Google revolutionized online search with its major Panda algorithmic update a few years ago that focused on identifying original and unique content. This was followed by Penguin series of updates that were designed to further ensure the originality and high quality of content. However, with a completely new search algorithm, Hummingbird, Google wants something more from the content, while retaining the previous conditions of Panda and Penguin updates.
Many analysts believe that with Hummingbird, Google is going to attach more importance to websites that solve actual problems for the users. In other words, content in the form of “How To” and “FAQ” is likely to gain more currency with Hummingbird. While that is not the end all and be all for content, but this is an issue that content developers should take note of. It is a good idea to add fresh content to the existing dental websites that tackles the demand for “How To” content. New FAQ sections should also be added to the website to make it more reader-friendly.
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Keyword optimization too will need some adjustment with Hummingbird. Google is recognizing the re-emergence of long tail keywords as a future trend. With an increasing number of online search users relying on mobile phones and voice search to find information online, the use of long tail keywords is on the rise. Dental website marketing will now depend on how well content of a dental website can match up to this new emerging keyword trend.
Hummingbird is also likely to attach more importance to enriched dental marketing content that delivers its message using multiple resources such as images, videos, infographics, diagrams and tables. Web users increasingly want to derive more and more from the online content. Google is committed to connecting these users with the websites that not only promise the most comprehensive and compelling quality of content, but also present that content in the formats that readers find interesting, practical and easy to comprehend.
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