Hummingbird is an entirely new updated search algorithm incorporating new technology combined with older features of the existing algorithms. It approaches search engine queries in an intelligent way that instead of looking at the individual words that match with the keywords of finding page, the algorithm aims to understand what the users intention was – figuring out the reason what exactly the user looking for to search. This release is basically a platform that enables Google to better handle “conversational” search queries.
Working strategies of Hummingbird
The major change what made Hummingbird to be so special than past versions of the Google algorithms is that its conversational search.
For example, if you search for ‘shipping companies near me’, then Hummingbird knows that ‘near me’ might mean where you are when you’re searching, it understands the user searches for the shipping services in his nearby locality. This clearly indicates many people are searching for results without using the appropriate keywords.
Hummingbird breaks this dismay by introducing Conversational Search concept- allowing user to ask Google a question, as you would a friend, and it answers you using contextual and background knowledge (just like a real person would).
Future with Hummingbird algorithm
It will take little time to get familiar with the new methodology but it’s an evolution of Google in elevating preference for quality content that address user’s actual needs in their own natural language. In future, it is no doubt that Hummingbird will extend its wing in elevating the search experience to new level.
Copywriting differs with various kinds, writing a copy to a site can be of both elaborated or crisp manner depending upon the requirement but when comes to mobile devices there are some limitations and procedures which has to be encountered. The copy which is written to desktop site cannot be easily transported to mobile devices as it could affect the clarity. Let’s look at some of the factors of what mobile copywriting has to be.
Cut down the descriptions– while writing copy/ content for mobile devices always prefer for precise descriptions than an elaborated one. The average content for desktop site may vary to 300-500 words but the same theme line has to be delivered with in 100 words when comes to mobile devices.
Prioritize the hierarchy of content– Prioritizing of content is more important. The main core services and key features have to be kept top of the hierarchy level in order to cover the main scenarios with in the limited space.
Use sub headers– Use of sub headers bring clarity to the content. Also enhances the readability of user to get idea in a better manner. Capturing catchy content would add additional essence to sub headers.
Contractions– Avoid using unnecessary words that doesn’t add any effect to your stuff. Better go with “you’ll” instead of “you will” when you look to limit your words.
The Digital Content Summit 2014 which held on February tracked the solutions for all content queries from experts which remained unanswered till date.
The Digital Content Summit was organized in addressing the content related issues. Content providers face many challenges when developing the content to new devices and platforms. How to adapt to those platforms in order to deliver the content effectively using various approaches is meant to be the basic theme of the event.
Catherine Toole’s speech was considered to be one of the effective speeches as she elaborated with the tips and solutions for How to get content signed off when ‘Stakeholder says no’.
The next summit (The Mobile Content Summit 2014) is to take place on October.
Major components related to mobile content are to be addressed
Some of them are:
- How to build customer loyalty content
- Designing a cross-platform content delivery system
- How to gain maximum reach without diluting brand
- How to design content that supports to different devices
The summit is open to all who look to build a sustainable business model around their content.
Jakob Nielsen is the world’s leading expert on Web usability. He developed the 10 heuristics meant for user design that is also applicable for Copywriters in order to have an active content
Listed are some of the methods:
Visibility of system status
“The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.”
Generate quick response to users after their feedback on visiting your site. Keep the site active through interaction contents.
Match between system and the real world
“The system should speak the users’ language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.”
Use simple and common terms that reach your target audience effectively than the technical usage.
User control and freedom
“Users often choose system functions by mistake and will need a clearly marked “emergency exit” to leave the unwanted state without having to go through an extended dialogue. Support undo and redo.”
While writing copy for online banking process or transactions, make sure you have sight of error text, “back” and “close” buttons that meant to enhance user ease accessibility.
Consistency and standards
“Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions.”
This relates to using plain language, especially for copy that supports practical user tasks like product research, online purchase and other types of conversion.
Help and documentation
“Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user’s task, list concrete steps to be carried out, and not be too large.”
When writing the content for support and FAQ avoid jargon as it can cause misinterpretations on user’s point of view have the content clear and simple that is understandable by everyone.
Google one of the popular search engines has redesigned its search page in order to give new look and feel to its readers. Let’s look at the significant changes made by Google.
- Size of result titles got much bigger compared to earlier search pages
- Underlining the context got removed
- Uniform line heights are introduced
- Encountering character limit for page titles
- Spacing for Meta descriptions got changed
With Copywriters these changes do not affect the actual content but the appearance of the site got revisited. Even then, presenting page titles in a precised manner that attract audience will be a challenging task. Meta descriptions have to be also maintained with in 155 character limit. These new changes are made to be effective in order to enhance readability and create an overall cleaner look.
So, attention content writers now it’s our job to present the content more flexible in line with the new changes.
Apple’s success can be sited as they are the pioneers in experimenting with the ground-breaking tech innovations. But the way it brands and markets its products also has a massive impact.
Apple’s word choice is so simple that it can be understood even by any lay man. Steve Job’s uses words like “magical”, “revolutionary”, “cool”, and “great” to perfectly describe technological wonders. Apple’s marketing team scrubs every sentence free of mind-bending jargon and boils their message down to something anyone can understand and appreciate.
