Google, yet again, has thrown web content writers and SEO strategists another obstacle. Although this is great news for Google searchers worldwide, it is yet another algorithm adjustment for us web folk to get used to. Introducing… Google’s Hummingbird Algorithm.
Having been implemented over a month ago, if you are finding your site still at a good ranking, you have probably been untouched. However, to make the most of your website and optimise your site to the maximum, it is important to work according to all of Google’s new changes.
The Hummingbird, as it’s now known, deals with Google pulling web ranks according to content. Content that is based with answers to conversational queries. This newest algorithm catches users actual search intent and pulls websites that have content which answers the intent in the best way. Conversational phrases are now where it’s all at.
So now my fellow SEO content writers start thinking along the lines of how your target market would search for your product. Think of examples such as:
- “How to…”
- “Where is the nearest…”
- “Where can I get…”
Adapt your keyword strategies specifically for answers to conversational queries. Use these 3 different approaches to classify your keyword strategies.
- 1. Informational
When users are interested in finding information about a specific topic.
- 2. Navigational
When users are looking for a particular website.
- 3. Transactional
When users are searching for a product within their area.
SEO folk now need to try and determine all conversational phrases related to their specific product or service, and classify into the 3 above approaches. Writers and strategists, start thinking about creating educational content for the informational search phrases. Push your brand name, product name and business name for navigational searches.
Another trick of the Hummingbird trade is to expand your keyword research. It is now important to start paying attention to related keywords, acronyms, synonyms and spelling variants (UK, US, South African). Remember to use these for anchor text and back-linking purposes too.
All in all, this new Hummingbird Algorithm is no train smash. It increases Google’s usability, and even you as a Google user will find the results more satisfying.