Last month we blogged about Google’s new algorithm – Hummingbird. The Hummingbird algorithm, the latest addition to the Google family, allows the search engine giants to analyse billions of search pages so it can give its’ users the most accurate results when they make search requests. When submitting a search query, Google’s main focus is now on semantics and understanding the natural language of its users. But, what does Google’s new algorithm mean for your small business and content marketing strategy?
First of all let me say that nothing about your basic content strategy needs to change, but some of your methods will require to be revisited. The Hummingbird is designed to understand longer and more complicated search requests. With a focus on conversational searches, it utilises more words and phrases to target the search results more accurately.
So, to reach your target audience when publishing on your website, simply write more focused targeted material. This means you are more likely to catch highly targeted traffic, instead of more generic searchers who are less likely to be interested in your product. Another tactic is the use of synonyms. Diversify the language you use. Google’s Hummingbird is smart, and will substitute keywords by interpreting the intent of the searchers request. This allows you to vary your language more, being more adventurous and interesting, instead of using repetitive words or phrases to catch Google’s attention.
In other words, Google’s Hummingbird moves away from focussing on single words, to understanding the query in its entirety, so focus more on the overall topic and less on specific keywords and phrases. Hummingbird allows you to be more targeted and creative with your content. With the introduction of Hummingbird, it has never been more relevant to produce high-quality, structured content, tailored to your potential client base.