FUD, Hummingbird and the future of SEO copywriting
And it’s amazing how many people have their collective panties in a knot because of it.
If you’re not familiar with Google’s latest algorithm, here’s what Danny Sullivan reported:
“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.”
I’ve been asked a number of times, “Well, what does this mean to SEO copywriting? Is it officially dead? Do I need to do things differently?”
Here’s my take…
Feel the FUD and write on
Any Google tweak causes a certain amount of FUD (fear, uncertainty and doubt.) Granted, this is a major overhaul – so the anxiety levels are heightened. But for those of us who have always created quality, customer-centered content … it’s business as usual. Danny reports:
“In fact, Google’s saying there’s nothing new or different SEOs or publishers need to worry about. Guidance remains the same, it says: have original, high-quality content. Signals that have been important in the past remain important; Hummingbird just allows Google to process them in new and hopefully better ways.”
But notice the words, “original, high-quality content.” They’re important.
Sadly, many people have looked for SEO copywriting shortcuts. And for a long time, those shortcuts worked. Stuff the content full of keyphrases? Sure. Write stupid copy that doesn’t even make sense? Awesome. Create a press release with five gazillion spammy links and syndicate it all over the place? Why not?
Now some companies are scrambling. Their quick-fix content bandaids haven’t worked since the Panda update. With this latest announcement, they don’t know what to do, where to place their keyphrases – heck, even if they should bother researching keyphrases. Hummingbird has officially freaked them out.
But really, it’s so simple. It’s always been about developing commanding SEO content, “clicking” with your reader and writing content that’s so damn good, people can’t help but like it.
So, to me, Hummingbird is, to quote the Talking Heads, “same as it ever was.” In fact, I believe it offers us a tremendous amount of freedom. We can release the stranglehold keyphrases had on our content and focus on writing spectacular stuff.
Yes, we still want to include keyphrases (users look for them too – not just Google.) Yes, we still want to write clickable Titles and descriptions. But instead of writing content “that Google likes,” we should focus on our reader.
You know, like it’s always been (but people never believed it was true.)
The new SEO content paradigm
Many of Google’s algorithmic tweaks (beginning with the Panda update) sparked a major paradigm shift for some companies. The day of SEO content being a commodity is officially over - at least it is if you’re smart. In the past, clients have been able to push rates down because Google has rewarded poor content.
That’s not going to fly anymore.
Instead of asking, “How can we source this content for the least possible cost,” the new question is, “Who is the best writer who can connect with our audience? Who can help strategize our site content, write great copy and help us build better online relationships?”
The conversation is slowly changing. And that’s pretty exciting.
This also ties into Google Authorship. Niche writers with a major Google presence are going to command more money because they deserve it. They know their writing can increase conversions, increase rankings, receive more social shares – and will stand the test of Google time.
That’s pretty exciting, too.
Baby, don’t fear the Hummingbird
If you find yourself FUDing all over the place, relax. Hummingbird has been live for around a month, so if you’re not seeing major positioning burps – you’re probably fine.
But let’s go back to that reality check.
Remember the key is writing excellent content that connects with your readers. Content that answers their questions, makes them smile and establishes you as a trusted resource. This is more than “writing content for Google” and producing the bare minimum. It takes work.
There’s no shortcut. You won’t be able to trick Google into thinking your content is relevant. You can’t put content on the back burner.
But if you focus on building relationships through your writing, what you will have is a top-positioned site. And one that makes you more money than ever before.
Isn’t it time to spread your content wings and fly?
Is your site content what Google really wants to see? Are you sure? Don’t stay confused – get educated instead. I can customize an SEO content strategy and training for your team. Find out how!