How Does the Recent Google Hummingbird Algorithm Affect Local Small Business Owners?
In case you have not heard, Google recently released a new algorithm named Hummingbird, that is sending many SEO experts scrambling to see what they need to do next!
Here is the reality of online marketing. It is always changing!
For the past 15 years SEO’s and business owners have been trying to beat Google at their own game and grab the highly coveted top search result rankings. Smart business owners know that a top ranking in Google can seriously boost revenue and help grow their business.
Over the years this ongoing cat and mouse game has created a mentality among some online marketers that when Google makes a change, you need to find out how to game their algorithm again. Once you figure out the new loop hole in Google, you take advantage of it until Google slaps you again.
This sad situation has led to many wannabe SEO specialists leading small businesses down the road of short term success and long term disaster. Many uninformed business owners fall for these quick buck scam artists, and by the time they figure out what damage has been done to their online presence, the hucksters have moved on to their next victims.
The Truth About Local Search and Small Business
The new Hummingbird Algorithm is the biggest change in 15 years and already I am seeing SEO hucksters claiming they have discovered the secrets to beating it.
Before you buy into this, understand that Google has thousands of very smart engineers paid to create the best search algorithm in the world. Google has clear rules and you either follow them, or you try to find a hole in their algorithm and exploit it. Every time a local SEO service uses tactics designed to trick Google or game the system, they put their clients at risk.
As a small business owner you must understand that the correct way to market online requires real work, and there are no shortcuts. Anyone claiming to get you fast results, or guarantees you top rankings, is setting you up for online failure!
What we know about the new Google Hummingbird Algorithm:
- Google is reacting to the huge growth in Mobile phone use and the way people search on them. People tend to ask questions on their mobile devices versus just using a few keywords. Google has said straight out that the new algorithm will focus on user intent, and it is looking more at long tail keyword phrases. Moving forward, content that answers questions and addresses problems are more likely to surface. In short, you must start focusing your content on answering questions and solving problems versus just targeting specific keywords.
- Focusing on single or 2 word keyword phrases will be much more difficult for small business owners. Unfortunately, the shorter 1-2 word phrases are showing the larger directory sites on page 1 of the Google results. This requires a more focused content marketing strategy that incorporates local SEO.
- There is no definitive proof yet, but it makes sense that social sharing and social signals will have a place here. Just as in any solid content marketing plan, you must have a distribution strategy to encourage searchers to find and react to your content in as many places possible.
- Mobile is extremely important. Google sees mobile search as the future, and is preparing for that. It is time to look at how your business displays in a search on any mobile device. Ask a question that should result in your business ranking in the search results. ”Where can I find an mechanic in Jacksonville?” or “Who has the best Mexican food in Scottsdale?”
- This is not a Google update designed to slap cheaters like the Penguin and Panda updates. This is a new algorithm designed to change the way Google interprets search queries. Google wants to determine exactly what you really want when you enter words into their search box. Low grade websites, thin in content, will probably not survive in the long run.
What Should Small Business Owners Do Next?
First and foremost, if it has not affected your current rankings, stay calm. Remember, this is not a Google slap.
Time for a complete web presence audit!
Without panicking, start looking at the following areas and evaluate your current situation.
- How you appear in Mobile
- Are you engaged in Social Media
- Do you have a consistent Content Marketing plan
- Are you focusing on Customer questions
- Is your website and content locally focused
- Is your website designed for content marketing – link architecture, RSS feeds, Sitemaps
- Do not ignore on-page SEO and keywords
- Are you listed in major directories
- Are your Citations consistent in in the right directories
Google Hummingbird is definite proof that Local Search is changing… Are You Ready?
Whether you are already engaged in local search marketing or just getting in the game, remember one thing! The road to success does not include short cuts or fast talking SEO hucksters that claim to have cracked the Google algorithm code.
Google is too smart and does not tolerate cheaters. Local search success revolves around having a plan that combines ethical SEO with content marketing. When you start thinking more like your customers and focusing on answering their questions and solving their problems via good relevant content you will be rewarded.
Get Your Online House in order first!
If you are finally realizing that you need a solid content marketing strategy, before you do another thing or hire a content marketing service, you must take care of your current online situation first.
This means making sure…
- Your Google Plus and Google Plus Local listing are set up and optimized
- Your website is within Google guidelines and on a platform that can handle a good content marketing system
- Your information (citations) across the Internet is consistent
- You have a reputation management program in place
- You understand the different types of content and what works best for your business and industry
- Your content is original and credited to you via Google Authorship
Let us help you get started!
The good news is, the new algorithm is designed to allow the smart business owners that provide good content and create a solid online presence to rise to the top. The next time the phone rings with another quick fix SEO huckster on the other end, just smile, say no thanks,and hang up.
Content Marketing is not a one time quick fix leading to higher search rankings. It requires an ongoing long term plan that allows you to turn your website and other online entities into an ongoing source of quality information. Content cannot be king if you are using services that write regurgitated garbage, spin it, and circulate it around the web.
For several years the local search professionals at Local Goldmine have been talking about content marketing. Google Hummingbird has validated our vision and we would like to offer you a no obligation free consultation. No sales pitches, just straight talk about how you can embrace the changes in local search marketing and make it work for you and your business!
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