Google has recently launched a new algorithm, called ‘Hummingbird’. While preceding algorithms have changed a slight percentage of the way search terms are processed through Google, Hummingbird is rumored to change 90%.
Obviously that means huge changes for the internet, your business and how customers will find you.
You Can’t Fool Google
There is now no point in focusing time, energy, and money into trying to figure out how to ‘cheat’ Google with bogus SEO (as it is now just too clever).
This means the complete creation, development and design process of web spaces will change. SEO is still a vital part of the process, but Google is driving the internet towards a more organic method to searching for what you want.
This means no more shortcuts, and that content is now king. Everyone needs to get on board with company content and social media. This drives SEO (which in turn drives searches to websites).
Complete questions are a benchmark of the new Google structure. It no longer merely locks on to pages bloated to the gills with keywords. This goes hand in hand with new features, such as verbally speaking into your smartphone to search Google.
You will have previously noticed this if you use Chrome. When you present a question to Google, the info will often appear as an ‘info card’, as opposed to just a list of websites.
This means that less people are clicking on websites.
As such, web spaces need to deliver something which info cards can’t. And this something is engaging and unique content which gives readers the information they want and is presented in a nice-looking and easy-to-navigate format.
Plenty Of Content
Content, whether freelance articles, FAQs or ‘how to’ pages, should deliver the right info, and actual questions should now form a part of this content.
More original, engaging content = more links = more website access = more sales.
Thus, you need to consider the questions your customers are going to ask, and try to answer them beforehand. However, the new system spreads far beyond simple words on a webpage. Hummingbird also takes into consideration, design, coding, ease of use, social media engagement and multiple other factors when placing websites in the Google rankings (some of which are known only to the Google developers).
Links are very significant in websites and blogs. They link the customer to the appropriate pages, cutting out time and effort. However, Google is getting ever smarter at recognizing the tricks which web masters previously used to insert ‘hidden’ or pointless links.
Links must now be inserted organically into web pages. They should be used whenever possible, but only where relevant.
In short, this is the largest internet overhaul since 2001, and it has been released largely in silence.
You need to seriously think about your customers, who they are, and what they desire from your website or company.
What’s more, you need to be thinking about these questions before they do.