By Mark Macias
Just when you thought your SEO strategy was solid, Google changes the rules. The new algorithm impacted 90 percent of search traffic.
Of course, we all know Google doesn’t reveal details on its algorithm but one thing Hummingbird does reinforce is the importance of content.
So why the algorithm change? Google has trained consumers to ask questions when searching for results, so it was only natural this latest search evolution would place a higher emphasis on how your search looks for answers. Unlike the earlier years of search, when keywords were used to find topics with search engines, Google now places a higher emphasis on content that delivers valuable information.
What does Hummingbird mean for your SEO marketing strategy?
It means if you are creating content for your company blog, you should pose questions in your copy, followed by the answer. Or even better yet, ask the question with an H2 tag and answer the question in the next sentence (like the last paragraph did).
Here is an example of how this new strategy can help your SEO better promote your content.
If you own a business, you know the importance of ROI and PR. But what is the ROI of public relations? (You can download our white paper on ROI of PR by clicking here). Under the new Hummingbird SEO, your future content should be asking questions, like in that example. In the past, ROI and PR, may have led to a decent search ranking, but under Hummingbird, Google is now taking a closer look at content and determining which content is answering the right questions.
There is another important item that the new Hummingbird reveals.
Content is King on the web and if you’re not creating new content, your business is at a strong disadvantage when it comes to search engines. Yes, your business can pull out ads and market itself on Facebook, but when those ads are done, you lose your exposure. However, if you create solid content in your industry and answer key questions for your customer base, the overall ROI of that content will be much better than a pure ad play.
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Mark Macias is a former Executive Producer with NBC and Senior Producer with CBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias consults small and large businesses on publicity, crisis communications and digital strategy.