Video Marketing 101: Your Essential Guide to Getting Started":

Video Marketing 101: Your Essential Guide to Getting Started":

Video Marketing 101: Your Essential Guide to Getting Started

In today's digital landscape, if a picture is worth a thousand words, then a video is worth a million. It's dynamic, engaging, and a powerful way to connect with your audience on a deeper level. Whether you're a budding entrepreneur, a small business owner, or a marketing newbie, incorporating video into your strategy isn't just a trend – it's a necessity.

But where do you even begin? Don't worry, you've come to the right place! This is your friendly guide to the fundamentals of video marketing, breaking down the essentials to get you started on the path to visual storytelling success.

Why Video? The Power of Moving Pictures

Before we dive into the "how," let's quickly touch upon the "why." Video has become a dominant force online for a reason:

* Grabs Attention: In a sea of text and static images, video instantly stands out and captures attention.

* Boosts Engagement: Viewers are more likely to spend time watching a video than reading long blocks of text.

* Improves Understanding: Complex ideas and product demonstrations become much clearer through visual explanation.

* Builds Connection: Seeing and hearing a person or a story creates a more personal and emotional connection with your brand.

* Enhances SEO: Videos can significantly improve your search engine rankings, especially on platforms like YouTube (the second largest search engine!).

* Increases Conversions: Product videos, testimonials, and explainer videos can all contribute to higher conversion rates.

Step 1: Laying the Foundation - Your Audience and Goals

Just like any marketing endeavor, your video strategy needs a solid foundation. This starts with understanding:

* Your Target Audience: Who are you trying to reach? What are their interests, pain points, and where do they spend their time online? Knowing your audience will dictate the style, tone, and platform of your videos.

* Your Marketing Goals: What do you want to achieve with your videos? Are you aiming to increase brand awareness, drive traffic to your website, generate leads, showcase your products, or improve customer support? Your goals will shape the type of videos you create.

Step 2: Choosing Your First Video Type (Keep it Simple!)

Feeling overwhelmed by the possibilities? Start small! Here are a few easy and effective video ideas for beginners:

* Quick Product Demos: Showcasing the key features and benefits of your product in action. Keep it concise and focus on solving a specific problem.

* Behind-the-Scenes Glimpses: Offering a peek into your company culture, your team, or the making of your product. This builds authenticity and trust.

* Customer Testimonials: Sharing genuine experiences from satisfied customers. Social proof is incredibly powerful.

* "About Us" or Brand Story Videos: Introducing your company, your mission, and what makes you unique.

* Simple Explainer Animations: Using animated graphics to explain a concept, a process, or the benefits of your service. There are user-friendly online tools for this!

Step 3: Basic Equipment and Software (You Don't Need a Hollywood Studio!)

You don't need to break the bank to create your first videos. Here's a look at some basic tools:

* Smartphone Camera: Today's smartphones have surprisingly capable cameras. Ensure good lighting and a stable shot.

* Basic Microphone (Optional but Recommended): Even a simple lavalier microphone that clips onto clothing will drastically improve your audio quality. Poor audio is a major turn-off!

* Tripod or Stabilizer: To avoid shaky footage and give your videos a more professional look.

* Free or Low-Cost Editing Software: Options like iMovie (for Mac), DaVinci Resolve (free version available), or mobile editing apps like InShot or CapCut are great starting points.

Step 4: Where to engaging videos Your Videos (Meeting Your Audience Where They Are)

Once your video is ready, it's time to share it with the world! Consider these platforms:

* Your Website: Embedding videos directly on your website can engaging videos engagement and provide valuable information.

* YouTube: The go-to platform for video content. Optimize your titles, engaging videos, and tags for searchability.

* Social Media Platforms: Tailor your videos to each platform (shorter, attention-grabbing content for TikTok and Instagram Reels; more informative engaging videos for Facebook and LinkedIn).

* Email Marketing: Embedding short, engaging videos in your emails can significantly boost click-through rates.

