Back in 2013, another Google update was released, labeled the Hummingbird Algorithm. Google’s previous updates — namely, the Panda and the Penguin — were concerned with the high-quality and authoritativeness of content and their included links. Google’s 2013 Hummingbird update built on this by focusing on the method in which pieces of content are delivered.
As with any other Google update, Hummingbird meant that businesses would have to reassess their business content and SEO practices.
What is The Hummingbird Algorithm?
Hummingbird is another update from Google to present more accurate and high-quality results for search engine users. The Hummingbird’s intentions, while good, also had the power to negatively impact content and inclusions which had already been completed by many businesses, as it brought to light the need to reevaluate and possibly change any existing content in line with the algorithm’s guidelines.
What is Hummingbird Update in SEO?
Naturally, this would mean that Hummingbird would affect SEO practices. This Hummingbird SEO update meant that businesses and SEO specialists would have to pay more care and attention to the way keywords were used, as well as the way search engine users are trying to find exactly what they need. As Hummingbird’s focus is on the way content is delivered, businesses had to work even harder to make sure Hummingbird could recognize their content as being the right type of content to be delivered as a search result.
The Hummingbird update in SEO terms means a considerable focus on semantically relevant keywords and the content itself.
Semantic Relevance
Language is ever-changing, especially the way internet users choose to type in (or speak) search-terms and phrases. To keep up with this, Google has to introduce better ways to understand the semantic search and phrases.
This is what the Hummingbird update works hard to achieve. This update wants to better understand how users are searching for their needs, and the words and phrases they are using to achieve their goal.
A Hummingbird software update would work to broaden its understanding of vocabulary and semantics, to always ensure it had the latest instruction with the words and phrases which people are using.
When searching using Google, users may not use correct grammar, correct spelling, or proper sentence construction. Despite this, users still expect the search engine to understand what they mean, even if their search query is very broad or very vague. Therefore, with this update, the search engine is attempting to keep up with words and phrases which are applicable to the time.
This is made all the more crucial through the development of technology and capabilities to now search Google through the use of voice. This means that users may be asking questions and queries using their voice, and therefore not using standard or proper written English, as well as local words or phrases. It’s essential that Google can still provide adequate results, even with spoken search queries.
Search Intent
With the Hummingbird update, Google is trying to become more skilled at understanding and processing the intent behind a search query. Hummingbird and Google tries to better get into the mindset of the searcher, to understand their wants and needs when they may not fully express them (for example, shortened, grammatically incorrect search terms).
To better understand a search engine user’s needs, Google Hummingbird search works to develop improved semantic understanding and present the most relevant result possible at the top of the results page. This improvement of understanding not only includes semantic capabilities but the context of search queries, such as ‘near me’ or words which may have more than one definition.
Knowledge Graph
Google’s knowledge graph is its key source of data. The Hummingbird update also makes use of Google’s fundamental knowledge graph — not only that, but it seems that the Hummingbird update has actually worked to improve the accuracy of this knowledge graph.
The aim of the knowledge graph is to provide the most accurate results for a search query, and this knowledge graph compiles various pieces of knowledge and data from various sources to sift through and bring out the most relevant search result.
Therefore, to have a more relevant knowledge graph, Google needs to ensure that it includes semantically-relevant data, as well as contextually relevant — and this is what Hummingbird helps to achieve.
Key Information Panel
Google’s key information panel is a feature that every search engine user will be familiar with. Namely, it is the panel shown on the side of the screen within a search engine results page, built to present additional information of the highest relevance in relation to the search term.
If displayed correctly, and when a search query is best understood, this key information panel should present the most accurate result for your question, using text, images, and possibly a map without you have to do any further clicking.
For those queries which require a place of business or a contact with key information, this key information panel may provide an address, telephone number and opening hours, as well as a direct link to the website of the company in question.
Most search users would now expect to find their result directly (and immediately) in the key information panel.
This panel is especially useful for local searches whereby address and contact details are needed, such as ‘take out near me’ or ‘reviewed take out near me’, in which the key information panel can also display customer ratings for you to peruse at an easy glance.
Accurate and Tailored Results
The efforts made by Google Hummingbird are all about delivering more accurate and relevant results so that search queries can be answered faster and more easily. This includes a list of ‘near me’ options for local search queries, with the most relevant results based on needs and distance.
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