Don’t worry if you’ve felt confused by the recent Google updates. It’s important to stay informed about their latest bird-themed algorithm change, Hummingbird. This update is a complete redesign of Google’s algorithm that was rolled out all at once, unlike the earlier updates, Penguin and Panda. The new Hummingbird update improves how search results appear for user queries and shakes up the SEO landscape for websites everywhere. Knowing the key changes that Hummingbird introduced is crucial as you work on building your brand’s online presence.
Searching Semantically
Google is now focused on how you search rather than just what you’re searching for, especially with complex queries. What I mean is that when you type a detailed question into the Google search bar, you get more relevant results than in the past, as Google pays more attention to the specific words you use.
Simply put, searching is becoming more “conversational” as it’s more commonplace for users to ask their cell phones complex questions via voice commands. Before Hummingbird, inputting a complex question would bring up results that hit relevant keywords in the question and not actually answer the question directly that you wrote. You may not have realized it but you probably caught onto this and tailored your searches in ways to find the answer, not how the question should be asked.
If that still sounds confusing then take a peek at this video from Google which explains this topic a little further.
Overall, Hummingbird appears to be putting less emphasis on keywords and more emphasis on the context of your search. Many users on the internet also see Google’s previous move to make search term data “100% not provided” as putting more emphasis on context and taking power away from keywords.
Relevance and Content
It’s hard to stress search relevance enough and content is becoming a huge focus in the eyes of Google now. Since Hummingbird strives to provide a more natural search environment, content on the internet that is more in-depth and naturally worded appears to have an edge over keyword-rich lines of text written solely for search engines in mind. Sites with well-written, high quality content and pages grouped together which are relevant will rank even higher than before with the introduction of Hummingbird. This shouldn’t come as a surprise since Google has been preaching this for a while now. If you’ve seen any backlash it’s from those who are inundated with “old” SEO tactics pertaining to keywords. Those pundits will soon find those “old” tactics without much value with Hummingbird flying around.
The Future Is Mobile
It’s hard to dismiss the fact that Google showed off and announced Hummingbird on their blog by using mock-ups on mobile devices…not on a desktop or laptop screen. The internet is accessed via mobile devices by users more than ever; that trend doesn’t seem to be diminishing anytime soon and Google is keenly aware of this. The search engine giant wants it to be easier than ever to pull out your phone and find exactly what you’re looking for on the internet. Don’t forget that Google has a large stake in the mobile market with their Android operating system as well.
Hummingbird is the biggest algorithm change that Google has made in a long time but it shouldn’t come as a surprise. Google is really just reinforcing messages that it has been giving out for quite some time. High-quality content truly is king now, and the effectiveness of search queries has been enhanced. Don’t be scared about the Hummingbird update, embrace it and use it to the advantage of your brand.
