The guys over at Google never cease to innovate when it comes to their search algorithm. Back in May, we gave you the down low on Penguin 2.0, and since then Google hasn’t taken a break from working to improve search results for its users. A month or two ago they silently rolled out another change, this one called “Hummingbird.” This change, however, is more accurately a replacement of the old algorithm–the likes of which hasn’t been seen since 2009’s “Caffeine” update. Danny Sullivan of Search Engine Land says:
“Panda, Penguin and other updates were changes to parts of the old algorithm, but not an entire replacement of the whole. Think of it again like an engine. Those things were as if the engine received a new oil filter or had an improved pump put in. Hummingbird is a brand new engine, even though it continues to use some of the same parts of the old, like Penguin and Panda.” (Read “FAQ: All About the New Google ‘Hummingbird’ Algorithm'”)
This “brand new engine” aims to expand and improve conversational search and bring Google users more specific answers to lengthy, specific queries. You may have already noticed the improvement in your search results lately. As for your company’s rankings, you probably wouldn’t have seen a difference, even if you were looking for it. That’s because Hummingbird is less concerned with on-page SEO factors than its Penguin and Panda counterparts, and more concerned with altering the way Google relates to information on individual web pages. So what does Hummingbird mean for the online presence of businesses? How should we respond?
Simply put, we must keep creating compelling content that is useful to users. Google (and people) are looking for specific answers to burning questions and sites that provide varied multimedia content that answers those questions will most likely rank better than sites with all the right keywords (though keywords are still fairly important). Accordingly, the content should be highly shareable and relevant to your target market’s community.
What are your customers searching for and how can you help?
Answering that question can make the difference between taking advantage of Hummingbird and losing ranking ground because of it. Call or contact the Primm Company today for content-centered search marketing services.