3 Tips on how to take Advantage of Google's Hummingbird
Invest in content marketing.
While the search algorithm has been changed, its perpetual intent of providing searchers with the best, relevant content has not. In fact, Hummingbird now considers content that serves users’ needs even more valuable as it wants to give the best results to answer users’ questions. Therefore, by investing heavily in content creation, digital marketers can lure qualified traffic, establish as thought leaders, and reach a larger audience. Digital marketers can also target more mobile users with relevant content as consumers who are searching remotely are likely to purchase products or services imminently. By producing a boatload of content, not only can digital markers target desktop and laptop users, but also engage with the 46% of consumers who use their mobile devices exclusively to conduct research.
Use long-tail keywords.
Since Hummingbird will accommodate longer, advanced search queries, digital marketers can include long-tail keywords in their content. With long-tail keywords, digital marketers can use more detailed, specific product attributes to target consumers who are specifically looking for their products. Digital marketers can contain specific keywords such as “Canon PowerShot SX510 HS 12.1MP 30X Optical Zoom Digital Camera with WiFi & Lowepro Bag – Black” as opposed to generic keywords such as “Canon digital cameras,” as the advanced algorithm will likely encourage users to use more narrow terms in their searches.
Adopt responsive web design.
With more users expected to conduct searches on their smartphones or tablets, it’s crucial that brands build responsive websites to enhance the mobile experience. With responsive web design, brands can ensure their websites fit perfectly on consumers’ mobile devices and are navigation-friendly. Brands can also make sure their webpages are optimized for different computer screens and have all their chief call-to-actions, key benefits and conversion actions above the fold. This is integral for digital marketers as three-fourth of all clicks actions occur within that area. This will also help digital marketers increase return traffic visitor traffic and reduce bounce rates – a vital goal in today’s digital-concentric society.