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2014 SEO Guidelines – Google Hummingbird, Content & Authority

Posted by Avasoft Team | Posted in Site Traffic | Posted on 18-02-2014

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Since the release of Google’s Hummingbird, many SEO experts are wondering what this new algorithm means in terms of practical application. When it comes to Google’s algorithms, we know what Google wants us to know. They share some useful information with us, but they also choose to keep plenty of information confidential. Let’s take a look at what we know and how that can inform our SEO practices.

Knowledge Sources

The majority of our knowledge about Google’s algorithms comes directly from Google. While Google may not give us all of their information, they do give us helpful, accurate information that is essential for good SEO practices. In fact, their goals are right in line with good marketing practices, so it is wise to heed their advice.

In the past, Google pushed for best practices in terms of SEO. They then became the victim of manipulative SEO techniques. As a result, Google has learned how to recognize those manipulative SEO techniques. Taking it one step further, Google also has actions in place to discipline websites that publish low-quality content, spam, manipulate ranking authority, or violate their terms of service. Take advantage of the advice offered by Google so that you can create content that works well within their algorithms. However, keep in mind that Google also has an agenda when they are offering information and advice.

In addition to the information that we get directly from Google, we get much of our knowledge about SEO from our observation and practice. The practice of SEO is both an art and a science. We try things out, and we see what works. We learn from the experiences of others, and use that information to recognize trends. This helps us to learn what kinds of content get the best results. In the past, much observation focused on ways to outsmart Google’s algorithms. However, as we move forward, observation should and will focus more on best SEO practices.

The final source of our knowledge about Google’s algorithms comes from correlation. Researchers gather specific data that quantifies and analyzes the results of SEO. These correlation studies provide valuable, measurable information that gives us important insight into whether our efforts are fruitful. Remember, though, that the information you are dealing with is correlation, not causation.

Hummingbird Changes

For all of those who are fretting about the changes that are occurring as a result of Google’s new algorithm, Hummingbird, take note of this important bit of information. Google instituted Hummingbird, and they didn’t notify anyone until one month later. This means that we were all using and being affected by Hummingbird for an entire month without knowing it, and nobody noticed. What does this tell us? In practice, it is not all that different.

Hummingbird is a new algorithm, but it isn’t significantly different from the old one. The biggest difference is the impact on long-tail queries. With Hummingbird, Google will match the meaning of a phrase, not just the individual words. How should this affect your SEO practices going forward?

First, focus on concepts, not phrases. If you create multiple pages that all cover the same concept but use different phrasing, Google will recognize that. You need to have a unique concept for each page, and make that concept stand out. Since Google is increasingly able to process natural language, using abbreviated phrasing can harm your results.

Authority is essential for your search rankings. There has been a push to focus on social media authority, but that hasn’t necessarily lived up to the hype. You should definitely have a strong social media presence, but don’t depend on it for search rankings.

Avasoft Solutions offer search engine optimization, social media optimization, pay per click advertising, and complete web design. Contact us today!

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