In late September Google made a significant change to their search algorithm. In fact, they completely changed the algorithm for the first time in several years but it appears that searchers did not even notice. As an online marketer should you notice?
The answer to that question is “probably not” as long as you are adhering to Google’s prime directive: “concentrate on delivering the best possible experience for your user by creating content that other sites will link to naturally—just because it’s great.” In other words, good content is always the ultimate goal.
Hummingbird Better Handles Longer Search Phrases
Google changed their algorithm to Hummingbird because they noticed that search stings were becoming longer and more complicated. Instead of searching on a single word or phrase people were “talking” to the search box using natural speech. In fact, many people are really talking to their devices rather than typing. Google determined based on the results that they were providing that there were many listings shown to the searchers that did not apply to their complicated search.
Good News for Good Writers
Because of this Google developed Hummingbird to not only provide more relevant results now but to make it better going forward. As a content creator this is good news IF you write good content. For sites that rely on old, SEO tricks like keyword stuffing the news is not good. Those sites will continue to drop in rank as a result of Hummingbird.
In some ways, Hummingbird is like the BCS college football ranking system. The BCS depends on the rankings of other ranking services to help determine the final ranks for their poll. Hummingbird includes “over 200 ingredients” that go into the final recipe. This includes PageRank which is one of the earliest elements used by Google to rank website content.
Google will Never Stop
And if you take nothing else away from this post remember that Google never stops. They are always looking at ways to improve their search algorithm. They do this to make their searchers happy. Therefore, if your content = happy readers then your content = happy Google.