Why the Hummingbird Update is Music to Content Creators' Ears
The Google update was effective from late 2013 and is coming into its own as we speak. This means that content is more important than ever for search engine optimisation. And that’s not set to change any time soon. If anything, the importance of fresh, original and regular content is going to grow in years to come, as Google and other search engines seek to maximise their users’ positive online experience. The rate at which search engine spiders crawl your site is in part determined by how frequently the content of your pages change. Here’s how you can make sure your website gets ranked in Google. Fail to keep up to date and your website could be lost in a search engine wilderness!
Up the Ante
Of course, these updates are music to our ears. We create all our own content and have our in-house copy-writer to double-check everything. Content writers are going to be in high demand for many years to come. Because it’s not just any old content Google and others are looking for. All the top search engines rate content that is useful and interesting for real people. Website owners can no longer get away with copying and pasting the articles and blogs of others and passing them off as their own.
It’s vital to create content that’s new. And it has to be good quality and substantial.
Make it Client-Centric
SEO 2014-style is all about client-focused, benefits-based content. It’s long been on the cards that sales-spiel is heading for the big search engine in the sky. But some websites have been slow to change their tack to make their content truly designed to inform, interest and interact with clients.
Often, even just a simple change of wording can shift the focus, from you to them: Instead of “We specialise in search engine optimisation” make it: “Helping you to optimise your search engine results.”
Do Your Homework
Not sure what your clients want to hear about? In the dark about what their problems/questions/queries are?
Start a discussion on social media, ask them face to face, email them a newsletter asking for feedback, or post an online survey.
Pull Up Your Socks (Not Your Sox)
Don’t make the mistake of bunging your content on gung-ho without having it proof-read and edited. It doesn’t matter how amazing your business logo is or how pretty the “customer service stock image woman” is, if your written word is sluggish you are going to lose credibility.
Good content doesn’t have to be written by a professional, but it definitely helps. If you don’t have the time to check and double-check your articles and blogs for spelling, grammar and punctuation, it’s worth stumping up a little bit extra to get it right. There’s nothing more jarring than reading badly-written, poorly-spelt content. It makes the author and their company look shoddy.
And in the days of a rising focus on authorship and authenticity, this is bad publicity you definitely don’t want.
What do you think? How has the Hummingbird update affected your business and its website? Or has this article raised any burning questions? Use the comments section below, or visit our ask an expert page!