Step 5: Just Start! (And Learn as You Go)

The most important step is to overcome any hesitation and simply start creating. Your first few videos might not be perfect, and that's okay! The key is to learn from each experience, experiment with different styles, and pay attention to what resonates with your audience.

Video marketing is an evolving landscape, but the fundamentals remain the same: create valuable, engaging content that connects with your audience and helps you achieve your business goals. So, grab your phone, brainstorm some ideas, and take that first step into the exciting world of video! You might just be surprised at the impact it can have.

HD/SD video editing services in Laguna Beach California. 10 Years Plus experience with video production editing, motion graphics, after effects and cinematography. Fast Turnaround times, amazing creative work. Any size project taken. For estimates, questions or immediate projects contact:

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949.873.0095

Video editing sample work:
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Best Wedding Planners in San Diego California

Event Planner:

How to Handle a Planning an event and/or hiring and finding an awesome event planner/coordinator in San Diego, CA.

-I have personally ran into the problem of trying to coordinate an event a few times, and as many business owners like myself...the universal questions for this are "Where the Heck do I event Start" and "HOW DO I CHOOSE OR PICK A QUALITY EVENT PLANNER" THAT I CAN TRUST to do a kick-ass job.  I generally dont promote individual companies, i am more about providing information on how to, or how to find one or links to ideas...but this one event planning company really deserves some recognition,  and if you live in the San Diego, North County or Orange County area, you might want to keep reading cause I cover everything in this blog.

http://coastyleevents.com

THIS IS HOW I AM GOING TO HELP YOU or your BUSINESS TODAY:

1. If you just want to hire a reputable "Event Planning" company in San Diego... do this, and save yourself "time", "stress" and a "ton of headaches." Just go to their website and they will respond immediatly.  This is what I recommend, because I have personally tried the other options...and I like a simple and trustworthy solution.  I partnered with them in the past, and they make the words "stress free" and "perfection" very attractive.

2. If you want to do it yourself and maybe have a migrain or 72...then by all meens, here are some tips and strategies below the company that exceeds expectations and quality.  I more then highly reccomend saving yourself and just make your life easy.

3. I'm gonna post some cool photos too make this look like a legit blog  because frankly, nobody likes reading "long looking" blogs!  I like a video and some photos personally, so i can say oooh and ahhh, and then move on to the task at hand.  Helps lower the stress!

Stress Free Environment=happy clients

 

The Company of the decade award goes to.....wait for it...

Coastyle Events: http://www.coastyleevents.com

 

About them: 

Personal Note: This crew of Classy and attractive San Diego-ans are the kindest, most empathetic business owners besides myself.."LOL".  I kid.  

Coastyle Events is a full service event corporate videos, coordination, and design studio that is dedicated to making your dream day a reality.  They assist with planning the perfect event of a lifetime by taking your wedding preparations off of your shoulders but never out of your hands.

Their goal is to make your special day a perfect reflection of your style and personalities, while minimizing your stress in planning.  We believe you should feel like royalty at your wedding and we treat our brides and grooms as if we were coordinating for our best friends.  Above all else we protect the day you are investing in.

This starts with a personal consultation where they get to know the two of you - your styles, your stories.  Then they combine meticulous planning with impeccable attention to detail to create the wedding or event of your dreams.  Which leaves your free to relax and enjoy the most important day of your lives!

They also look in detail at the event from the guests perspective.  What is their start to ending experience going to be like? We want them to feel like VIP's as well!  To these business owners, that is what separates a good wedding from an unforgettable one.

Coastyle Events = Stress Free!

 

 

 

THE EVENT DILEMMA!

 Here’s the dilemma: You need to plan an event, but you have no background in event management planning. Somehow this duty has been thrust upon your shoulders.

Many organizations don’t have a dedicated point-person for event marketing management. Yet, an event can make or break a campaign. Here are some handy tips to help you from planning process through the big day.

Get Out The Whiteboard
No matter the type of event you’re planning, you need to map out a strategy. What’s the goal of your event? Are you introducing a new product or service to customers? Running a demo for analysts or prospects?

