What Hummingbird Means For B2B Sites
How Hummingbird will crash B2B sites. I’m going to make use of two companies as an example:
- A supplier of industrial automation services
- A manufacturer of industrial automation gear
A Pre – Hummingbird keyword strategy for both companies may have been to aim the keyword [industrial automation]. The cause for this is because dozens of high-priority, long-tail keywords applicable to both companies hold the phrase [industrial automation].
Optimizing for [industrial automation] would assist the site rank for keyword phrases like [industrial automation services], [industrial automation equipment], and [industrial automation consulting]. If the site ranks for [industrial automation], it will have no difficulty ranking for its long-tail variations.
With Hummingbird, the keyword [industrial automation] is no longer a high-quality keyword to aim for either company. Hummingbird’s algorithm principles sites based on the user intention of the search, and ranks pages base on the background it would emerge in a conversation.
When manufacturing professional talk about industrial automation, they are typically referring to dropping labor costs, rising up-time, operational management or humanizing dependability. They’re typically looking for leader content about how to achieve these objectives not companies that provides equipment or services for industrial automation.
If you haven’t notice it yet, this is also detection one of the big reason why Google shaped this new algorithm because equipment and services are two totally different offerings from two dissimilar companies, and they shouldn’t rank for the same terms. Short-tail search results were also too varied, and did not straight users to enough applicable content.
On the other hand, if the same manufacturing professionals were discussing industrial automation equipment or services, they would likely be discussion about either of the two example company’s mention. This is where B2B sites will profit from Hummingbird.
Because Google will be improved able to differentiate intention, there will be less opposition between sites discussion about manufacturing automation and those ranking for service or equipment-related keywords. The innovative algorithm has shaped a more reasonable search landscape for B2B companies to compete in. If you’ve been practicing White Hat SEO tactics, you may need to make slight adjustment to your strategies, but will probably benefit overall with the new algorithm.