The launch of a new algorithm surprised the online marketing world, especially as this algorithm has already been live on Google.com for at least 30 days.
According to Google, this search algorithm is much smarter. It can answer questions, filter the answers, and give you assessment data, at a glance. You don’t have to click away from search results, hoping web pages will have answers…the data will be right there for you, easy to find.
They’ve also redefined their mobile search results page.
Google’s aim is to give you great answers to questions at your fingertips, anticipating what in rank you will need and helping you build queries and results.
By reform the algorithm so it improves complex search retrieval and improves data available via knowledge graph, Google is keeping users on their search results pages longer. This in turn, increases contact to sponsored ads, which, in turn improves ad sales and income.
Optimizing the algorithm for fake intelligence, semantic analysis, and an original understanding of language is core towards fulfilling the dual objective of rising time on site and revenue.
The second key objective is the huge shift towards mobile search. As more people ask questions on their mobile phones the algorithm has to develop to understand these longer, more complex queries.
Amit Singhal, SVP of Search
This new algorithm, Hummingbird, will give Google the base to evolve as mobile search grows and the knowledge of looking for information becomes infinitely more complex.
Hummingbird affected 90% of searches worldwide.
How is it possible that a change that affected 90% of searches went unperceived by the webmaster community? Penguin only impacted 3% of queries, yet the impact was as deafening as a 12.5 earthquake.
It stands to reason this wasn’t an algorithm impacting general search quality, but instead, focuses on data retrieval, artificial intelligence, and how data is accessed and accessible to users.
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The team explained that Google Plus is at the core of how Google plans to get better search user experience in the expectations. As search becomes a more social experience, and users become more complicated in their knowledge and use of social networks and mobile devices, Google continues to enhance its social platform to fight.
They also openly discussed how Google Plus does, and will go on to, impact the search experience. They confident participants at the conference to use Google Plus often to share a variety of content types, including text, audio, and visual content, to improve visibility.
You may be wondering why I’m discussing Google Plus in relation to Hummingbird. The question on most online marketers is, how does Hummingbird correlate with Google Plus? Matt Cutts newly stated that Google +1’s Don’t Lead to Higher Rankings. Does Hummingbird affect how Google search analyzes +1 and data from Google Plus? Will Hummingbird analyze social signals another way? Will links continue to be a major factor in Hummingbird, or will this algorithm rely more heavily on social signals?
According to Danny Sullivan, Google claims that:
“In general, Hummingbird — Google says — is a new engine built on both existing and new parts, organized in a way to particularly serve the search demands of today, rather than one created for the requirements of ten years ago, with the technologies back then.”
According to Sullivan, these filters will likely continue as components of the new, improved Hummingbird engine.
So HOW does Hummingbird crash Google Search Results?
What this engine offers Google is the ability to answer questions, predict user intent, and keep users on Google search longer…thus improving search experience and ultimately, income.
All of the algorithmic components that we’ve seen in the SEO industry go on to assist in search quality, but what we’ll be seeing more of in Google thanks to Hummingbird is a more social, conversational skill.
Think Battlestar Galactica and artificial intelligence. As computing power increases, Google’s robots will now be able to answer questions and mimic human intelligence.
If this algorithm was a massive shift in how google ranks and presents search results, it would’ve completed at least a ripple or a small wave. Instead, we hear the news at a press conference 30 days after the fact. Obviously this algorithm is more of a center engine change, not an external chassis change as we saw with Penguin or Panda. The vehicle looks the same, but it is now smarter, and much more powerful.
As marketers, what can you do to adapt to this major shift in Google search?
Let’s not overlook to talk about that this week, Google also made all keyword data encrypted so marketers can no longer track traffic by keywords from organic search. Is it possibility that these changes rolled
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