Structurally the Google Hummingbird update was one of the largest, but what does it really mean for search engine optimization, developing content and the role of content strategy.

1. Google’s Hummingbird Update
HOW IT AFFECTS SEO AND CONTENT STRATEGY & CREATION
By: Kevin Gamache & Kerry Carnahan Ellis
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2. Google’s Ongoing Updates

3. 500 – 600 Changes per Year
Link originally pointed at http://www.seo-positive.co.uk/blog/googles-algorithm-timeline-infographic/ but redirects to http://www.absolutedigitalmedia.co.uk/
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4. Google’s Ranking Progress
Early Algorithm (mid-1990’s) – The most keywords on a page wins (and in the
keywords meta tag)
The PageRank Era (1998) – Sergey Brin and Larry Page developed an algorithm that
looks at number and authority of inbound links to a website.
The Rise of the 200 (1998-2004) – Search engines began implementing hundreds of
ranking factors that they can adjust and revise to help compete against spamming
attempts.
The Panda Romp (2011)– Google implemented an update codenamed Panda which
targeted duplicate and thinly written content.
The Penguin Walk (2012) – This Google Algorithm change codenamed Penguin was
aimed at penalizing manipulative link building.
And…
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5. What now??!!

6. Google’s Hummingbird Update
+ Danny Sullivan of SearchEngineLand.com was told by Google
that they called it Hummingbird because it was “precise and
fast”
+ This was a major change. It changed how Google gathers,
understands and indexes.
+ Hummingbird humanizes searches. It moves from breaking
apart the query into keyword components to understanding the
query as a whole and its intent.
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7. What does it mean for content
development?

8. From Keyword to Context
+ For many marketers this will not change HOW they create web
content, it changes WHY they create content.
– Content is now built to solve for the search intent versus the
keywords used in the query.
– Content, as it always should have been, is built for the user not
the search engine.
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11. From Keyword to Context
+ Look at your site as a collection of pages, a novel.
– Would you read a novel that said the same thing over and over
again?
– Would you read a novel that said it was going to be a love story
but only had battle scenes?
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14. From Keyword to Context
+ Ensure you are covering specific topics in depth on separate
pages.
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16. Being update proof

17. Stop looking over your shoulder
WELL AT LEAST A LITTLE BIT
+ The silver bullet is content that your audience finds as
authoritative, is well written, and gets shared.
+ You may have the bullet but if you don’t keep your gun in
shape it is as useful as a rock.
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18. Thinking Strategically About
Content

19. Quality Content Matters. A Lot.
FIRST… KNOW YOUR USERS
+ Audience research and models are critical
– Segmentation models and/or personas (if you can)
– Audience surveys or interviews
+ Understand their needs (“intent”)
THEN… INVEST IN USEFUL, USABLE INFORMATION
+ Creation + curation
+ Higher-quality vs. higher-volume: Focus on relevance.
+ Content structure/format aligned to user needs, not pretty designs
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20. Go Mobile. Now.
THE MOBILE FIRST APPROACH
+ Start small and work up
+ Create content that is usable on smaller screens
– Clear language and next steps
– Help people understand how you meet their search intent
PLAN CONTENT FOR RESPONSIVE DESIGNS
+ Presentation-independent content
– Adaptive content modeling
– Focus on structure
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21. There’s Life Beyond Your Website
COMPLEMENTARY CONTENT FOR MULTIPLE CHANNELS
+ Plan for social media or other channel content to complement your
website.
+ Multiple shares and likes contribute to search authority.
+ Highlight different aspects of your offerings in different channels,
but connect them for a wholistic experience.
– Popular teasers, highlights, or videos are great for driving both traffic
and search results to longer Web pages with more detail
OPTIMIZE!
+ Have a content optimization plan
– Know your KPI’s
– Assign resources over time
– Content creators and analytics need to work together
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22. Q&A
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23. Thank you