social@ogilvy google hummingbird pov - october 2013

POV on Google’s Hummingbird How Google’s search algorithm has changed

Eric Munn October 2013

2 POV on Google’s Hummingbird, October 2013

Table of Contents

Purpose .......................................................................................................... 3

What’s new about Hummingbird’s algorithm? ................................................ 3

Create content that will answer people’s questions ........................................ 5

Why does Social@Ogilvy recommend this? ..................................................... 7

FAQs ............................................................................................................... 7

About Social@Ogilvy ....................................................................................... 8


Purpose This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how brands can use this new tool in their campaigns.

Summary

On September 26, 2013, Google announced that it had developed a new search algorithm called Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years.

The new search algorithm is in response to two key insights made by Google:

1. More people are searching using whole phrases, rather than two or three words. 2. More people are searching on their mobile devices.

By understanding how Hummingbird works, brands can leverage this new search algorithm to create content that will be relevant to users and appear at the top of the suggested results list.

What’s new about Hummingbird’s algorithm?

Old Way: Boolean Previously, Google’s search algorithm used Boolean formulas because most people searched using simple combinations of words. For example, when researching car insurance, people used to search using the phrase “car insurance.” Google’s algorithm would scan the internet for any instances of those individual words in any order. Results were returned based on clicks and other relevant data. Sometimes these results were helpful; sometimes they were not.


New Way (Hummingbird): Full Sentence Searching Google noticed a change in how people search. People are now searching using full sentences. Instead of searching for “car insurance,” people are searching for “How do I buy car insurance?” Hummingbird is now looking at the intent of the query, rather than searching for the individual words in the query. By understanding the intent, Google can provide results that are more relevant to what the user is searching for.

Hummingbird Provides More Context Another new feature is that Hummingbird provides more information to explain its reason for a result. For example, when you search for “How old is Barack Obama,” you are not only presented with an answer at the top of the page, but you are also given a link to Barack Obama’s Google+ page, a short bio, and pictures of similar people to search for.


Create content that will answer people’s questions Since Hummingbird is moving away from Boolean search toward question-based search (also known as a “strings to things” approach), brands need to make sure they have content that can help answer people’s questions. From recipes to how-to tips, there are many ways your brand can become Google’s top search result.

Visual 1: Search results for “How do I clean soap scum”


Consider that people also are searching while on the go. Is your brand engaging in geo-targeted campaigns?

Visual 2: Search results for “Where is the nearest gas station”

Hummingbird will promote content that is posted to Google+, YouTube and other Google entities. If your brand has a presence on any of these sites, consider posting more content there for greater search results.

Visual 3: A search for “IBM” highlights their Google+ page


Why does Social@Ogilvy recommend this? Hummingbird has already launched. It’s important that brands are creating content to help answer the questions their customers are asking. Content is more important than ever with Hummingbird. It not only searches for intent, but social provides relevancy. Posts that receive a large number of clicks, comments, or shares from social platforms will receive a higher ranking than those that don’t. It’s important that your brands are creating content that is relevant to their audience and socially engaging. With that one-two punch, they’ll dominate the new Hummingbird infrastructure.

Also keep in mind the power of mobile. Google has seen that more users are performing their searches on mobile devices. When creating content that will appear in search results, make sure it will provide an enjoyable/easy experience for a mobile user.

FAQs What should my brand do now that Hummingbird is live? Create a list of questions that consumers have about your brand and the industry your brand is in. Once you have that list, start creating content to help answer those questions. Post that content through your owned and paid channels and encourage engagement. The more relevant and socially active your content is, the more likely it is to reach the top of Hummingbird search results. Are there any other ways to improve awareness of my brand’s content? Leverage any Google-owned properties your brand may have. Share your content through Google+, YouTube, or Hangouts if your brand has a presence on those platforms. If not, now may be a good time to consider building a Google-owned presence for your brands.


I want to start making relevant content today. What do I do?

The social team at Ogilvy can set up time to brainstorm application ideas, strategize about action engagement and walk you through the steps to develop the application. These include:

• Determining the search queries that your consumers are asking about your brand and the industry • Create relevant content that answers these queries • Create conversation calendars to promote this content through your brand’s owned social channels • Work with influencers to engage with the content and create more awareness • Monitor and optimize content moving forward to work with Hummingbird

Want to get started immediately? Contact your Ogilvy partner representative for additional details, project management schedules and executing a scope of work.

About Social@Ogilvy Social@Ogilvy is the largest social media marketing communications network in the world. Named 2013 Best Digital/Social Consultancy in the World by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.comand connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy.