Last week, the Internet buzzed with excitement after Google revealed its new algorithm, called “Hummingbird,” which powers its well-known search engine. If you search for “Google Hummingbird,” you’ll find 501,000 posts, images, and videos, mostly aimed at explaining what this update means for both users and content creators.
So, what does this mean for your business and the future of Search Engine Optimization (SEO)? Simply put, SEO is still very much alive, and the update shouldn’t result in anyone losing traffic. The update improved Google’s ability to grasp the context of natural language searches. For example, if you search for the Washington Monument and then ask, “How tall is it?” you’ll get the monument’s height. You can also say, “Compare apples to oranges,” and Google will provide you with nutritional details for both fruits.
Content producers should still tag content with keywords relevant to their material. Keyword tagging will always contribute to SEO, but producing contextually relevant and original content will create more value in Google’s evolving world than mere keywords ever will.
Searchers want content that best meets their needs at the time and place they need it. I may not even know I want to try the newest brand of coconut water. I just want “the best way to hydrate after a 5K.” A blog post from a running enthusiast who drinks coconut water will find it’s way to me faster than any banner ad or ordinary product review.
No matter what changes Google rolls out in the future, influencers should always focus on the depth and authenticity of their content first and then layer on all the best practices that exist with keywords, plugins and syndication tools and techniques. Bottom line, the best quality content will garner the most organic traffic.
Contextually relevant quality content matters.
Period.