Why even care about what Google thinks?October 20, 2013 0 Comments
Google launched its Hummingbird search algorithm in August. Hummingbird reportedly impacts 90 per cent of all searches. You should care about this. You should care a lot. If your business is produced by online sources, this affects you.
Unlike Google's Penguin and Panda launches which were just updates to its established algorithm, Hummingbird is a complete overhaul. Google's search master Amit Singhal asserted that Hummingbird is the first redesign since 2001 that a Google algorithm has been so totally re-constructed.
Google's recent algorithm update, often known as Hummingbird, was set up to handle more complex search queries. This update cranks up Google's capability to understand the meaning between word combinations rather than just looking for keywords. In the geeky SEO world we exist in, this is known as LSI, or Latent Semantic Indexing, and is getting baby steps closer to the holy grail of computers comprehending natural human writing.
Keyword Optimization Is Now Old News
Reading between the lines on Google's recent update seems to point towards the lessening impact of keywords just being on a page. This presumption is supported by another recent shift by Google to encrypt all keyword search data. Online business marketers won't be able to (easily) determine which keyword phrases sent visitors their website. This foundation of SEO metrics has been crucial for optimizing a website for specific key terms and phrases.
Google is being very clear in pushing search marketers to optimize using good content and truly produce value for readers rather than keywording and mechanical whiz-bang.
Classic Marketers will undoubtedly Win
The very first decade of SEO was similar to the Wild West: we all tweaked the technical elements, and threw content all over to achieve links, results and listings. Clients unfortunately encouraged this as the folks winning SEO bids were those who took a low-price winner, short-term, slash and burn approach (we refused and thankfully are still here). This left clientele to nose-dive in the search engines as algorithms evolved and the SEO firms simply shrugged, and moved on to new clients with new tricks. As the search engines like google and yahoo have evolved, this cowboy method is becoming obsolete considering that latest algorithms can understand meaning, context and worth without needing quite a lot of the technical backend methods for telling Google what's in your pages.
Presently, good SEO just looks a lot like "marketing".
Marketers specialize in delighting our audiences for clients, making intriguing content that is cool enough to share and promoting a positive image of the brand. Technical optimization is trailing to real world optimization. Gaming link building is losing to digital public relations.
SEO is not dead, it is just getting "more real" daily.
The cut-rate, shadowy, technical SEO organizations overseas are increasingly becoming irrelevant as they now have to adopt brand building, actual communication and business targets. This can be harder work, and some firms aren't up for the challenge.
Focus on "Long-tail" Searches
Long-tail keywords is the expression used for longer search queries that are more specific in nature. These are typically asked in question forms, like "how do I slim down in my hips quick?" For ages, great marketers have been using this lucrative traffic segment to amplify online sales. Long-tail keywords are naturally really specific. This makes them lucrative in search, due to the fact that a individual with a very specific question is frequently more motivated and in a position to buy "right now" if you answer their question or give a compelling solution to their crisis.
Think about it this way: if you were selling vehicles, would you rather deal with a customer wanting "a car," or would you rather talk to the customer wanting "a Black Camaro with tan leather seats, a v8 engine, and a stick shift"? Long-tail search phrases convert at 3 x the rates of general phrases.
The Hummingbird update is currently honoring the longer tail searches in an attempt to provide better search engine results for more specific and complex search queries.
While many Search Engine Optimization companies are scrambling and crying about the upgrades, many are popping champagne (well, sparkling cider at work anyway…), and are excited about what this will signify to the customers of SEO.
Like they have done after most major rollouts, The bigger and better SEO companies are now even offering free critical reviews to assist companies see how much they are affected. Check out search engine optimizing complimentary evaluation