Google recently announced its new algorithm Hummingbird, whose waiting room was Panda and Penguin, which will affect 90% of global searches. Although Google was terse in his presentation are already beginning to speculate the details of the algorithm, which is suspected is not operational yet. This new bird aims to change the SEO and give more importance to the content even completely ending this way with SEO quantitative and entering the stage of qualitative SEO.
It is known as quantitative SEO positioning techniques based on massive linkbuilding strategy. Strategies where, under Cafeine, the links were directly related to positions in Google. More quantity referred to a higher echelon, more visitors and more business options. The technique was simple and it was only shooting at the discretion directories, forums or any site. To make an analogy say that this SEO technique was as a commercial cold calls, it was important not locate a good page but an inbound link. The thematic relationship was not important, Google spiders did not worry about this until later arrived Panda and Penguin.
With this Google launched the unequivocal message that the stage of SEO quantitative came to an end, thousands of pages were sanctioned, at that time he was named an SEO focused on the user and not the search engines, the way Google began to be the content and although many would not realize then suddenly Google had changed the rules of the game, rules governing Hummingbird.
Google has become this part positioning and online marketing in a newspaper and especially public relations work. A work can be summarized in empathy with the public, the relationship with the leaders of communication, content writing and the importance of authorship and authority in the Google universe, via Google.
This is not a big surprise, it was known that mobile search would take an important aspect in the immediate future, the rapid rise in its use and trade so did see. Now a survey of Telemetrics came to the conclusion that about 50% of users begin their search on your mobile device and in niches such as restoring these statistics are even higher.
This line was one of the few clues that the enigmatic message Google was evident. Google has focused much of its efforts on the development of voice search, aware of the mobile category that is taking the use of your browser focusing on a list of clean and simple more accurate results optimizing resources and allowing for a search semantics and results of the long tail.
This research is vital to create our online marketing strategies to understand that positioning can not be understood without the mobile and content must be fully optimized to mobile devices giving importance to semantic searches and long tail.
The purchase of Siri, the most widely used for voice search, Apple evidenced by the importance of voice search began to have. Google understood that mobile users increasingly demand more simple and intuitive voice search lists, fueled by the Google Glass project. At the beginning of the year and the premise that this type of search would be one way to exploit by Google to leave the computer desktop to pocket was launched.
These searches use a more natural than traditional language keywords, that is, longer and connected sentences. Hummingbird will focus on the semantic search in order to provide more accurate results. This means that the keywords lose importance in favor of questions like “Where to eat the best patatas bravas in Barcelona”.
Online marketing has to take this into account when optimizing your content around such questions. A more complex and focused on answering questions before taking words without link and play with the syntax optimization. The semantic meaning and location is what Hummingbird detect, leaving aside the key word. As a result this will impose the need for a strategy of deep content rather than the traditional strategy of keywords, which in turn is complicated by recent changes in Google Analytics.
It is already a topic to talk about that Content is King, but this is the way that Google has chosen and we must insist on it. Hummingbird semantic search and previous updates are addressed to prioritize quality content and especially to help users answer your questions or curiosities.
This means not only focus your efforts on the development of content but especially in public awareness. Understanding the needs that this is about your market and give answers in their language and with an extra contribution not only on the website but through the multiple platforms available as channel YouTube and Google Plus.
It is nothing but is a relatively new so-called qualitative SEO confirmation where quality overcomes quantity. Synonymous with quality is the relevance and accuracy of the content, relevance Google league Authority.
This is one of the pillars of the new positioning strategies. Google always liked from authorized sources and this trend has been increasing thanks to the democratization of information.
Little longer worth an incoming link from general directories, relevance today found in the opinion leaders on behalf of publications, blogs or communities.
So there are two directions to have an air of authority, on the one hand become her or the other relate to them. This depends on the talent, budget and time you have the strategy because a reputation is much more complex and slower than interact with influential media created.
Establish relationships and collaborations with these will or will not shine the marked strategy and for this time and negotiating skills needed. The old position of public relations win here tradition of dusting whole relationship with the media and influential people, only that these leaders have changed to a more ethereal and dynamic environment.
In this sense Google earns integers as meter influence. To Hummningbird interaction and content profiles Google means authority and online identity. Once you have a busy updated profile and Google will give you the keys for easy positioning as well as a personal brand to exploit your content and articles for given the potential to be shared by profiles increasingly reputable and truthful.
No official source that claims that Google and granting a profile of authority and that this authority is assuming a better position. However this point is based on analysis and conclusions of online marketing specialists to ensure that the epicenter has shifted from the quantitative view to the quality and depth of both the source and content.
Google has claimed that Google Plus will be the key to improving the user experience in the Google universe. Although he has argued that 1 does not directly affect the search results it seems to be that Google helps clarify the results. Google is seen in the future as a necessary tool, who knows if imposed, and begins to emphasize the optimization and development of profiles since appears to have already found their fate.
Much has been said and will discuss the involvement of the different social networks in SEO. Especially social networks based on user recommendations to their network of contacts, content sharing and trust this to reach the much desired virality. There is evidence that search engines observe these social cues to finding relevant content, arguing the accuracy and value.
Hummingbird is likely to give weight to social results but here much to clarify as we are in a clash of giants of the online environment. Today a specialist in online marketing, whether focused on SMO and SEO, you can not forget nor the level of searches and the engagement that occurs on different platforms and the correlation (not binding) between them and their result in reputation and authority beyond simple likes or links. No need to focus on these numbers as fuzzy and be able to discern more convening power and opinion leader figure.
The overall online marketing and positioning in particular has become a purely communicative activity opening up the possibilities of the sector and diversifying the work within it. Many talk about that SEO is dead, forget it has evolved and the reality of the online environment is less ephemeral than they have always thought the most reticent. And it is that SEO is increasingly alive and is more exciting.