How Google Hummingbird Changed the Future of Search

What is Google Hummingbird?

Although it’s technically accurate to call Google Hummingbird an algorithm update, this is kind of a misnomer. This is because Hummingbird was essentially an entirely revamped version of Google’s search algorithm, not just a patch or minor update.

Google Hummingbird and Semantic Search

At the heart of the Hummingbird lies the all-important concept of semantics, or meaning. Even the fanciest computers are still pretty stupid. This is because although it’s easy for humans to distinguish between two different yet similar concepts (by virtue of context), computers can’t do this unless they’re explicitly told. Stupid computers.

Semantic search is the concept of improving search results by focusing on user intent and how the subject of a search relates to other information in a wider sense, or its contextual relevance. Essentially, semantic search focuses on determining what a user really means, rather than a string of keywords, and then serving relevant results.

Of course, Google’s algorithm cannot be absolutely sure of what I want, so just to be safe, it provides me with a range of results. Google serves up a local forecast (even though this search was performed in an Incognito window, it still tracks my location), a link to the Weather Channel, a Wikipedia page for the term “weather” and some other information. Still, the prominence of the local forecast data in the Knowledge Graph speaks volumes about Google’s confidence in its results.

Google Hummingbird and the Knowledge Graph

When researching this post, I wanted to know how many Google searches are performed every day. Prior to the rollout of Google Hummingbird, I would have been presented with a SERP containing links to numerous pages, through which I could have probably learned the answer.

Google realized that this was a slow and often irritating process, even for users who were presented with relevant results. Google Hummingbird makes search quicker, easier and more intuitive.

Google Hummingbird and SEO

Optimizing pages and sites for Google Hummingbird is really simple. Like, so simple that even a stupid computer could do it. Okay, maybe not that simple, but it really is pretty straightforward. All you have to do is create great content that your audience wants and finds useful, and enriches their overall experience. Easy, right?

Diversify the Length of Your Content

We know that long-form content can work exceptionally well as part of a wider content strategy, but if every single post you publish is a 3,000-word monster, you may not be meeting all of your readers’ needs. For this reason (and to get something done other than write mammoth blog posts), mix up the length of your content. Intersperse shorter articles among longer ones, and don’t be too pedantic when it comes to word count – remember, there’s no “perfect” post length, only the length an article needs to be.

Produce Visual Content

In-depth long-form articles are an excellent way to explore complex topics and a range of ideas in a single post, but sometimes, people don’t want to read the marketing. In fact, sometimes they don’t want to read an article, of any length, at all. This is when visual content shines.

Use Topic-Appropriate Language

Something that some sites fail to take advantage of is using industry-appropriate language in their content. This is sometimes done out of a fear of alienating potential readers who may not be familiar with a certain topic or area. However, writing content that includes appropriate terminology can demonstrate to Google that your site is authoritative and valuable.

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Google Hummingbird Algorithm Update

A hummingbird is a very amazing creature. Did you know that hummingbirds are the smallest of the bird family yet they are amazingly fast and quick? In some cases their wings can reach 100 beats per second. That’s pretty quick for such a little bird. So when Google decides to make a major algorithm change, what do they use for a code name? Hummingbird of course… The name was most likely associated with the fact that Google is looking to help users find their information quicker when they perform a search on Google. What’s all the fuss about hummingbirds?

What is Google Hummingbird?

Google Hummingbird, officially announced on September 26th, 2013, is basically a rewriting of Google’s Algorithm and focuses on Google’s interpretation of the answer that a user is looking for when they perform a query. The predecessor to Hummingbird was Google Caffeine in 2009/2010 which was more of an attempt to better crawl and index content.

With the Hummingbird algorithm update, Google is more focused on “ranking” sites better for relevance. Hummingbird is more about Google’s interpretation of the answer that a user is looking for when they perform a query. This interpretation is based on the information Google has around that query, personalized search activity, and search history.

Hummingbird is about Google trying to produce a more intelligent search engine.

According to Google, each word in a query will receive attention with Hummingbird. This falls in line with data presented in recent years suggesting that the largest increase in search queries is for more complex, 8 or more word queries. (Read: People are becoming more savvy searchers or have a lot of questions). So it stands to reason that with increasingly complicated searches, Google’s results should be more relevant to the user’s query right? A smarter search engine is required.

Google is stating that the Hummingbird algorithm is much more intelligent than previous algorithms. It is able to answer questions, filter the answers and even present comparison data with but a glance. The algorithm is meant to provide the searcher with highly relevant results quicker than before.

