Search Engine Optimization: Google’s New Algorithm

Kimberley Fowler, Content Coordinator#mktgacademy@mktgacademy

Agenda

What is Hummingbird?

Your to-do list: harnessing Hummingbird

Guesses on SEO best practices

Summary

Additional Resources

What is Hummingbird?Penguin, Panda, Hummingbird

What Hummingbird looks like…

What Hummingbird looks like…

Harnessing Hummingbird

Your to-do list…

1. Conversational Queries

• Informational searches

• Navigational searches

• Transactional searches

What to do?

Informational searches – create educational, wikipedia-type content

Navigational searches – include brand name, product name, name of your site on thematically relevant pages

Transactional searches – use appropriate keywords in your content, for example, “Camp Kawartha is a day and overnight camp located in Lakefield, Ontario”...

2. Back-link Strategy

<a href="http://www. http://en.wikipedia.org” rel=“nofollow”> Wikipedia</a>

What to do?

Internal anchor text: To learn more about Sports Camps click here.

What to do?

Use a variety of anchor text: www.ourkids.net; OUR KIDS; Click here; Camp Guide; This website. For example:

Our partners have a great deal on Camp expo admission

Here is a great website for those planning to attend summer camp.

3. Consider Universal Search

Google Universal Search is a way that Google “blends” results from “vertical” search engines into its web search listings.

What to do?

1. Consider what type of search results appear on Google for your main keywords.

2. Consider the possibility of joining and being active on other channels like Google Images, Google +, YouTube, Facebook, Twitter, etc…

SEO Best Practices in 2014

1. Focus on content instead of link building

“A good SEO is a non-SEO” Art Enke, Director of SEO at Vertical Measure.

Focus on content instead of link buildingOriginal and relevant content is KEY

Bad link patterns will likely be detected

2. Focus on the pages

Focus on the pagesKeywords aren’t everything

Create quality user experience

Address page load time issues

Measure traffic

Remove empty pages

3. Focus on semantic search

Focus on semantic searchHummingbird responds to context

Use everyday language and apply it to your website

4. Develop a mobile SEO strategy

Develop a mobile SEO strategyWith the growing mobile market, mobile SEO is

becoming more important

Optimizing websites for mobile is a must

Summary What is Hummingbird?:

long-tail search focused on intent providing answers rather than results

Harnessing Hummingbird: conversational searches revise your backlink strategy consider universal search

SEO best practices for 2014 Content instead of backlinks Quality webpages Semantic search Focus on mobile/voice search

Additional ResourcesMatt Cutts’ Blog - mattcutts.com/blog 

Additional Resources• Google’s knowledge graph -

http://www.youtube.com/watch?v=mmQl6VGvX-c

• From structured data to the knowledge graph - http://www.youtube.com/watch?v=yp8AjMBG87g

• Matt Cutts Q&A from 2012 on knowledge graph - http://www.youtube.com/watch?v=xnSoSu26XW0

Questions?These slides will be available in a few days at

www.ourkidsmedia.com/marketing

To add your camp to the Our Kids ad network and start generating leads, contact us today. advertise@ourkidsmedia.com1-877-272-1845

Contact: Kimberley Fowler, Content Coordinator

kim@ourkidsmedia.com@mktgacademy

ca.linkedin.com/in/kimberley.fowler/Our Kids Media Inc.