What is Search Marketing?
Search marketing is the process of gaining traffic and online visibility from search engines through both paid and unpaid efforts. Originally called “search engine marketing,” the shorter phrase “search marketing” is now often used as the umbrella term over search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, and Pay-per-Click (PPC) Advertising. The longer phrase “search engine marketing” — or SEM — is now typically used to describe paid search activities.
Be Visible, Get Found
Stop hiding from the people looking for you. At Eikon, we specialize in providing Local, Global and Mobile SEO services. We implement best practices to ensure you have high-visibility and can be easily found online. The internet and how we interface with technology and it is in a constant state of change. If your online presence isn’t managed well you will be lost in a sea of competitors and at a loss to find new customers.
The NEW Google “Hummingbird” Algorithm
Google recently announced changes to their SEO ranking algorithm that significantly improves the experience of using the web on smartphones. The goal of these changes: to improve search results for smartphone-friendly websites and penalize sites that make mobile browsing difficult. Google named this new release “Hummingbird” because it is “precise and fast,” and will return better results than previous algorithms.
What Type of “NEW” Search Activity Does Hummingbird Help?
“Conversational search” is one of the biggest examples Google gave. People, when speaking searches, may find it more useful to have a conversation.
“What’s the closest place to buy the Samsung Galaxy S5 to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “Samsung Galaxy S5,” for example.
Hummingbird will better focus on the meaning behind the words. It may better understand the actual location of your home, if you’ve shared that with Google. It might understand that “place” means you want a brick-and-mortar store. It might get that “Samsung Galaxy S5” is a particular type of electronic device carried by certain stores. Knowing all these meanings may help Google go beyond just finding pages with matching words.
In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.
Search Engine Optimization (SEO)
So, how can you make the most of Google’s mobile SEO ranking algorithm and ensure your mobile site isn’t being punished? Let us help, we’ll follow Google’s recommendations; we understand the impact for M-Commerce and publishing sites; and are well aware of common pitfalls for mobile SEO.
We will implement key strategies to optimize your website to take advantage of these recent changes.