In our final project for #MKT4450, we spent several weeks researching, writing, and promoting an article, "Google Hummingbird's Impact on the Future of Search." In this presentation, we break down our strategy, marketing plan, Google Analytics findings, and lessons learned.

1. Erika Folkl, Angela Compton, Andre Moore, Laura Marsh, Beth Anne Weiler
The Future of Search
Google Hummingbird’s Impact

2. Content
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Why did we choose this topic?
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Interesting, different from other groups in looking
toward the future
Who is our audience?
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“Average Joes”
Still an interesting read for SEO experts

3. Content
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Does Hummingbird affect SEO? What is Hummingbird?
What is Google’s strategy with Google+, Glass, Now,
and Hummingbird?
Different segments:
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o
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Google Innovations
Google Hummingbird’s Impact
SEO Isn’t Dead
The Future of Search: Now, Glass, Plus, and Hummingbird

4. Media

5. Media

6. Media

7. Keywords
Original target keyword phrases:
1. Blue links
2. Google’s future for search and SEO
3. Google Hummingbird impact on SEO
Revised target keyword phrases:

8. Keywords
Revised keyword phrases have:
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High volume
High conversion
High brand alignment
High competition

9. SEO Optimized
Meta Description:
“Explore Google
Hummingbird's impact
on the future of search
and SEO. Google's
history, innovation,
and growth give a
glimpse at the search of

10. SEO Optimized
“Google Hummingbird’s Impact”
Page Headline
Page Sub-heading
Page Title
Body Content
Page File Name

11. SEO Optimized
“Future of Search”
Page Heading
Page Sub-Heading
Page Title
Body Content

12. Marketing Plan
● Social Campaign
● Link Building

13. Social Campaign
Groups

14. Social Campaign

15. Social Campaign
What Did Not Work

16. Social Campaign
What Did Work

17. Social Campaign

18. Social Campaign

19. Social Campaign

20. Engagement
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Owner of Stone Temple Consulting
Knowledgable about Google and Hummingbird
Has a presence on G+ and Twitter
Built on previous communication from earlier
assignment
Obtained input about our article and insight that we
were able to incorporate in an updated version

21. bit.ly
217 clicks acquired through campaign

22. Links
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High Link Value Strategy
Asked someone we knew
for a link
o Chris Compton

23. Links
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High Link Value
Strategy
Recently obtained
unsolicited link
o Jeremy Rivera
Will be a listed resource in this post on
the Caddis Interactive Blog

24. Links
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Low Link Value
Strategy
Scoop.it
o Site used to
drive traffic and
build “no
follow” links

25. SERPS
29. “Google Hummingbird’s impact”
73. “future of search”
N/A. “Google innovations”
*39. Hummingbirds
*40. Hummingbird

26. Google Analytics
From the launch date until November 20th:
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Visit Overview
Content Drilldown: Most Popular Content
Traffic Flow
Search Engine Optimization

27. Analytics: Visit Overview
Pageviews spikes correlate directly with promotional pushes

28. Analytics: Content
Drilldown
Main Takeaways
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Average time on all pages: 3 minutes, 36 seconds.
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Average time on Hummingbird: 8 minutes, 22 seconds.
Article brought 387 new visitors and 93 returning visitors to iMarketingClass.
Hummingbird’s bounce rate was 85%
○ Visitors spent an average of 8 minutes and 22 seconds on our article.
718 total pageviews makes it the the most popular content.
○ Hummingbird was responsible for 22% of iMarketingClass pageviews.

29. Analytics: Traffic Flow
Visit Breakdown
Google Plus: 94 visits
Facebook: 86 visits
LinkedIn: 129 visits
Twitter: 31 visits
LinkedIn: 129
Google+: 94
Facebook: 86
Twitter: 31

30. Analytics: SEO
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“google hummingbird” was
the #1 search query
driving people to the site.
When people search “google
hummingbird,” 5 people
click for every 600
impressions.
½ of search queries were
related to Hummingbird
keywords.

31. Analytics: SEO
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Hummingbird article is the landing page with the highest impressions and residual clicks!

32. Insights
What We Learned from the Project
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How long should you promote one post?
Be intentional with where and what you say
Be smart about keywords
Don’t be afraid to get links