Google searches used to be an art. As a user, you'd have to try to stuff just the right combination of keywords into your query to get the precise answer you want. Back in the day, I could help you find "green bouncing ball rubber wall ball logo stenciled". But over the years, the Google machine has made great strides in serving results based on the way real people actually think and talk -- and now it's marketers' turn to catch up with the machines. By now, most marketing professionals are well aware of Google’s latest search engine algorithm, which they dubbed “Hummingbird.” The biggest rewrite since their 2001 "Caffeine" update, Hummingbird has the distinction of putting the final nail in the coffin of old preconceptions about SEO. Your ecommerce site shouldn’t have been affected too much by the changes if you’ve been focused on providing quality content rather than keyword stuffing and over-optimizing individual pages. The conversational focus of Hummingbird has made it possible for potential customers to find answers on your site, whether they’re looking for prices, tutorials, or statistics. So, if Hummingbird didn’t negatively affect your site, how can you leverage the changes for a positive result?
Behold, the Magic 8 Ball
Remember the Magic 8 Ball? You ask the ball a yes or no question, shake it up, and then let the toy decide your fate.
You: “Will Matt ask me to the prom?”
Magic 8 Ball: “It is decidedly so.”
You: “Will I win the lottery?”
Magic 8 Ball: “Outlook not so good.”
We all put just the tiniest bit of faith in the answers. That little jolt of excitement we got when the response we’d hoped for appeared kept us asking question after question.
Well, Hummingbird now gives us something to get excited about. With the latest algorithm, mobile users now have a new Magic 8 Ball, and the questions no longer have to be of the “yes or no” persuasion.
Optimizing for Mobile
Believe it or not, Hummingbird might just provide better results with mobile devices than with full sites. Since many mobile devices now accept voice commands, people conduct searches in a conversational tone. And what’s Hummingbird designed to do? Right. Provide responses to more conversational queries.
Siri and Google Voice Search both work to help busy consumers find things quickly and without typing (a must for those searching for directions or store names while driving.) That same convenience works for your ecommerce site, too. Let’s say someone’s cruising the aisles at Wal-Mart looking for a tennis racquet they can personalize. Suddenly, a light bulb goes off, and they think, “What if someone makes customized tennis rackets?”
Out comes the mobile Magic 8 Ball, and the buyer asks, “Where can I find customized tennis rackets?” If you happen to sell custom sports equipment, your site could be the first to appear—but only if you’ve effectively optimized for Hummingbird.
1. Think like a buyer
If you’re still counting on keywords to get you through, your site will rarely show up in searches. Think about it: When people search with their mobile devices, they ask a question. They don’t say “tennis rackets customized” or “custom sports equipment.” Creating content on your website that uses the old methods will ensure your customers will no longer be able to find you.
Think of the ten most frequently asked questions you receive from your customers. These are the most likely search queries Google will receive from potential buyers looking for a company just like yours. If you’re not answering those questions with your content, Hummingbird will fly right past you.
2. Own your information
In the past, simple keyword searches may have directed visitors to your site, even if their intentions weren’t to buy. The latest incarnation of Google search changes this. When someone seeks a comparison of two different tennis rackets, they may be directed to a third-party review site that has no affiliation with your ecommerce site. The only way to redirect that traffic back to your site is to start answering those questions.
Create a product review page where customers can share their experiences with your products. Include testimonials and comparisons so visitors get the full scope of your products without ever leaving your website.
3. Answer questions in several ways
Once you’ve compiled a list of questions your customers ask, it’s time to start answering. You can provide the responses in your blog, product descriptions, webpage copy, landing pages, and even ebooks or whitepapers. The most important thing to remember is that your customers are all individuals, and that means they’ll have individual needs. Your answers should come in a variety of packages and focus on various buyer personas.
For instance, when preparing to answer the question “Which tennis racket performs better?”, you can give a side-by-side chart comparison, a blog describing the differences between brands, a whitepaper with detailed research results, and a video showing both brands in question performing the job. Even better, you can open up a forum to let customers aid in the decision. The more variations you provide for your answers, the more likely you’ll be to show up in search results.
In other words, talk to your customers. As you can see from the above examples, Tennis Warehouse has their Magic 8 Ball answers ready for anything searchers could come up with. You can do the same to make sure potential buyers end up on your ecommerce site and not in the aisles at Wal-Mart.
Originally published Oct 29, 2013 2:00:00 PM, updated January 18 2023