Google Hummingbird | Search Marketing CampaignsWhile unbeknown to the search marketing world, Google released an updated version of their algorithm last August that allows for the ability to better understand context when qualifying relationships.

Prior to this shift, Google connected online consumers with relevant content based on independent queries derived of individual or sets of keywords. Users would simply input one or more keyphrases in Googles search box and immediately become exposed to a variety of content that was pulled based on its proximity to the users chosen keywords.

With Hummingbird, Google is now more intuitive than ever before!

By utilizing their Knowledge Graph, search crawlers are able to resolve questions that demand complex, sophisticated answers. Almost as if Google was a tangible figure that used to only ever understand literal questions, it is now able to think outside the box so to speak, and resolve search queries that are more figurative in form.

Search Queries | Google Hummingbird | Search Marketing Campaigns

For example, searches such as, "drawings of Starry Starry Night" accompanied by "what museum is Starry Starry Night in" would return the location of the museum that has the painting, along with images of what the painting looks like.

So when developing search marketing campaigns for brands and businesses, aligning your efforts with Googles Hummingbird allows you to continue to develop successful campaigns by creating robust forms of content that provide complex answers for a plethora of concepts and questions.

In moving forward with search marketing, here are three concepts and strategies that search marketing consultants should focus on in order to maximize their clients traffic and conversion opportunities.

Align Mobile Efforts With Hummingbird

One of the most significant advances to come out of this algorithm update is the ability to connect consumers with content through voice recognition tactics much more effectively and efficiently.

Mobile Devices | Google Hummingbird | Search Marketing CampaignsNot only has Google spruced up how content appears on mobile devices, but it has also created the ability for consumers to basically hold conversations with them. Speaking into mobile devices to search for content is easier than ever and will only continue to evolve into a system that allows mobile devices to act almost as a loyal companion who watches out and attends to the consumers every need.

In the very near future, consumers will be able to download a new version of the Google Search App to receive notifications that can remind individuals of what to do, not based on a period of time marked down in a calendar, but based on the individuals physical location.

So if a consumer says, Google, remind me to pick up bread on the way home, and the consumer forgets, the app will actually speak to the individual when they pass a grocery store in their car or walk by a bakery on the sidewalk.

Continue To Monitor Analytic Data

It is certainly never a bad thing to go back and review analytic data over the last six months to understand how Hummingbirds implementation might have affected a brands search campaign.

Since Hummingbird was introduced last August, make sure that you review data six months prior to this so that you can get a full picture for how traffic levels fluctuated and what search terms were used most by online consumers to connect.

Looking at how traffic levels compare after August and what forms of content or keyterms allowed consumers to connect with the brand, gives search marketers the opportunity to maximize their content development efforts by adapting to new successful models.

STOP WAITING TO ADD GOOGLE AUTHORSHIP MARKUP AND JUST DO IT

Google Authorship Markup | Google Hummingbird | Search Marketing CampaignsBrand managers were told to add Google Authorship to their content and company blogs two years ago.

Yet, there are still businesses and brands who refuse to take this step out of groundless concerns over the legality of implementing onsite content or because their internal marketing departments conflict and fight with the search engine optimization consulting firm the brand hired.

So get over the bickering and understand that adding a recognized face next to a particular form of content only provides a greater sense of credibility and authority for consumers and search crawlers alike.

Adding Google Authorship Markup is not only something that Google recommends, but also supports click-through-rate and conversions.

Jason Corrigan

Jason is a Director of Organic Search and Strategy with seven years of experience developing complex, wide-scale search and social strategies for Fortune 1000 brands including Duracell, Febreze, Papa Johns and others. He is also a published author on the concept of "Social SEO" and a frequent contributor to some of the industry's most popular search journals. Corrigan owns the trademark to "SEO Without Borders" and is currently developing a non-profit organization that will connect victims in third-world countries with qualified donors across the world using digital resources and organic search.

www.jasongiovannicorrigan.com

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2 Responses to “Connect Your Search Marketing Campaign With Consumers In A Post-Hummingbird World”

  1. [...] Connect Search Campaigns With Consumers Post Hummingbird, Search Engine People [...]

  2. Great article Jason. I couldn't agree with you more about Google Authorship. I especially like the comment "Brand managers were told to add Google Authorship to their content and company blogs two years ago." – I think it is astounding that companies spend so much money on outreach and brand awareness but won't take the simple step to setup their Google Authorship profile (which only takes about 3 minutes).

    I had a few other ideas on what I think Google's Hummingbird Algorithm means. If you have a chance I would love your opinion on my article:
    http://www.lawwebmarketing.com/2013/10/how-to-hum-to-the-tune-of-googles-hummingbird-algorithm

    Thanks,
    Andrew