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How Google’s algorithm supports mobile marketing strategies

Google's new algorithm, Hummingbird, supports mobile marketing results. Many mobile users, especially those who to turn to voice recognition software or applications, conduct Google searches in a more conversational tone. This algorithm supports this growing trend by adopting a more human approach to understanding mobile users' intentions; it takes on a better understanding of conversational language by dissecting semantics, MarketingProfs reported. Hummingbird complements mobile users' behaviors.

Hummingbird is a timely update, since mobile Internet use is growing at an increasing rate. The mobile Web is expected to be bigger than desktop Internet consumption by 2015. Additionally, 5 billion people will utilize mobile phones by 2017. Mobile devices include Kindle, smartphones, tablets, GPS systems, video games and wireless applications. Since more customers are now searching for information on their phones, mobile marketing is vital in this digital era. Companies need to respond to this movement by reassessing marketing strategies.

Since the future is mobile, all websites need to be smartphone- and tablet-friendly to support mobile marketing efforts.To adapt to this growing trend, Search Engine Land recommends companies utilize responsive Web design. Responsive Web design allows a site to display on any phone, tablet or desktop Internet browsers. With responsive design, mobile users are more likely to spend more time on companies' website, which increases Web traffic. This may potentially lead to sales and increased rankings online. Without this technological advancement, firms would lose many existing and prospective customers.

Aside from companies adopting mobile-friendly websites, it's important to know the role Hummingbird plays in search engine optimization. Hummingbird increases companies' online presence if businesses comply with Google's rules. To fully take advantage of Google's new algorithm, companies should consistently produce high-quality, fresh content with a unique perspective. All of this content must be accessible on all devices to support mobile marketing strategies. With relevant, useful content, Google typically ranks companies' websites well. With Google's new algorithm, it's important for companies to know how to optimize their content. Here are a couple ways companies can meet marketing goals: 

  1. Longtail keywords increase traffic
    Companies don't necessarily need to focus solely on  search terms, but should prioritize longtail keywords. Since mobile users search for topics in a natural way, these longer phrases will respond better to conversational tones. Google's new algorithm assesses the whole search query, instead of just sections of the questions. This allows companies to produce content with more freedom, MarketingProfs indicated. Additionally, it's best to use long keywords or links that are relevant to the rest of the content.

    Companies should use keywords that summarize longer search terms. That way, Hummingbird will take conversational queries and produce shorter, intent-driven ones, including synonyms. Corporations can look into Google Webmaster Tools for other keyword ideas. Companies should do some searching as well to see which similar words appear. However, don't get carried away trying to incorporate longtail keywords that don't support the content because it may complicate the process.

  2. Shareable content helps meet marketing goals
    Hummingbird rewards sites that consistently answer users' questions sufficiently. To answer users' questions, companies' website content must be interesting, captivating and relevant. If it doesn't catch people's attention, they are less likely to share the content with others, which may result in less traffic.

    Aside from generating interesting content, it's crucial to come off as a thought leader. Hummingbird will direct mobile users to authoritative pages, which is why companies share their expertise. By doing so, these businesses can position themselves as legitimate, reliable sources and increase their search engine rankings. However, this doesn't happen overnight. It's important for firms to link content to reputable sources, according to MarketingProfs.

    Mobile users who can share content with others will drive traffic because family and friends will visit the site as well. With shareable content, companies can reach and even exceed their marketing goals quicker, a separate article for MarketingProfs reported.

  3. Hummingbird helps corporations stand out
    Companies should see which vertical search results come up when they input keywords. Vertical results include Google Maps, Videos, News, etc. With this knowledge, companies can find a way to produce content that appears in all types of communication platforms. MarketingProfs suggests focusing on authority. Authoritative content typically shows up in every Google site, from Maps to Video. When results appear in the multiresult type, content is spread throughout other platforms. It's important to note that mobile devices support different forms of content, from audio and photo to videos, maps and print. If a company's content is in an array of forms, mobile users are more likely to engage with it.

    Additionally, company websites must be as accessible as possible because mobile users face ongoing distractions, including texts and phone calls. Search Engine Land recommends using a single-column content breakdown to allow for easy scrolling, as well as keeping blocks of text short and concise. These techniques coupled with Hummingbird's algorithm will help companies increase visitor traffic and sales.

Sheila Kloefkorn

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.