Two Main Changes with Google Hummingbird

•             Move to semantic/conversational search results – instead of traditional keyword searches, Hummingbird uses conversational searches to deliver search results that are more on point with what users are looking for.

•             More Focus on Complex Queries / Mobile search – with more and more people using mobile phones and mobile search, Google is attempting to better understand and anticipate the answers to what people are seeking on their mobile devices. According to Google, “Google will keep reinventing itself to give you all you need for a simple and intuitive experience. At some point, pulling out a smartphone to do a search will feel as archaic as a dial-up modem.” Android anyone?

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Internet Marketing Company - India

More and more business are seeing their marketplace and clients move to the web, and our Los Angeles reputation management experts are prepared to meet the challenges.

What do people find when they enter your name or company name into Google? Do they see sites like Ripoff Report? Do they find drinking photos? Maybe they find little relevant information at all. Online Reputation Management is the process of professionally building your brand on the Internet so people find the information that you would like to present.

Why Reputation Management Matters

Companies and individuals spend enormous amounts of money and energy building a strong reputation, and all of that effort can easily be ruined by online trolls or even by your own missteps. In today’s world, it is vital to have a professional online reputation management company to monitor, build and protect your brand.

Here are just some of the common online occurrences that can dramatically hinder your reputation and your bottom line:

•             Negative product reviews. Do you sell a product or provide a service? If you do, then there's a good chance that someone is writing a review about your business as we speak. The occasional negative review won't likely hurt you, but if you get just one extremely dissatisfied customer with revenge on the mind, they can do serious harm by flooding review sites with horrifying, exaggerated claims about your appalling products or services.

•             Negative press. If you're haunted by past crimes, lawsuits or other controversies, the news may still dominate your online search results. You shouldn't be judged for your past mistakes, nor should you have to constantly answer to the public over frivolous lawsuits that belong in the courthouse.

•             Your own content. When it comes to reputation management, some business owners can be their own worst enemy. You want to make the best impression for your customers or clients, but that can be difficult if social networks and other websites contain photographs of your last drunken weekend in Vegas. And when these images appear on websites outside your control, there is often little that you can do about it.

•             A complete lack of information. Bad information can hurt your business, but so can an absence of information. In today's Google-friendly world, consumers are extremely savvy, and many of them are turning to the web for exhaustive research before spending their hard-earned money. When customers research your business, they should find the kind of background information that gets them truly excited. Effective reputation management achieves just that.

•             Irrelevant information. Even if you have a positive reputation online, that doesn't automatically mean that your message or brand is going to resonate with consumers. A big part of reputation management is helping you to build your brand in such a way that customers are not only satisfied with what they find, but drawn to your message

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Why Online Reputation Management Is Critical For Growth Part - II

Higher Targeted Traffic = Higher Conversion Rates = Higher Sales

Embarking on a Pay-Per-Click (PPC) advertising campaign is one of the most effective strategies in generating targeted traffic to your landing pages or directly to your main website. However, PPC involves a bit of investment and that means cost. If your PPC campaign generates traffic that does not convert into sales, then your campaign is a failure and you would have just wasted valuable time and resources.

With targeted traffic that converts into sales, you can expect a faster return for all your PPC investments, allowing you to launch an even better, more massive and more effective PPC campaign. At this point however, it would be important to take careful note of conversion rates in relation to the amount of targeted traffic you receive and the price of your product or service.

This can be simplified by the following example. Let’s say that you are selling a product worth $50 through your website and are using PPC Ads to promote and market your product online. If you pay approximately $0.50 per click through your PPC ads, then you’ll need a conversion rate of more than 1% from all your site traffic. This means that for every 1000 site visitor, you should have at least 10 people from this batch buying your product just to break even on your PPC campaign.

People online are constantly seeking huge amounts of information for whatever purposes or needs they may have on a daily basis. More often than not online users get directed to a website, either through a natural search engine query or clicking on what they thought was a relevant PPC ad, only to find information or content that really does not provide the answers they need. Many would simply get frustrated from all these and forever shun these websites that they have now marked as useless.

If you are generating the right kind of targeted traffic to your website – the kind that is actively searching for content about certain kinds of products or services – and if your website manages to deliver the content they need, you’ll end up with happy, satisfied visitors who’ll have no qualms of going back to your website on a regular basis. This would truly be a big boost to your brand’s online reputation, which will be catapulted to even greater heights once these satisfied web visitors start telling other people about your brand, product or services.

