It is already commonplace to speak of the premise that Content is King , but this is the way that Google has chosen, and it must be stressed out even if at times it seems as if we are flogging a dead horse. Recently, Google announced its new algorithm Hummingbird, which will affect 90 % of global searches. This new algorithm update called Hummingbird aims to change the SEO and give added significance to the content, thereby completely destroying the quantitative SEO and entering the stage of qualitative SEO.
SEO was certainly known in the past as a quantitative positioning technique based on a mass link building strategies. The main strategy was to achieve a sizeable number of links under the perception that they were directly related to the positions in Google. More quantity led to an increase in the rankings, more visitors and more business options. The technique was simple; it entailed the outreach of links coming from directories, forums or any website really. Under an SEO analogy this was like a cold-door sales technique, the important thing was to find a good website to get an incoming link. The thematic relationship was not important; Google spiders did not worry about this until later when Panda and Penguin came to live. With the appearance of Hummingbird we have seen an important change in SEO. Google has launched an unequivocal message that the quantitative SEO stage is drawing to a close, thousands of pages are being penalised, and now we have a more user-centered SEO. Google has changed the rules of the game; the rules now are being dictated by Hummingbird.
The importance of Smartphones and its consequences for SEO
This is not a surprise, it is known that mobile search would take an important turn in the immediate future, and there is a rapid rise in their use and trade. Now a survey of Search Engine Watch came to the conclusion that about 50% of users begin their search on their mobile device.
This line is one of the few clues that the enigmatic message by Google was demonstrated. Google has focused much of its efforts on the development of voice search, aware of the Mobile category that is taking the use of your search by focusing on a more accurate result list, clean and simple, and optimising resources and allowing for a semantic and long tail results search.
This research is vital to create our online marketing strategies by understanding that the position in the search rankings cannot be understood without the mobile, and that content must be fully optimised for mobile devices giving importance to semantic searches and long tail keywords.
SEO Implications of Google voice search and Google Semantic Search
The purchase of Siri by Apple, the most widely used for voice search, evidenced the importance that voice search was beginning to have. Google understood that mobile users would demand increasingly simple and intuitive lists in voice search, fueled by Google Project Glass. Earlier this year they already launched the premise that this type of search would be one of the ways to exploit by Google to get out on the computer desktop to pocket.
These searches use a more natural language than traditional keywords, i.e. longer sentences and connected. Hummingbird will focus on this semantic search in order to provide more accurate results. This means that less important keywords will appear in the searches, especially those referring to questions like “Where to eat the best burgers in Edinburgh”.
Online marketing has to take this into account when optimising their content around questions of this type. A more complex optimisation and focused on answering questions, rather than taking no nexus words and play with the syntax. The semantic meaning and location is what Hummingbird detects, leaving out the keyword. As a result this will necessitate a thorough content strategy before the traditional strategy of keywords, which in turn is complicated by recent changes to Google Analytics.
SEO focused on the Content and the Authority
Semantic search of Hummingbird and previous updates are directed to prioritise the quality content and especially to help users answer their questions or curiosities. This not only means focusing your efforts in preparing the content, but especially in public knowledge. It’s nothing but a relatively new SEO called qualitative, where quality overrides quantity. Synonymous with quality is the relevance and accuracy of the content, relevance that Google linked to Authority. This is one of the pillars of the new positioning strategies. Google has always liked authoritative sources and this trend has been increasing thanks to the democratisation of information. So there are two directions to have an air of authority in the rankings, first become an authority yourself in the industry by publishing content related to your field, or the other relate to authors who are an authority in your market.
In this sense Google gains as a measure of influence on the whole. To Hummingbird interaction and content means authority and identity online. Once you have a busy and updated Google profile will give you the keys for easier positioning, and a personal brand to exploit your content and articles for given the potential to be shared by more and more reputed profiles.
No official source has stated that Google grants authoritative profiles better positions in the rankings, but this point is based on analysis and findings of online marketing specialists to ensure that the epicenter has changed since the quantitative view, to the quality and depth of both the source and content.
Google has said that Google Plus will be the key to improving the user experience in the Google universe. Although it has been argued that +1 has not directly influenced search results seems to be that Google + helps clarify the results.
The Social SEO: Engagement and opinion leaders
Much has been said and will be discussed about the involvement of different social networks in SEO. Social networks are based especially on the recommendations of users to its network in content sharing, and trust on this to get to the desired virality. There is evidence that search engines look at these social signals in finding relevant content, arguing the veracity and value.
Online marketing in general and rankings in particular, have become purely a communicative activity sector opening up possibilities and diversifying the work within this. Many speak of the idea of SEO being dead; forget it has evolved and that the reality will hit home. However, SEO is increasingly alive and it is more exciting than ever with all these changes in the algorithm.