How Google’s New Algorithm, Hummingbird, Promotes Content and Inbound Marketing

Lin, Chauntelle Ong Yi; Yazdanifard, Rashad

doi:10.4236/ajibm.2014.41009

Cited by 13 publications

(10 citation statements)

References 9 publications

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“…The ready availability of rich information to all of those involved in the various stages of the purchase process is valued by B2B customers. Consistent with this, eConsultancy's (2012) recent survey confirmed that content marketing and its associated digital marketing techniques now are among the key priorities for both B2C and B2B marketers, and recently Google JRIM 8,4 introduced a new algorithm, Hummingbird, that has the potential to promote content and inbound marketing (Lin and Yazdanifard, 2014). On the other hand, only 39 per cent of brands have an explicit content marketing plan, and 60 per cent of the content was "dull and irrelevant", focusing just on product messages (CorporateVisions, 2012).…”

Section: Introductionmentioning

confidence: 88%

Business to business digital content marketing: marketers’ perceptions of best practice

Holliman

Rowley

2014

Journal of Research in Interactive Marketing

273

247

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach -Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings -B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a "publishing" approach, which involves developing an understanding of the audience's information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from "selling" to "helping", which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value -As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

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Section: Introductionmentioning

confidence: 88%

Business to business digital content marketing: marketers’ perceptions of best practice

Holliman

Rowley

2014

Journal of Research in Interactive Marketing

273

247

View full text Add to dashboard Cite

show abstract

“…Google.com was used rather than any of its national variants (e.g. Google.co.za) to avoid possible biases based on location of the browser due to Google's relevance algorithm Hummingbird (Lin & Yazdanifard ). Each image was classified as usable by the researcher if it provided location at the scale required (e.g.…”

Section: Methodsmentioning

confidence: 99%

Just Google it: assessing the use of Google Images to describe geographical variation in visible traits of organisms

et al. 2016

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1. Describing spatial patterns of phenotypic traits can be important for evolutionary and ecological studies. However, traditional approaches, such as fieldwork, can be time-consuming and expensive. Information technologies, such as Internet search engines, could facilitate the collection of these data. Google Images is one such technology that might offer an opportunity to rapidly collect information on spatial patterns of phenotypic traits. 2. We investigated the use of Google Images in extracting data on geographical variation in phenotypic traits visible from photographs. We compared the distribution of visual traits obtained from Google Images with four previous studies: colour morphs of black bear (Ursus americanus); colouration and spottiness in barn owl (Tyto alba); colour morphs of black sparrowhawk (Accipiter melanoleucus) and the distribution of hooded (Corvus corone) and carrion crows (Corvus cornix) across their European hybrid zone. Additionally, we develop and present a web application (MORPHIC), which facilitates the human data capture process of this method. 3. We found good agreement between fieldwork data and Google Images data across all studies. Indeed, there was strong agreement between the data obtained from the original study and from the Google Images method for the colour morphs of black bear (R 2 = 80%) and for two barn owl plumage traits (R 2 = 64% and 53%). Our approach also successfully matched the clinal variation of black sparrowhawks morphs across South Africa. Our method also gave a good agreement between the distribution of hooded and carrion crows (with 86% placed on the correct side of the hybrid zone line). 4. Our results suggest that this method can work well for visible traits of common and widespread species that are objective, binary, and easy to see irrespective of angle. The Google Images method is cost-effective and rapid and can be used with some confidence when investigating patterns of geographical variation, as well as a range of other applications. In many cases, it could therefore supplement or replace fieldwork.

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“…When Search Engine evaluates a webpage, it looks over two hundred different signals therefore Search Engines are refining their algorithm over four hundred times per year. So the best strategy for SEO is to keep changing the website with the changes in Search Engine's SEO algorithm [59].…”

Section: Off-page Search Engine Optimizationmentioning

confidence: 99%

The new trend for search engine optimization, tools and techniques

Shahzad

Jacob

Nawi

et al. 2020

IJEECS

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<span>Search Engines are used to search any information on the internet. <br /> The primary objective of any website owner is to list their website at the top of all the results in Search Engine Results Pages (SERPs). Search Engine Optimization is the art of increasing visibility of a website in Search Engine Result Pages. This art of improving the visibility of website requires the tools and techniques; This paper is a comprehensive survey of how a Search Engine (SE) works, types and parts of Search Engine and different techniques and tools used for Search Engine Optimization (SEO.) In this paper, we will discuss the current tools and techniques in practice for Search Engine Optimization.</span>

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How Google’s New Algorithm, Hummingbird, Promotes Content and Inbound Marketing

Cited by 13 publications

References 9 publications

Business to business digital content marketing: marketers’ perceptions of best practice

Business to business digital content marketing: marketers’ perceptions of best practice

Just Google it: assessing the use of Google Images to describe geographical variation in visible traits of organisms

The new trend for search engine optimization, tools and techniques

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