Tag Archives: Google

Content Strategy in the Advent of Google’s Hummingbird Overhaul

21 Oct

HummingbirdIn September of 2013, Google announced a complete overhaul on the search engine behemoth’s algorithm. In fact, this change was implemented a month earlier the press conference held to announce it and explain some of its features. A change of this magnitude had not been made since the Caffeine update years ago.

Content strategists should understand that the Hummingbird algorithm still incorporates some of the changes we saw with Panda and Penguin. PageRank and other site quality determiners are still being used by this new algorithm to order search results.

One of the primary goals of Hummingbird is to address today’s more complex and sometimes voice-based queries. When a potential reader of your content uses Google to ask, for example, “How can I find an amazing PR person for [type of business] in [local area] on a budget?” your content needs to discuss that question, and it needs to address it in a credible, findable, useful way.

Search Engine Journal has outlined some important ways that Hummingbird may impact content and content strategy. First, context counts. Google’s aim is to use contextual cues to more accurately deliver search results that cater to the Google users intent. Per SEJ:

. . .  “Context” has entered search strategy lexicon, which accounts for more personalized search tactics based on location, platform, device and/or hyper local factors.

Second, though keywords are clearly a part of good content strategy, their importance is diminishing as sole determiners of rank. Deep, rich content that actually answers searchers’ queries is much more important that keyword-stuffed drivel. As Google’s spiders and Google’s users become savvier, content that clearly is designed to drive traffic rather than add value will be relegated to the proverbial dungeon of search results. Content that truly and accurately addresses specific queries, however, will receive top billing.

Finally, the importance of authorship for optimization should not be underestimated. Hummingbird makes authoritative content even more vital. Therefore, content strategists should be certain to keep the social profiles of their clients thorough and up-to-date — particularly Google+ profiles.

For more tips and advice on content strategy in the contemporary marketplace, contact us.




You Should Be Actively Involved In Your Online Reputation Management

1 Jul

What Are They Saying About You Online Reputation WebsiteMaybe you’re thinking to yourself, “Why do I need to manage something I don’t even have?”  If you’ve ever searched for your business online and only found results pointing to your website or social media pages, you’re ahead of the game.  At this point, your online reputation is managed.

It’s important to remember your squeaky clean online presence can be tarnished or even badly damaged in a short period by a disgruntled customer or an ex-employee deciding to start posting negative comments online about you and/or your company, and you may soon find those comments are receiving a higher ranking than your web page.

This is why you need to actively monitor and manage what is being said about you and your company online.  If you’re not taking proactive measures now, you may find yourself needing to take action to repair your reputation after the damage is already done.

You may not even realize how many searches are being performed each day on you or your company.  These are some of the more typical:

  • Potential customers
  • Potential investors
  • Business partners and/or colleagues
  • Journalists
  • Coworkers and/or employees
  • Personal contacts

You want to be sure you are showing up in the best possible light should any of these people decide to look you up.  The type of issues that could cause problems if not effectively managed include:

A negative online reputation can be highly damaging if it leads to a boycott of your products or services.  You could also be dealing with legal issues as you try and figure who is responsible and how to negate the damage. Having consistent monitoring of your online presence can head off those possibly negative consequences before it gets out of control.  An online reputation management team will serve as the perfect “buffer” for the possible attack on you or your business.  

Contact us today to learn more about how we can help you support a positive online reputation! 


When Bad Things Happen to Good Businesses: Reputation Management

12 May

executive media trainingYou have developed your business so it delivers what people want when they want it. Not only have you established your product and services, you have also advertised and promoted your company effectively through traditional media like newspapers, radio, and television, as well the Internet. As a result your business is growing and prospering.

However, the unexpected happens. It can be a natural disaster such as a flash flood or having a defective product slip out the doors to the public. Or perhaps, an irate customer or group of customers threatening to sue your company.  Challenges to the health of your business can take a variety of forms. Nevertheless, you will need to be ready to deal with them.

When bad things happen, the media might be coming to you. They will come at a time that will not be convenient and will ask questions. This will be a time when all the good work you have done in creating and developing your business can be threatened.

It is at those times you need to be ready to deal effectively with both the media and the public. TwoGirlsConsulting can be a crucial asset for you during those times. From effective executive media training, to handling and advising on how best to deal with media and the public, 2GC can help you weather the storm intact. Reputation management during times of crisis is one of the many things we can do for you.

TwoGirlsConsulting is committed to helping you grow your business and make it successful, while helping you avoid the misfortunes a business can face. Contact 2GC for more information on how we can accomplish this for you.


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