There is a reason Google ditched the black and white animals that personified their prior updates. But why exactly did they choose a hummingbird for their newest update, and what does it mean for your law firm's internet marketing strategy? To answer these questions, let's begin with a little information on the bird in question.
The Anatomy of a Hummingbird
Hummingbirds are lightning fast, and they display some of the most vibrant colors in the animal kingdom. While they are most known for their speed and beauty, hummingbirds are also wicked smart.
A hummingbird's brain is 4.2% of its body weight, which is the largest brain-to-body proportion of any animal. This big brain allows the bird to remember every flower it has been to and how long it will take the flower to regenerate its nectar. In short, the hummingbird is no "bird brain."
The Anatomy of the Hummingbird Update
A beauty with a brain? No wonder Google chose the hummingbird for its massive algorithm update. The latest Google update is meant to provide better, more accurate results based on what the user wants out of a search. Google's Hummingbird is designed to give searchers better results that match the keywords used in the search and the intent of the user. It does so by making better use of:
- Semantic search
- Conversational search
- Voice-assisted search
This makes the Hummingbird update less black and white than the Panda or Penguin updates, and this is a good thing. Not only were fewer websites punished than with past updates, the Hummingbird update rewards websites that focus not on keywords, but on high-quality content.
For a more in-depth look at the new way Google is providing search results, read our article, "Getting to Know Google's Hummingbird is Crucial to Your Law Firm's Internet Success."
The Care and Feeding of Hummingbirds
While hummingbird feeders are fun, they can be dangers to the zippy aviators. If you don't clean your feeder often and don't use pure ingredients in the liquid you offer, you may harm or kill any hummingbirds that come to your feeder.
The same is true for your content. Google's Hummingbird update makes it more important than ever to keep the content of your site, blog and social media accounts squeaky clean and high quality. This means:
- Only posting interesting, well-written content.
- Knowing your target demographic and catering your content to their needs.
- Focusing on your unique selling proposition (USP).
- Only using keywords when they fit naturally.
If you do these things, you will please the Hummingbird, please potential clients, and dramatically improve your conversion rates.
If you'd like help ensuring your content is clean and sweet, consider getting a free site audit for your website. The audit will show you what you're doing wrong and how to make it right.