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Is Your Business Website Singing Google's New Tune?

Posted Wed, January 1, 2014 by Julie Short

In late September, Google rolled out its latest major algorithm update – nicknamed "Hummingbird" – which might just bring the biggest-ever shifts to search engine optimization.

If that seems like an overstatement, we understand. The previous "Panda" and "Penguin" algorithm updates generated a lot of press, and most businesses quickly discovered that the sky really wasn't falling, regardless of what they might have read on Internet marketing forums. And yet, a little bit of context is in order. While Panda and Penguin affected 5% of searches each, at most, early studies show that Hummingbird has changed results on more than 90% of all search queries.

Beyond the raw numbers, Hummingbird isn't just another algorithm change, but the first real step toward a new way of thinking about search results. It's not so much an update as it is a shift in philosophy. Whereas Google and the other search engines use to consider different terms independently, and then try to find good matches for them within indexed web pages, the focus now is on understanding the intent behind the search string.

In other words, Google is no longer satisfied to show you results for the exact phrase you are looking for… instead, it wants to anticipate the answers and information you need, and deliver those as quickly and accurately as possible.

For searchers, this means more precision and a heavy dose of common sense. For marketers and business owners, it means singing to Google's new tune if you want to continue to see traffic flow to your site.

Here are a few steps you can take to get started:

Stop worrying about traditional search engine optimization techniques. Because Google is adopting a contextual approach to determining search results, things like keyword density and inbound link volume no longer matter in the way they used to. The focus is on high-quality content from here on out, not simple statistics.

Focus on visitor engagement. One of the ways that Google figures out which pages are "better" than others, in the absence of strict keyword-matching, is by looking at the way visitors behave on the site. If they spend a lot of time, click through to other links, or comment on it in their social profiles, it's going to gain more credibility – and see more search traffic. Build your content accordingly.

Organize your content for readers and viewers. Beyond coming up with great content, it's important that you organize it in a way that's easy for readers to find, scan, and search. The old rules of "one topic per page" don't necessarily have to apply, especially since you're not trying to divide keywords between one page or section and another.

Keep the great content coming. With Hummingbird in place, the best content is fresh, unique, and interesting to readers. So, even though you might not need as many keywords as you did before, you do still need lots of timely and relevant articles and blog posts.

Looking for creative ideas and experienced Internet marketing advice? Get in touch with WebRevelation today and see what our team of experts can do for you.

 

Posted in : SEO/SMO/SMM | 
Tags : SEM , content


4 Reasons to Start Trying Search Engine Marketing Today

Posted Wed, November 6, 2013 by Julie Short

Although most business owners and managers are at least familiar with the concept of search engine marketing by now, many companies are still hesitant to invest the time and money needed to attain a better search ranking – especially when it comes to paid advertisements or sponsored listings.

But, as experience has shown us time and time again, search engine marketing is something that virtually any company can benefit from, so long as their campaigns are structured the right way. To help you see what we mean, and why it can be so profitable, here are four reasons to start trying search engine marketing today:

1. Paid search marketing is a great way to supplement organic SEO. Just as there are some people who never click on paid Google ads, for example, there are others who prefer sponsored listings more. In other words, whatever you can do to attract targeted web traffic to your site can be helpful to your overall Internet marketing plan.

2. Sponsored search listings tend to attract a different kind of buyer. Many Internet marketers believe that searchers turn to organic listings when they want information, but skew more heavily towards paid listings when they are actually serious about making a buying decision. That means search engine marketing could help you attract visitors who are ready to take action.

3. Search engine marketing lets you test new keywords and offers. One thing businesses love about search engine marketing is that it allows them to test new keywords and offer combinations very quickly. If you want to see how potential buyers might react to your message, but don't want to take the time necessary for a traditional organic SEO campaign to kick in, search engine marketing might be your best bet.

4. Search engine marketing doesn't have to be expensive. The best place to start with your search engine marketing campaigns is on obvious keywords and phrases (like your own company's products and brands, for example). Doing so is a good way to keep costs down while converting a high percentage of visitors into customers.

If you think search engine marketing isn't something your company can use, think again. Unless you don't have any need for a cost-effective way to find new customers and clients, it probably deserves a place in your ongoing marketing mix.

To find out more about search engine marketing and business web design, get in touch with a member of the WebRevelation team today.

 

Posted in : SEO/SMO/SMM | 
Tags : SEM , Search Engine Marketing


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