How did Google’s Hummingbird update change SEO?

Introduction

As most of you will be aware, Google is constantly improving its algorithm. And every so often Google rolls out a pretty hefty update to its algorithm, and these algorithm updates are normally given rather interesting names such as Google’s Panda and Penguin updates.

However, there was one update in particular that made a seismic change to how Google’s algorithm works, that update was called the Google Hummingbird update.

A brief history of Google’s Hummingbird update

Google first introduced the Hummingbird update in August 2013, and it is reported to affect about 90% of Google searches.

Many SEO experts have commented that this wasn’t like any normal update, it was somewhat of an overhaul of the old algorithm.

Yet, with that said, some of the old parts that made the algorithm work, such as Google’s Panda and Penguin updates, well they are most definitely carried across to the new algorithm.

That’s to say Google’s previous updates, that helped to eliminate low quality seo, well they were incorporated into this new algorithm.

Does quality still matter?

Most definitely, quality still matters. That’s to say if you employee or an seo company, then its important that you implement good quality white hat seo.

So, what changed? How did the Hummingbird update change SEO?

Google was really good at answering questions before Hummingbird, yet Hummingbird made the accuracy of the answers even better.

For example, imagine a question that could have loads of different meanings, such as where’s the best place to go for a pizza?

Well that could mean a few things, such as where’s the nearest supermarket, Italian restaurant, or even where’s the nearest pizza take away shop?

Google may be able to work out where your standing, where the nearest pizza shop is, and as you’ve asked where’s the best place to go, Google will most probably offer you customer reviews so you can make up your mind as to where to go.

Before Hummingbird, the algorithm may have focused more on keywords that have been written into the query. So, for example Google may have displayed multiple different answers, not knowing exactly what you wanted.

For example, you may have shown a recipe for how to make a pizza, or a list of Italian restaurants that are not based near you, and only if you mentioned your location, you will have had pizza restaurants listed your location.

So, Google’s Hummingbird update basically allows the algorithm to work out intent, as in looking beyond just the words, and focusing more on what does the query mean.

Voice search

Now, most of us know that voice search is now becoming popular and also very convenient for Android users.

And now you can see how SEO companies now understand that Hummingbird allows Google to answer more complicated questions.

Such as “what are the most comfortable running trainers that you can buy”- this is a complicated query, yet with the Hummingbird update, Google can offer better results.

For example, the query displays an intention to buy something through the word “buy”, yet the query doesn’t just specify that the person wants to buy any old running trainers, no, they want “comfy” running trainers.

So, you got it, us seo agencies now know that Google can return accurate answers to what we call more “conversational” searches.

So just as you would speak to a friend, you can now speak in the same manner to Google, and the algorithm will be better equipped to understand what you mean even if the question you are asking is much more complicated.

How does this change SEO?

The rules regarding seo haven’t really changed that much, that’s to say your business, or your appointed seo agency should create good quality work.

However, one aspect that’s now more important than ever, and that’s to create really good quality content marketing.

This means that you should aim to offer better advice than any of your competitors. For example, let’s return to our example of comfy running trainers’, how would a business rank high for “comfy running trainers?”.

Well our marketing agency would say that the best way for your business to rank for such a term would be to create content marketing that explains your product clearly.

The work should clearly explain the benefits of using your product, and also answer as best you can the likely questions that your customers are likely to have.

Therefore, the old seo methods are somewhat dead, that’s trying to optimise a website by adding in the phrases that you wish your business to rank for, by writing them over and over again on your website.

Now in this new era of the Hummingbird update, Google will connect a query such as “comfy running trainers” with a website that’s offering the best advice.

The normal seo rules apply in terms of the seo business should aim to build good quality backlinks to that page. As the more good quality and relevant backlinks sending “link juice” to that page, the higher the chance of that page ranking higher.

So now businesses compete on who can answer their customers questions the best.

Therefore, the very best seo companies now don’t just optimise a client’s website by trying to fool the search engines with simple seo. Now seo companies optimise a website by making it as relevant and useful as they can. 

By offering quality advice, your website should benefit from better rankings.

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