Google introduced new algorithm almost a year ago. The Hummingbird came as a replacement for the earliest Page Rank algorithm and then codename Caffeine thereafter, it’s affected around 90 percent of search requests worldwide.
The first to express his opinion about current situation is Warren Lee, search engine marketing thought author and speaker.
As Warren says, Google decided implementing the Hummingbird to make sure the mobile search users are getting the best possible and relevant search results. After launching the Hummingbird, Google starts processing the requests in two ways:
1. By showing relevant results matching to keywords, as it was earlier;
2. In a new fashion by organizing results page with showing the most actual search requests considering equal context and relationship of the entities.
The launch doesn’t change affect on the range signals much, but improved an importance of few separated factors.
Links didn’t lost their influence, inner site optimization and technical implementation still play a big role and yet it still increases.
Relevance, quality and quantity of content you place on pages are important as well.
Hummingbird uses Knowledge Graph, Google semantic search algorithm, to understand the entities and improve their search concept on them.
Convenient search in entities may include:
Promotion with low frequent requests is more and more significant for Google because it allows to build relationship between entities more precisely. It’s highly recommended to research search result statistic in Google Analytics.
Adding into semantic core all the terms related to the page subjects also matters incredibly. You can use LSI Keywords.com and Ubersuggest.com to define them.
«It’s not to promote better in a search, but to organize your content by making it unique, fully, worthless and useful for the users.»,
– Warren Lee briefs.
The next opinion comes from Bill Slawski, SEO expert and author of SEO by the Sea blog.
In the beginning of the speech he mentioned a term “pattern”, which exists for Google, but being used rarely. This term implemented by Sergey Brin and means special technology of making pair relations between objects. As knowledge accumulates and a base of contacts widens within and new intersections with interbeds occur. In result, system forms the full image of the surroundings.
Google Algorithms analyse those patterns continuously in try to make contextual link between separate words. A work with patterns also allows search engine to understand actions of separate users and agregate all info to show maximal relevant search results. Google’s Knowledge Graph begins exactly from a pattern concept.
Google technologies of today allow to:
– View entities through the search;
– Use RDF (Resource Description Framework) technology of information tracking needed to calculate mathing of search requests;
– Search patterns on separate resource pages for comparing them with search requests values;
– To use semantic micromarking Schema.org and similar tools to send information to search engines.
Bill Slawski demonstrated request [Cats] on example to show that the Google is able to analyse the context of the search requests: «If we’ll type word [Cats] to Google search line being at home then we’d get a huge value of results dedicated to this cute pet. However, if we’re walking on the Broadway and typing request [Cats] into mobile search, then in search results we’d likely to be asked a deep info about musical “Cats”.»
«The future is after dialogue search and Google made a huge step in that direction by running their Hummingbird algorithm.»,
– stated Bill.
Marcus Tober was reporting changes in search landscape which occurred as the Hummingbird has been implemented.
Algorithm absorbed few aspects: contextual search, dialogue search and semantic search.
Marcus Tober thinks the main influence caused by launch of the Hummingbird affected the following range factors:
All requests could be divided into few large groups. Entity relations could be clearly followed:
Now Google pays attention not only to relevance of the keywords but also to matching of a request to the subject of the page content likewise and also on a keyword relevancy. Search algorithm analyses the whole page (not separate elements as before). Anyhow, that does affect on search results: if pages with unoptimized content was able to accidentally appear to search engine top:
Now they are ranging worser:
It means only one for SEO – the need of transition from tactical optimization to the side of strategic planning and serious work with content. It’s important not only to fill website with contents, but to work with subjects and adopt content for existing and actual search requests, also to follow trends and hype in seo routine. «The work is about to be daily for you.», – says Marcus.
After the Hummingbird launch the link variety on sites from the SERP top in different subjects reduced by 7 percent. Narrow but quality sites started to get advantages in ranging despite the fact that half a year ago the famous and known resources to whom Google “trusts” were ranging better.
«And I dare you do not panic: Hummingbird isn’t just algorithm, it is the self-learning algorithm which would develop itself with the time.»,
– Marcus Tober finishes his speech .