Conversations With a Hummingbird?

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You’re driving home from work, you have your smart phone in your hand and you don’t feel like cooking. What do you do? Do you take the time to pull over (because no one types while they drive, right?) and type a disjointed string of keywords like, “Chinese restaurants east suburbs Cleveland open Monday?” Or do you hit that handy little mic icon and say, “I want Chinese tonight. What’s nearby?”

Google’s betting you do the latter, and those question-based mobile searches are beginning to influence how you search on a desktop or tablet. They’re so sure, in fact, they rolled out an entirely new search algorithm – the first in 12 years – to turn search into more of a conversation and less of a guessing game.  Hummingbird, introduced sometime in August 2013, is designed to help Google understand and answer questions more like a person and less like, well, Google.

Take your hypothetical dinner search, for example. You didn’t include the word “restaurants” in that voice search, you didn’t specify a location and “tonight” wouldn’t mean much in a traditional keyword-based search.  Based just on the words you used, you might be more likely to get results for where to MEET someone Chinese than where to EAT Chinese food in the next two hours. That’s where Hummingbird comes in. Hummingbird combines the words in your query with the billions of facts it’s gathered about search semantics to fill in the blanks. That’s good news if you’re hungry, but what does it mean for SEO efforts?

Depending on your audience, Hummingbird can be problematic in the short term. Say your company provides professional house painting services and all of your site content focuses on your reputation, your expertise and a description of your services. If Google’s historical data tells its searchers who enter “house painting” means “house painting companies,” you’re in luck. But if Google determines searchers are actually looking for “house painting tips,” your site may not be the best match. If you’ve seen a loss in organic search traffic over the past few months, it may be time to put yourself in your customer’s shoes. What questions do they typically ask before they make a purchase decision? Are they likely to ask HOW to tackle a project or problem before they ask WHO can tackle it? Companies may be hesitant to answer the first question and give away information, but doing so now could put you in a great position to answer that second question and gain a long-term customer in the future.

 

What’s so “Super” about the Super Bowl?

Super Bowl 46 LogoFor football fans, it’s a holy day. For others, it’s just an excuse to pig out and down some brewskies. But, no matter the age, gender or motive, the Super Bowl represents a profound experience that makes it an “unofficial” holiday in our American culture. As each year passes, it seems as if the brains behind the Super Bowl operations look for the next big idea to take fans’ experience to the next level.

This year, the land of Peyton Manning, Touchdown Jesus and Bobby Knight is the new home of the Super Bowl and the first-ever social media command center created by the Indianapolis Super Bowl XLVI Host Committee to provide visitors with a whole new type of game-day experience. (It’s in Indiana if you’re still in the dark with those sport references.)

The Game Plan

The new social media experience angle of this year’s big game is spearheaded by a group of individuals from Raidious, an Indiana-based social media company, who are committed to giving “Hoosier hospitality” to fans and visitors of Indianapolis by monitoring social media outlets and answering questions about local attractions, parking and other Super Bowl-related topics.

Raidious Super Bowl social media command center

Raidious Super Bowl social media command center

The social media platforms which will be monitored include Facebook, Twitter, YouTube, Flickr and Foursquare. The command center is giving others the play-by-play now through Super Bowl Sunday.

The Drive

But, there’s more to this social media-savvy event. The command center goes for a two-point conversion with its SEO efforts, and in my eyes, really puts those extra points up on the board. Not only will the individuals manning (No pun intended, but go Giants) the center monitor conversations occurring on various outlets, they will also use SEO to highlight keywords and phrases people are searching with to obtain certain information.  According to FastCompany.com, a list of about 300 keywords will be used to monitor all social media outlets as well as the Twitter hashtag, #Social46.

The End Zone

Here’s the bottom line: it’s all about customer satisfaction, which directly relates to the individuals’ experience. No matter what business you’re in or which event you’re preparing for, you want outsiders or customers to walk away with the “wow” factor. It’s like Thanksgiving dinner when your mom seems as if her head is going to pop off faster than the cork on a champagne bottle just because she wants everyone to have a great time full of memories.

This social media command center accomplishes that same goal because it reaches out and makes a connection with Super Bowl attendees and tourists visiting Indianapolis. By serving as the scouting team, individuals are left feeling valued and taken care of because the command center has the ultimate Super Bowl playbook. The best offense is a good defense, and by being a step ahead of the game, you are almost always guaranteed to cross the goal line. So whether you’re tuning in for entertaining commercials or watching to see which team will clinch the Vince Lombardi Trophy, remember it’s all about your experience and the memories you take away.