First, there was Panda. Then, there was Penguin. Now, it鈥檚 Hummingbird. Sound like a lineup for a local zoo? Nope, it鈥檚 just Google, redesigning the proprietary algorithm that defines which sites show up where in its search results.
A few weeks ago, Google announced the rollout of its most recent search algorithm, dubbed Hummingbird and developed at an even more intuitive level than previous algorithms to help ensure searchers get the results they鈥檙e really looking for.
That sounds good for users, but what does the new Hummingbird Google search algorithm mean for your business and its SEO strategy? Here鈥檚 a brief rundown:
Hummingbird is completely different. Except when it鈥檚 the same.
Unlike Panda and Penguin which were updates to existing algorithms, Hummingbird is a completely new and different algorithm which borrows from both Panda and Penguin. As a result, users won鈥檛 necessarily notice any difference when using Google鈥檚 search 鈥� except for (hopefully) better, more targeted, more accurate results. Instead, the differences lie in how Google interprets those searches and, in turn, how it sifts through websites to find the best results.
The goal in developing Hummingbird was to start from scratch to build a new algorithm that takes advantage of today鈥檚 technology and meets the needs of today鈥檚 computer users while retaining elements of the old updates that remained effective.
The last major algorithm rewrite occurred about a decade ago, and it鈥檚 safe to say a lot has changed since then. Hummingbird was designed to take advantage of those technological changes which have had a major influence on the way people search today.
Every word counts.
The Hummingbird algorithm was developed to look at all the words in a search, not just a few. The main impetus behind this change is that more and more people are searching using verbal requests, which tend to be framed a little differently from searches that are typed into Google鈥檚 search bar.
For instance, Google says under its old algorithm, a search for 鈥減izza hut calories per slice鈥� resulted in a first-place ranking for a generic page that listed calories for any old pizza slices; Hummingbird returns Pizza Hut鈥檚 own page that lists calorie counts for its own product line. So, the results are more specific 鈥� more 鈥渋n tune鈥� with what a searcher is really looking for.
Note: The fact that Hummingbird looks at more words does not mean it鈥檚 an opportunity to cram more keywords into your copy willy-nilly; Hummingbird is designed to be more intuitive about the way it looks at words in a search and in the content it鈥檚 searching, so just adding words isn鈥檛 going to cut it.
So what does Hummingbird mean for your SEO?
Despite the rollout of Hummingbird, Google鈥檚 guidance remains the same: Make sure you have high-quality content on every page of your site. Incorporating keywords is still just as important to the search process, but 鈥� just as Google has said in the past 鈥� having original content that鈥檚 well written and rich with information is what will ultimately get you the best rankings.
If you haven鈥檛 already caught on, with every move it makes and every algorithm and update it issues, Google is steadfastly moving away from favoring pages that simply churn out content stuffed with keywords in order to 鈥渇ool鈥� the search process. Instead, pages that feature high-quality, useful content are ranking ever higher.
Taking flight with Hummingbird
When it comes to search engine optimization under Hummingbird, the message from Google is this: Carry on. Keep developing quality content on a regular basis that truly addresses your target audience鈥檚 needs and Google will reward you with better page rankings.
