How Google’s Newest Algorithm Affects Your Website
On the search engine’s 15th Anniversary, Google rolled out its newest Algorithm update, nicknamed Hummingbird. Google’s new Hummingbird algorithm update is said to be its biggest update in 12 years. Unlike Google’s other recent algorithm updates, Penguin and Panda, Hummingbird can be considered an entirely new algorithm.
You may be asking yourself how Google Hummingbird will effect your company’s website and its rankings. Hummingbird was introduced to improve search results for the ever-changing Google user’s search queries and has already affected more than 90% of worldwide searches. Google’s goal is to constantly improve its complex search algorithm in order to provide users with the exact match result for any individual search query.
Google has designed its new Hummingbird algorithm to quickly evaluate entire questions and complex search queries in order to return relevant answers. Now being deemed an “answer engine”, Google’s new Hummingbird algorithm is a vast change from its previous method of looking at queries on a keyword-by-keyword basis.
Google can now understand user intent and return results for entire phrases, rather than it’s previous method of matching search keywords to content keywords. For example when a smartphone user uses Siri to search for “pizza places” Google Hummingbird understands that the users is likely searching for local pizza places and returns those results.
Google Hummingbird Affected Areas:
- Semantic Search – Google is continuing to value and index various rich snippets within search. Whether it’s having your photo appear next to your original article using Authorship, a thumbnail image next to an article or video, or event information below your search result, Google is adding value for this by considering your company’s website content more valuable for users.
- Knowledge Graph Updates – Search results continue to be personalized based on location and search query content. Google Hummingbird is pushing this towards the direction of becoming an answer engine by showcasing trusted content and answers to user search queries within the Knowledge Graph.
- The Answer Engine – Whether it be increased use of long-tail keywords (keyword searches of four or more words) or conversation search, Google’s goal of the Hummingbird algorithm update is to create a search engine that delivers faster, more direct results for users. The continued rise in mobile and smartphone voice searches no doubt plays an intricate role in this portion of the Hummingbird update.
- Social Sharing – As Google pushes towards becoming an answer engine for long-tail keyword and conversation searches, there is a direct reflection on the ever-growing need for companies to participate in social media for networking with consumers.
Keywords are no longer the end all be all of search. Google’s goal is to now try to understand the searcher’s intent. It is now about context too. Google now considers where you are, what device you are using and what you have previously searched for.
Have you seen a drop in rankings, traffic or overall conversions from your website? This may be due to Google Hummingbird affecting your website. Company’s need to begin optimizing their websites for the questions Google users are asking, not just related high volume keywords. Focusing on unique relevant content and long-tail keywords will continue to be the future of SEO as Google continues to rank websites on relevance.
Takeaways:
- Hummingbird has affected 90% of search engine user queries.
- The Google Hummingbird update caters to conversational search as a result of increased use of smartphone voice search query software such as Siri.
- Google continues to value long-tail keywords and unique authoritative content.
- Check your company’s rankings, traffic and leads for decreases after the Hummingbird update.
- Seek an SEO evaluation or contact Response Marketing on Facebook for a quick question if you think your website has been affected by the Google Hummingbird algorithm update.