1. OVERVIEW
The Hummingbird Buzz:
What You
Really Need To Know
Mike Turner
Director of Business Development
Oct 15th, 2013
#123webinar | @webmarketing123

2. OVERVIEW
Frequently Asked Questions (FAQs)
Are the slides available?
Yes! Just email
results@webmarketing123.com
@webmarketing123
Engage with us on Social:
facebook.com/webmarketing123
webmarketing123
Get a consultation:
Email us at “results@webmarketing123.com”
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3. OVERVIEW
About Us
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4. We are a Full Service
OVERVIEW
Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing
Top 500 Fastest Growing
Private US Companies
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5. OVERVIEW
What sets
us apart?
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6. We deliver on
revenue.
OVERVIEW
Not just leads & traffic.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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7. OVERVIEW
Agenda
1
2
3
Google’s Hummingbird Update
What is it & Why Should We Care?
Post-Hummingbird Digital Strategy
Tangible Steps to Building Great Content
Secure Search – SSL what?
Since
The Real Impact of Secure Search2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
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8. OVERVIEW
Hummingbird is here.
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9. What is Hummingbird?
OVERVIEW
Hummingbird Revamps Google Search
to Better Support
How do I calculate
search ROI?
Conversational
Search.
1. Improved accuracy for long tail queries.
2. Greater emphasis on the Knowledge Graph.
3. Sets the stage for increases in spoken
mobile search.
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10. What is Hummingbird?
OVERVIEW
Google’s BIGGEST
algorithm update
in
12 years.
“2001…was the
last time the
algorithm was
so dramatically
rewritten.”
Amit Singhal, Google Search
Chief; SearchEngineLand
14 algorithm updates reported in 2013 alone.
All of this boils down to 2 MAJOR CMO Challenges:
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11. Google Search History
OVERVIEW
Where does
Hummingbird fit in?
According to Google…
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12. Google Search History
OVERVIEW
According to SEO
Marketers…
“2001…was the
‘Penguin’
last time the
2012
algorithm was
so dramatically
rewritten.”
‘Social
Signals’
2010
2011
2013
‘Panda’
2009
‘Hummingbird’
More updates are
on the way!
‘Caffeine’
All of this boils down to 2 MAJOR CMO Challenges:
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13. OVERVIEW
Agenda
1
2
3
Google’s Hummingbird Update
What is it & Why Should We Care?
Post-Hummingbird Digital Strategy
Tangible Steps to Building Great Content
Secure Search – SSL what?
Since
The Real Impact of Secure Search2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
#123webinar | @webmarketing123
13

14. Focus on Content.
OVERVIEW
Google updates
in pursuit of the
500+ times a year
same goal:
Providing the end-user with
quality content.
But, what does Google
consider as quality?
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15. Google evaluates content with
OVERVIEW
Three Factors:
Frequency.
Freshness.
Uniqueness.
Here’s how to get started.
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16. Frequency.
OVERVIEW
How?
It’s simple.
Encourage Google to crawl your site with regular
content updates.
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17. Frequency.
OVERVIEW
Submit your XML site map.
VS.
Close the gap between
submitted & indexed pages.
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18. Freshness.
OVERVIEW
When’s the last time you
updated your content
strategy?
Update
Stale
Content.
That includes
your ‘Evergreen’
content!
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19. Freshness.
OVERVIEW
Reevaluate targeted content keywords each quarter.
Use a Keyword Mapping Document.
Refresh content to support your top converting keywords.
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20. Freshness.
OVERVIEW
FAQ content naturally lends itself to long tail queries.
Salesforce covers
targets long tail
queries by having
FAQ’s for each of
their products – Helps
with Hummingbird
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21. Freshness.
OVERVIEW
FAQ content naturally lends itself to long tail queries.
LinkedIn covers
both freshness &
frequency with
crowdsourced FAQ
content.
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22. Uniqueness.
OVERVIEW
Create original content that is explicitly owned
by your site.
How do I tell Google my
content is unique?
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23. Uniqueness.
OVERVIEW
Claim your content with Google+.
“Within search results,
information tied to
verified online profiles
will be ranked
higher
than content
without such
verification...”
- Eric Schmidt
Executive Chairman of Google
How do I tell Google my
content is unique?
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24. Uniqueness.
OVERVIEW
Claim your content with Google+.
How do I tell Google my
content is unique?
Google Authorship & Publisher Markup
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25. OVERVIEW
Great! Quality
content is the key.
But…
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26. OVERVIEW
What about
Secure
Search?
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27. Google is Taking Back
Their Keywords.
OVERVIEW
Don’t Panic! Here’s
what you need to know:
It’s true.
How do I tell Google my
content is unique?
100% ‘Not Provided’ is here.
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28. What about Secure Search?
OVERVIEW
Source: ‘Not Provided Count’
How do I tell Google my
content is unique?
Google introduced Secure Search for signed in users back
in 2011. Since then ‘Not Provided’ has steadily increased.
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29. On September 23rd
OVERVIEW
Google confirmed the Secure
Search update.
So, what does this
mean for SEO?
100% ‘Not Provided’
All search activity is now
encrypted.
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30. Why Secure Search?
OVERVIEW
How do I tell Google my
content is unique?
Since Google has rolled out “Secure Search” Ad Revenues
have increased from $28B to $43B
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31. Before Secure Search:
OVERVIEW
Attribute specific keywords to revenue in your CRM.
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32. After Secure Search:
OVERVIEW
Tie landing page conversions to revenue in CRM & attribute to mapped keywords.
This is why you
MUST map KWs!
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33. The Good News is
OVERVIEW
While SEO reporting will change…
Strategy remains the same.
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34. Despite Hummingbird & Secure Search
OVERVIEW
3 Key Factors Remain:
You can still track revenue from organic search.
You still need to focus on content.
You still need multi-touch attribution.
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35. THANK YOU
OVERVIEW
Mike Turner
Director of Business Development
Get a head start on Hummingbird & Secure Search.
Reach out for a copy of our
keyword mapping template.
Or, sign up for a
complimentary
consultation!
Email results@webmarketing123.com or call 800.619.1570
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