2 Takeaways from Google’s Hummingbird Update

 
As far as major algorithm updates go, Google’s Hummingbird update rolled out with far more subtlety than the previous two, titled Panda and Penguin. In fact, Google had implemented the Hummingbird changes 5 weeks before announcing the modification and no one had noticed. The primary reason for this relative non-event when compared to the aftermath of the Panda and Penguin updates is that, rather than targeting black hat SEO practices and punishing sites that had used them to gain high search engine rankings, the Hummingbird algorithm change fine tunes results from two types of search; mobile and long tail queries.
 
Essentially a modification designed to analyze search terms in context rather than basing returns on keywords alone, the change caters to the more conversational and complex queries entered via voice commands on mobile devices. Typically, these queries are also longer in length, hence the focus on long tail search terms as well.     
 
The algorithm change presents two takeaways regarding content:
 
* Content must mobile device-friendly – Google has been very clear about the importance of mobile device-friendly content, with the Hummingbird update serving as another reminder. If you are currently running a website that formats content in the same way regardless of the device, consider an upgrade that implements responsive web design architecture. This approach automatically reformats your web pages according to the screen size of the device providing access to optimize each user’s experience.
* Content must provide value, solutions and/or answers for keyword-related queries – Now that Google can understand questions in context, it’s logical that the search engine will have a better grasp of the best answers to those questions. Instead of pages that appear relevant to a search because they have relevant keywords sprinkled through the text, the pages will be returned for the related query must now deliver specific answers to the questions being posed.
 
Google indicated a “Mobile first” priority a few years ago and continues to make changes as these devices increase their share of internet access. By building a mobile-friendly web presence that is supported by high value content, your site will be positioned at the busy intersection of mobile device access and longer search queries. 

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  • User Experience and SEO

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    Prior to Google’s implementation of the Hummingbird algorithm in the second half of 2013, search engine optimization and delivering a positive user experience with published content were distinctly different practices. Despite Google’s mission to surface high value content, its algorithms were easily manipulated with SEO tricks that didn’t necessarily deliver the information that the search engine users were looking for. At the same time, content that delivered relevant information often earned lower rankings than poorly written articles that prioritized packing in keywords over adding value.

     

    Hand it to Google, the search engine has stayed true to its commitment to deliver improved user experiences and is now far less vulnerable to manipulative practices. Its ranking algorithm now factors a variety of signals that result from positive user experiences, including:        

            

            Links from authority sites – Content that contains valuable source material, topic-relevant information or delivers a positive user experience in general can earn links from authority sites to provide additional information or to be cited as a reference. These links carry an increasing amount of weight in the ranking algorithms due to the quasi-vetting process from originating authority sites. This is a completely different ranking methodology than the one which rewarded web pages that had thousands of spammy backlinks purchased for a few pennies each.       

            Social actions – When content is posted to social media platforms such as Twitter and Facebook, user can elect to share that material with their friends and/or followers. Sharing or liking posted content is referred to as a social action, which is an indication that the content delivers a positive user experience, whether it’s entertaining, informative or a combination of the two. Steady and/or increasing social actions with specific web pages can then boost rankings due to the implied legitimacy of independent referrals.    

             Active and positive comment threads – Quality content draws engagement in the form of active commentary threads. Content that is generating shares and likes will also elicit commentary, with the actions reinforcing each other when being weighed by search algorithms. While these reinforcing actions are great for SEO campaigns, they are equally capable of driving higher rankings for negative content, such as news stories.    

     

    In today’s SEO campaigns, manipulating the algorithms has become increasingly difficult. This is due in part to the growing sophistication in algorithm methodology that can detect spammy links and content. It is also due to the evolution in the way people communicate and share information on the web. The paradigm change now forces SEO and content distribution campaigns to focus on the same primary goal; delivering a positive user experience. 

  • One SEO Change to Implement Now

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    As the sophistication of search algorithms continues to increase, search engines are improving their understanding of what their users are looking for with their inquiries. Prior to replacing its search methodology with the Hummingbird algorithm in 2013, search results typically showed results that had a high percentage of the same keywords included in users’ inquiries. While the pages that were returned based on keyword matches generally reflected some relevance to the search, there were also results that had nothing to do with the nature of the inquiry.

     

    Two of the primary reasons for these unrelated results were black hat techniques that were used to trick the early algorithms into granting high ratings, as well as words that were spelled the same but had different meanings, known as homonyms. An example of a homonym is the word “lead”, which can either be a noun as in the metal or a verb as in “to guide”. An inquiry such as “lead dog” could list sculptures of dogs made of the metal as well as dog teams in the Iditarod race. Refining the search to “what is a lead dog Iditarod” could still return mixed results. With the implementation of the Hummingbird algorithm, searches provided results based on the context of the inquiry, rather than trying to find pages with identical keywords.

     

    The change to contextual search, in addition to providing a higher percentage of relevant results for all users, was also influenced by the more conversational nature of inquiries from mobile device users. When voice commands are used, it’s more natural to ask a question than limiting inquiries to a few key words. As the search phrases became longer, keyword-based algorithms struggled to return listings that answered the questions that were being posed, which required follow-on searches and lead to a less than optimal user experience.

     

    For businesses that have not changed the foundation of their SEO initiatives to the new search methodology, previously high rankings are likely to start falling, if they haven’t already. The key to success in context-based search is to modify content so that it answers the questions posed verbally by mobile users. As a simple example, a searcher may pose the question “Where is a pizza place in Anytown?” Content that answers that question, which would earn a higher search listing, would include something like “Jack’s Pizza is located at 123 Main Street in Anytown.”

     

    As Google and the rest of the search engines try to deliver the best user experience possible, the focus is on eliminating listings that don’t deliver the answers sought by searchers. To that end, the listings that are presented will increasingly address the full context of inquiries with the delivery of specific answers. In this environment the SEO campaigns that are modified to answer questions, rather than match keywords to searches, will deliver website and storefront visits which will drive revenues.  

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