Whether your end goal is to get in front of key influencers or present before a group of executives, you’ll want to whiteboard a strategy. Look at your ideal audience, what message will resonate with them and how you are going to measure results. Remember, you’ll have no clue whether your event was a bust or boon unless you have the right metrics.

Bring Up Budget
Once you have your goals outlined, you need to consider how much it will cost to accomplish those goals. Personally, I make a checklist of every single cost item I need to make an event happen. This can include signs, invitations, graphic treatments for the website, food, beverages, music, giveaways, etc. Think back to events you’ve attended and imagine all the little things that were involved. What do you absolutely need and what can you live without? Make up a checklist and start developing an overall price tag.

4 Event Management Planning Resources

Find A Venue Need help finding a venue?  You can search for venues all over the world and get info on the type and size of sites.
Your Map Check out Keynote Resource for helpful master planning documents and checklists. You may need to customize, but having an outline can go a long way.
BudgetingSimilarly, it’s useful to have an outline for a budget. Luckily, Best Events Catering have sample downloads for you.
Finding Help If you don’t have an event marketing team, you may need to call in back-up. At Meeting Professionals International you can find pros that are available on a freelance basis.
A Time and Place for Every Event
Are you hosting executives or managers? Is it a presentation or a mixer? Is this event part of your demand generation strategy or about product video productions in orange county.

The answer to these questions should determine when and where your event is held. If you’re targeting busy executives, for instance, you’ll want to plan a fancy breakfast. A networking event is best served in the evening with cocktails. A presentation feels forced in a bar. Better to hold that kind of an event in a hotel or conference room.

Be aware of how our surroundings influence our attention spans and the type of

message we expect to hear.

Iteration of an Invite
The invitation to your event is one of the most important aspects of the entire planning process. You don’t want to send out the first invite too early or too late. Three weeks out is a good rule to live by. But if you want to get on executives’ calendars, you might want to send it out even earlier. A more detailed, elaborate invite for a dinner event is appropriate, but you may want to be more simple and straight to the point if you’re presenting a demo. Include directions that include access to public transportation. Make it easy to be an attendee.

Also, you’ll want to segment your invite list. Video Marketing Agency automation can help immensely in this case. An invite to analyst event will just junk up a CMO’s inbox. And you’ll want to follow up. Those who have RSVP’d should receive reminders that differ in timing and message than those who haven’t.

Walk a Mile
Visit the venue the day before your event. Envision how you want attendees to experience the event. What signs need to be in place to avoid confusion? Where should you station staff? Basically, you want to understand what your guests will see from the time they walk into the venue to the registration table to the actual event. Feel matters. And the only way to anticipate how your event will feel is to walk a mile in your guests’ shoes.

What are your tips for throwing an event? Have you learned any lessons along the way?

 

Coastyle Event Planning and Coordinating

Home Website: http://coastyleevents.com

Contact Page:  http://coastyleevents.com/let-s-get-together.html

Custom Event Coordination:  http://coastyleevents.com/custom-coordination.html

 

Blog by: Tim K

Fourten Visuals

(HD Cinematic Video Production Services)

-Carlsbad/San Diego California

web: carlsbadvideoservices.com

2nd Website: http://www.fourtendigital.com

email: info@fourtenvideo.com

Business Phone: 760-450-2665 or

for instant response, call: 760-529-6576

THE SECRET INGREDIENT FOR ACHIEVING A FILM LOOK

28MM LENSES: THE SECRET INGREDIENT FOR ACHIEVING A FILM LOOK IN YOUR VIDEO PRODUCTION (SAN DIEGO CALIFORNIA)

 Posted by Noam Kroll on 26 Nov 2013

Credit by Noam Kroll

 



For those of you that follow this blog regularly, you know that achieving a filmic look when shooting digitally is very important to me and something I often write about. My recent article ‘How To Make Video Look Like Film’ outlined a lot of basic techniques that when implemented can drastically help to improve your digital cinematography and truly make it more film like. But something that I didn’t delve into in detail in that article was lensing choices – specifically wide angle vs. telephoto.



