Google has recently made some pretty significant changes to its algorithm – the system that it uses to order its search results.
Known as ‘Hummingbird’, this update is a game-changer for content marketers. Martin Harrison, co-founder of online copywriting service Copify discusses these changes and what you need to do in order to stay ahead of the curve.
A change in search behaviour
The way that people are using Google has changed dramatically over the past few years. Historically, most users have entered very generic terms, known as ‘keywords’ to find what they were looking for.
Today, however, users are increasingly entering very detailed and specific queries. For example, a year ago, someone looking for somewhere for an all-you-can eat Chinese restaurant in London might have searched for:
“Chinese restaurants in London”
“All-you-can eat Chinese London”
Today, they might be much more specific
“Where are the best all-you-can-eat Chinese restaurants with good reviews in London?”
Hummingbird is about understanding user queries and searcher intent. Marketers will be rewarded for understanding the common search queries their customers might have about their products and services, and structuring content around these queries.
A really easy way to do this, for those with Google Analytics set up on their sites, is to search for all queries that have driven traffic with one or more of the following words:
More diverse content
The types of links that were easy to attain in order to propel your site to the top of Google no longer work, which means that marketers must now box clever in terms of the content they produce.
Updating the company blog once a fortnight with some mundane news about your brand is not going to cut it any more. Those daring enough to be humorous or controversial will be rewarded with the all-important likes and shares that will lead not only to increased brand exposure, but also the type of links that will make a tangible difference to your sites position in the search results.
Invest in visually striking multimedia content that can be enjoyed on a variety of devices, including infographics and video.