAEC and West African Examinations Council

• Transactional

• 1. The user looks for "Where is the nearest Starbucks", so...2. The user wants to locate and visit the nearest Starbucks, so...3. The users will find it using Starbucks locator

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• Try determining all conversational phrases people are likely to use when searching for your services, and classify them into informational, navigational and transactional.

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• Make sure your content covers each of the 3 types:

• To cover informational queries, create educational, wikipedia-type content.

• Navigational queries are your brand name, your product name, the name of your site, etc. What often helps you rank higher for your brand keywords are brand and website name mentions on thematically relevant resources.

• For transactional queries, use appropriate keywords in your content, for example “hire Jason Utt – a web designer from Indianapolis”

• When possible, target conversational phrases just as they are. For all the rest of conversational terms, use their shorter equivalents.

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IF YOU’RE TUNING IN!

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If you just tuned in:You’re Listing to Edge of the Web RadioWe’re talking about a major change in Google’s Algorithm : Hummingbird

• 2. Leverage synonyms and co-occurring terms

• Another step towards relevant search results is determining what a page is about using not only individual keywords, but their synonyms and co-occurring terms.

• Practically this means that Google shows search results not only for the exact phrase the user typed in, but for other theme-related terms.

• For a theme-relevant website, this results in extra exposure opportunities: it's likely to get to Google's top not only for your targeted keywords, but for lots of their synonyms.

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• Expand your keyword research, focusing on synonyms and co-occurring terms to diversify your content

• To see which search terms Google considers synonymous, pay attention to related keywords, acronyms or spelling variants of your keywords highlighted in search results

• Expand your synonyms list with the keywords that already bring traffic to your website (check your site's Google Webmaster Tools and Google Analytics).

• Tap into Google Suggest for relevant keywords ideas

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• 3. Strive for co-citation

• Another way for Google to identify what your website or your business deals with is co-citation.

• In a simple language, this mechanism means that each time your brand (or a link to your site) is mentioned alongside with your competitors or similar web resources, this serves as a hint to Google that your firm and those other companies are related.

• And if the competitors are already authoritative in your business niche, your site for Google now also seems a weighty niche representative.

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• Ex. If your website (1) is mentioned on websites A, B and C together with your competitors (2, 3 and 4), for Google the 4 websites become associated

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• Identify your top competitors (the leading niche representatives trusted by Google) and make sure your brand gets mentioned alongside with them:

• Perform a Google search for "Top 10 [the generic term for your biz]…", "Best [the generic term for your product] of 2013", etc. If your business isn't there, reach out to the publisher and ask them to put you on the list.

• Search for other competing brands ranking high for your keywords, to find more citation opportunities.

• Reverse-engineer competitors' backlink profiles to see which niche resources they have links from.

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• 4. Re-consider your anchor texts

• Even though using "commercial" anchor texts in links is one of the biggest SEO no-no's these days, Google still relies on backlink anchor texts to better understand the theme of a site.

• The perfect proof for that is the famous example of Adobe.Com that (still!) ranks for "click here" solely due to the anchor texts in its links:

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• Do an inventory of your site's internal links and see if you can betteroptimize the anchor texts for semantically relevant keywords.

• Check your site's external links' anchors to make sure they are relevant enough or revise your anchor text startegy.

• Don't forget to not only use keywords in the anchor texts themselves, but also surround the links with keywords and their synonyms

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• 5. Utilize structured data markup

• To collect more info about your website, its theme and content, Google is likely to pay even more attention to the so-called structured data. That is a perfect way to get extra exposure in Google's Knowledge graph, add more info to rich snippets, feature your articles authorship, get into the search results carousel and so on

• Make sure you use maximum number of structured data properties, that let Google know more about your site (use Google+ for Google authorship, get listed in Freebase to increase your chances of hopping on the Knowledge Graph, etc.)

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• To help Google make better sense of your site, whenever possible, try implementing schema on your site (use Schema.org markup for Videos, use Structured Data Markup Helper to let Google know more about movies, events, etc. on your site).

• Use Structured Data Testing Tool to make sure Google interprets structured data correctly on your webpages.

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• GOT ALL THAT?

• Well, if you didn’t get it all – make sure you download the podcast! Run through it with your developer, or better yet….contact Site Strategics today to help

• We’ll have links on the EdgeoftheWebRadio.com site for reference as well.

• Google Changes, so do we!

