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W&D Weekly
May 28, 2014
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The Latest
Websites Play Important Role in Disclosing Company Information
Over the course of the past 20 years, the window and door industry has moved from a predominantly “business-to-business” model to more of a “business-to-consumer” model, especially in regard to marketing programs and advertising materials. This shift has placed manufacturers and resellers in a different position legally with respect to product exposure…read more


More News
YKK AP Expands Sales Territory to Rocky Mountain Region
Renewal by Andersen Announces Management Promotions
Windsor Windows Receives Incentives to Expand in North Carolina
Huttig Partners with Woodgrain Millwork for Northeast Distribution
Window and Door Demand to Grow 6.9 Percent by 2018
The Talk

By Welton Hong, Ring Ring Marketing

A big part of my job is helping local business owners understand how directly they're affected by what might seem like minor changes on the Internet landscape.

For example, Google creating a new algorithm probably doesn't sound like a big deal on its face. Those search engine geeks are tweaking something again? So what? Google still looks like Google when I search for something. Why would an algorithm matter for a window and door business?

Actually, every time Google changes something, that change ripples out across the Internet to create major waves — tidal waves, even. When it tweaked its algorithm with updates called Penguin and Panda, those tweaks completely rewrote the search engine rankings for hundreds of thousands of sites around the world.

Last fall, Google created a completely new algorithm called Hummingbird. It's even more impactful than Penguin and Panda, because those were simply adjustments to the established algorithm. Hummingbird is a new search algorithm altogether. This is the first time since 2001 that Google's algorithm has been so drastically rewritten.
Here's the bottom line: Analysts estimate that an amazing 90 percent of websites saw a drop in their search rankings when Hummingbird was released. This is because Hummingbird, unlike previous algorithms, doesn't simply prioritize specific keywords. Instead, it searches for high-quality content that people will find informative.

Hummingbird is intended to better understand "complex questions" from users. Instead of using a few key terms in the search, it will consider the entire inquiry and use that to give you the most relevant results possible.

To ensure the best search engine rankings under Hummingbird, consider adding more real-world, question-specific queries into your site content. This could be in the form of blog posts, FAQs and more. Also, make sure your site is designed to work optimally on mobile devices such as smartphones and tablets, as these are primary concerns for Hummingbird.

Let us know what you think by posting a comment and participating in this week's poll.

Have you made changes to your business site to deal with Hummingbird?
Yes, and I've seen good results.
Yes, but I've seen no substantial changes.
No, because I don't think it's important.
No, because I've never heard of Hummingbird before.

How Long Should Prospects Wait Between Initial Contact and First Appointment?
Most of the respondents to last week's poll allow a three- to five-day gap between initial contact and the first appointment. In close second are respondents who set appointments within 48 hours. See the full survey results…


The Outside View
Houzz Survey Says: Homeowners Playing for Keeps
From Home Channel News
Remodeling by Zip Code: NAHB Releases 2014 Projections
From NAHB Eye on Housing

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