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Quick facts
Biggest algorithm change since 2001 Biggest infrastructure change since Caffeine update (2010) Affects 90% of search queries More intelligent understanding of search queries Understands query intent based on concepts, not just keywords Answers queries made in natural language Conversational (adaptive) search based on previous query Does not filter or penalise websites Higher impacts on long-tail queries
What is Hummingbird?
In a nutshell, Hummingbird improves Googles perception of queries that use natural language. With the ever increasing adoption of smartphone and tablet devices the way people search is changing. The keyboard as an input device isnt ideal for people on the move where vo ice commands are more natural and quicker to make. Google had to adapt to these trends in order to meet these users needs as well as to quickly give them the most accurate results.
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords
With Hummingbird Google is moving away from the traditional keyword-based search and stepping into natural language search, including conversational search. This seems to be the most revolutionary change that has taken place in the industry in several years and one that is expected to significantly change online search. However, in order for Google to turn this into a reality they had to overcome some serious challenges such as understanding the context and user intent behind a given search query. There are several signals Google are currently using in order to work out the user intent behind a search query including: Users physical location Users type of device Users past searches and social interactions Local time
The above are then filtered through Googles Proprietary knowledge base to verify the context.
The following timeline illustrates all major milestones in Google search to date that progressively led to its most revolutionary update; Hummingbird.
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords
Therefore, any content strategy should now be led by topical (or conceptual) rather than keyword research. In other words, content producers should avoid blindly mapping keywords into pages without thinking about the actual target audience. Persona profiling based on user data and demographics should always be the starting point, so the targeted audience is identified and taken into account at the very early stages of the content production process. This will require a radical shift not only in the content producers mind-set but also all the people who influence them (like SEOs). For many organisations this will be a challenge as this type of change cannot happen overnight.
With Hummingbird, Google can understand that the above five long tail queries in natural language have pretty much the same meaning and user intent as the much shorter typed query best pizza in Brighton. In this case all five long tail queries are very likely to be combined and translated into the shorter typed one. Considering the usefulness of all the above key-phrases appearing in analytics things may get a bit tricky. Trying to create new or optimise existing content to accommodate the above key-phrases e.g. by reproducing the above questions as well as answering them, isnt what Hummingbird is about. The latest update will, instead, combine the five key-phrases into one and return the same exact page to all users. In this example, organic keyword data if misinterpreted and can mislead rather than aid the content strategy. Similarly, consider the following voice search conversational queries: Show me images of Big Ben
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords
How tall is it? Note how Google remembers the subject matter ( Big Ben) and instantly answers the question utilising data from the Knowledge Graph.
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords
Now think about a data analyst that comes across the above key-phrases in analytics. In this case knowing that the sites Big Ben landing page has received more visits compared to a year or month ago is a more valuable insight than focusing on vague keywords such as how tall is it and who designed it. Therefore, coming up with all sorts of questions and trying to answer them with new content just for the sake of traffic is a rather short-sighted content strategy approach. On the other hand, producing useful content, which is tailored to a very specific audience that gets discussed and shared will almost certainly have bigger long-term benefits. And there is little doubt that by removing organic keyword data from analytics Google is hoping to speed-up the mind-set change of all digital marketers that still think keywords, rather than topics are what matter. Switching off most (or all) keyword data is a way for Google to enforce this change in attitude.
Whats next?
Currently, Google answers some of the searchers questions directly from within the search results if relevant data is available in its knowledge graph. However, the data comes from limited sources (e.g. Freebase, Wikipedia) and ultimately Google is aiming to instantly provide answers by combining information that appears in trusted sources in the web. So, instead of serving pages that are likely to answer a user query, Google will provide the answer directly in the search results. This will almost likely be the next biggest change in search, as we know it today. For instance, Google will one day be able to instantly figure out the intent of a query like where is the nearest place for a Sunday roast serving great ales? and provide the best answer based on the following actions: 1. Detect users current location 2. Prepare a list of nearby local pubs 3. Pull out ratings based on user reviews that appear on trusted web sources for those pubs Sunday roasts. 4. Repeat the same action based on reviews for the best ales. 5. Take into account link and social graphs. 6. Sort the results according to the overall score of the above ranking signals. In this example, it is unlikely that any of the sites Google used to provide the best answer to the query will be visited by the user because the answer will instantly appear in Googles search results. This will have negative implications on the traffic levels of those websites that feed Google with the above information, as they will not get credited by a visit.
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords
Conclusion
Google can now understand and process queries in a more intelligent way. Heavy focus on specific keywords will become less and less important over time as Googles understanding of queries relies less on the keywords that comprise a search query and more on semantics. Blindly optimising for long tail keywords in this new era of semantic search would make little sense. By not providing keyword data Google will enforce a radical shift in content strategy, moving from keywords to topics or as they say it from strings to things, where strings stand for keywords and things for entities with attributes.
For further information, or if you have any questions, please do not hesitate to contact your iCrossing account manager or results@icrossing.co.uk
NOVEMBER 2013 | How Hummingbird frees content producers from the shackles of keywords