Google launched its Hummingbird search algorithm in August. Hummingbird reportedly impacts 90 per cent of all search queries. You should care about this. You should care a lot. If any of your business is produced by online sources, this affects you.
Unlike Google's Penguin and Panda launches which were just updates to its established algorithm, Hummingbird is a complete overhaul. Google's search master Amit Singhal asserted that Hummingbird is the first redesign since 2001 that a Google algorithm has been so totally re-written.
Google's most recent algorithm update, known as Hummingbird, was designed to handle more sophisticated search queries. This upgrade cranks up Google's potential to understand the meaning between word combinations as opposed to just looking for keywords. In the geeky SEO world we exist in, this is known as LSI, or Latent Semantic Indexing, and is getting small steps nearer to the holy grail of computers comprehending natural human writing.
<strong>Keyword Optimization Is Now Old News</strong>
Reading between the lines on Google's recent update seems to point to the decreasing impact of keywords just sitting on a page. This theory is supported by another recent shift by Google to encrypt all keyword search data. Online business marketers won't be able to (easily) determine exactly which search queries sent traffic to their web page. This basis of SEO metrics has long been crucial for optimizing a web site for specific keywords and phrases.
Google is being very clear in pressing search marketers to optimize using good content and actually craft value for audiences as opposed to keywording and mechanical whiz-bang.
<strong>Classic Marketers will Win</strong>
The very first decade of SEO was much like the Wild West: we all tweaked the technical elements, and threw content all over in order to increase links, results and listings. Customers unfortunately encouraged this as the folks winning SEO bids were the ones who took a low-price winner, short-term, slash and burn approach (we refused and happily are still here). This left clientele to dive in the search engines as algorithms evolved and the SEO agencies simply shrugged, and moved on to new clients with new tricks. As the search engines like google have evolved, this cowboy method is starting to become obsolete because the latest algorithms can comprehend meaning, context and quality without having much of the technical backend ways of telling Google what's on your pages.
<strong>Today, good SEO just looks a lot like "marketing". </strong>
Marketers focus on delighting our audiences for clients, producing attention-grabbing content that is cool enough to share and promoting a good image of the brand. Technical optimization is trailing to real world optimization. Gaming link building is losing to digital public relations.
<strong>SEO isn't dead, it is just getting "more real" every day. </strong>
The cut-rate, shadowy, technical SEO companies overseas are increasingly becoming irrelevant as they now have to embrace brand building, actual connections and business goals. This is harder work, and some firms aren't up for the challenge.
<strong>Focus on "Long-tail" Searches</strong>
Long-tail keywords is the term used for longer search queries that are more specific in nature. These are generally asked in question forms, like "how do I shed pounds in my hips fast?" For ages, great marketers have been using this lucrative traffic segment to amplify online sales. Long-tail keywords are naturally really specific. This makes them fruitful in search, because a person with a very specific question is typically more motivated and in a position to purchase "right now" if you answer their question or give a compelling solution to their crisis.
Think of it this way: if you were selling autos, would you rather contend with a customer requesting "a car," or would you rather speak with the prospect wanting "a Black Camaro with tan leather seats, a v8 engine, and a stick shift"? Long-tail keyphrases convert at 3 times the rates of general keyword phrases.
The Hummingbird update is currently honoring the longer tail searches in an attempt to give better search results for more specific and complex search queries.
While quite a few Search Engine Optimization firms are scrambling and crying about the revisions, many are popping champagne (well, sparkling cider in the office anyway…), and are enthusiastic about what this will signify to the clients of SEO.
Like they've done after most major rollouts, The bigger and better SEO firms are now even offering free critical reviews to help companies figure out how much they are affected. Check out search engine optimizing complimentary analysis