Imagine that social media is a lot like an in-person social party hosted by your local chamber of commerce. There are quite a few people there and you know that in order to successfully navigate this party, you will have to engage in some face-to-face conversations with the potentially new customers that are there. The simplest strategy that has almost always shown a good success rate in ...
It has been a very active phase for specialists in SEO, content marketing and digital marketing. Google hit everyone by announcing that organic keyword data will no longer be accessible and that they have introduced the ‘Hummingbird’ update!
These two ads are important to content marketing and shed light on the continuous transition from keyword-based search to semantic search. The shared thought between SEO specialists and content marketers is that relevant and useful content is always appreciated.
Let’s understand why
Beyond keywords for SEO
Keywords have always been considered relevant to any SEO strategy. In the past, determining keyword reach for a site has been important for page-level content optimization and link building. It is important to know what keywords can rank for a site and what keywords can become sales or leads.
Keywords are here to stay. Words are certainly used in a search query. And Google is trying to update the search intent behind each query in order to acquire a good SEO and web marketing strategy. Previously, simple matching of a result to a keyword was emphasized, but now cross-concept reporting has become more important.
With the advent of this process, people have started to write longer search queries with more words to find the exact results.
More from the knowledge graph
Google had announced the introduction of its “knowledge graph” a year ago, and with Hummingbird the search results have been expanded.
Questions, not Queries; Answers, not results
Hummingbird update differs from all other updates like Panda and Penguin. This is because this update is not an improvement focused on penalties. However, its effect will be more visible in the future, because the human behavior behind this search is more related to how Google works.
Think of it this way: before we related searches to queries, like in a library that uses old computers to find books. Write the topic and get the results. But humans don’t get results that way and Google is aware of this fact. We acquire information from conversations, and our conversations have context and context takes the form of responses.
Hummingbird is one more step towards delivering good results to the user.
How does this affect content marketing?
Google has always emphasized quality and good content. They are the critical elements to get good search results. It also adds to things like site speed, verified author profiles, and social signals. With this update, users will understand the importance of search beyond keywords.