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What’s Coming Up

• COMING UP /

• COMING UP / THINK OF HIM AS WHAT THE “E” NETWORK DOES FOR HOLLYWOOD NEWS / WE HAVE YOUR NATIONAL INTERNET TRENDS AND TECHNOLOGY INFORMANT JOINING US IN STUDIO FOR THE SEGMENT OUR ENTIRE LISTENING AUDIENCE CANNOT WAIT TO EXPERIENCE EVERY WEEK / MARKETING TECH BLOG WITH DOUG KARR IS RIGHT AFTER THIS

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Segment 3 : Marketing TechBlog

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• YOU’RE LISTENING TO EDGE OF THE WEB RADIO

• WE’RE TALKING ABOUT INTERNET MARKETING AND INTERNET CONTENT TRENDS OF 2013 YOU WILL HEAR NO WHERE ELSE

• WE’RE PRESENTED BY SITE STRATEGICS

• YOUR LOCAL FACE TO FACE WEB DESIGN AND INTERNET MARKETING COMPANY – CALL US AT 1-877-SEO-4-WEB

• WE’RE ONLINE AT S-I-T-E STRATEGICS DOT COM. You can catch all the information from the Show at EDGE OF THE RADIO DOT COM. We’ve got videos and audio of everything we do on the show and more.

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#EDGETALK#

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WE NOW BRING YOU THE MAN BEHIND THE LATEST INTERNET NEWS AND ONLINE TOOLS

Douglas Karr from MARKETING TECH BLOG INTRO

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If you just tuned in:You’re Listing to Edge of the Web RadioWe’re talking to Doug Karr of Marketing Tech BLog

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Thanks to Doug from Marketing Tech Blog – always bringing a unique perspective on today’s endless internet landscape,

I mean – man, you bring us up to date and help us focus in on the latest trends, Doug, tell the people how to check out what you do and how to follow you.

BreakBack: Segment 4

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COMING UP / ALRIGHT –

How does the recent Hummingbird and the last changes we saw two weeks ago, the loss of keyword data inside of analytics, affect your web site.

A lot is changing, and we got it covered!

Stay tuned to the Edge!

Segment 4 :

NOT-PROVIDED & HUMMINGBIRD

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INTRO

• We’re talking about a two fisted blow from Google today

• The Hummingbird Algorithm update and the loss of keyword data inside of Google Analytics

What the heck is going on here? Let’s talk about it this segment, and what it means to small business SEO

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THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS

BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS /

CHECK US OUT AT SITE STRATEGICS DOT COM / WE ARE YOUR

LOCAL INTERNET MARKETING MANAGEMENT COMPANY / WE DO

COST EFFECTIVE WEB DESIGN / WITH GOOGLE – YAHOO –

BING / SEARCH ENGINE MARKETING MANAGEMENT THAT

NOT ONLY PROVIDES YOU GREAT RANKINGS ON SEARCHES BUT

ALSO TRANSLATES INTO SALES

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REJOIN

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•Hey, we wanted to extend out an invite to join up to our Edge Talk Newsletter!

•Free newsletter – and covers everything we’re ABOUT to cover on the show and much more.

•Get a little insider information:

•We are dropping a useful PRO TIP into each Newsletter as well. Great techniques to make your site sing!

•Simply signup for the Newsletter on Edge of the Web dot Com or Site Strategics dot com!

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NEWSLETTER SIGNUP

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WE’VE GOT AN APP!

1-877-SEO-4-WEB1-877-736-4932

• Listen to our podcasts

• All of our Videos• Twitter Feed• Facebook• Photos of the Show• Stats Bragging

Page

And….

• Score My Site Tool!Submit your site, and we’ll review it for you – give you some knowledge about hor the engines see you!

47

AND – NEW SERVICE FROM SITE STRATEGICS

1-877-SEO-4-WEB1-877-736-4932

We are the fast & easy way for small businesses to make Mobile AppsWe talked about how many apps are being launched daily, more apps are launched than babies being born daily! The reality is that with the adoption of the mobile devices and the “second screen” marketing, the ability to connect with consumer loyalty is stronger than ever. Building an app can connect you to your customer

It’s easy and fastWe have templates for:• Restaurants• Realtors• Lawyers• Bands• Sports• Churches• Professional Services

REWIND

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We talked about the new update from Google : CODE NAME HUMMINGBIRD

1. Adapt your keyword strategy for conversational queries

2. Leverage synonyms and co-occurring terms

3. Strive for co-citation

4. Re-consider your anchor texts

5. Utilize structured data markup

ARTICLE: SEARCH ENGINE WATCH: Adam Stetzer

• Many small businesses measure the performance of their SEO agency based on keyword-level data.

