How will Hummingbird impact SEO?


Posted May 16, 2014 by AldoMoore

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In September 26th 2013, Google announced the launch of a new algorithm named Hummingbird, which is the largest upgrade to its search algorithm since 2001, affecting 90 per cent of all searches. As opposed to new algorithm updates like Panda or Penguin, which are parts of the bigger algorithm, Hummingbird is an entirely new algorithm, named for the speed and accuracy of the tiny bird. Implemented for about a month before Google announced the change, Hummingbird has caused widespread discussions as to how Google is affecting the way we use the search engine. Albeit the fact that it came as a surprise to most people, many saw it coming, notably those who use Google’s Conversational Search, which may have hinted how close Google was to cracking semantic search.

Breaking old search habits

Google’s first algorithm that could answer our queries in the form of leading us to the answers, merely showed us where we might get the answers by seeing words within the quiery as separate entities. Bearing in mind that keywords were the main focus, search engine users have been trained to pose questions in short keyword phrases. However, Hummingbird gives greater weight to the context of the search quieries by considering the intent behind the quiery. It is designed to provide a result based on what it believes to be the overall question, by deciphering the context of all the words in a quiery rather than chasing the specific keywords within a question.

Easing SEO anxiety

Google’s search engine is expected to supply a results page with links to the best websites in order to answer our question. However, what we do not expect is the answer to the questions appearing to the searcher, which is a rather unexpected aspect of Hummingbird. Namely, Hummingbird is supposed to answer the search question, by giving us an answer in the form of an “Information Card” taken from its vast well of knowledge - The Knowledge Graph, and displaying it right at the top of the results page either above or to the right. Since Google has already answered the question in the Information Graph, search users are discouraged to click on links and look any further when they have the answer right there in front of them. Even though this does have some obvious implications for SEO http://organiksoft.com/sr/ , the major fluctuations are still expected to come in particular from Panda and Penguin updates, rather than the changes launched in Hummingbird. SEO is not affected by Hummingbird; there is no need to worry about a major drop-off in rankings since ranking can still be improved in the search engines by always striving to improve SEO and providing original content, with the exception of having to compete with Google’s Information Cards.

Optimizing for Hummingbird

The release of Hummingbird creates a perfect opportunity for smaller websites to gain more exposure. What matters is giving search engines more opportunities to find you by expanding the number of entrance pages that answer the questions being posed. Websites are encouraged to modify their existing content by tweaking it to a small degree and making sure to be creative while adding some “How To” articles and blog posts. However, they shouldn’t do anything that would appear to be an overt move to take advantage of any new Google rollout, such as loading up “How To” links. Instead, websites should fight the urge to purposely seek links in the form of a question in order to attract Hummingbird’s attention. Creativity is what is needed if your business wants to compete in an incredibly competitive market, as well as original content that needs to be produced as often as possible.

According to Danny Sullivan, Google claims that:

“In general, Hummingbird — Google says — is a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today, rather than one created for the needs of ten years ago, with the technologies back then.”

If the launch of this algorithm marked a major shift in how google ranks and presents search results, it wouldn’t have gone unnoticed for 30 days. It is obvious that it is more a question of an internal engine change, rather than an external change, as we have seen with Penguin and Panda updates. With Hummingbird’s help, corporations and individuals are provided with an opportunity to showcase the uniqueness of their products and services, which may result in both greater customer satisfaction and greater corporate profitability.

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Categories Business , Internet
Tags hummingbird , interner marketing , link building , seo
Last Updated May 16, 2014