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Search Engine Optimization: Google’s New Algorithm Kimberley Fowler, Content Coordinator #mktgacademy @mktgacademy
| Date post: | 08-May-2015 |
| Category: |
Marketing |
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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. [email protected]
Contact: Kimberley Fowler, Content Coordinator
[email protected]@mktgacademy
ca.linkedin.com/in/kimberley.fowler/Our Kids Media Inc.
