How to Use Google Analytics to Make Hummingbird Buzz

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Google analytics is perhaps one of the most powerful tools to help website administrators reach their ranking goals, but what about Google Hummingbird? If you haven’t heard yet, Google Hummingbird is the most significant update to the Google search engine in over a decade. Hummingbird brings Google’s ability to understand social signals to an entirely new level, and with it the web becomes more personalized than ever. This type of personally meaningful search is also called semantic search.

Google Analytics for Hummingbird

Image courtesy of Google Analytics

Image courtesy of Google Analytics

Given the significance of the Google Hummingbird update, you’ll want to get the most out of it as possible, and what better way to do that than with one of Google’s most powerful tools: Google Analytics. With the major changes in Google search, we’ve also seen some major updates to Google Analytics. Of particular interest is the new Demographics section.

Within the Demographics section you’ll find information about your visitors’ age, gender, interests, location, the content they engage with, and information about the operating system they’re using as well as if they’re using a mobile browser. Taking all this information, you can begin to build a more personalized profile of your visitors, and that’s where Google Analytics meets Google Hummingbird.

To enable demographics and interests reports, follow this guide provided by Google. Basically you’ll need to update the tracking code on your website to support display advertising. You’ll also have to update, or add, a privacy policy.

Once you understand who your typical website visitor is you can begin to write content for that person. Basically what you’re doing is using the Analytics data to further personalize your visitors’ experience. This personalized experience is what makes Google Hummingbird buzz! Your visitors will not only benefit from the personalized content, but you will benefit as well because they will stay longer.

Google Analytics Demographics – Age

 Image courtesy of Google Analytics

Image courtesy of Google Analytics

How old your visitors are plays a major role in what they’re likely to be interested in. If you’re not familiar with what your most frequented age group finds interesting, do your research. Discover what their likes and dislikes are, what motivates them and what content they’re reading.

It’s always a good idea to answer questions with your content. For this to work, find out what your target age range is, and then what questions they’re asking. Being helpful is one of the best ways to succeed with Google Hummingbird because in being helpful you are building a relationship with your audience. Building relationships is personal, and Hummingbird pays particular attention to these personal signals.

Google Analytics Demographics – Gender

Image courtesy of Google Analytics

Image courtesy of Google Analytics

Gender plays a big role in what people are interested in, but tread carefully here. Don’t think you understand gender without doing your research here as well. You may find that a 27-year-old female has a much broader interest base than her 27-year-old male counterpart.

If you’re uncomfortable with, or if you feel you’ll have difficulty understanding, the gender differences, it’s always a good idea to hire a professional content

Google Analytics Demographics – Interest Category

 Image courtesy of Google Analytics

Image courtesy of Google Analytics

The interest category is perhaps the most straightforward of these three. Generally speaking, men and women, of varying age groups, who share similar interests will be interested in similar content. For example our 27-year-old male would likely enjoy the same article about biking that his 27-year-old female counterpart would enjoy, assuming they both shared an interest in biking.

Here again it’s a good idea to share interests with your viewers because this will make content production much easier to manage. However, if you’re not familiar with or don’t share an interest with your visitors, it’s always a good idea to seek professional content writing help. This can help you reap the true benefits of Google Hummingbird, and with your use and understanding of Google Analytics, your ability to make Hummingbird buzz will increase dramatically!