Though Google has just presented its new search algorithm, it is already clear that Hummingbird will have a great impact on SEO and content marketing in the future. It now encompasses around 90% of searching on the Internet thus posing some issues to consider for marketers.
Let’s see what challenges Hummingbird has thrown to SEO managers and how they can answer them.
Hummingbird: Recently the world experiences a great smartphone occupation. Speaking of searching it is calculated that about 50% search queries are made on mobiles and more and more people nowadays use mobile Internet mostly for searching things. Google definitely follows the tendency and that is why much attention was given to Hummingbird’s convenience for smartphones at the press conference.
SEO: SEO managers should take this point into account while building their marketing strategies and the first thing to do as for this is to optimize all their content for mobiles.
Hummingbird: Speaking is always faster than typing and this suggests that speech input is simpler and handy to maintain especially on mobile devices. Seeking optimal functionality of its search engine Google implemented voice search as one of the main features of Hummingbird. Furthermore, searching with speech input means using a form of communication rather than uttering some keywords. Such queries are naturally longer and complex, they tend to sound like questions in human conversation and expect logical answers.
SEO: Hummingbird is able to process such questions and give reasonable results, so marketers as well ought to understand the intent of users’ queries and try to create such content that would face their needs.
Hummingbird: Google has introduced semantic search which suggests that Hummingbird algorithm is much smarter than its predecessors. It can not only match some key words but it also distinguishes concepts. Only in this way can it process complex queries of contemporary users and produce accurate and most relevant results. Hummingbird uses comparisons, relies on the context and draws heavily on the information about users from social media, particularly Google Plus. Besides this, one more significant shift in Hummingbird is that it can remember the queries and use them for answering later ones. Along with understanding the intent of a user it starts predicting what information users may need in future and builds a more complete picture of user demands.
SEO: In this situation it is important for marketers to work out different strategies than based on keywords – more effective way is to maintain semantic analysis of content and make it exhaustive so that it better addresses the query’s intent.
Hummingbird: As Hummingbird shows users only the relevant content SEO managers should be most concerned about the helpfulness of their page.
SEO: By understanding users’ needs and creating necessary solutions for them on different platforms marketers are guaranteed to match users’ queries and get ranked by Hummingbird.
Hummingbird: Google strives to provide its users with trustworthy, authoritative content. To measure authority level it analyzes references and links from reputable sites, social signals and checks the authorship extensively applying customers’ data from Google Plus profiles. Once Hummingbird identifies your authorship and finds your content shared by some reputable users you will definitely be ranked high.
SEO: So it has become critical to post long and high-quality, reputable content.
Hummingbird: As social media gains extreme popularity, it becomes one of the most significant media of marketing through Internet. Hummingbird monitors social signals, shares, likes and recommendations to define credibility and value of content to give users the best information it can find on the web.
SEO: Given the increasing importance of social layer of Internet search, marketers should be concerned about the reputation of their content, search ways to prove their authority and maintain social activity on the Internet by all means.
Hummingbird: Social links according to Hummingbird work both positive and negative ways. That is if you post some link and other users gladly interact with it, then you have created a positive image and your information has proved valuable. On the other hand, if people do not pay attention to your post, for Hummingbird it means that your information is of poor value and your ranking is likely to be reduced.
SEO: In order not to create a negative impact it is not advisable to post your links on many sites if there is a risk that little people will react to it.
Hummingbird: Since social proof strongly influences the results of Google’s search now, it is evident that Hummingbird helps itself with the users’ data from their Google Plus profiles.
SEO: That is why to be a successful company now it is necessary to have a Google Plus account and be active. Creating and posting original and detailed information on actual topics, commenting posts, participating in Google Plus communities, contributing to solving some issues and assisting in finding comprehensive answers to queries will help you boost your reputation on the web.
The introduction of Hummingbird has definitely caused a little shock in the world of SEO marketing. Given that Google had concealed the application of the new algorithm to its search engine for a month or so, probably some businesses lost money during this period as their ranking dropped to some extent. It shows how significantly this algorithm differs from the previous search practices and suggests that SEO activity should be designed anew correspondingly. Though it is difficult to adapt to the new conditions when the rules of the game are changed so unexpectedly, we believe that this improvement will set the right direction in Internet life and make the web content more useful, safe and reliable.
To sum it up, let’s define the main guidelines that marketers should follow in the light of recent changes:
- Companies should understand and get along with semantic search.
- Sites should give relevant, exhaustive and accurate information.
- The content must be trusted and socially approved.
- Businesses should try to perceive users’ needs behind the queries and seek concrete solutions.
We hope this article gave companies some helpful insights as for facing Hummingbird. Don’t forget to check up SEO services provided by QArea software development company.