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
?
