Since the announcement of the Hummingbird update from Google in September, search marketing companies have been scrambling to form cohesive responses for their clients. The forums and seo news sites have been littered with confusing reports and outcomes, for a very comprehensive yet concise review Danny Sulivan has hit the nail on the head (again), his FAQ can be found here. So simply the update changes the way Google pulls data from its existing indexes, with the focus on providing results that match the whole query rather than simplistic keywords pulled from the entry. This is an important step as many searchers are using vocal commands on smart phones rather than typing searches, which means that searches are becoming more conversational.
So it would seem in terms of search marketing campaigns that content will remain the key factor, as sites that provide the best answers to questions may come out on top. This is where the incorporation of not just long tail but long tail in the form of questions and answers become key. For many years savvy search marketing companies have extolled the benefits of long tail, namely garnering visitors nearer the point of purchase within their search (pop point). Here at DSM, over the years we have often regailed clients with the tale of how the search term “how to clean a platinum ring” drawn from a simple article piece, led to both frequent vistitors and conversions. In terms of Hummingbird’s openly conversational slant, by creating/expanding a site’s “Frequently Asked Questions” pages, which feature both the question (in a conversational tone) and answer, you will be adding content to your site that offers both authority and real value to your users.
Another key factor would be to continue to add fresh and relevant content to your site. Crawl allowance is still a factor to consider and sites that generate frequent high value pages will (generally) be allocated a higher allowance. This would lead to a deeper crawl and more pages being indexed more frequently, which in turn opens the potential that your content may be selected as most relevant to a search query. A great short term solution to getting pages cached quickly is to post them on Google+, as the social media platform acts as a calling signal for the bots to check out your site.
For content provision and onsite content that incorporates the long tail contact the team at Digital State Marketing.