Google’s new Hummingbird algorithm will heavily impact how B2B businesses approach online marketing.  However, Hummingbird has not negatively impacted all B2B site rankings and conversion rates per se.  Numerous B2B sites have seen improved site metrics and conversion rates after Hummingbird launched. SEM and content-based marketing strategies can further help B2B businesses retain competitive site rankings and grow more powerful online marketing presences.

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How Hummingbird Impacts B2B Sites at a Fundamental Level

Many short-tail keywords decrease the overall relevancy of search when heavily loaded in search algorithms.  According to this video, two very different B2B companies could often use the same highly-relevant short-tail keyword phrase.  A prime example would be a company that is a provider of computerized animation services and a company that is a manufacturer of computerized animation equipment.  Both companies could be found by using the keyword [computerized animation].

Hummingbird is intended to address this issue.  The Hummingbird algorithm assesses site relevancy and value based on variables that include how the keyword would be used in conversation and the user intent of the search.  General semantics and syntax are two ways to initially determine user intent.  However, Google is increasingly better able to determine intent behind individual searches by examining site content.  Improved search relevancy can improve the quality of leads and help streamline operations for B2B companies. 

Retaining High Keyword Rankings with Content Marketing

Keywords coupled with white-hat SEO strategies such as content marketing can help B2B businesses keep high rankings for vague, short-tail keywords.  Use a more advanced hybrid research methodology that combines a form of traditional keyword research (keyword data archives; see next section) with social media influences.  Discover what any given target audience or industry is talking about, and add meaningful content based around current industry events.  Customize content to specific customer interests that may only be somewhat related to a niche B2B company.  As used in the previous example, a company could still achieve high rankings for the keyword [computerized animation] by combining the right content with a diverse keyword selection strategy.

Adopt a Diverse Keyword Strategy and Fresh Approach to Keyword Research

Google no longer provides keyword data.  Look at archives of past keyword data, and use more long-tail keywords.  A solid keyword selection strategy will often involve a large amount of trial and error.  Use relevant long-tail keywords, headings, and title tags.  Examine bounce rates to determine whether or not the keywords selected were relevant to searchers.  Continue to tweak keyword selection and follow trends in user behavior data in order to achieve the best results.

Get and Retain Results for B2B Sites with Hummingbird

Google released the Hummingbird algorithm about a month before Google announced that the Hummingbird algorithm had launched.  As mentioned previously, many B2B sites that had engaged in best practice regarding white-hate SEO techniques, data analysis, and quality content creation saw a notable spike in conversion rates as well as overall rankings.  The Hummingbird algorithm can help B2B companies define their individual niches and improve lead generation.  Hummingbird is intended to make Google Search more intuitive and yield the most relevant results possible.