google hummingbird’s impact on the future of search
DESCRIPTION
In our final project for #MKT4450, we spent several weeks researching, writing, and promoting an article, "Google Hummingbird's Impact on the Future of Search." In this presentation, we break down our strategy, marketing plan, Google Analytics findings, and lessons learned.TRANSCRIPT
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
?