31 Jan It’s a New Day in SEO
It’s best to keep informed or you’ll lose out!
Last fall, Google rolled out one of its largest changes of the past decade – an entirely new search algorithm, nicknamed “Hummingbird.” In contrast to the past updates, Panda and Penguin, which modified existing search algorithms and affected roughly 2 to 5 percent of search queries, Hummingbird is believed to have affected nearly 90 percent of all queries and dramatically changed the way the engine processes user requests.
The impetus behind Hummingbird comes down to context. In the past, Google’s algorithms processed user queries according to each individual word in the query string. As an example, a past search for the keyword phrase “hotels in Chicago” would require Google to parse through its index and find the best matches containing the words “hotels,” “in” and “Chicago.”
But now that users are more likely to enter complete questions — for example, “what is the best hotel in Chicago?” — into the engine, Google wants to understand the context behind the query in order to serve up the best possible results. Did you mean the best hotel in terms of price point or luxury level? Are you on the move in Chicago and looking for the best hotel nearest to your location? Hummingbird attempts to determine the context for your question, although it isn’t immediately clear whether it does so successfully in all cases.
What is clear, though, is that there are some tweaks you’ll want to make to your SEO strategy in response to this update — especially if you’re still using “old school” techniques. Here are a few of the strategies you’ll want to incorporate into your day-to-day SEO routine:
Don’t do keyword research — do market research. As Google continues to evolve, it’s clear that traditional keyword research — as in, the measurement of volume and competition metrics for individual, granular search queries — is on its way out. Google now cares less about whether you’ve optimized each individual page on your site to a particular keyword and more about whether your page’s content answers the question presented by the search user.
So instead of spending a ton of time trying to find the magical combination of keyword metrics that’ll guarantee you natural search traffic, brainstorm the questions your users are asking about your industry and brand. Then, make sure your website’s content clearly answers these questions in a way that’s easily understood by the search engines and provides extra value to your visitors.