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Google evolves, SEO evolves; innovation and change are inevitable

On August 20, 2013, Google launched an entirely fresh and new search algorithm – the Hummingbird search algorithm. Its name fully fits it; it is rapid, dynamic, fast and accurate. Another vital change before the Hummingbird was 2010`s `Caffeine Update` when algorithm was also significantly modified. However, this time, the algorithm combines certain parts of the old one that were good enough to be preserved and the new parts that can successfully face the nowadays search requirements to the fullest, thus offering a powerful mechanism for better and more meaningful search results.

A closer explanation of the new algorithm update

Google intended to make its search engine more human-like and less machine-like. It took the Knowledge Graph so as to offer more complex and more knowledgeable responses to its users. The new engine is considering your each question as a whole, as a complex structure consisting of many words and phrases so that Google can get a much better and clearer picture of what you are aiming at. Now you are provided with a more exact and relevant search result as the search engine is much smarter and able to answer more comprehensive users` queries quickly and easily.

The connection between Hummingbird algorithm and SEO

It is said that the Hummingbird does not bring about any considerable changes concerning SEO guidance. However, all major algorithmic updates have a certain level of effect on organic site traffic and SEO, and they dictate the adjustment of the already existing SEO approaches. As the new algorithm can predict the best match of content to a user’s question or inquiry, the focus has been driven on unique, informational and meaningful online content.

The concrete impact on the SEO industry

More personalized search tactics ensure a better match of user`s intent and the relevant content Google offers. This means that site owners and marketers should pay more attention to providing content that acknowledges the context and offers a broader frame of reference to its audience. Every single page of the site should be closely targeted to potential visitors and long-tail keywords should definitely be used. All in all, original, subject-relevant, quality and meaningful content is what it takes to fulfill your basic SEO purposes and ensure becoming a successful member of the wide online marketing community.

Adapting to the changes

With its Hummingbird project, Google has made some really brave moves to become an integral part of our every-day life. The new algorithm impacts as much as 90% of all searches. Thus, the sooner you adjust your site to semantic search and the knowledge graph, the better for your online presence. It all comes down to this: when a topic is carefully and meticulously written, with all the variations of the topic included in the text, it can certainly help you drive the traffic on your site and gradually increase your profit.

Here are some of the relevant facts marketers should focus on:

• Content. Keep your content more sharable and more human-focused in order to stay competitive on the market and rank in search results. Your content needs to be rich and deep, going beyond simple keywords and phrases and answering more comprehensive queries of users.
• Social signals. Make sure your social media profiles are updated in a timely manner and enriched with all significant pieces of data so as to correspond to the changes that the new algorithm brings about. Focus on quality, authorship and keeping your data useful to target audience. Producing quality content on a regular basis and implementing new and fresh content, so that readers can discuss, like or share it, is essential.
• A page-based approach. As the Hummingbird is ideally placed to determine the most relevant and high-quality pages that meet the requirements of the searcher, a page-based approach becomes more significant than a keyword-based approach. Additionally, longer-tail keywords may definitely generate more traffic for a website.
• The needs of the user. Consider the value and usefulness of your content and do whatever it takes to convey that value to the search engines. Pay attention to content relevancy, think about topics rather than keywords and optimize for multiple keywords.

Adjusting to all innovation in search is what online marketing is all about. With the Hummingbird algorithm update, the Google has decided to reward quality, not the quantity of content. Therefore, considering all the relevant facts, SEO community should take into consideration deep, quality and good-structured content, well-rounded approach to a particular topic and a special attention to the requirements of targeted audience. It is not just the words in the questions of web users and consumers; it is about matching them with the suitable context and background. It is about establishing a more natural relationship between an individual and Google search engine on whatever device one uses, with greater and more comprehensive search experiences to users.

To conclude, it becomes crucial to provide as much info about your site as possible so that Google gets the better picture about it. On one hand, keywords are becoming less and less important to search engine ranking success, and on the other hand, it becomes significant to start structuring your content differently. Those willing to put an effort and adjust to the changes occurring with the Google Hummingbird project will surely benefit from this algorithm update. Websites that place well under the new algorithm changes may also experience an increase in their mobile traffic and voice search as a result.

Need help with building a successful SEO and link building and staying competitive in the ever-changing online industry? Contact us at (858) 800-2526 or send us an e-mail on with some basic information about your website. We are at your disposal 24/7!