Google’s Hummingbird algorithm release was announced on October 2, 2013. This platform changes search engine marketing, obviously, but smart marketers will be able to use it not only to survive but even thrive in this new online environment.

The key to using this Hummingbird is your advantage is to understand that the platform allows Internet users to find content that’s more conversational in nature. It will make for a better experience for customers, and site owners who know how to navigate through this new online landscape will also do well.

 

Short-tail keywords before Hummingbird

In the days before Hummingbird, site owners focused on short keywords to rank well with Google. These may not necessarily have been relevant to the content the average Internet user would have been searching for, and it was sometimes challenging to work these phrases into one’s content so that it made sense to humans as well as the search engines.

There’s still a place for short keywords in the post-Hummingbird era. If they are relevant to your site and your customers, use them to draw in traffic and boost your site ranking. Update your content to include references to a specific location to freshen it up so you can rank well for local listings.

 

Long-tail keywords after Hummingbird

Your SEO strategy should still include long-tail keywords since your site visitors will be searching for content using this method. Consider the difference in results between visitors who are looking on the Internet for results related to “shaving” and people who want something more specific and type in the art of shaving instead.

In the second instance, you’ll get more targeted visitors to your site who are probably more likely to be ready to buy your products or order your service. Under the Hummingbird algorithm, you’ll be able to rank for phrases that sound more like the way people speak, as opposed to the dryer keyword phrases that used to dominate SEO.

It may take some getting used to, and you’ll need to freshen up your existing content to make it Hummingbird-friendly, but this should turn out to be a much more user-friendly way of creating content once you make the adjustment.

Do experiment with a mix of short and long-tail keyword phrases to determine which ones work best for your particular market. Include locations where applicable, since you’ll want to appeal to customers who are using mobile devices to perform Internet searches. As always, track your results to determine which keywords give you the best numbers.

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