3 Strategies to Keep Your Website Relevant to Google



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Just after Google announced that its new search algorithm, Hummingbird, had taken flight, SEO professionals began trying to figure out what it meant for them and their clients. Hummingbird marks the biggest overhaul of the algorithm since Caffeine in 2010, affecting 90 percent of searches.

The latest update is able to better interact with the user, as it can now more accurately understand the subtleties of human language to produce relevant results. As Google can now interpret users’ long-tail search queries better than before, SEO professionals should focus on creating content that satisfies those queries. Here are some ways to adapt to the changes:

1. Analyze users’ intent to create better content. Any piece of content can be written well, but it must first serve a purpose as Hummingbird will only retrieve pages that offer the most tailored information. First, consider the types of search queries users search for. Having content that satisfies specific questions with conversational keywords — as well as their synonyms, as Hummingbird focuses on semantic search — sprinkled throughout the page where applicable is a better bet. Consider these types of content:

  • How-to’s: Users looking for step-by-step instructions would find this type of content educational and easy to follow. How-to guides can be adapted to numerous industries.
  • “Top…” lists: Lists, such as “Top 10 SEO Tips” or “5 Best Ways to Write an Article,” are easily shareable on social media. They are often popular due to their brevity, clarity and usefulness.
  • Frequently Asked Questions: If a website has a properly formatted FAQ — which includes broad industry questions linking out to specific pages with the question itself as the anchor text — it can lead to greater relevancy for users trying to find general industry information.

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