Probably one of the biggest misconceptions about achieving a filmic look, is that long telephoto lenses and shallow depth of field are a necessary part of the equation. Since the 5D was introduced and razor shallow depth of field became easily achievable, just about every low budget indie film went down the path of shooting a lot of long lens shallow DOF shots in an attempt to make their film ‘more cinematic’. The irony though, is that since so many filmmakers went crazy for the ultra-shallow DOF look and used it to death over the past 5 years, it’s now become one of the biggest giveaways that a film was made on a DSLR and probably on a very low budget. Unfortunately, shooting on wider lenses (and for some even normal lenses like the 35mm) has become a lost art. This is really a shame because one of the most used lenses in the history of cinema and therefore one of the keys to unlocking a cinematic look when shooting digitally is the 28mm wide angle lens.



Goodfellas 3

Before we discuss the seemingly magical 28mm focal length, it’s important to recognize why shooting long lens/shallow DOF throughout your film can be the furthest thing from cinematic.



Any 35mm film camera production is capable of getting razor thin DOF in just about any circumstance. But how many blockbuster or large-scale independent films can you remember where every other shot was teetering on the brink of being out of focus as so many micro-budget films are? Every film is different and every DP has their own way of working, but in general most substantial films are shot between f4 – f8 the majority of the time. Shooting at that kind of aperture allows for optimal lens performance and smoother focus pulling and is a very far cry from shooting wide open at 1.4 on a full frame DSLR. Sure, for insert shots, extreme closeups, low light, and other specialty shots, there are many cases shooting wide open may be necessary or the right choice – but not for the majority of the film.



So what is the right focal length for the rest of the film? Where is the sweet spot? Ultimately that is up to you as the filmmaker, but for many San Diego filmmakers the 28mm lens is the secret ingredient. In fact Spielberg, Scorsese, Orson Wells, Malick, and many other A-list directors are have cited the 28mm lens as one of their most frequently used and in some cases a favorite. And while on paper it may not seem or sound like the most exciting lens choice, keep in mind that the 28mm lens has been a gold standard in shooting motion pictures for over a century, being used to capture some of the most recognizable moments in cinematic history. And if you are truly attempting to emulate the look of motion pictures, than the 28mm lens is a focal length that you absolutely can not ignore.



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When we go to the movies we want to have an experience that emulates reality in many ways, but also is fantastical and surrealistic. That’s where a lens like the 28mm comes into play. It’s just off center. Just barely wider than our regular field of vision, but not too wide that it becomes distracting. It’s different enough from a ‘normal’ focal length like the 50mm that it let’s us subconsciously feel like we’re in a new world, but it’s also close enough to realty that we aren’t lost by any noticeable distortion that we would experience from a more extreme lens choice, like a 12mm. Conversely, shooting on a medium telephoto lens (like a 65mm), would also would be just off center from our normal field of vision, but it could never work as universally as the 28mm lens. If you had to shoot an entire film on a single lens, it would be a lot easier to use a 28mm than a 65mm, unless you’re doing something really specific. The 28mm would allow for wides, closeups, landscape shots and more, all while maintaining a unique and original look. The 65mm would paint you into a corner in some cases, making establishing shots, masters, or medium-wides quite difficult. That said a normal focal length like a 35mm or 50mm may seem to be the more natural choice as that field of view is closest to human vision, but the 28mm’s ability to add that slight bit of surrealism to the picture is exactly what we want.



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A final thought that I’ll leave you with is that shooting on a wide lens is a great way to make sure you don’t get lazy as a DP or Video production Director. If you have a poorly lit scene or a crappy location, it’s pretty easy to just slap on a long lens, frame out all the ugliness. make the background blur out and get a pretty decent image. But that’s not always the answer and more often than not it’s the easy way out and won’t yield the best possible results. You can’t cheat your way out of every shot and you especially shouldn’t attempt to shoot long lens out of convenience if your scene doesn’t call for it. By shooting with wider lenses you are forced to take into consideration your lighting, composition, and production design much more thoroughly. And this is a very good thing for a lot of independent filmmakers who often skimp out in these areas. Personally, I would prefer to capture a shot with a wide lens and deep DOF that has beautiful art direction to it and loads of detail, than a long lensed shallow DOF shot where the environment is essentially lost in the bokeh.



