A new year means changes in the content marketing sphere. For motum b2b, this means increasing our know-how in Search Engine Optimization (SEO). With Google’s implementation of the Hummingbird algorithm (launched on their 15th anniversary in September 2013), we need to adapt the way in which we use SEO.
The Hummingbird rollout has seen a massive change in how Google ranks a website. It now places huge emphasis on natural search queries. This means that Hummingbird now considers the intent behind the query rather than just the keyword at face value.
How does this affect you? It means the way you plan for and use SEO needs to be adapted for this new method of search. Otherwise, your website will no longer garner the same amount of attention in searches or visits. These changes include discarding keyword-rich anchor text, posting more social media content, making Google + a fixture in our social media output, blogging, and making sites compatible with mobile devices.
Some helpful tips:
- Writing anchor text full of popular keywords won’t cut it anymore on Google’s search algorithms, but link anchor text is still a great way to garner page views. Make sure not to focus too much on any single keyword phrase as it can cause issues with Google’s search algorithms.
- Be wary of using high-priced AdWords without actually purchasing the keywords or phrases. Google is protecting its profit margin with AdWords, which means search algorithms will disregard high-priced keywords or phrases that haven’t been purchased by the poster.
- Any anchor text used on your website should be diverse and natural in appearance. You can still use target-specified keyword phrases but, again, make sure not to overload your website with repetitious content.
- You’ll also want to use branded phrases, as it gives the appearance that your brand is popular and will get picked up by Google’s algorithm. For example, motum b2b would make sure to use The Buying Conversation™ or the Rightly Imagined Future in our web copy.
- Blog and use social media—specifically Google +. Not surprisingly, Google + will garner a higher rating in Google’s algorithm. However, the more content on social media in general, the more attention your website can potentially gain. It is all about diversifying your market reach.
- One of the most important additions for 2014 will be the adoption of mobile-friendly interfacing through your site. Google will disregard your site in mobile searches if your site is not built for mobile devices.
While it is different, we feel that Google’s Hummingbird algorithm isn’t something to be afraid of. In fact, we can use the algorithm to our advantage. By becoming early adopters, we can provide an even better service to our clients, by helping you see and plan for the synergy between high-value content and findability.
Have more questions regarding SEO? Send us a note and we would be happy to fill in the blanks.