How did the Google Hummingbird update change SEO?

Introduction

Google regularly makes changes to its algorithm, yet in August 2013 a seismic change occurred to the algorithm that changed how some businesses implemented seo.

The Google Hummingbird update was a massive update, and as result its thought that the update affects about 90% of Google searches.

What changed?

Many SEO’s believe that this update was so large its like an overhaul of the whole algorithm, yet some of the old components that made the algorithm what it was, have been included.

So, for example Google’s Panda and Penguin updates are still part of the algorithm, and so are many other parts that help to eliminate low quality seo.

Yet what changed is Google’s ability to understand more complex questions. When we say complex questions what we really mean is Google now better understands what it is the user wants to find out, even if the question that’s asked isn’t that clear.

For example, someone may ask Google where can I grab a pizza? Well from this question it isn’t very clear whether the person wants to find a local supermarket, Italian restaurant, or grab a take-away pizza.

Google has therefore got very good at understanding intent, meaning what does the user want? Since they’ve used the word grab, well this indicates they want something quickly, which would suggest they want a take-away pizza.

Google has therefore combined the following to be able to come up with more accurate answers:

Google Hummingbird

This update examines what is it the user actually wants to know, and is able to decipher what the users wants even if the words can have multiple meanings. This means every word is analysed rather than just picking out a few words and providing answers.

Google’s Knowledge Graph

Google now has a much more in-depth understanding of how things interconnect in the real world.

For example, a famous person will have connections, such as what are they famous for? Is it for creating an invention, if so what invention? Who uses that invention, and what is the inventors relation to other inventors in this sector.

Therefore, Google can connect the dots and connects people and things with what they are famous for.

You may have heard your seo agency referring to us SEO’s moving away from strings to things.

This means that some seo consultants believe that in the future, we will be less reliant on building backlinks because Google will already know the connection between the business and other things, so backlinks will not be needed as a major ranking signals. However, we are not at that stage just yet, backlinks are still important.

Voice search and also AI

Google’s combining its Knowledge graph knowledge, with voice search and AI. Google can therefore interpret a complex question that may well be asked in a conversational manner.

What we mean by this is more people are talking to Google as if it is a real person, AI technology and the Hummingbird update means Google can better understand questions asked this way.

Google is very good at understanding natural language, and so can combine this with Knowledge Graph knowledge to answer very complex questions.

How does this change SEO?

It changes SEO on many levels, mainly by confirming that old methods of seo no longer work.

No longer should an seo business optimise a website by cramming keywords into the websites text.

Google has moved on from just looking at how many time a phrase or keyword appears in a block of text. Now Google is only interested in serving answers that offer the most useful, the most accurate answers.

As it has a massive amount of knowledge, through Google’s Knowledge Graph the search engine can better understand if a piece of text contains accurate information.

For example, a solicitor’s website may well be offering divorce advice, yet when stating when certain laws were introduced correct? Google has the ability to check, and often only the most accurate websites, which offer the best answer to a question will be ranked high.

A solicitor’s practice on the other hand that invests in cheap seo, and the marketing agency just keeps plugging the terms “divorce solicitor” to try and get the business to rank higher, well that business is likely to incur a penalty.

This is why its important that you only invest in an seo company that offers white hat seo.