Whether you’ve noticed it or not, Google has made some serious changes to both its search algorithms and its search page in the past few weeks. Some are a bit harrowing to marketers (think ‘keyword- Not Provided’), but all of these changes require marketing managers and business owners to rethink the work they are doing online.
Just in time for its 15th birthday, Google rolled out Hummingbird last week, which follows its pattern of providing knowledge – rather than just facts – to searchers. The idea behind Hummingbird is that searchers are getting smarter and asking the search engine more complicated answers. Instead of searching “San Francisco” to learn a few facts about the city, users are now searching “Best activities to do in San Francisco on a budget for a three-day vacation.” Instead of searching “football” to learn more about the sport, we are now searching “Fantasy Football flex Lamar Miller or Marques Colston Week 4?” Google calls this “conversational search.”
In response to more advanced search queries (even though determining these user keyword queries is now a bit more difficult!), Google has completely revamped the search results page in three ways:
- Now Cards
- Knowledge Graph
The good news – especially for your SEO efforts – is that Google says you don’t have to change anything. And this makes sense, as its shift toward higher-knowledge content practices just what Google’s been preaching: original and high-quality content will be rewarded in search engine results and rankings.
The better news is that there are ways to use these updates to your advantage, especially if your business is events-based or even somewhat localized. …View Full Story