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Why Online Reputation Management Is Critical For Growth Part - I

The concept of Online Reputation Management is still confusing for a lot of people. Most tend to confuse this concept with social media monitoring/analytics and a lot of them tend to mix it up with Public Relations. What most people fail to understand, are the dynamics of ORM, which is widely divided into two main dimensions namely engagement based ORM and customer support based ORM.

The difficult part about reputation management is that it is determined by your customers more than your efforts. However, it is in the company’s hands to make sure that your brand is perceived in a positive manner. Along with great actual service, making sure that every negative conversation about your brand is dealt immediately can help increase the positivity around your brand.

Let’s understand what Online Reputation Management means!

Google your brand. What do you read about yourself on the first page results of Google? Is it good or 9 out of 10 posts about your brand is negative? This is what determines your online reputation. If most conversations about your brand has been mentioned positively, you are a likeable brand and have a good brand reputation online.

On the other hand if your brand has been spoken negatively about in most cases, your brand’s reputation needs repair. This can be achieved by monitoring the brand’s online activities and the way people are reacting to the same. In case of negative conversations about your brand immediate actions to curb the problem should be taken.

In addition to googling your brand, try searching your brand name on Twitter or Facebook, do you see any difference? Twitter and Facebook are becoming increasingly relevant compared with Google for finding out what people think about your brand. This is because Twitter and Facebook are more real-time than Google.

But why do you need Online Reputation Management?

Selling on Internet has changed over the past years. From a top down approach, where customers could only purchase online and not share their experiences, the increasing use of social media has led to a market scenario where selling is led by customer choices. In fact it wouldn’t be wrong if we say that each customer is being paid attention personally by customizing communications to suit their time and place of availability.

With so much investment going in to reach each customer, losing even one can affect the company’s business. Therefore, online reputation management! It helps keep track of what each 

customer/prospect is talking about your brand and allows you to interact with them directly. This also helps in taking care of your unhappy customers and responding to them immediately to solve their problem and reducing the negative comments/reviews about your brand.

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Essential Elements Of A Social Media Marketing Strategy

Essential Elements of a Social Media Marketing

Identify Business Goals

Every piece of your social media strategy serves the goals you set. You simply can’t move forward without knowing what you’re working toward.

Look closely at your company’s overall needs and decide how you want to use social media to contribute to reaching them.

You’ll undoubtedly come up with several personalized goals, but there are a few that all companies should include in their strategy—increasing brand awareness, retaining customers and reducing marketing costs are relevant to everyone.

Set Marketing Objectives

Goals aren’t terribly useful if you don’t have specific parameters that define when each is achieved. For example, if one of your primary goals is generating leads and sales, how many leads and sales do you have to generate before you consider that goal a success?

Using our previous example, if your goal is to generate leads and sales, a specific marketing objective may be to increase leads by 50%. In order to measure your progress, choose which analytics and tracking tools you need to have in place.

Setting yourself up for failure is never a good idea. If you set an objective of increasing sales by 1,000%, it’s doubtful you’ll meet it. Choose objectives you can achieve, given the resources you have.

Research Competition

When it comes to social media marketing, researching your competition not only keeps you apprised of their activity, it gives you an idea of what’s working so you can integrate those successful tactics into your own efforts.

Start by compiling a list of at least 3-5 main competitors. Search which social networks they’re using and analyze their content strategy. Look at their number of fans or followers, posting frequency and time of day.

Also pay attention to the type of content they’re posting and its context (humorous, promotional, etc.) and how they’re responding to their fans.

The most important activity to look at is engagement. Even though page admins are the only ones who can calculate engagement rate on a particular update, you can get a good idea of what they’re seeing.

Choose Channels and Tactics

Many businesses create accounts on every popular social network without researching which platform will bring the most return. You can avoid wasting your time in the wrong place by using the information from your buyer personas to determine which platform is best for you.

If your prospects or customers tell you they spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.

When your customers are using a specific network, that’s where you need to be—not everywhere else.

Create a Content Strategy

Content and social media have a symbiotic relationship: Without great content social media is meaningless and without social media nobody will know about your content. Use them together to reach and convert your prospects.

There are three main components to any successful social media content strategy: type of content, time of posting and frequency of posting.

Allocate Budget and Resources

To budget for social media marketing, look at the tactics you’ve chosen to achieve your business goals and objectives.

