Content marketing is now dealt with the Google Hummingbird way. For many marketers this however poses a few challenges, as the Hummingbird has been discussed widely in the industry but for many marketers it is still quite difficult to understand what it actually is. Consumers can now go to Google search and when accessing through a Smartphone consumers can easily click on the microphone displayed and activate voice search. In this voice search, consumers can then search for something by using their voice rather than typing. Although this is a new way of using search, it is not unusual for consumers to search and Google to lil queries in a way where one question based on another search will provide information related to the previous search. This basically is Google Hummingbird in a nutshell (Econsultancy 2013).
HUMMINGBIRD AND CONTENT MARKETING
By relating searches to previous searches, consumers can benefit from an entirely new and different search experience. Search is essentially then transformed into more of an conversation between the consumer searching and the search engine in a way giving answers. In general, when consumers are searching the web on the basis of a specific question, then it is very likely that once this consumer lands on a tourism website, further questions and queries will need to be answered. Google’s Hummingbird will reshape the way in which content is being planned, written and also shown within search queries.
When thinking about how to best tackle Google’s Hummingbird, it is essential to re-consider the content strategy, as tourism marketers should think about how consumer needs can be answered through content rather than providing content in the form of facts. Used in the most efficient way, tourism marketers can follow Hummingbird’s logic to link different websites together to answer questions. Depending on what information is searched for by consumers and in what stage of the marketing funnel they are, it is essential for tourism marketers to identify and link dots in a way that is most logical for consumers in a logical process.
An initial query is most likely ending up in other questions. This also means that helpful content needs to be provided throughout the website that can help consumers further. Avoiding dead ends is also another very important step that marketers need to take along with ensuring that information to queries can easily be found within websites, as consumers’ patience is low and nobody will continue searching within websites if something is not found straightaway. Linking information is now crucial in order not to loose out. By following these steps, content marketing will become more efficient and by answering niche content to specific questions, consumers will access these search results rather than generic ones not following specific demands of Hummingbird with regards to content marketing.
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