Digest...
1. Understand that search trends and behaviors are changing and so should your content’s focus
The Hummingbird update is primarily in response to how user behavior is shifting while searching on the web. Queries are becoming more conversational and long tail in nature; people are asking questions rather than searching for keywords to find exactly what they’re in need of. Understanding users’ search patterns is important when developing new content for your site. Because of the rise in question-based search trends and the goal of Google’s Hummingbird update to provide immediate answers, it’s important to structure your content in an educational manner to address audience needs – Focus on how to do something and show them in what ways it can best be achieved.
2. Titling the content is just as important as the actual content
Whether it’s for blog posts, videos, or infographics, the naming of any digital content plays an important role to its success and exposure. You also need to consider that no matter if it’s in the search results, an RSS feed, or a share on social media, you only have a matter of seconds to capture someone’s attention and entice them to click.
Include numbers. Numbered lists perform extremely well, especially when the number is large and closer to the beginning.
Use extreme wording. Post titles that used powerful/shocking words like “kill”, “dead”, or “bleeding” performed extremely well. An example title she uses is “Oracle makes move to kill open source mySQL”.
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