How Does Google s Hummingbird Update Impact Your SEO Efforts? NetElixir University Guest Expert Series

Size: px

Start display at page:

Download "How Does Google s Hummingbird Update Impact Your SEO Efforts? NetElixir University Guest Expert Series"

Catherine Turner
8 years ago
Views:

1 How Does Google s Hummingbird Update Impact Your SEO Efforts? NetElixir University Guest Expert Series

2 About NetElixir NetElixir is a global search marketing agency headquartered in Princeton,NJ. We specialize in applying mathematical models to drive exceptional search Marketing results for our clients like UllaPopken, Lenovo, K-Swiss and Oneida. Follow

3 About NetElixir University NetElixir University was launched in 2012 with a vision of democratizing the digital marketing industry through exceptional knowledge and expertise sharing. Through monthly webinars and quarterly seminars, we hope to provide the tools & knowledge to help people become better search marketers. NetElixir University 3

4 Who is Steven Pope? Steven Pope is ecommerce Marketing Manager at Ulla Popken, a leading women s plus size clothing retailer. He has 5+ years of experience in every aspect of digital marketing strategy and execution. He specializes in SEO. Steven has an MBA from Western Governors University, and a BS in Communication from Weber State University.

5 My Personal SEO Experience I ve used all leading enterprise SEO tools, including Conductor Search Light at my present and previous company. I ve done complex, end-to-end SEO implementations for multiple firms. Steven s SEO Trivia: A Higher Education company I worked for, StraighterLine, wanted to rank for algebra terms. I paid a professor to create 100 math videos all titled around how people search for algebra, and got one landing page to rank for 20 keywords on page 1!

6 Hummingbird and its impact on SEO The smallest extant bird species is a hummingbird, the 5- cm Bee Hummingbird. They hover in mid-air by rapidly flapping their wings12 80 times per second. Source: 6

7 Google is changing

8 Announced September Google Changes Non-provided Keyword Data Hummingbird

9 What s a search algorithm? That s a technical term for what you can think of as a recipe that Google uses to sort through the billions of web pages and other information it has, in order to return what it believes are the best answers.

10 Why is it called Hummingbird? Google told us the name comes from being precise and fast.

11 Hummingbird Myths Search is dead Hummingbird is just another Panda/Penguin. Hummingbirds hitch rides on the backs of geese as they migrate south.

12 Previous Google Updates: Penguin Panda De-ranked Spam Sites De-ranked Low Quality Sites

13 Hummingbird is a Much Bigger Game Changer New Search Engine.

14 Hummingbird Humanizes Search Relevant content based on User Intent. Previously a search query weighed all words equally, Hummingbird is smarter to figure out a user s true intent. Conversational Search Search 2012: plus size clothing Search 2014: Siri: Where can I buy plus size clothing Keyword stuffing will become a thing of the past. Imagine if every post was keyword stuffed, that would get annoying It s all about natural content now. It s less about keywords and more about content now. Instead of asking what keywords will users be searching for we need to ask what kind of information are users looking for?

15 3 Quick Ways to Optimize Your Site Today Post Hummingbird 1. Decrease your website page load times to below 2 seconds. I used Edgecast, a paid service to cache my site. Went from 5-seconds to 1. If you have internal IT resources, challenge them to reduce speeds. Start with photos, these are generally the worst culprit, then look at tags/pixels. Test your speeds at free sites like 2. Create a content strategy, increasing/starting blog production. Quality > Quantity Post 1-3 times a week minimum Each post focuses on 1-3 keywords repeated 2-3 times. 3. Begin to optimize on conversational search. Content strategies can segment on mobile search queries.

17 SEO is in its infancy. My Personal Take I think Keywords are going to become hyper segmented due to mobile I think SEO is one of the hardest marketing initiatives to get organizations to adopt, requiring months/years of buy-in and re-buy-in requiring conversations across multiple departments. Larger business will increasingly dominate search.

18 Questions Please

19 Thank You! Questions? or tweet with hashtag #NetElixirU & we ll get back to you! For access to free SEO and SEM tools, visit Steven Pope ecommerce Marketing Manager Ulla Popken 19

How Does Google s Hummingbird Update Impact Your SEO Efforts? Guest Expert: Steven Pope ecommerce Marketing Manager, Ulla Popken Q&A

How Does Google s Hummingbird Update Impact Your SEO Efforts? Guest Expert: Steven Pope ecommerce Marketing Manager, Ulla Popken Q&A 1 1. You tell us to focus on conversational search. How can we optimize