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

Google's Hummingbird FeederWhile 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 website analysis. The audit will show you what you're doing wrong and how to make it right. 

Is Your Law Firm Or Medical Practice Website Getting Enough Exposure? Foster Web Marketing Can Help With Our Search Engine Optimization (SEO) Services  

Are you concerned that your website isn't pulling in enough traffic to keep you swimming in leads? Do you need help with SEO for your legal or medical website? If so, Foster Web Marketing can help! Please contact us online or call our office directly at 866.497.6199 to schedule your free consultation with our experienced marketing team. We have been helping clients throughout the United States and internationally since 1998 and are confident we can help you not only reach, but exceed your goals.

Join The Conversation
Leanna Torres 11/05/2013 05:36 PM
I agree with all that you have said about the content...that is the easy part. What I don't find a lot of information on is how we should be writing/ handling the TITLES now. The Tiltle has always been important and I am sure it still must be. Is the title now conversational? Does it need geo and other "keywords". The last thing I want is to write great content and then not have an effective Title in Googles eyes. Any one have suggestions or a "formula"?
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Zach Stone 11/06/2013 01:46 PM
Leanna, That is a great question! Titles are still very important, not as much as they once were, but definitely something you want to pay attention to. There is no 'secret recipe' to creating the perfect title for a piece of content, but location specific titles are definitely helpful for being seen as relevant in your local area. I would focus more on a title that is engaging and enticing to click on as it is not just meant for search engines, but also for the user reading the search engine result page (SERP). If the title doesn't make sense or isn't relevant to what is on the page it is going to be less likely you will see high click through rates or quality rankings in Google. A natural sounding title will be your best bet. Thanks for the question!
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