• They believe the value proposition stems from better rankings on specific keywords that they select.

• Small businesses generally approach SEO firms with the assumption that better rankings will equate to more business.

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KEYWORDS & HUMMINGBIRD

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Small Business SEO Monthly Reports

As time goes by, the small business will receive a monthly report that will explicitly show that great progress has been made moving the rankings of the selected keywords in Google and Bing/Yahoo.

More sophisticated agencies transform raw keyword analytics into several buckets.

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It has been popular to bundle keywords that are branded (i.e., use some form of the company's name or brand in the search phrase) against those that are non-branded.

An increase in non-branded traffic has been attributed to SEO, while increases in branded traffic were attributed to other marketing efforts.

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'(Not Provided)' Kills Specific Analytics Reporting

Regardless of the politics of the decision, Google’s recent move to 100 percent secure search has decimated the branded/non-branded keyword analysis used by many small businesses to evaluate their SEO firms.

But this is OK.

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• SEO is Changing (Again)

• Google has made several large algorithmic changes in 2013. The net result of these changes is that many old tactics for link acquisition are no longer helpful.

• Additionally, both small business owners and SEO firms need a new orientation to remain successful.

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• Brand is Important to Rankings

• The death of branded versus non-branded keyword traffic may be a blessing, as many now believe that branded mentions are a key signal in the Google algorithm.

• While no one will deny that backlinks remain the primary driver of rankings, the anti-spam filters have also become much more sophisticated.

• Mentions of a small business company name, even when not accompanied by a backlink, are believed by many to be a signal of legitimacy.

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• Breadth of a Website Matters to Hummingbird

• Whereas small businesses used to obsess over the rankings of their top money keywords, Google's new Hummingbird algorithm implies their focus needs to be elsewhere.

• It is now critically important that the website answers questions for end users.

• Yes, content is still king. In fact, content that answers specific questions may be critical for Hummingbird success.

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• Replace Non-Branded Keyword Traffic with Entrance Pages

• A healthy website is constantly expanding in breadth. In other words, SEO post-Hummingbird requires that a site gain new keyword rankings every month to demonstrate that it is a helpful resource.

• The easiest metric to review is the number of unique entrance pages used by users to get to the website.

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If you just tuned in:You’re Listing to Edge of the Web RadioWe’re talking about how to cope with the loss of search engine traffic keywords to your site.

• A website with more entrance pages:

• Is a stronger resource for answering questions.

• Offers expertise on more topics.

• Ranks on more long-tail keywords.

• Has more breadth in a specific space.

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• Measuring Keyword Traffic Was Wrong Anyway

• While new alternatives to keyword-level analytics, branded and non-branded traffic are rapidly emerging, the punchline is that measuring keyword rankings and traffic was the wrong criteria. The real return on investment from SEO comes from an increase in new customers.

• Lead tracking remains the single best measure of how a small business website is performing. Many websites lack the appropriate web-to-lead and phone tracking (up to 50 percent of leads come through phone calls even when the website was found via a search engine) integration to have a complete picture.

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• This year has proven to be very dramatic for SEO with major changes from Google in the form of Hummingbird and "(not provided)". Small business owners who once obsessed over their top keyword rankings and traffic from a few "money terms" now need to adjust their thinking.

• Google's secure search has removed the popular branded keyword traffic data, but offers an opportunity to instead focus on the breadth of a website via entrance pages. And Google Hummingbird clears the path for small business owners to generate high-quality content that really answers questions.

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#EXIT#

OUTRO MUSIC BED CLOSE TEXT

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THANKS FOR LISTENING TO EDGE OF THE WEB RADIO / A SPECIAL THANK YOU TO MY COLLEAGUE AT SITE STRATEGICS – THOMAS BRODBECK / AND DOUG KARR/MARTY THOMPSON FROM MARKETING TECH BLOG / WE WISH YOU A GREAT WEEKEND AND MAKE SURE TO CHECK OUT OUR MUST SEE VIDEOS AND MUCH MORE INSIDER INFO AT EDGE OF THE WEB RADIO DOT COM / THAT’S EDGE OF THE WEB RADIO DOT COM / WE WILL TALK TO YOU NEXT WEEK

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Show 66 hummingbird

Technology

Transcript of Show 66 hummingbird