The bottom line is there are no shortcuts in achieving a filmic or Cinema look for Video Production. Following practices that have been used and implemented on films since the early days of cinema is the only way to truly achieve the look you’re after, and one of those practices is making use out of the 28mm lens. And yes that’s might mean setting up more lights, carefully blocking your scene, and spending time on the art direction so that you can shoot on your wider lens and still capture a beautiful image, but once you put in the extra time and effort, you’ll be happy you did.



Below are a few lenses that I highly recommend in the 28mm focal length. There are also two 14mm lenses in here as for anyone shooting on a GH3 or most other Micro Four Thirds cameras, they will give you a 28mm equivalent.



Sigma 28mm F1.8 – $449

The perfect choice for shooters in need of a faster 28mm lens for low light shooting.



Click Here To View The Sigma 28mm F1.8 At B & H Photo



Zeiss 28mm F2.0 – $1283



Zeiss 28mm







An excellent and beautifully sharp Zeiss lens that is well built and worth the larger price tag for those looking for a longer term solution.



Click Here To View The Zeiss 28mm F2.0 At B & H Photo



Nikon Nikkor 28mm F2.8 Manual Lens – $539







Ideal for Nikon shooters in corporate videography situations, or any DP who is partial to Nikon glass. This lens gives full manual control in a rugged body, while producing gorgeous images.



View The Nikon Nikkor 28mm F2.8 Manual Lens At B & H Photo



Rokinon 14mm T3.1 Cine Lens – $444

A sharp and cost effective option for shooters looking for a wide angle cinema lens without breaking the bank.



Click here to view the Rokinon 14mm T3.1 Cine Lens at B & H Photo



Lumix 14mm F2.8 Lens (For Micro Four Thirds Cameras) – $322



Lumix 14mm



Ideal for a GH3, Blackmagic Pocket Camera, or any other MFT Camera, this 14mm lens pancake lens is a must have for many shooters working with a crop sensor.

For a Company That Films just like this with these lenses, see below:

Fourten Digital Media

(Cinematic Product Video Production)


Open 7 days a week

Contact:  Tim

Work: 760-450-2665

Cell: 760-529-6576

Email: info@fourtenvideo.cominfo@fourtenvideo.com

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Fourten Digital Media (HD Video Production)
Carlsbad & San Diego California
Main Website: http://www.carlsbadvideoservices.com
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Looking for a Really Clean high Quality HD Video at an affordable price?

I Do any kind of Corporate Videography, Video Editing, Graphics, Animations Etc, for lower
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What is Cinematic Video?

You are probably asking "What is Cinematic Video Production?"  Right!
This is the difference, FourTen Digital Films using the latest High Definition (HD) Cinema Video

Full Cinema Camera and Cinema Lenses

Production equipment, Cinema Cameras, broadcast sound and HMI lighting kits for all of our Video Services.  In short, Standard Definition (SD) has less information or ʻpixelsʼ than HD. Less information means less detail and less detail means lower quality. By filming in Cinematic HD, this ensures maximum image quality.  The Cinema Cameras and lenses that FourTen provides uses a Larger Sensor Camera Setup that gives a "movie like" feel to all of our videos. The Cinema Camera look is much more engaging and is the high quality "HD LOOK" you see on TV commercial productions, or on the BIG SCREEN.  Its a big difference, and with the wide variety of Cinema Lenses we bring on every set, is guaranteed to knock the socks off of every viewer watches a FourTen Digital Media "CINEMA VIDEO PRODUCTION SAN DIEGO!").

Googles Hummingbird update is more significant then businesses think 

(In short, this article basically lays down how much your business needs web video production services san diego and photo content on it, and relevant as well.  Really, you don't want just any video on your website, especially if you are a thriving business.  Video Production Value is important these days and anyone can just put up a video.  What most people don't know, is it ends up hurting you more then helping you.  If your budget is low, then get a shorter video.  But whatever Marketing Video you have on your website, make it a really good one.  Cause you only get 1 chance to make that first impression.

