Hummingbird is Designed with Mobile Search in Mind
It’s no coincidence that Google spotlighted mobile examples in demonstrating the features of Hummingbird when it was unveiled a few months ago. That’s because Google—like everyone else—realizes that mobile is increasingly becoming the foundation of online activity, which of course includes search.
As marketers, it’s important to follow Google’s lead and ensure your content strategy is designed with mobile in mind. As you likely already know, Hummingbird focuses on conversational search and long-tail searches—which is a result of noting the habits of mobile search users. Many people who search for something using a smartphone take advantage of voice search options. And when doing this type of search, they are more likely to use casual, real-life speech that often involves asking a question.
In normal speech, people rarely speak in phrases that reflect a typical string of keywords. Instead, you need to reconfigure your content to align better with how people naturally speak. To do this, look at your FAQs or the most common questions your customer service reps get asked. Then make sure your content answers those questions—again, using conversational wording and in as many different variations as possible.
You should also consider the different goals of potential visitors. People who are searching for your product or service may not be just looking for straight description or sales information. Perhaps they are looking for reviews, or an overview that compares several different models or relatively similar products. If they indicate that in their search wording, they will likely be directed elsewhere unless your site includes that type of content. Think about all the different scenarios that might help people make a decision about the products or services you offer, and try to ensure you have content that addresses that situation within your site so they don’t get diverted somewhere else.
Of course, getting people to your site is only half the battle. If you can’t give them the optimum user experience when they arrive, they will quickly leave. This means they must be able to view and interact with your site smoothly from their smartphone or whatever device they may be using. To ensure your site is mobile friendly, you must make responsive design a priority. While some marketers in the past have opted to create two separate websites—with the mobile site being a very scaled-down version of the main site—you are almost always better off creating one site that can accommodate everyone. In fact, this is Google’s own recommended configuration.
At KEO Marketing, we provide a wide range of mobile marketing services, from responsive design to mobile search optimization.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.