Google recently announced ‘Hummingbird’, a new algorithm that is likely to affect around 90 percent of all searches. The implications of Hummingbird are projected to have a significant impact on the future of SEO, SMO and content marketing.
With the Hummingbird update, Google now does a better job at understanding the context/concept of a search rather than just words.
For example, Google can tell the intent of your query when you search for apple, a fruit vs. apple products or a physical address vs. URL address.
Bottom Line: There are a few important takeaways that business owners should be aware of:
- As a small business marketer, it’s important to understand what questions your customers have and be developing content that offers solutions to those questions (on your website, blog, Google+, etc.) If you are addressing the needs of your audience you are more likely to rank according to Hummingbird.
- With the Hummingbird update the relationship between social and search is more important than ever. Google’s mission is to provide searchers with the most valuable content it can. Social signals give a better indication of what is valuable on the web. This also means that sharing/posting content that doesn’t foster engagement can have a negative impact.
We’ll make sure to provide further updates, as they come available.
Here are some of the other top stories that caught our eye this week…
Facebook announced this week that the site’s new and improved Page Insights will soon be available to page owners worldwide.
The insights, which include a number of new features like performance by post type and fan demographic data, have been rolling out slowly over the last few months.
Facebook explained the changes in a post on the Facebook for Business blog.
Bottom Line: The ease of reviewing these analytics is a significant enhancement for Facebook Page Insights. Taking advantage of these upgrades is an easy way to achieve Facebook content marketing success! Here’s a closer look at what the new Facebook Insights mean for your business page.
Facebook will no longer give users the option to prevent people from searching for them by name on the social network.
The option to use this feature, called “Who can look up your Timeline by name?” was originally removed from Facebook back in December 2012 for people who weren’t already using it. With this latest change, Facebook will be removing the feature completely, and making it so all Facebook users are searchable by name.
Bottom Line: While this is likely to stir up a passionate response from some Facebook users, it’s important to note that Facebook isn’t completely eliminating all privacy settings.
Instead, Facebook is putting more responsibility in the hands of individual users by asking users to choose who can see the individual things they share on the site. You can do this by going to clicking on the privacy shortcut in the top right corner of your Facebook Timeline (the lock icon) and clicking, “Who can see my stuff?”
FutureM kicks off next week
Next week we will be kicking off our coverage of FutureM here on the Constant Contact Blog.
FutureM brings together marketing and technology innovators to contemplate and celebrate the future of Marketing. Here on the blog, we’ll be offering our takeaways from the event and provides insights for our small business audience.
Here’s a look at some of the coverage from last year’s event:
- 15 Email Marketing Lessons for Small Businesses from FutureM 2012
- 8 Things Small Businesses Must Know About the Future of Mobile Marketing
- 8 Ways Customer Relationships Will Shape the Future of Marketing
Bottom Line: For us, FutureM is the perfect opportunity to help you shape your marketing planning for the weeks, months, and years ahead.
With the new year just a few months away, now is the perfect time to start thinking of how you’re going to take your marketing strategy to the next level in 2014.
If you’re attending this year’s event, make sure to check out our FutureM Panel: Product Experience + Marketing = The Key to Unlocking Customer Engagement, featuring Joel Hughes, SVP of Strategy and Emerging Businesses, Constant Contact and Giles Phillips, Chief Product Designer, Constant Contact.
The panel will take place on Wednesday, October 16 at 3:15pm ET.
What top stories caught your attention this week? Let us know in the comments below.