The Hummingbird Buzz: What You Really Need to Know

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#123webinar | @webmarketing123

The Hummingbird Buzz:

What You Really Need To Know

Oct 15th, 2013

Mike Turner

Director of Business Development

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Frequently Asked Questions (FAQs)

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#123webinar | @webmarketing123 3

About Us

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We are a Full Service

Digital Marketing Agency:

Search Engine Optimization

Paid Search / Display Advertising

Social Media Marketing Top 500 Fastest Growing

Private US Companies

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What sets us apart?

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We deliver on revenue.Not just leads & traffic.

Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations

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Agenda

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results

1 Google’s Hummingbird UpdateWhat is it & Why Should We Care?

2 Post-Hummingbird Digital Strategy Tangible Steps to Building Great Content

3 Secure Search – SSL what?The Real Impact of Secure Search

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Hummingbird is here.

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What is Hummingbird?Hummingbird Revamps Google Search to Better Support

Conversational Search.1. Improved accuracy for long tail queries.

2. Greater emphasis on the Knowledge Graph.

3. Sets the stage for increases in spoken

mobile search.

How do I calculate search ROI?

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All of this boils down to 2 MAJOR CMO Challenges:

What is Hummingbird?

Google’s BIGGESTalgorithm update

in 12 years.

Amit Singhal, Google Search Chief; SearchEngineLand

“2001…was the last time the algorithm was so dramatically rewritten.”

14 algorithm updates reported in 2013 alone.

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Google Search History

According to Google…

Where does Hummingbird fit in?

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All of this boils down to 2 MAJOR CMO Challenges:

Google Search History

“2001…was the last time the algorithm was so dramatically rewritten.”

2009

2010

2011

2012

2013

According to SEO Marketers…

‘Social Signals’ ‘Penguin’

‘Panda’ ‘Hummingbird’

‘Caffeine’

More updates are on the way!

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Agenda

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results

1 Google’s Hummingbird UpdateWhat is it & Why Should We Care?

2 Post-Hummingbird Digital Strategy Tangible Steps to Building Great Content

3 Secure Search – SSL what?The Real Impact of Secure Search

OVERVIEW


14

Focus on Content.

Google updates 500+ times a year

in pursuit of the same goal:

Providing the end-user with

quality content.

But, what does Google

consider as quality?

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Uniqueness.

15

Google evaluates content with

Three Factors:

Frequency.

Freshness.

Here’s how to get started.

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Frequency.

It’s simple.Encourage Google to crawl your site with regular content updates.

How?

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Frequency.Submit your XML site map.

Close the gap between

submitted & indexed pages.

VS.

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Freshness.

Update Stale Content.

That includes your ‘Evergreen’ content!

When’s the last time you

updated your content

strategy?

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Freshness.

Use a Keyword Mapping Document.

Reevaluate targeted content keywords each quarter.

Refresh content to support your top converting keywords.

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Freshness.FAQ content naturally lends itself to long tail queries.

Salesforce covers targets long tail queries by having FAQ’s for each of their products – Helps with Hummingbird

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Freshness.FAQ content naturally lends itself to long tail queries.

LinkedIn covers both freshness & frequency with crowdsourced FAQcontent.

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Uniqueness.Create original content that is explicitly owned by your site.

How do I tell Google my

content is unique?

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Uniqueness.


content is unique?

Claim your content with Google+.

“Within search results,

information tied to verified online profiles

will be ranked higher than content

without such verification...”

- Eric SchmidtExecutive Chairman of Google

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Uniqueness.


content is unique?Google Authorship & Publisher Markup

Claim your content with Google+.

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But…

Great! Quality content is the key.

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What about Secure Search?

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Google is Taking Back Their Keywords.

Don’t Panic! Here’s

what you need to know:


content is unique?

It’s true.100% ‘Not Provided’ is here.

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What about Secure Search?


content is unique?


content is unique?

Source: ‘Not Provided Count’

Google introduced Secure Search for signed in users back in 2011. Since then ‘Not Provided’ has steadily increased.

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On September 23rdGoogle confirmed the Secure Search update.

All search activity is now encrypted.

100% ‘Not Provided’

So, what does this

mean for SEO?

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Why Secure Search?


content is unique?


content is unique?Since Google has rolled out “Secure Search” Ad Revenues have increased from $28B to $43B

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Before Secure Search:Attribute specific keywords to revenue in your CRM.

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After Secure Search:

Tie landing page conversions to revenue in CRM & attribute to mapped keywords.

This is why you

MUST map KWs!

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The Good News is

While SEO reporting will change…

Strategy remains the same.

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Despite Hummingbird & Secure Search

3 Key Factors Remain:

You can still track revenue from organic search.

You still need to focus on content.

You still need multi-touch attribution.

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Get a head start on Hummingbird & Secure Search.

Email [email protected] or call 800.619.1570

THANK YOU

Mike Turner

Director of Business Development

Reach out for a copy of our keyword mapping template.

Or, sign up for a

complimentary

consultation!

mailto:[email protected]

Technology

The Hummingbird Buzz: What You Really Need to Know