Google’s new hummingbird algorithm was released in September, and is a complete engine overhaul. Unlike penguin and panda which replaced some parts, hummingbird complete replaces the old search engine, and is possibly Google’s largest update in the last 10 years. Hummingbird is designed to return better results, plain and simple. It has not completely thrown out the old system, Page Rank, SEO, good content, social sharing, etc. all still play a role, but Google made hummingbird in response to a shift in the way people search. Gone are the thrown together keywords, it is replaced with the a search more like how we talk, called “Conversational Search”.
Google is teaching itself how to answer questions, instead of picking out keywords to match. When you ask how to do something, Google will now attempt to return sites that explain just that, and not sites that just have content about it. When you ask something like, “Where is the nearest coffee shop?” for example, Google will now look at where you are, and tell you what coffee shops are closest. One of the ways by which they do this is by looking at every word in a query and not just keywords, furthering Google’s devaluing of meta keywords and keyword density. This also includes bringing up deeper content pages from websites, or pages that have more authority. If you search have a specific query about McDonalds you are more likely than ever to see the results on a specific page of McDonalds website.Hummingbird hasn’t changed SEO or what you need to have a successful website, it just means that Google is processing your website in a different way.
A large impetus of Hummingbird has been mobile search. Voice queries on iPhones and android phones are on the rise, and in part this is why “Conversational Search” came to be. Using natural language in searches is becoming common place, and Google wants to capture mobile search as well as they have conquered desktop search. Google has remembered your search queries for many years, but it can now use them in more powerful ways. If you searched for the IDS center in one search, and then asked another search that says “how many floors does it have?”, Google will now remember that the it refers to the IDS center. The context of the query is now playing a role in results and not just simple keyword matching like so many “SEO Experts” will tell you is the way to dominate searches.
When thinking about what content needs to be on your website, you know need to take more into consideration that matching searches. You need to think what does your user want to see/want to know from your site. You need to answer their questions, and cover the needs of as many types of consumers as possible. In depth content is a must, and the content needs to stand out.
Kemteck can help your business navigate the world of SEO and organic search so that you can dominate your niche.