understanding google hummingbird - gshift client success webinar

16
Client Success Webinar Series presents: Understanding The Google Hummingbird Update WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

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Client Success Manager, Crystal Wiltshire, reviews the Google Hummingbird update and how organizations can adjust their content marketing strategies to improve their web presence under this new algorithmic environment.

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Page 1: Understanding Google Hummingbird - gShift Client Success Webinar

Client Success Webinar Series presents:

UnderstandingThe Google Hummingbird Update

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Page 2: Understanding Google Hummingbird - gShift Client Success Webinar

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Speaker

Crystal Wiltshire• 9 years experience in

corporate marketing• Office social media

addict• Blogger & social

influencer• Typical busy mom

Page 3: Understanding Google Hummingbird - gShift Client Success Webinar

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Agenda1. What is the Hummingbird update2. What impact is this update having

on Web Presence and SEO 3. How to implement Hummingbird

focused strategies into your content marketing going forward

Outcome: To help you understand and react to Google’s Hummingbird update

Page 4: Understanding Google Hummingbird - gShift Client Success Webinar

We make it simple for brands to be massively discovered in a social and mobile world.Processing billions of data points for over 10,000+ brands across 22 countries.

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Page 5: Understanding Google Hummingbird - gShift Client Success Webinar

• Hummingbird is a recent algorithm update from Google

• It was a complete algorithm replacement

• Focuses on long-tail phrases that are based in “conversational search” or “semantic search”

• Often need based statements/questions

• Ex. “Where can I find Thai food in Barrie?” WEB PRESENCE

ANALYTICS for BRANDS AND AGENCIES

WHAT IS THE HUMMINGBIRD UPDATE?

Page 6: Understanding Google Hummingbird - gShift Client Success Webinar

Mobile

Social

• To improve the quality of results for the searcher

• Create a more natural search experience

• Response to the increase in voice-based searches from mobile devices

• To help Google become a more intuitive search engine and fine meaning behind the words

• Ex. “Where is the closest place to buy an iPhone 5 to my house?” – will understand home, place, buy and iPhone 5.

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

WHY WAS HUMMINGBIRD CREATED?

Page 7: Understanding Google Hummingbird - gShift Client Success Webinar

www.gshiftlabs.com | @KristaLariviere

Textual Search

Page 8: Understanding Google Hummingbird - gShift Client Success Webinar

www.gshiftlabs.com | @KristaLariviere

Conversational Search

Page 9: Understanding Google Hummingbird - gShift Client Success Webinar

Mobile

Social

In short, the rules of the game have not really changed. • Create good quality

content and put your visitor’s experience first

• Has had less effect on traffic than previous updates

• Old school SEO methods are even less effective with Hummingbird – ie. Keyword stuffing

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

HUMMINGBIRD’S IMPACT ON WPO & SEO

Page 10: Understanding Google Hummingbird - gShift Client Success Webinar

MobileIdentifying Hummingbird-friendly phrases• Select a keyword from your current

pool of phrases• How might someone use that keyword

in a statement or question?• Think like your customer would; how

would you find your product or service?• There may be multiple conversational

search phrases that you can come up with for each keyword WEB PRESENCE

ANALYTICS for BRANDS AND AGENCIES

IMPLEMENTING HUMMINGBIRD

Page 11: Understanding Google Hummingbird - gShift Client Success Webinar

HUMMINGBIRD EXAMPLES

@KristaLaRiviere @gShiftLabs

Page 12: Understanding Google Hummingbird - gShift Client Success Webinar

IMPLEMENTING SEO FOR HUMMINGBIRD

@KristaLaRiviere @gShiftLabs

On-Site Optimizing for Hummingbird• The basics of on-site optimization have

not changed• You do not have to put a Hummingbird

phrase in your HTML title, H1 header, etc.

• Write your page content with that conversational search term in mind

• If content is written with the intent of answering conversational search terms, Google will do the rest

• Consider adding an FAQ section to your site to address these phrases

Page 13: Understanding Google Hummingbird - gShift Client Success Webinar

IMPLEMENTING HUMMINGBIRD

@KristaLaRiviere @gShiftLabs

Page 14: Understanding Google Hummingbird - gShift Client Success Webinar

Special PromotionPackage What’s Included

Keyword Hummingbird Auditfor 15-20 Keywords

(2 hours)

• Review your primary keywords

• Give an example of a corresponding

Hummingbird friendly phrase for each

keywordOn-site Audit of Top

10 Pages of Your Site(3 Hours)

Review your top 10 webpages to ensure the

content answers the Hummingbird phrases

identified above.Promotion expires March 5, 2014Contact [email protected] or your CSM for more details

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Page 15: Understanding Google Hummingbird - gShift Client Success Webinar

QuestionsMobile

Social

If you have any questions at all regarding the info in this presentation, feel free to contact myself or your client success manager.

My email: [email protected]

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES

Page 16: Understanding Google Hummingbird - gShift Client Success Webinar

Next Month’s WebinarMobile

Social

Topic: Make Smarter SEO & Content Marketing Decisions with gShift Data

Presenter: Jeff Riddall, CSM

Date: March 19, 2014 at 1:00 pm EST

WEB PRESENCE ANALYTICS for BRANDS AND AGENCIES