Google’s Hummingbird Implications on Search Engine Optimization (SEO)

Google’s Hummingbird Algorithm

Google’s Hummingbird  is officially on the ground and results are dramatically changing as we noticed on daily basis and tons of theories are publications are released regarding the after effects of Hummingbird algorithm on Google Search Engine Optimization (SEO).

We have discussed in length about what Googles Hummingbird algorithm is and what are the various logistics behind it’s computation in our previous section ‘Google’s Hummingbird Algorithm New Birth’.  So in this section we are planning to cover the most awaited discussion point i.e. what are the implications of Hummingbird Algorithm on Google Search Engine Optimization (SEO).

  1. Before we dig into these details lets have look at few important facts:
  2. Google’s Hummingbird Algorithm was one amongst the biggest recoding ever happened in last one decade as per Google Official announcement .
  3. Focus on intent that keywords, Google is trying to make their system independent of specific keyword terms.
  4. Knowledge graphs enhancements to generate qualified semantic search results.
  5. Search made easy and natural, you do not need to struggle to find right keywords to get right results.
  6. Enjoy searching as it save times. Speak to Google for any problem/query you have in your mind and get your perfect answer right away in fraction of seconds.
  7. Search is getting smarter with intelligent schemas and structured data representation for data modeling.
  8. Natural language understanding and processing capabilities introduced with semantic technology to extract and produce best results to users.
  9. Emphasis on semantic markup technology to incorporate machine readable semantics.

Moving forward with direct and possible implication of Hummingbird algorithm on Google Search Engine Optimization (SEO) and content marketing can broadly classified into below categories:

Google’s Hummingbird Algorithm on Mobile dependency:

Google search and parallel scope of SEO has been narrowed from global Search Engine Optimization (SEO)  to all the way local SEO over the period of time and is further narrowing. Use of Smartphone is increasingly rapidly and user’s interest is shifting from desktop searches to mobile searches.

Yelp has officially announced in their second quarter financial statement that their 59% searches are from mobile phones.  Users spend more 50% of their peak time on their Smartphone and trends is growing regularly, so this is clear that future of SEO will heavily depend on mobile phones and one need to better optimize their websites from mobile phones point of view.

Google’s Hummingbird Algorithm on Voice Search:

Google’s latest innovation and gift to search technology is the ‘conversation search’. Yes, voice search enables one to search while you are driving, you are not able to type on computer or mobile and so on. Basically, this is mechanism introduced by Google is not only unique equally convenient and will be easily accepted by users.

Everyone wants to save their time and everyone hates typing and troubling with keywords to get the required information from search engines. So the answer to all these problems is go for voice search.

As explained above the increasing craze for Smartphone’s usage will also encourage the usage of voice search. You don’t have to sit in front of computer and concentrate on typing accurate keywords. All you need to do is just take out your phone from your pocket and speak out whatever you need from Google.

So this is completely new and emerging trend in search technology and as the initiative is taken by Google an already well established and most popular company in the world so there is no scope of disappointment this time around.

Keeping Hummingbird’s Algorithm focus in front and voice search feature all together the game changer algorithm will achieve its purpose by serving users on demand and with accuracy.

Google’s Hummingbird Algorithm on B2B Businesses:

While the intent behind search is playing the crucial role so it is not surprising that voice enabled long searches will be entered to Google through mobile or desktop pc’s using headsets. Hence the immediate shift in the current SEO and especially for b2b website will be required.

You may need to shift your interest from short tail specific keywords to long tail descriptive keywords. You may need to revise your web page content, titles and descriptions to make them more natural than keyword specific.

Let’s understand it by an example:

Consider two b2b2 companies as SEO Company and SEO Reseller Company. SEO Company is providing SEO services further broadly categorized into Link building services, Social media services, and SEO ON page services. On the other side SEO Reseller Company is looking for SEO Company to partner with them to handle their SEO clients.

Now for both of these companies keywords like [SEO Company], [SEO Services], [Affordable SEO Company] are quite common for both companies. However now Google will not display these both website to users because will recognize the intent behind the search and depending on that Google will return accurate results to its users.

So b2b companies will have SEO benefit from this because Google will not create competition between these companies and will pick only that website that is required as per the customer’s intent.

Google’s Hummingbird Algorithm Impact on Back Links:

Google’s most trust worthy factor of votes or back links for a website will also be affected big-time with the invention of this new search algorithm.

No matter how strong is your back link profile you may to suffer if are a kind of information based website.  If you are providing information about daily routine items like the one showcased below then no matter how good your website is you will lose the chances because customer will get entire information upfront so you do not need to dig into the search results to find the required information.

So you may have to shift your interest from expecting better traffic from Google through strong linking profile to some other areas where you can get some direct and confirmed traffic.

Google is no longer going to feed you traffic and make you money through your website traffic.

Search Engine Optimization Googles Hummingbird Implications on Search Engine Optimization (SEO)

Other linking parameters remains almost same as you need to focus authority and reputed website than looking for getting listed on high PR websites. Last but not least is the Google authorship is going to play crucial role for links profile so get your authorship for your content now.

Google’s Hummingbird Algorithm on Keywords:

As the innovation of voice search has introduced a revolution in search history, Google is prepared to face more complex and natural search queries. Search engines will no longer return results for text keywords and they will try to understand the intent of your query to process the accurate results.

Hummingbird Algorithm is well prepared and is doing a great job so far to understand the natural queries. Search engine optimizers also need to understand the same concept and they to formulate their keywords strategies to ensure the natural strings and long tail keywords are analyzed and feeded in to the web pages in appropriate manner.

Voice searches will be little more explanatory and hence is the keywords strategy. Segregation between the pages should be wisely and accordingly the search engine optimization strategies should be planned for different group of pages.

Google’s Hummingbird Algorithm on Social media:

As we have already covered in length, how social media is growing and what are the social media possibilities for 2014 so it’s clear that you need to keep social as vital component of your overall internet marketing strategy.

You take it as biasing or something but you have to be present on Google+ by 2014. Google+ SEO features are increasing day by day and Google+ is going to be a MUST component for search engine rankings.

Strong social signals are already playing noticeable role for SERPs but in the coming year Google is going to dig deep inside than just looking into FaceBook likes or twitter followers. The intent will be identified: who is sharing your content? Who likes your content? Who is following your tweets? Your engagements with users and so on…

I hope this post has covered few highly important factors for creating and executing a perfect marketing strategy. I’d strongly recommend following these facts and re-assessing your marketing strategy for 2014.

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