You have to collaborate with your customers to be found
Much marketing strategy in almost every industry is sheer guesswork and, in the past, that was the best you could do. Hummingbird changes that. The web is now more collaborative then competitive and your content strategy must have an element of collaboration in it. The major update in the Google search algorithm , Hummingbird, is not only going to affect the SEO/SEM profession and the online media industry, as I wrote about last week. It's going to have a major effect on branded content development within corporations. As things were under the old search technology, the branded content movement put current and former advertisers in direct competition with the media supporting their industry for audience engagement. A reader could put in a few keywords and would find links to both media and corporation content and the reader would have to guess at which was the most appropriate. That won't work anymore. As I have been saying for several months, keywords m...