We Do Web Content, Inc.

Have you made acquaintance with Google’s newest algorithm, Hummingbird? Businesses that rely on web traffic to drive new leads and generate income will do well to become familiar with this surprisingly powerful Internet “animal.”

Hummingbird is a brand-new chapter in Google’s search algorithms. It revolutionizes how marketers and businesses use web content to target readers and customers. If you’re writing content for the web and you play your cards right, Hummingbird may help your content soar.  

What is Google Hummingbird?

Google’s Hummingbird is the latest change to Google’s search formula. Whereas Google Panda and Penguin were updates to an existing algorithm, Hummingbird is a completely new system designed in response to users’ evolving habits.

People tend now to use longer, more complex queries as opposed to brief, keyword-driven searches. Additionally, more people are using voice-input tools (via their smartphones or tablets) to conduct Internet searches. These queries tend to be more conversational than those typed into a keyboard.

As a result, Hummingbird is designed to promote well-written, authoritative and informative content. 

4 Tips for Writing Web Content that Will Soar with Hummingbird

1. Forget keyword density and diversify optimization efforts – Keyword density has long been a waning concept, and Hummingbird signals its swan song. Web content no longer should be keyword-driven, but rather, content-driven. 

Focus less on cramming keywords – such as “Dallas personal injury” or “Miami divorce lawyer” – into your content as many times as possible. Instead, write your concept-driven content to target a specific “problem” or concern (such as “What to do when you’re charged with drunk driving”). 

That said, it’s OK to identify and use targeted key-phrases. Just do so in a natural way and include variations of these targeted key-phrases and other relevant, related terms. Never let keyword use – or overuse – get in the way of good, informative writing.

2. Aim to answer the questions your target audience is asking – Hummingbird’s ultimate goal is to provide Google users with the answers to the questions they are asking. Think about what your target audience needs to know – such as “how long will it be until I get a settlement from the insurance company” or “what do I need to do to prove I didn’t cause a car accident” – and address and/or answer those questions in your copy. 

3. Be original – Google’s Panda and Penguin updates set the stage for favoring original, high-quality content above duplicate, stale content. Hummingbird underlines the importance of stocking your website with thorough, well-researched content that goes far beyond a simple copy and paste of other pages found on your site. Aim to say something new or provide new information with every piece you add to your library.

4. Don’t forget about your old web content – Hummingbird’s launch is a good excuse to tidy up your website. Perform a bit of housekeeping on existing content until it meets Hummingbird’s new standards. Start with your home page, landing pages and “about us” page, and work your way to your library of articles, blogs and FAQs. 

A reputable web content marketing firm can help you assess the quality of your existing content and create a library of new content to meet Hummingbird’s standards. 

The days of keyword stuffing and writing to the search engines are long gone. Search engines are catering more and more to human readers and favoring content that follows suit. Below, we offer an introduction to writing web content for humans (instead of search engines) and how this can result in more clicks.

Why Having Good Search Results Isn’t Enough

Google’s Panda and Penguin algorithms are designed to ferret out and reward reader-friendly content. Similarly, they punish websites that commit search engine marketing sins, such as keyword stuffing or using link farms to create thousands of shady inbound links. Web content that fails to meet human needs will get dinged and eventually experience a drop in search rankings.

It isn’t just about search results, however. A high placement on the search results page means you’ll be seen, but it doesn’t mean you’ll get the click. Experiment with a few search terms yourself to test this theory.

The first page of any search is filled with mixed results. Are you likely to click on a list of uninformative keywords strung together or one with display text that offers a specific outline of what to expect? For example, the search for that car accident lawyer in Columbus may turn up a link written as “Attorneys, Lawyers Columbus Ohio” with display text promising “Personal injury; wrongful death; motor vehicle accidents; car accidents; slip and fall.” Not the most compelling, click-worthy introduction to a business’s online content.

