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What Changes to Google Mean for Search Engine Marketing

Anna Johnson Anna Johnson , 1/31/2018
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Recent developments to Google have seen some major changes taking place in the world of search engine marketing.  With the introduction of the Hummingbird update Google announced that keyword data will not be available anymore.  With this news, marketers have had to adapt their thinking to encompass the idea of semantic search rather than the now outdated keyword(s) search.  However, for content marketing this is a significant step and increases the need for relevant content even more so.  This article is going to explore some of the more significant changes that should help show this.

With any SEO project in the past the use of searches based on keywords has been seen as one of the more integral parts of any strategy.  Developing opportunities for a website by identifying and using keywords to optimize page content has been a fundamental part of the process.  As is the focused use of keywords to convert leads in to sales or site ranking based on different keywords to maximize the success of any campaign.

Today keywords are still important as words need to be used in searches but since Google updated its algorithms there is now more emphasis on the intent behind the search.  Conceptual links and relationships between similar content are becoming more prominent in determining search results.  Users now enter sentences regarding queries rather than single words in order to be more specific with their searches. However if you want to avoid such complex situation than take the service offered by advertising agency London, like MediagGroupWordwide.

Compared to the negative penalty driven Google updates of the past such as Penguin, the Hummingbird update is seen as having much more long term benefits.  The Google concept is to make searches more like a conversation which is more attuned to natural human behaviour.  The idea behind this is that in a conversation there are normally more than on question and answer.  Conversations flow and one question can sometimes lead to another and so on.  Google want to emulate this way to share information and in essence improve the delivery of even more thorough results.

As marketers are being constantly told, this means that using relevant, quality content is now more critical than ever.  Obviously, social links, verified author/site profiles will also help shape the returning search results.  Yet content will be the key factor.

Knowing of the imminent death of keyword data use in SEO means that marketers need to adapt their thinking.  The sole use of organic keywords for searches is now more or less redundant and quality content is now much more critical in SEM.  This means marketers have to anticipate the questions that potential leads may have.  This is the idea behind the Google Hummingbird update – content from search results that engage in a form of conversation.  The content that is returned in response needs to be able to answer any query.

The idea of multiple layers of content means that content marketers must ensure they foresee specific questions in order to provide the relevant answers.  If this is achieved then generating more successful sales conversions can be assured.