This year, Google’s new Hummingbird algorithm will place a higher emphasis on answering key questions, rather than on branded keyword searches, changing the landscape of traditional keyword searches. Another significant change involves access to websites; the more entrance pages a website has, the better the search results will direct users to the website. While, traditionally, better Page Rankings meant more business, this may no longer be (and may never have been) the case.
Now, expect groups of keywords or phrases to transform raw keywords into “buckets” which will include more keyword phrasing than the use of single keywords. It seems Hummingbird will focus on question answering, such as “how to,” and “what is,” than traditional keyword searches. To track results of the new Hummingbird algorithm, businesses can get a monthly report, which will provide rankings success of selected Google, Bing and Yahoo keywords.
It has been a popular keyword search method, utilizing branded keywords in conjunction with non-branded keywords, to get good search results. Non-branded, organic keyword searches resulted in better SEO, while branded keywords aided other marketing efforts.
Hummingbird’s change to a 100% secure search will eliminate the benefits of branded vs non branded keyword analyses; branded keyword searches are currently used by many businesses to evaluate SEO success.
With Google’s Hummingbird algorithm, organic SEO keyword website searches will be measured by the number of pages you have that receive organic referrals. The Hummingbird algorithm suggests the emphasis should be on organic keywords rather than on top-branded keywords.
Hummingbird will require that a website gain new keyword rankings monthly in order to prove that it is a strong keyword resource. The best way to attain this is by having many unique entrance pages to the website. Many unique entrance pages help *develop stronger resources for answering questions *qualify you as an expert on a topic *rank pages on more long-tail topics (i.e. “how to” topics) *increase exposure in business-specific industries.
In order to develop new entrance pages, fresh content should be developed regularly. A good way to introduce fresh topics are: utilizing a good copywriter to provide fresh, on-topic copy, videos, infographics, blogs, newsjack hot stories (using a good copywriter to “spin” news stories), promoting business in social media outlets, and sharing promotions via a Pay-Per-Click platform.
Some experts imply that organic and branded keyword tracking was inappropriate for harnessing real sales (or interest, votes, donations etc.) in the first place. The assumption is that real return on investment comes from an increase in customers, and the best way to generate a bona fide increase in customers is good, old fashioned lead generation and tracking.
Bottom line: if you used branded keywords as your primary source of search engine keyword searches, it’s time to change your strategy. Two beneficial strategy changes are: increasing entrance pages to your site, and providing frequent, fresh, high-quality content that answers web-searcher’s questions.
Written by: Dawn Henderson, RolandWrite Copywriting Services. www.rolandwrite.com