how google hummingbird affects you

Google Updates

October 10, 2013

Agenda• Google Updates

• Hummingbird – What we know and what we don’t

• Penguin 2.1

• Preparing for the future• Featured article/Newsjacking• Social Engagement• BuzzGraphics

• Dashboard Updates• Not provided• Review pending client

What is Hummingbird?• Launched end of August 2013• Entirely New• Now incorporates 200+ Factors

including PageRank

• Focus is on answering longer more complex queries• Faster• Recent information• Rich results

What is the question?• Knowledge graph was

launched to more quickly answer questions without going to other websites• Hummingbird is able to

understand intent of query and context of pages content across their whole index

Does your content answer questions?

• Good trick by Eric Ward to see how much your content may already be answering questions• Don’t go crazy with over-

optimizing on “How to…”• Use to think about

questions your can help answer• Guides• Infographics• Glossary

What can I do to adapt? • Get the client to engage in the

content creation process• Review content• Talk about upcoming topics• Look for newsjacking

opportunities

• Get the client to promote the content• Business and personal account

promotion• Comments, G+, Tweets and more

• Always be looking for ways to SWARM your content

Penguin 2.1• Announced on 10/4• Targets over optimization• Best defense is diversity• Penguin removes the authority of

specific links and rankings fall as a result• Shadow algorithm• Hummingbird gives visibility• Penguin/Panda take it away

What are we doing?• This isn’t free or easy – SORRY• End User Value

• Featured Article • Home page category site placement • Custom research• Related to latest news• Infographic (4 Facts)

• BuzzGraphic• Placed on client site• Custom research• Related to latest news• Infographic (6-10 Facts)• Article• Paid sponsorship (Tweets, Stumbles, Reddit and

more)

More…• Auto Tweeting in October• Link neutralization• Analyze competitor links and attempt to get

similar placements• Analysis is converted into action plan

• PR• Traditional media pitches

Effort oriented Earning links not guaranteed

Dashboard Updates

Home Tab• Non-branded traffic chart

is replaced with Organic traffic chart.

SEO Tab• Remove non-

branded from top graph• Allow plotting of

domain authority and root links• Add top entrances

graph and table

Entrances• Replaces Traffic tab• Entrances page

shows pages getting the most organic referrals in the last 30 days

Keywords• Removed Traffic in the

last 30 days

Key metrics• Rankings• Overall organic traffic• Entrances• Conversions• Leads• Phone Calls

Review Pending Client• Ability to opt end

user out of getting review pending client notifications