Google has a new search algorithm, the system it uses to classify all the information it has when searching and getting answers. Because this is a completely new algorithm and the first full review in over 3 years, it is worth understanding what has changed.
First, let’s clear up a few things:
What is a “search algorithm”?
That’s a technical term for what you might think of as a recipe Google uses to rank the billions of web pages and other information it has, in order to return what it thinks are the best answers.
What is “Hummingbird?”
It is the name of the new search algorithm that Google uses, one that according to Google should offer better results.
When was the last time Google replaced its algorithm in this way?
Google struggled to remember when some kind of major change like this happened. In 2010, there was a big change called “caffeine.” But that was a change primarily intended to help Google collect better information (indexing) rather than classify the information.
What kind of “new” search activity does Hummingbird help?
The “conversational search” is one of the most important examples that Google has given as an answer. Due to the rise of mobile devices, many people now say their searches or use search when they are away from home.
Example: “Where is the closest place to my home to buy the iPhone 5s?” A traditional search engine might focus on finding word matches, for example finding a page that says “buy” and “iPhone 5s.”
Hummingbird should better focus on the meaning behind the words. You should better understand the actual location of your home, if you have shared it with Google. I could understand that “place” means you want a physical store. The “iPhone 5s” may be a particular type of electronic device that is sold in certain stores. Knowing all of these meanings can help Google go beyond finding pages with matching words.
In particular, Google said that Hummingbird is paying more attention to each word in a query, making sure the entire query, the entire sentence, the conversation, or the meaning is taken into account, rather than individual words. The goal is for pages that match the meaning to perform better, rather than pages that match only a few words.
What does Google’s Hummingbird update mean for SEO?
Hummingbird focuses on complete queries rather than individual words. This means that it will have obvious implications on pages using long-tail keywords. Hummingbird will search for search strings of three, four, five, or more words, and instead of splitting them up, it will provide results for the entire search string.
Long-tail keywords, which are typically added to pages during the natural process of writing high-quality content, can drive more traffic for a website in the future.
5 ways to make sure your website wins with Google’s Hummingbird
1. Search engines are entering questions. Google wants to give you answers (preferably without leaving Google.com). Add content and articles to your site that answer common questions about your widget.
2. Google awards points for mobile-friendly websites, as many search engines now use mobile devices. If your site looks bad on a mobile device, consider upgrading to a mobile-friendly website theme or asking a developer to create a mobile version of your website.
3. Include some (but not too many) text links to your site in the form of a question (eg What is the best exercise to reduce belly fat? As a text link on your website or a link to your site ).
4. Continue to focus on high-quality backlinks: backlinks from relevant sources, from evergreen content websites, from established and reputable online publications.
5. Play nice with Google and use Google platforms: YouTube, Google+, Google Hangouts.