Ever since Google released its Hummingbird update in 2013, the face of online search has changed significantly. Gone are the days where creating keyword-laden articles and blog posts is the norm. Today, you have to change your content marketing strategies if you want Google Search to positively rank your articles or blogs. But how do you exactly make your content marketing tactics more Hummingbird-friendly?
Over the last few years, Google has been putting emphasis on the need to put quality content on your site for it to rank. If you have been doing this, then you’re definitely ahead of the game. But with the Hummingbird update, it was said that Google has started to rank content based on user search intent and the context of the content itself. There are also certain types of content that are more likely to stand out and get the search giant’s attention. Here are some tips to help you develop such types of content and improve your content marketing strategies in the face of the changing search landscape.
Choose content topics that aren’t too time-sensitive.
If you want your articles and blog posts to have more staying power and, therefore, have more SEO juice, consider creating “evergreen” content. Breaking news is only of interest for a short period of time. On the other hand, “evergreen” content, or those with topics that aren’t too time-sensitive, can be relevant to online searchers well into the future.
Because they don’t have expiration dates, such articles and blog posts will only grow stronger in authority, ranking, and traffic over time. And something that ranked well over time has been crawled repeatedly. This gives the content the opportunity to remain visible and to meet the objectives of the new Hummingbird update.
Address “natural” questions.
Creating content for natural questions and queries your existing or potential users might have is one of the best ways to make your content marketing more Hummingbird-friendly. This can be done by creating “How to” types of materials. When building this type of content, however, avoid using too much jargon or obscure titles.
For instance, if your site is offering cooking tips, try to structure the title of your content to match a question. So instead of using the title “Experimenting on Different Cheesecake Recipes,” you should try using this one: “How to Make A No-Bake Cheesecake In Under Ten Minutes.” It is more relevant, specific, and it addresses a question a potential user might ask.
True, most users turn to Google to answer quick questions.However, research has shown that up to 10% of users’ daily information needs involve learning about a broad topic. This is one of the primary reasons why in August last year,Google introduced new search results for users looking for in-depth articles.
With the search giant basically giving a nod of appreciation for those who take the time to create long and detailed content, this clearly shows that in-depth articles are the type of content Hummingbird favours. As such, you should try creating detailed content that provides new ways to answer existing problems. To make it much easier for you to come up with such materials, you can conduct surveys, assimilate data from various sources, or include the results of tests you have conducted yourself.