google humming bird algorithm update

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Google Algorithm Update Google “Humming Bird” Algorithm Update 01/10/2013 © Copyright October 2013 Make It Rain

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These slides give detailed insights into the Google Humming bird algorithm update and how it's affected SEO going forward.

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Page 1: Google Humming Bird Algorithm Update

Google Algorithm Update Google

“Humming Bird” Algorithm Update

01/10/2013 © Copyright October 2013 Make It Rain

Page 2: Google Humming Bird Algorithm Update

Google Algorithm Update An algorithm is a set of rules and formulae that make an automated system work – a search engine is one such system

What is an algorithm?

01/10/2013 © Copyright October 2013 Make It Rain

Page 3: Google Humming Bird Algorithm Update

Google Algorithm Update The way people search is becoming more advanced by the day. People aren’t just using one word searches They are using entire sentences and complex questions, particularly through voice search Google needed to adapt to remain relevant and to remain the no.1 search engine people use

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Why did Google update /change their algorithm?

01/10/2013 © Copyright October 2013 Make It Rain

Page 4: Google Humming Bird Algorithm Update

Humming bird looks at the conversation Behind the query and produces relevant results

What Is An Algorithm? How does humming bird work?

“Best bicycles for mountain

trekking”

“Where can I find a good bicycle for mountain trekking”

“Bicycle mountain trekking

guide UK”

01/10/2013 © Copyright October 2013 Make It Rain

Page 5: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

Google have acknowledged that their results for question-type queries were poor and simply concentrated on the keywords the question included.

So, for “best bicycle for mountain trekking” they were likely ignoring ‘best’ and ‘for’. This led to:

•  A lot of shopping results •  1 or 2 Wikipedia results •  Image results

Now the results for “best bicycle for mountain trekking” will focus on the actual question ask and should feature:

•  Articles from various sources with Google Authorship attribution •  More reviews and blogs •  More informative product pages •  Local results (where relevant)

How does humming bird work?

01/10/2013 © Copyright October 2013 Make It Rain

Page 6: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

Rather than placing emphasis on short tail keyword rankings, focus needs to shift to content people really need

How does this affect my campaign?

01/10/2013 © Copyright October 2013 Make It Rain

Page 7: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

No, not completely. Keyword ranking still gives an indication of positioning, we just need to pay closer attention to things like bounce rate and the longer query the keyword is part of

Does that mean keyword ranking is now redundant?

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Page 8: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

Instead of focusing on “bicycle”, look at “best bicycle for mountain trekking”. Look at the bounce rate of “best bicycle for mountain trekking” and make sure the page serves the purpose. Does your content make the argument for the product fitting this need/user intent? If not, you will struggle to rank.

What Is An Algorithm? How does this affect my account Can you explain

further?

01/10/2013 © Copyright October 2013 Make It Rain

Page 9: Google Humming Bird Algorithm Update

What Is An Algorithm? How does this affect my account Show me a bad

example

01/10/2013 © Copyright October 2013 Make It Rain

Page 10: Google Humming Bird Algorithm Update

What Is An Algorithm? How does this affect my account Show me a good

example

01/10/2013 © Copyright October 2013 Make It Rain

Page 11: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account What are the next steps?

M onitor user interaction of your website content closely for actionable insights. Most of the implications of this change should only mean marginal re-alignment of your strategy.  

01/10/2013 © Copyright October 2013 Make It Rain

Page 12: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

Utilise platforms such as Facebook, and targeted ads to monitor user interest in your market and use the data to improve your website content.

What else Should I do?

Analysing SEO performance at page-level becomes more important than ever before.

01/10/2013 © Copyright October 2013 Make It Rain

Page 13: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

Implementing Google Authorship will also help mitigate this change as Google will rank content attributed to a “human” over general site content in some cases.

What else Should I do?

01/10/2013 © Copyright October 2013 Make It Rain

Page 14: Google Humming Bird Algorithm Update

Google Algorithm Update a major change to it’s algorithm

The last major change to the original Google algorithm was about 10 years ago, however there have been many, many updates along the way. Google search chief Amit Singhal said: “Perhaps 2001, when he first joined the company, was the last time the algorithm was so dramatically rewritten”

When was the last time Google made a major change to it’s algorithm?

01/10/2013 © Copyright October 2013 Make It Rain

Page 15: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

Ha, no its demise has once again been greatly exaggerated. Notably, on-page SEO and author rank just went from being extremely important, to absolutely essential.

Is SEO dead?

01/10/2013 © Copyright October 2013 Make It Rain

Page 16: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

No, this update started to roll out approx. 2 months ago, however it was only announced this last week (w/c 23rd September 2013). It is said to affect c.90% of search queries, but note that’s ‘queries’ and not ‘searches’. High volume pure generic keywords are not likely to see major changes in the short term. Long tail search is likely to evolve much more dramatically.

Should I be worried?

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Page 17: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

“Hummingbird will make Google relevant for today’s searchers and our rapidly increasing use of smartphones and tablets. A recent study by Pew* shows 34% of people now mostly use their smartphone to go online, add into the mix the rise in services such as Siri and users are now searching in a completely different way, using questions and natural language.

I would encourage a focus on natural content and 'real' language rather than purely keywords, by considering further how people use voice and mobile search. So, we now have a search engine that understands full questions and their meaning; I think Ask Jeeves was onto something all those years ago….”

Our CEO speaks:

*http://pewinternet.org/Reports/2013/Cell-Internet.aspx  01/10/2013 © Copyright October 2013 Make It Rain

Page 18: Google Humming Bird Algorithm Update

Google Algorithm Update What Is An Algorithm?

How does this affect my account

Questions or Comments? Lauren Jones Senior Campaign Manager SEO & Social Media Twitter: @Lauren_Reports | @makeittweet Email: [email protected] Web: www.make-it-rain.co.uk

What Is An Algorithm? How does this affect my account Thank You!

01/10/2013 © Copyright October 2013 Make It Rain