Google Hummingbird is their newest algorithm. Although Google regularly introduces updates and enhancements, such as the “Caffeine Update” in 2010, and “Penguin” & “Panda” since, the last time Google introduced a brand new algorithm was 2001. This is a bigger deal than you may realize, so read on.
Although Google hasn’t come forth with many details, it stated that Hummingbird is focused on ranking information based on a more intelligent understanding of search requests. As Internet data volumes dramatically increases, we increasingly have to type more words and phrases into Google Search to gain greater accuracy of results. It is not uncommon to conduct multiple searches to pinpoint the information that we’re seeking, which can be very frustrating and quite time consuming.
Google Hummingbird & Semantic Search
Google’s search results can reflect the matching combination of key words that a phrase contains, rather than the true meaning (semantic search) of the sentence itself. Search results produced by Google’s Hummingbird will reflect the full semantic meaning of longer search phrases. In theory, this will give the Google user a more accurate find.
For example Hummingbird will more greatly consider question words like “how” “why”, “where” and “when” in search phrases, in addition to content keywords. In other words, Google’s Hummingbird transfers the emphasis of search from “results” to “answers”.
Google Hummingbird Is Good News For Proficient Content Marketers
What we need to realize is that search is getting much more intelligent. With Hummingbird, which affects 90% of searches worldwide, Google will serve more semantic search results. Additionally, this will collect more complex search query data that will be used to hasten the next series of semantic search. Businesses and SEO “gurus’ that used to rely on simple keyword strategy to rank in search will find themselves befuddled. Even more so now that Google has stopped publishing keywords in Google Analytics. They are making is much harder than ever before to create a comprehensive SEO strategy around those words and longtails.
Mr. Baer said it best in his latest edition of Baer Facts: “Google is forcing us to raise the quality of our content to be the best solution, not just a solution.” Simply put,the challenge now lies in producing truly quality content for your marketing efforts. Without keywords to focus on, producing content that’s truly valuable and helpful to your customer is the surest way to guarantee that your content is found and shared. This will require you to conduct more surveys, listen to industry reports and to engage more often with those seeking your products or services.
And for the brands that do listen and offer the best quality content, your marketing efforts will excel your competitors efforts who are still stuck in the past or left doing nothing effective in today’s semantic search world.