Make a comprehensive list of the tools you need (e.g., social media monitoring, email marketing and CRM), services you’ll outsource (e.g., graphic design or video production) and any advertising you’ll purchase. Next to each, include the annual projected cost so you can have a high-level view of what you’re investing in and how it affects your marketing budget.

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Responsive Design Tips 2016

Responsive design has become the new web standard. Many companies have accepted the challenge and have created specific design solutions (such as mobile only) or have attempted to address the issue cross-platform.

Even if you create a website design that's worth a wait, visitors faced with slow download speed aren't likely to stick around. So how can you make sure that time is on your side? Pay close attention to seven professional Web design tips to create a website that won't slow your business down.

#1: Limit use of flash

Flash is a classic example of style over substance and, while it definitely has its place in professional Web design, it must be used sparingly when you create a website. Even if your visitors have the right flash player (and many won't), it will increase your site's download time. Flash is also one of the Web site design elements that is not yet accessible to search engines, which means it can only hinder your search engine optimization efforts.

#2: Compress your images

Images are a great example of how looks can be deceiving in professional Web design. You might not realize just how much space they occupy when you create a website design. By compressing your images before adding them to your professional Web design, you can reduce/shrink a GIF or .JPEG image by up to half its original size. You may also want to specify the height and weight of your images in your HTML, which can decrease loading time.

#3: Clean up your code

While HTML text is much faster than graphic text, there are ways you can make it even faster. Watch out for extraneous HTML coding – like spaces, unnecessary tags and even white space -- that can increase the size of your files. Remember that less is more, and use defaults for tags or remove them wherever possible.

#4: Use thumbnails

Thumbnails are an especially helpful website design technique for ecommerce websites. Provide customers with a small, fast-loading image of your product and let them decide whether they want to view the larger version of the image.

#5: Switch to CSS

Many Web designers now use Cascading Style Sheets (CSS) instead of the more traditional table layout. CSS is a styling language that has a dual purpose in professional Web design: it can save you time when you create a website and save your visitors time by drastically reducing page size and download time.

#6: Reduce server requests

Any element of your design that loads from a different server – whether it be a graphic, an audio clip, or an ad – will elicit an HTTP request each time the page loads. Create a website with limited external content to reduce loading time.

#7: Pay attention to page size

Even if you use all of the tips above, your page size may still be big enough to cause a slow response when all the pieces of your website are put together. Remember that less is often more in professional Web design, and use only the content that is absolutely necessary. Ideal page size is around 30KB.

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Online Reputation Management Tips For Individuals

The fundamentals of managing an online reputation should be the basic knowledge of every entrepreneur. Everybody from the CEO to the sales team to the customer support team must now be involved in reputation management.

For entrepreneurs launching a new company, the answer to when they should begin making online reputation management a priority is before the company is even launched. From the beginning of planning a new brand, steps must be taken to choose a name and message that has an easy path to being able to control the top 10 search results on every search engine.

If negative content does pop up online about your brand, there are strategies to help mitigate this and it is where online reputation management saves the day. The key to repairing damage to an online reputation is to aggressively publish new content about your company, including socially infused content such as reviews and testimonials to regain control of the top 10 results for your brand on search engines. However, it is also important to remember that although the impact of negative content can be mitigated, it will never disappear. So whenever possible, measures should be taken to prevent negative content before it publishes.

Not only do you need to pay attention to managing the online reputation of your brand, but you also need to have reputation management strategies in place for key executives at your company. Having a clean online reputation for all of the key executives in a company is critical. The first step to doing this is to make sure each executive has a dedicated bio page on your company website which then ranks in the top search results for that executive’s name. Next, it is key to get media coverage about that executive whenever possible.

There is nothing wrong with bringing in an expert to help build or repair an online reputation when needed. What customers see when they search your business name or executives’ names is often the first impression they get of your business and it will stick with them forever. One of the best investments you can make is into your own reputation. Oftentimes, publishing large volumes of content online isn’t enough in complicated reputation management situations.

Online reputation management has lots of moving parts. Not only do you need to aggressively create high quality content, which is where PR and content marketing will serve you really well. But then you need to rely heavily on the intricacies of search engine optimization to make sure that your newly created content is doing what it’s supposed to do and controlling the top 10 spots in search results for your company.

Managing how your company communicates with the public through social media platforms as well as how other users are talking about your company on social media is vital to a positive online presence. Otherwise, social media can become a serious liability. Remember earlier that we talked about how users look for social infused content about your company. Social media is the prime place for them to find it; good, bad or otherwise.

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