A common meme amongst digital marketers is that content is king. Long-form, meaningful content drives attention, links and in turn priority within search engines. Web developers and marketing teams should keep in mind that while building product or services interior pages within their website, content is key, but structuring that content in a meaningful way is becoming ever more important. Enter the hummingbird page.
Hummingbird pages allow developers to better structure long-form content on a given page by utilizing a table-of-content-type overview at the top of the page. This gives structure and meaning to product or services pages that utilize keyword-rich content focused on providing users with deep insights into any given subject.
Let's breakdown an example. This page focuses on AWS Consulting Services. If you do a quick scroll to the bottom, you'll notice that the page is jam-packed with useful information related to Amazon Web Services. Without the table of contents, a user might feel overwhelmed with information and might bounce from the page quickly, creating the conditions for the page to become deprioritized within search engines.
By adding a clickable table of contents that leads users to specific sections they might find most useful, you are providing quick access to just the right information at a moments notice. As long-form content continues to be a focus area of many businesses selling products or services, a key differentiator may not reside in the content, but rather how well it is structured for the end user. To that end, Hummingbird pages are a great solution.