Nearly every single day it seems as though Google is changing something in its algorithm to make it more “human-like”. In order to do so, it must begin acting more human like. This means that Google must modify its algorithm to begin focusing on queries rather than the simple long tail key words, which is exactly what it has begun to do.
It seems that nearly every SEO company across the world has specific people designated to figuring out how to artistically sneak these keywords into articles in order to increase its search volume. In the past this technique may have been successful, but today there must be more thought put into the SEO process. This requires us to pay more attention to what the user wants, and assist them in finding exactly what they were looking for.
On September 26, 2013 Google reported that it would be releasing a new algorithm, known as the Hummingbird, which would affect over 90 percent of all searches worldwide. This would be one of the largest changes that would take place in over a decade.
With the Hummingbird update, Google is able to better answer long-tail queries even if a page is not optimized to do so, therefore making some pages more likely to be found in specific queries. While Google still takes in various factors to determine the relevancy of a page for a query, this will be something that must be focused on.
For online legal marketing, there are a number of things that we must continue improving as Google greater evolves. The following include some features all law firms should continue focusing on:
- Google Plus: This social network is essential in assisting to identify your band, it can also be used to connect to your content and help it appear to those in your circle when searching for something relevant. It is expected that Google Plus will play a much greater role in SEO in the near future.
- Links: Linking to higher authority pages will send a signal to Google notifying it that your page is a credible source of data. It is important to continue focus on generating high quality links, and forget about any low ranking and irrelevant page links.
- Content & Keywords: Content plays an extremely important role in your SEO, as Google is able to match relevant content to someone’s specific search. This will also require a certain level of keyword optimization, however it should not be as blatant as it once was.
- Structured Data: Structuring your data to assist search engines in finding content on your page will continue to help your SEO efforts. This may also help improve click-through rates from search results.
In a blog by Kate Morris, titled “Stop Thinking Keywords, Think Topics”, she does an excellent job explaining how practitioners can begin changing how they speak, report, and execute their online marketing plan for clients. This plan is exactly what needs to be done for all online marketing professionals, and will greatly impact all SEO efforts, especially since the Hummingbird update.