Fourten Digital Media puts Big Screen Cinema Quality into every Video Production they make.  Whether its a small 30 second video to a large Corporate "about video", we make sure your business thrives with the quality and professionalism you need for 2014.
Get Quality Video Production in San Diego and Southern California Area by Fourten Digital Cinematic Video Co..

November 15, 2013 

Google is really pushing companies to have a quality web video

By Geoff Ian Parker in Featured
Hummingbird is the biggest iteration of the Google algorithm since Caffeine in 2010. It is, however, going to have less impact immediately on search marketing than the Panda and Penguin updates. Amit Singhal, of Google, said 90% of searches have been affected by this algorithm change. It was interesting to note, however, that very little was said within the industry about affected rankings before the announcement was made.
 
The details of the Hummingbird amendments are provided below, detailing what has changed and how it impacts search marketing strategies.
In general terms, Hummingbird is a step towards the Google algorithm becoming artificially intelligent. Google’s goal is to be able to serve content based on what the searcher wants. A key performance indicator of this development is surely the number of searches a user makes in a short space of time (the higher number of searches denoting that the content is not relevant to their query) and also the number of pages a user visits per search term.
 
For example, 8 years ago 30% of searchers would look at search results past page one of Google. Today, it is only 10% and it is likely to decrease as Google improves the indexing of searches against the real intent of the search (thus making it even more significant to increase SEO rankings).
So let’s have a look at Hummingbird in detail. What are the changes and what does this mean for search marketers and website owners.
Semantic Search
Semantic search will be discussed more and more in regards to SEO over the coming years, particularly as search devices change, search queries evolve with the technology, and Google and information retrieval technology adapts to changing hardware.
Semantic search is where an algorithm, like Google’s, retrieves information based on the meaning of the search as opposed to matching the content against the search term. Google’s aim is to index all content based on semantics and it will continue to improve in this regard.
 

Before Hummingbird, Google was indexing content by using pattern match to marry up content within its database against the search query.
Today, Hummingbird is more intelligent, and now indexes content based on the query intention. This includes some key elements such as the context of the search and the searcher’s requirements. For example, the context of the searcher can include variables such as the device a user is searching from, the time the search was made (local) and/or the frequency of similar searches from the same device, allowing Google to understand more about the search habits of that user. With a better understanding of searchers, Google can make better judgements about search intent and improve the content served from the index.
 
Website Content
     As Google continues to improve its semantic search algorithm, websites will need to continue improving content for end users.
Providing the best content for basic brochure websites may be the hardest since a large majority are relying just on textual content.
 
     Gone are the days when SEOs could focus on keyword density and target keywords within alt tags, meta tags and H tags. More granular research is needed into multiple keyword variations, although this recommendation isn’t a result of the Hummingbird update.
Webpage content breaks down into only three core sections – images, text and web video orange coutny – and a combination of all three determines the theme of the page. It is important that companies, SEO practitioners and in-house marketing teams see that each page has its own theme of which all content types contribute to improving.
 
     For example, if I have a page about “Mailing bags” then I want to give as many signals to Google as possible that this page is highly targeted for all relevant search terms. Therefore, from a contextual point of view, I want to ensure it is optimized for all search variations for this product, including mailing bags, mailing cartons and mailing pouches. I also want to make sure the text content covers important practical information – for example, the uses of the product and application. This is particularly important with the Hummingbird update because Google is specifically looking at how it can serve content better for practical searches beginning with things such as “how do I… ” or “what is the… “. More information on this below.
 
     Secondly, you want to ensure that you have relevant images on the page, for example, maps. 20% of all searches have “local intent” in the UK, and it’s even higher on mobile. So maps are a significantly important element to add to websites.
Another important factor to help serving content against intent is schema markup, specifically for website videos.
 
