google hummingbird’s impact on the future of search

The Future of Search

Google Hummingbird’s Impact

Erika Folkl, Angela Compton, Andre Moore, Laura Marsh, Beth Anne Weiler

Content• Why did we choose this topic?

o Interesting, different from other groups in looking toward the future

• Who is our audience?o “Average Joes”o Still an interesting read for SEO experts

Content• Does Hummingbird affect SEO? What is

Hummingbird?

• What is Google’s strategy with Google+, Glass, Now, and Hummingbird?

• Different segments:o Google Innovationso Google Hummingbird’s Impacto SEO Isn’t Deado The Future of Search: Now, Glass, Plus, and Hummingbird

Media

Media

Media

KeywordsOriginal target keyword phrases:1. Blue links2. Google’s future for search and SEO3. Google Hummingbird impact on SEO

Revised target keyword phrases:

KeywordsRevised keyword phrases have:

● High volume● High conversion● High brand alignment● High competition

SEO OptimizedMeta Description:

“Explore Google Hummingbird's impact on the future of search and SEO. Google's history, innovation, and growth give a glimpse at the search of tomorrow.”

SEO Optimized“Google Hummingbird’s Impact”Page Headline Page Sub-heading

Body Content

Page Title

Page File Name

SEO Optimized“Future of Search”

Page Heading

Page Sub-Heading

Body Content

Page Title

Marketing Plan

● Social Campaign● Link Building

Social CampaignGroups

Social Campaign

Social Campaign

What Did Not Work

Social Campaign

What Did Work

Social Campaign

Social Campaign

Social Campaign

Engagement

● Owner of Stone Temple Consulting● Knowledgable about Google and Hummingbird● Has a presence on G+ and Twitter● Built on previous communication from earlier

assignment● Obtained input about our article and insight

that we were able to incorporate in an updated version

bit.ly217 clicks acquired through campaign

Links• High Link Value

Strategy

• Asked someone we knew for a linko Chris Compton

Links• High Link Value

Strategy

• Recently obtained unsolicited linko Jeremy Rivera

Will be a listed resource in this post on the Caddis Interactive Blog

Links• Low Link

Value Strategy

• Scoop.ito Site used to

drive traffic and build “no follow” links

SERPS29. “Google Hummingbird’s impact”

73. “future of search”

*39. Hummingbirds*40. Hummingbird

N/A. “Google innovations”

Google AnalyticsFrom the launch date until November 20th:• Visit Overview

• Content Drilldown: Most Popular Content

• Traffic Flow

• Search Engine Optimization

Analytics: Visit Overview

Pageviews spikes correlate directly with promotional pushes

Analytics: Content DrilldownMain Takeaways

● Average time on all pages: 3 minutes, 36 seconds.

○ Average time on Hummingbird: 8 minutes, 22 seconds.

● Article brought 387 new visitors and 93 returning visitors to iMarketingClass.

● Hummingbird’s bounce rate was 85% ○ Visitors spent an average of 8 minutes and 22 seconds on our article.

● 718 total pageviews makes it the the most popular content.○ Hummingbird was responsible for 22% of iMarketingClass

pageviews.

Analytics: Traffic Flow

Visit Breakdown

Google Plus: 94 visits

Facebook: 86 visits

LinkedIn: 129 visits

Twitter: 31 visits

LinkedIn: 129Google+: 94Facebook: 86Twitter: 31

Analytics: SEO

● “google hummingbird” was the #1 search query driving people to the site.

● When people search “google hummingbird,” 5 people click for every 600 impressions.

● ½ of search queries were related to Hummingbird keywords.

Analytics: SEO

● Hummingbird article is the landing page with the highest impressions and residual clicks!

Insights

What We Learned from the Project

• How long should you promote one post?

• Be intentional with where and what you say

• Be smart about keywords

• Don’t be afraid to get links

?