Google’s answer to semantic Search has led to some minor adjustments on search engine optimization strategy. But this change did not make SEO less important, it is still what drives your content to TLC – traffic, leads, and conversion.
Through the years, Google continues updating its system to develop a “perfect Search Engine,” which to them described as, “something that understands exactly what searchers mean and gives back exactly what they want,” (Larry Page, Google’s co-founder and CEO). Time proved that “perfect” changes in meaning, searchers always want more from technology, because it’s just the way it’s built - dynamically. Creating something better and new is the only way to stay.
But Google didn’t create a completely new search engine; it kept the good old way and developed it into an even more useful tool, at least in what we perceive as valuable and relevant today. It remained faithful to its mission of organizing the world’s information and making it universally accessible and useful.
First there was Panda, then Penguin. Now a smarter and faster Google search algorithm has emerged and is said to find the best answer to searcher’s query instead of just providing them with related information. On September 2013, Google launched the new search algorithm called, Hummingbird. It was developed to provide a more relevant solution for semantic search - which not only focuses on keywords, but analyzes the intent and context of specific query; a solution that gives searchers a more meaningful result and internet experience.
What exactly is semantic search?
Semantics is defined as a branch of linguistics and logic concerned with the meaning of a word, phrase, or text. Therefore, semantic search is simply a web searching technique that determines the specific meaning of the words a person is using for search.
Hummingbird aims to provide a more personalized and thorough answers to every possible query.
How does this affect Search Engine Optimization?
The question of how we now optimize a web page for Google search engine - when it’s no longer centered on keywords as it used to – will still bring us back to SEO. But this time, SEOspecialists, businessmen, entrepreneurs, or any website owners are required to make some adjustments and think like Hummingbirds.
How? Let us give you some SEO tips that will satisfy the Google Hummingbird:
- Understand the rules set by Google search algorithm
Every search algorithm provides set of rules to maintain the quality and credibility of information they provide the searchers. Make sure you understand and abide to these rules, because if Google could give rewards to sites that provide valuable and great contents, they could also penalize those that violate it.
- Tune in to what your target customers need and create contents that answer that specific need
This also entails creating more quality contents that answer specific query. Using Google Webmaster Tools, you can search for keywords in your specific industry that your target searchers would use to finding an answer. Formulate a list of questions that your Target Customers may have in mind with that specific keyword and create contents that contain the specific answers to those questions.
- Choose keywords that have exact definition to your meaning and position them strategically around your page.
Hummingbird is said to consider not just keywords but also their synonyms found on a page. So when you create your content, use keywords that exactly match with what you really mean to describe your products or services, that way, search engine can include your site on its result pages along with other pages with similar context that directly answers a specific query.
Avoid over stuffing your page with keywords. Keyword density is one factor that gets a page to rank, if this is used intelligently and at the same time, built around quality contents, there is no way this can’t get the attention of search engines and your target customers. Quantity and quality must always be put in consideration.
- Continue writing unique and engaging contents
This is still and will always be a standard online content marketing advice. Unique and engaging are significant qualities that will attract your target customers and bring business to your site. This will lead to the common goal of generating conversion and return on investments.
- Provide a consistent and customer-centered website
A customer-centered website is a site that provides value and positive experience to visitors, leads, and customers alike. Your site must consistently provide original and quality contents that will build trust from customers and search engine to the brand, product or services your business provides. Website design is also a factor that contributes in generating sales. Keep your design simple yet honest, rich and appealing. Your goal must be to convert every single visitor into customers without presenting any misleading information or too much embellishment. Focus your SEOstrategy on what is relevant and important for your target customers and search engine will give you a valid result that will drive your site to TLCR – traffic, leads, conversion, and ROI.