All of these elements contribute as signals to Google to say “Hey, this page is very relevant to that search term”.
 
Material Searches and Application Searches
This is an aspect we have been working on with clients for a while and we are not surprised that Google has covered it in the Hummingbird update.
We have worked with clients to optimize their websites which contain multiple bespoke products and have seen that there are clearly two types of searches being made. Material searches are searches for a certain product based on what it is – so for example, a search of “cardboard boxes” is a material search. The searcher is clearly describing the product that they are looking for in the search term. Similarly, a search for “coffee table” is someone looking for a very specific item.
Application searches, on the other hand, are queries made by users who are looking for something or someone to do a required job, but the searchers are not sure exactly what they are looking for. For example, the search phrase “packaging material for moving house” may be used by someone wanting to find packaging solutions to meet their house moving requirements, but the searcher may not know exactly what is needed. The searcher is, in effect, asking Google to provide the answer. This is where Hummingbird is enhancing its semantic understanding of search queries and improving the indexing of content for each user. Google may consider factors like past search history, the device used, and even elements like personalized search with “Search Plus Your World” which is another change similar to Hummingbird that also contributes to better indexing of content based on a user’s needs.
 
So, in short, focus more on searches to do with the usability and performance of your products and services (applications), rather than material searches which just describe what you do.
 
Knowledge Graph Tap In
Google is also ranking sites based on information in your Knowledge Graph. This is probably more relevant to larger companies or brands. Do not, however, underestimate the significance that local search and Knowledge Graph are likely to have on impacting rankings.
 
Use of Mobiles
More and more people are speaking searches into mobile phones which is where Hummingbird determines the meaning of a search. These spoken searches are invariably longer search phrases and mainly contain a question. Google’s search results need to be able to answer these questions so the focus for Hummingbird is to understand the semantics of the search term, be it by location, device and/or search intent of the text query, to serve the most relevant results.
 
Use of Local Searches on Mobile Devices
40% of searches made on mobile have local intent. Therefore, think about the content on your website and how it appears on mobile. Does it format correctly? Is it easy to use? By this I do not mean is it responsive and built in HTML5 because that is only a temporary solution. Consumers on mobile are in a different buying mode, so content on your desktop website may not be relevant to a consumer on a mobile device.
For example, your store locator links are going to be very important to mobile visitors but, if your store locator links are buried in the footer of your desktop site and they are regurgitated the same way through your responsive design, then this just isn’t good practice.
 
Google will be making changes in the coming year to give increased weight to mobile optimized content. Hummingbird is, effectively, the first step towards this goal. Google wants to see content created to best serve a user’s “intent”. This includes the device used to perform searches.
 
Long and Short Tail Keywords
We are going to see Hummingbird have a more significant impact on long tail search terms (longer string search terms where there is a question or element of uncertainty within the searcher’s mind) than on head terms (short tail). Head terms and generics may be affected within certain industries, but greater variations will be seen for longer terms.
This is because of conversational search.
 
Conversational Search
Use of voice search creates longer search query strings and it is important to serve content to match these searches. Think about user guides and how-to guides, if you have products with multiple applications.
Ikea is a great example of a website that has good video content showing how to put together each furniture type. This is great content to index for conversational search.
Some people recommend making text content more conversational. We do not, however, see this making a difference in regards to ranking effectiveness.
 
In Summary
Make sure your content is geared towards a user’s intent. Think not only about what is being searched for, but also about what searchers are trying to find based on contingent factors such as location, search device and time of search. Match your content and increase semantic signals to assure better indexing.
Hummingbird is the beginning of some major changes to content indexing. Google will become better at determining user intent and semantic understanding, and with changes in consumer habits across multiple channels – particularly mobile – search marketers will need to adapt as well.  Be sure to get a really quality website video as soon as you can.  Google picks up on this, and your descriptions, and tags are important also.  On a side note, get a quality web video.  Hire a local video company you can trust, and make sure they have a quality video portfolio.  Check their google reviews and make sure they have a good name.  Then meet with them.  You will know right away if thats the video production company for your business.