Internet marketing strategies and search engine optimization (SEO) constantly evolve as Google and other search engines pursue the never-ending goal of helping users to more easily find the precise information they seek in online searches. Since users are now more likely to use several electronic devices (desktop computers, smartphones or tablet computers) to access search engines, it is particularly useful for smart business owners need to remain up to date with new changes in SEO.
Prior to Google’s adoption of Hummingbird in August 2013, a website was more likely to rank higher in search engines’ results pages if website creators employed proper Internet marketing strategies and SEO techniques. These techniques included high-quality and original page content, video and graphics that were properly tagged with keywords, and the right amount of keywords in page titles and content.
Other SEO practices included links to quality websites, the use of current “hot” topics and shorter URLs. By following these “white hat” SEO rules, search engines could find a website with greater ease and that website was more likely to rank higher on a search engine result page.
Hummingbird brings more changes to traditional SEO. In her article “Google’s Hummingbird Takes Flight: SEOs Give Insight on Google’s New Algorithm,” Amy Gesenhues of Search Engine Land notes that unlike the Penguin and Panda updates to the traditional Google algorithm, Hummingbird is a completely new algorithm for Google.
Hummingbird is designed to better anticipate what information users want by understanding complex search queries and the relationship between multiple queries by the same user. It reacts more efficiently to natural language patterns to speed up a search without the need for the user to click multiple links and is intended to comprehend the intent behind the user’s search (semantic analysis).
Many of the traditional Internet marketing strategies and SEO techniques will still be utilized, but other SEO practices will become more important in the future. These practices include:
- Making connections with pertinent topics
- Networking with one’s peers and forming online links with them
- Creating high-quality content that motivates others to share it through articles and various social media platforms
So what does this mean for businesses looking to attract potential buyers to their websites and to keep existing customers? Since as many as 80% of buyers globally do online research before buying products and one of the primary sales tools is a well-crafted, easy to use website, it will be even more vital for businesses to use good Internet marketing strategies and SEO methods to optimize their websites for higher rankings on search engines and remain competitive in local, national and international markets.