In a move that is sure to benefit social media savvy businesses, Google recently announced their largest search engine algorithm update since 2001, eloquently named Hummingbird. This recent overhaul — which affects 90 percent of searches — intends to filter “fluff” content that is created solely for nabbing search engine optimization in order to deliver better, higher quality search results.
The new Hummingbird update works in two ways:
- In lieu of traditional keyword searches, it uses conversational searches to deliver search results that are more on point with what users desire.
- It also displays search content right on the search pages, which makes it easier for users to find the information they need.
As you may know, prior search algorithms focused on keywords, the new algorithm will now focus on users’ intent by answering questions that they are asking in their searches. This new algorithm means that now the searches will be longer and more specific.
While it is still too new to say for sure, the Hummingbird update will likely result in a shift for business website rankings. The good news is that businesses that didn’t receive positive results for generic terms now have the opportunity to see better placement.
Additionally, the Hummingbird update also gives businesses more topics to write about while providing the opportunity to update older content that may have suffered in previous searches.
To meet the search standards set forth by the Hummingbird update and not suffer in search rankings, businesses should consider how their customers are using the Internet to find products and services.
Hummingbird’s emphasis on natural language and conversational searches is in-line with the voice-activated searches of iPhones and Android devices. Google has long intended to support longer queries. Hummingbird takes this further by concentrating on answers versus data.
This new update requires businesses to increase their focus on their content strategy. Content should not be considered just “words on a page”. Your content should provide answers. According to Google, “Our guidance to webmasters is the same as always — we encourage original, high-quality content, since that’s what’s best for web users.”
Do you have original, high-quality content? Contact MJ2 Marketing today to develop a content strategy that will be rewarded by Google!