Google’s Hummingbird Update

HummingbirdIf we were expecting cows, zebras, or skunks, Google surprised us all and announced the arrival of the Hummingbird update. It is, says Google, the biggest update to their algorithm since 2001. Uh-oh. Many businesses and SEOs are still recovering from Panda and Penguin. Should we be worried about Hummingbird?

Yes, very, very worried. No, not really! You should be right as rain, if you’ve been doing sound SEO. If you haven’t, you were likely caught up by previous algo updates. In fact, Google’s been running the update for a few months now.  So, what is it?

Hummingbird is designed to produce better search results. Specifically, Google is targeting longer and/or more complex search queries. This is in response to the change in search habits. We increasingly use questions in our queries: where is the best Chinese restaurant in Birmingham? And we are entering longer queries, particularly with the aid of mobile speech searches.

Google has to keep up – no, it must anticipate and surpass – search trends. With Hummingbird, they leverage Knowledge Graph and analyze relationships between concepts and keywords. Our searches are more “conversational,” so Hummingbird allows the search engine to better understand our locations, our contexts, the relationships between the words themselves. Google doesn’t want to return results that match what we’ve entered; they want to return results that match what we meant.

This update should not affect your website or ranking. As always, solid, relevant content is king, and implementing proven SEO tactics (i.e. creating optimised descriptions, titles, and tags and building sitemaps) will help you increase crawlability and visibility.

 

 

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