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Google’s Hummingbird and Future Content Marketing

Recently Google announced a new search algorithm called ‘Hummingbird’. The buzz is that it’s likely to have an effect on about 90% of total searches. I think this will majorly impact content and SEO marketing in the future.

Here’s why:

Mobiles are the future

Smartphone usage and penetration continues to increase. Recent researches have shown that almost 50 percent people begin their searches on mobile devices, and a growing number of people are searching exclusively on mobiles. When announcing Hummingbird, Google gave extensive references to mobile devices. So in the future, it’s going to be mandatory to optimize all content for mobiles.

More voice searches with mobiles

Apple’s Siri is the most widely used medium for voice-based searches on mobiles. Google has acknowledged that people need easy to use and intuitive interfaces like this. Google Glass already has speech input as its primary interface. Voice search is the next stage of Google’s long-term growth plans. The tech giant believes that with voice search, its influence will be seen in almost all functions of human lives.

Increase in natural language and complex queries

Voice based search queries have a greater probability of natural language being used as compared to text searches. So queries will be longer and more complex. The Hummingbird algorithm aims at delivering better results to mobile users who ask questions aloud. Google acknowledges that people do not simply want results by keyword; they want actual answers to questions. Similarly, online marketers need to comprehend the intent that’s behind a search to be able to address it satisfactorily.

Semantic search for accurate results

The semantic search approach aims to show more accurate results by gauging intent and filtering results in a context that is based on the location and other details of the user. By using Hummingbird, Google is trying to understand not simply keywords, but the entire query.  This type of natural language processing will prove more beneficial to long tail content than to keywords.

Content must be appropriate

Google’s primary objective of deploying Hummingbird is to provide precise answers by understanding the intent behind queries. Marketers need to understand questions posed by customers and develop solutions across all platforms. Hummingbird is likely to give you better rankings if you’re addressing audience needs appropriately.

We agree with this concept and believe that your content should be so helpful that people may even agree to pay for it. If you understand and address questions of users, you can be sure of great content performance.

The content should have authority

Google is interested in finding content with authority; i.e. the content that is trusted and relevant. An important endeavor towards this is Authorship Markup. This is a way of linking content to Google Plus profiles. After authorship is established, content articles are linked to reputable sources and can be shared online with authority. You can thus gain goodwill and gather trust in relevant subjects.

Social media optimization of SEO

User recommendations, content sharing, and writer credibility are the basis of social media. Search engines look towards these social signals while finding relevant content. There’s a strong possibility that Hummingbird will include a social layer in its search algorithm.

Marketers must focus on reputation, social proof and social engagement through content sharing by people of authority. Simply considering the quantity of likes or shares will not be enough.

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