Magic of promoting readability
Writing should be of such a manner keeping things simple and understandable. Apple’s magic of words lies in eliminating anything that a 6-year-old couldn’t understand. Big words may sound smart but they may confuse readers. Instead of highlighting with jargon, expressive “benefit stories” can be used to grab more attention on the product’s features. When it comes necessary to include any technical terms, sufficient time has to be invested in explaining it in the perception of layman’s terms.
Many people think Copywriting and content writing remains one and the same but there exist the distinction between copywriting and content writing. The difference actually lies in the goal of what the written text is designed to achieve.
Copywriting- Copy is the written text that is designed to sell something, which means that copywriting is the practice of writing the text with the means of selling a product or a service. Here is a basic outline of how the copywriting structure has to be:
- The first paragraph must introduce what is being sold.
- The following paragraph must highlight the advantages and benefits that the product or service offers.
- The end is defined by a clear call to action aimed at the reader (“call now,” “schedule an appointment,” “ask us for a quote”).
Content writing- Content is the written text that is designed to inform, educate and engage people. The quality of content is defined by its ability to effectively reach the audience, rather than to sell them. When content is used for marketing purposes, it should follow the principle that you earn the readers’ trust before you try to sell to them.
SEO friendly content helps the website to become more established and fetches consistent traffic to the website without needing to survive through ads across the web. The SEO friendly content plays a predominant role in ranking the site higher than others.
Keywords are the most important SEO element for every search engine.
Choose the right keywords to optimize.
Avoid using more keywords on a webpage because it can be taken as spam.
Don’t overuse the keywords that tend the text to read in an unnatural way.
Meta Descriptions are a paragraph that describes the information that searchers can find useful and relevant to what they are searching.
Meta descriptions should be in a summarized manner with the maximum word limit of 150 characters.
Never copy Meta tags descriptions, create dynamic and distinctive descriptions.
Compelling and descriptive headlines of an article makes the content more shareable.
Conduct keyword research in order to find relevant keywords on search terms of customers.
URLs are designed to substitute IP addresses which computers use to communicate with the servers.
The well-written URL can serve its own anchor text and give ranking credit to the page.
Have a short URL and set up content with subfolders instead of subdomains.
SEO Link Building
The search engines can analyze the popularity of a website & page depending on the total and reputation of pages linking to them through links.
Link optimization is important in order to bring traffic and search ranking success.
It is effective to keep your links fresh, continue updating with additional links.
Write Quality Content
Make sure to write quality, useful, original and engaging content.
Content should be short and direct, use appropriate keywords to make content more effective.
Proofread the content before publishing.
A sound knowledge about the basics will take you forward and always be confident and work hard keeping in mind that your content will be indexed and rank well in the SERPS and also motivate your fellow audience.
Ensure that your content meets all the below requirements:
Key Word – Your page topic should be well defined with the apt keywords hence search engines can indicate you based on the search query. Keyword phrase will display in the title.
Primary Keyword – A summary about your entire website, what you offer is the primary keyword and should highlight at the beginning of the title. For Eg if you are providing welding equipments, this would be your primary keyword.
Search Query– Users always browse internet mostly for the answers for their queries or for some other information. Make sure that your content provides answers right to the questions that the users have raised.
Meta Description– This stands as an indicator which intimates the potential visitor what they can receive from your site. The targeted keyword or phrase will show a visitor how relevant is your content with regard to their search query.
Keep in mind that your content should grab the loyalty of its readers by engaging them and also should meet the purpose- deliver information, get products sales etc. Above all it should rank well for the primary and secondary keywords and phrases.
If your content is for a website it shouldn’t exceed 300 words. You can have 400 words for a Blog post and 500 words for an article.
Don’t give too many links. The ratio 1:150, ie, you can give one link for every 150 words.
Make an impression by using a catchy headline or title that will encourage the users to proceed.
Your content should focuses on vocabulary (using the right keyword), psychology (Consumers interest level) motivation (marketing element).
Everyone is highlighting the importance of quality content which paves way to ranking but no one has explained on how to write good content or what attract the fellow readers. Mostly a novel content which no one has discussed much might woo readers as far as the newsworthiness is concerned. On the other hand a topic that has been widely discussed may get popularity. But in both cases readers will only see something useful to them, so decide on a topic which you would like to get answers for or interested in.
Another factor is that how will you write appealing and engaging content about the same topic/client.
Remember if you keep writing the same topic with little changes it will be less successful in the SEO point of view. Newsworthy content always catches the attention.ie, a topic that has to do something with the current trend will attract people. The article shouldn’t be too lengthy that people get bored reading the whole stuff. It should be concise and not repetitive with same keywords. It should certainly make some sense which means that it shouldn’t be a keyword stuffed article which explains a topic that has been already discussed.
Undertake a thorough research about the topic which you are attempting to write and list down all the important facts pertaining to the same. Pay attention to the words that you choose to explain the matter so that it will be likable as well as convincing to the readers. Provide an informal touch to the topic in order to grab the personal sense to draw more readers towards your article.