1. Search Engine Optimization:
Google’s New Algorithm
Kimberley Fowler, Content Coordinator
#mktgacademy
@mktgacademy

2. Agenda
 What is Hummingbird?
 Your to-do list: harnessing Hummingbird
 Guesses on SEO best practices
 Summary
 Additional Resources

3. What is Hummingbird?
Penguin, Panda, Hummingbird

8. What Hummingbird looks
like…

9. What Hummingbird looks
like…

10. Harnessing
Hummingbird
Your to-do list…

11. 1. Conversational Queries
• Informational searches
• Navigational searches
• Transactional searches

12. What to do?
 Informational searches – create educational,
wikipedia-type content
 Navigational searches – include brand name,
product name, name of your site on thematically
relevant pages
 Transactional searches – use appropriate keywords
in your content, for example, “Camp Kawartha is a
day and overnight camp located in Lakefield,
Ontario”...

13. 2. Back-link Strategy
<a href="http://www.
http://en.wikipedia.org”
rel=“nofollow”> Wikipedia</a>

14. What to do?
 Internal anchor text: To learn more about Sports
Camps click here.

15. What to do?
 Use a variety of anchor text: www.ourkids.net; OUR
KIDS; Click here; Camp Guide; This website. For
example:
 Our partners have a great deal on Camp expo
admission
 Here is a great website for those planning to attend
summer camp.

16. 3. Consider Universal Search
Google Universal Search is a way
that Google “blends” results from
“vertical” search engines into its
web search listings.

17. What to do?
1.
Consider what type of search results appear
on Google for your main keywords.
1.
Consider the possibility of joining and being
active on other channels like Google Images,
Google +, YouTube, Facebook, Twitter, etc…

18. SEO Best Practices in
2014

19. 1. Focus on content instead of
link building
“A good SEO is a nonSEO” Art Enke, Director of SEO at
Vertical Measure.

20. Focus on content instead of
link building
 Original and relevant content is KEY
 Bad link patterns will likely be detected

21. 2. Focus on the pages

22. Focus on the pages
 Keywords aren’t everything
 Create quality user experience
 Address page load time issues
 Measure traffic
 Remove empty pages

23. 3. Focus on semantic search

24. Focus on semantic search
 Hummingbird responds to context
 Use everyday language and apply it to your
website

25. 4. Develop a mobile SEO
strategy

26. Develop a mobile SEO
strategy
 With the growing mobile market, mobile SEO is
becoming more important
 Optimizing websites for mobile is a must

27. Summary
 What is Hummingbird?:
 long-tail search
 focused on intent
 providing answers rather than results
 Harnessing Hummingbird:
 conversational searches
 revise your backlink strategy
 consider universal search
 SEO best practices for 2014




Content instead of backlinks
Quality webpages
Semantic search
Focus on mobile/voice search

28. Additional Resources
Matt Cutts’ Blog - mattcutts.com/blog

29. Additional Resources
• Google’s knowledge graph http://www.youtube.com/watch?v=mmQl6
VGvX-c
• From structured data to the knowledge
graph http://www.youtube.com/watch?v=yp8AjM
BG87g
• Matt Cutts Q&A from 2012 on knowledge
graph http://www.youtube.com/watch?v=xnSoSu2
6XW0

30. Questions?
These slides will be available in a few days at
www.ourkidsmedia.com/marketing
To add your camp to the Our Kids ad network and start
generating leads, contact us today.
advertise@ourkidsmedia.com
1-877-272-1845
Contact:
Kimberley Fowler, Content Coordinator
kim@ourkidsmedia.com
@mktgacademy
ca.linkedin.com/in/kimberley.fowler/
Our Kids Media Inc.