It almost seems like old news, or maybe news that wasn’t: about a month ago Google sneakily rolled out its latest algorithm and search infrastructure update. Last week they announced the occurrence at their 15th anniversary — the update has been dubbed Hummingbird.
MOZ SEO put together a quite in-depth article on the event and subsequent chatter that inevitably takes place after such a release in an article simply titled Hummingbird Unleashed. One statement in particular stood out to me:
We should stop focusing only on keyword optimization and start thinking about topical optimization. This obliges us to think about great content, and not just about “content.” Things like “SEO copywriting” will end up being the same as “amazing copywriting.” (…) If Hummingbird is a giant step toward Semantic SEO, then as SEOs, our job “is not about optimizing for strings, or for things, but for the connections between things,”
Within SEO, to me, there has always been a strong correlation between a few simple, common sense items and the production of good, quality content. Certainly, other, more complex items exist and are given weight — solid inbound links, site load time, certain elements of site build, etc. — but a page without quality, useful content is an irrelevant page.
Reading between the lines in the MOZ article, I see Google doing a few things.
Google and Conversational Search
First, and the article states this: Search is becoming more conversational, with results digging into the meaning and “semantics” behind the string. What this says to me is that posts, too, must become more conversational.
From a content standpoint, it’s become even more important to develop a solid voice.
SEO vs. Content Strategy
I have always felt there is a strong correlation between content strategy and SEO. This gained appeal, perhaps most notably, after Google’s Panda release.
With Hummingbird, the correlation is even stronger.
The strategy behind building links to generate authority, increasing a page’s social capabilities, and creating quality content is becoming more and more important with each newly released algorithm update.
Be A Follower
By far, the best thing you can do is read. I’m not sure where I first heard it, or even whether or not it’s a well-known statement:
In order to be a great leader, one must first learn to follow.
But even if you are a leader in this particular area of expertise, it’s always a good idea to see what others are doing and saying. Here are a few blogs I strongly recommend following on the topics of SEO and Content Strategy:
Copyblogger: This blog features regular posts by a variety of writers on topics relating to content on the web. From content strategy to SEO copywriting to email marketing, Copyblogger is a must-read for anyone who creates online content.
SEO MOZ: The Moz Blog is a great resource when it comes to staying up-to-date on all things related to SEO. The blog is a bit more on the technical and scientific side of SEO, so be prepared for that if you’re more on the creative side of things.
Above photo by fortherock on Flickr.