Tighten up Your Meta Tags to Attract More Clicks

The most important meta tags you should worry about are the title tags and meta description tags. These are the key components that display on a search result page. Write them to attract a human audience.

A title tag (otherwise referred to as a page title) is a required page element. It’s what appears at the top of a web page. Typically speaking, there are only 70 title tag characters that display in a search engine result. In the “old days,” a standard page title might read something like, “Veterinarians | Vets | Animal Care | Atlanta Doctor.” Instead of that keyword-heavy and uninformative approach, try something like “Tick Prevention for Older Dogs.”

The meta description provides more room to play, with typically 160 characters displaying in the search results. This is an opportunity to sell the reader on your content. Entice them with the promise of valuable information, actionable take-aways and a solution to their problems. Never use boilerplate content and avoid long, non-descriptive lists of keywords.

Follow Through in Your Content

The same principles apply to the rest of your web content, including the body. Avoid overusing keywords and clunky key phrases. Write first and foremost for a human reader. One trick to ensure you’ve hit the mark – read the content aloud and omit anything that seems forced or unnatural.   

Consistency\r\nis a boon to online marketing, but the same-old, same-old can be a drag (for\r\nyou and your readers). Take a break\r\nfrom the blog-article-FAQ formula and shake things up with a few creative and\r\nfun content marketing ideas. \r\n\r\n\r\n\r\n

Remember to\r\napply the same standards to these pieces as you would any other content that\r\ncarries your name. Maintain brand integrity, follow the most recent SEO\r\nstandards, and edit for clarity, spelling and grammar. A professional online\r\nmarketing firm can ensure the content meets those standards, plus provide new\r\nideas on how to reach out to your clients.

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Below are\r\nthree creative online marketing ideas to incorporate into your existing plans.

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1. Electronic Books (eBooks) – Write and self-publish an eBook about\r\nyour industry or niche. It doesn’t have to be exhaustive – you’re not looking\r\nto write the Great American Novel here. Even just a few dozen pages will\r\nsuffice.

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Start by\r\nresearching what your prospective clients want to know about your goods or\r\nservices. For example, do people want to know more about how to file for\r\ndivorce in Texas? Do they need more information on how to cook healthy meals at\r\nhome? This will help you determine the focus of your eBook.

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A free,\r\ndownloadable eBook is an effective way to establish yourself as an expert in\r\nyour field. After all, not every businessperson can say they are published\r\nauthors. This signals to potential clients that you care and know enough about\r\na topic to dedicate the time to writing a book. Bonus: Ghostwriting services\r\ncan do all the heavy lifting for you.

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2. Downloadable Checklists

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People love\r\nlists. Witness the success of websites like Buzzfeed that trade almost\r\nexclusively in online lists. You can leverage this into a creative and\r\neffective content marketing strategy by creating useful, downloadable\r\nchecklists.

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Examples\r\nmight include an online dieting service that offers a checklist of\r\nprotein-rich, low-fat foods to stock the pantry. Or a parenting blog that\r\noffers a list of the “Top 50 Things to Try with Your Child This Summer,”\r\nincluding items like “Catch fireflies” or “Stage a scavenger hunt in the\r\nbackyard.” Professional services like a law firm can offer a checklist like “What\r\nPaperwork to Bring to a First Consultation with an Injury Attorney” or “Steps\r\nto Take When Preparing a Will.”

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You can even\r\nshare a useful list on social networks or via email, helping spread your\r\nmarketing message across a broader platform.

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3. Quick-and-Easy Guides

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A mini-guide\r\nemploys the same principles as the eBook, but in a smaller, more concise\r\npackage. A guide may be as short as a few pages and may incorporate charts,\r\nmaps or other graphics. Mini-guides are best reserved for topics that can be covered\r\nin a shorter format. This might include a reference guide on how to change a\r\nflat tire or how to respond to a tax letter from the IRS. Offer this as a free,\r\ndownloadable option on your website.

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Want more\r\ncreative content marketing ideas? Learn more from We Do Web Content.

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