3 Tips to Snatch a Top Rank in Google after Hummingbird
Google loves keeping us on our toes. With the recent update of its search engine algorithm ‘Hummingbird’, content marketers are once again challenged to change their strategies vis-á- vis content creation.
Along with the need to keep abreast with what this little birdie means to our website ranking, we business marketers are compelled to look into what visitors require in terms of conversational queries.
Hence, the question most business marketers using the slogan, ‘content is king’ have ended up asking is
- What quality rich content means to this bird?
- Is the future of keywords in jeopardy?
- How do we sweeten the content nectar to attract the famous Hummingbird?
What exactly is Hummingbird all about?
Focused towards a richer online experience for its users, Google has by far made the most drastic change in its policy as to how search will be carried out in the future making it more visitor oriented.
Tech Crunch has summed up Hummingbird concisely in one of its reviews about this algorithm stating,
“The main focus, and something that went repeated many a time, was that the new algorithm allows Google to more quickly parse full questions (as opposed to parsing searches word-by-word), and to identify and rank answers to those questions from the content they’ve indexed.”
In layman terms this means Google, instead of taking under consideration individual keywords during its search, now focuses on getting answers to questions asked by users. It actually looks for answers by trying to understand what its users need, instead of looking up similar questions entered in the search box.
This is a remarkable change from ‘word-by- word’ keyword search to phrases, making it more conversational for the user. Mimicking the speech pattern used in our daily communication Google has taken a step towards making search more humane.
As a result, search queries will now be more personalised pushing businesses with generic keywords down the ladder of Google search engine rank.
3 Tips to keep your business afloat with Hummingbird
1. Blog out your heart
Gone are the days when a mere website with a few basic pages would do the trick of selling products, thanks to the keyword rich content they contained.
With Hummingbird, you will have to create fresh, worthwhile, engaging content which actually meets the expectations of your audience.
How do you interact with your visitors through your website with such quality content?
The simple answer is become a blogger. Add a blog to your website, and it will become the number one tool of communication with your visitors, showing them your expertise, and acknowledging their needs.
The good news is that instead of writing keyword oriented posts with a specific keyword density, now you can write naturally, blending in your primary keywords with your writing.
Initially, starting a blog may seem intimidating especially if you have nothing to do with writing, but once you turn to the online writing community for help you will find yourself gradually immersing in the fine art of blogging.
For beginners WordPress is a great tool to experiment with your blog, with its ease of use, flexibility and an array of plugins; customizing and uploading content, images and videos.
According to Search Engine Watch,
“A healthy website is constantly expanding in breadth. In other words, SEO post-Hummingbird requires that a site gain new keyword rankings every month to demonstrate that it is a helpful resource.”
This means regular, informative content on your blogs will help you expand your keywords and improve your ranking.
2. Answer questions to get noticed
Earlier in this post I mentioned Google, instead of performing generic searches, now tries to understand the intent of its users and comes up with answers accordingly.
This does answer our first question pertaining to the kind of quality rich content Hummingbird is in the quest for. Answering questions asked by your audience is a sure way of providing relevant information which Hummingbird loves feeding on.
Molding your content into infographics, creating an interesting video or a comprehensive research report and linking it to relevant pages of your website will also help Google find your website.
The more you feed this bird with posts talking about how your product/services can resolve pain points of your audience, the higher your website stands a chance of ranking well in Google.
Therefore, go ahead, find out the questions lingering in your audience’s mind and work on providing them an absolute solution through your content. This will make Google fall in love with you and make your readers come back for more.
A word of advice; when writing blogs, try to diversify your information to make it interesting. And don’t use a lecturing, boring tone.
3. Engage your Audience Through Social Media
These days, ignoring your audience on social media is equivalent to committing social hara-kiri. Ryan Pinkham of Constant Content summarises the importance of social media in these words,
“With the Hummingbird update the relationship between social and search is more important than ever. Google’s mission is to provide searchers with the most valuable content it can. Social signals give a better indication of what is valuable on the web. This also means that sharing/posting content that doesn’t foster engagement can have a negative impact.”
This statement implies the content should be interesting enough to generate a response from your social media audience.
This response includes posting your content on social media platforms and placing backlinks in strategic places which entice readers to visit your website through them.
For a stronger social media presence you should:
- Consider concentrating on social media platforms which have your target audience.
- Connect with people in your business through these networks.
- Include posts from influencers to draw their attention.
- Add appropriate hashtags to your posts to broaden your social media horizon.
At a glance, Hummingbird might seem an obstacle to small business marketers, but in the long run this update is sure to benefit those with highly informative content.
However, while feeding Hummingbird, keep in mind consistency is the key to success. Regularly upload exceptional content to your blog which resolves issues, answers questions faced by users and has an active social media presence. Hummingbird is then sure to be attracted to the sweetness of your website.