Content Strategy in the Advent of Google’s Hummingbird Overhaul

In 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.

 

Related articles

• How Google Hummingbird Can (And Should) Impact Your Content Marketing Strategy (business2community.com)
• What Google’s Hummingbird Update Means for Small Business (mashable.com)
• How Google is Changing Long-Tail Search with Efforts Like Hummingbird – Whiteboard Friday (moz.com)

 

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You Should Be Actively Involved In Your Online Reputation Management

Maybe 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:

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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:

• Negative comments and perceptions
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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! 

 

Four Essential Elements of Content Strategies

There is no generic plan for content strategy that you can apply to all projects and clients. Instead, there are general principles and theories you can use to create a meaningful and effective message. The principles may seem basic but following them will guarantee you create information that is useful.

1.  Content Is Appropriate
Select content that is appropriate for your business, your users and in the right context. Content appropriateness takes into account users emotions, cognitive conditions, and their goals. Remember how the message is going to be delivered, which can affect the style, structure and amount of information that you publish. For example, wording is much different for a flyer versus an email. Another example, a user is looking up your company on their phone versus the full website. One good rule to follow is to always allow users the option to see more content if interested.

2.  Good Content Fulfills Goals
No one who writes content sets out to write information that is ineffective, boring or confuses people. Any web search will bring up lots of pages that never get read. In order to avoid this, make sure the content that you’re providing accomplishes something. Typically, content that is specific will produce better information. Evaluate your subject against its purpose and make sure you have an overall goal in mind with what you want to accomplish with your content.

3.  Center Your Content On Your Users
Think about the wording, jargon, and the graphics being used within your writing, and double-check to make sure it fits your users and not your internal team. Mission statements, heavy-laden industry terminology or internal organizational charts aren’t very useful to many users. With so much information available to consumers, your content has to be able to grab the customer’s attention and keep it.

4.  Use the 3 C’s When Writing Your Content
Clear, consistent and concise are three words to keep in mind when strategizing what information you’re going to use. Make sure your writing is clear and free from grammar and spelling errors; and is easy to understand. Consistency comes from keeping the tone and style similar. Concise is one of the most important elements. More is not always better. This goes back to evaluating the intentions of your subject and if there isn’t a purpose for the content, then you probably do not need it.

Creating effective content can be challenging and overwhelming. Contact us for assistance. TwoGirlsConsulting will help you develop, evaluate or edit your content.