How Google Hummingbird Can Benefit Your Business
The Hummingbird update (launched in October 2013) is Google's latest search engine shift. Not quite following in the footsteps of previous upgrades Panda and Penguin, it is nevertheless a big step towards a more creative World Wide Web. Whilst the previous changes were attempts to rid the internet of SEO-led spam, Google Hummingbird is an update aimed at users. It's Google drafting in a "conversational" search method, designed to make queries more specific and flowing. It's unclear whether it will actually work, but for now it's in effect and worth familariasing yourselves with.
Hummingbird has been matched with a significant overhaul at YouTube. This means it's more important than ever to have your Google+ account up to date, verified, and linked to your online activity. This merges with the original content you should strive for -- the more of this you write, the better you'll appear in Google's search results. It's a creative change for the internet, and here is what you can do to make the most of it.
Hummingbird and Google
Being recognised in Google's search algorithms is what your marketing and SEO antics are all about. As you'll more than likely be aware, Google dislike devious attempts at manipulating their efforts and have introduced restrictive measures over the years (the much feared Penguin and Panda). Although Google have been criticised for their approach, it should be seen as an attempt to keep the internet creative and spam free.
Unlike the previous updates, Hummingbird is aimed at creating a specific search result for users. "Conversational search" is how it has been described, with users typing in much more specific queries than we're used to. From a business perspective this can be seen as another step by Google to control the spam and manipulation we often see from online companies, all of it an attempt to top search results. Everything's now about being authentic online, as explained below, and it would be wise to get you, and your company, set up with Google's offerings in order to avoid being considered a negative online presence.
Gmail
The first step is to register for a Gmail account. This opens up for you, through one username and password, Google Search, Chrome, YouTube, Google+, Google Maps, and the lesser known Google Play (a digital distribution platform and store). They're all important, but some require additional activities to achieve the best results.
YouTube
If you ever scrolled over the former YouTube comments section you'll be aware it was a caustic and invective stricken world. The anonymity allowed for all manner of absurdity (primarily Flame Wars - furious online arguments between irate users which could rage for months). Such belligerence can be expected to subside now Google has introduced (on 7th November 2013) a Google+ linked commenting section. Personalisation is here, and anonymity is gone. Many users aren't happy (there are already online petitions demanding a return to normal), but Google are likely to ignore any resistance.
For business it's a welcome change. It would now be a good idea to comment with your company account on relevant videos you come across. Not only can this promote your company, but you can make strong connections with businesses across the world. If you don't have an account yet you'll need Gmail and Google+. Once these are set up edit your YouTube account, and start commenting! Remember you can use hashtags to link your comments to your niche.
Google+
G+ is the main factor in the changes; it's now vital to be on it. Your account should be fully edited/updated with your information and, once it is, you should sign up to Google Authorship. This helps verify your e-mail address and allows Google to be aware of who you are. When you post in future (be it in guest posts, blog comments, or on YouTube) this is all acknowledged by Google. It makes it apparent to our Digital Overlords that you're complying with the expectations of internet users. What are these expectations? Good quality content, no spam, and no bad links. To achieve this all you need to do is be yourself and respect online etiquette; filling out your G+ profile in as much detail as possible is a big step in the right direction. Link to your social media accounts, websites, and provide any sites you have contributed. After a while you will be eligible to create a custom URL for a more catchy profile name.
On a final note, when/if you do add articles, videos, or pictures to your Google+ account (I'd advise you do), make sure you make your posts "Public" in "Your Circles" section. This not only makes you welcome in Google's search results, the option adds the post to your "Wall". Many G+ users have made the mistake of missing this out, consequently making their profile appear free of online activity. Now, thanks particularly to YouTube's upgrade, your Google+ account will appear more colourful than ever.
Quality Content and Social Sharing
Quality original content is what you should strive for, and have it all aligned with your Google accounts. However, just as important is getting involved on Google+. Join Communities and talk with people; it may not be as popular as other formats, but it's only going to improve in popularity. Along with new YouTube activities, it's a real opportunity to get yourself verified and acknowledged by Google's online empire.
