Google (GOOG) has turned search as we know it on its ear with the release of Hummingbird. The new search algorithm manages more complex queries by attempting to understand the meanings and relationships of words and concepts rather than simply matching single keywords in queries. So what does this mean for all the work you have done in researching viable SEO tactics and keeping up with keywords?

October 18, 2013

4 Min Read
7 Reasons Not To Fear Google Hummingbird

By Marie Alonso 1

Google (GOOG) has turned search as we know it on its ear with the release of Hummingbird. The new search algorithm manages more complex queries by attempting to understand the meanings and relationships of words and concepts rather than simply matching single keywords in queries. So what does this mean for all the work you have done in researching viable SEO tactics and keeping up with keywords?

Are Google searches now thinking? Do you need to be smarter about how you manage your company’s SEO strategies? Or are all bets finally off? True, Google’s Hummingbird update is arguably the biggest change to Google search since 2001. It is a completely new search algorithm that impacts a massive 90 percent of all searches.

In short, it’s no joke, and companies that pride themselves on cutting-edge online marketing, online reputation management and overall SEO success need to take a step back, evaluate the metaphorical wingspan of Hummingbird and determine new strategies to optimizing SEO opportunities.

Yes, Google Hummingbird is change. But change is not a four-letter word, like “quit” or “stop”—which is NOT what you want to do with your SEO efforts. Google’s feisty, fluttering little Hummingbird may, in fact, be a great opportunity to explore the ways SEO-enriched content can bring about a better gathering of search information, leading to a time of truly contextual searches.

So, business owners, marketing professionals, SEO strategists and Google critics of the world, take heart. Let’s focus on the positives of Hummingbird and what Google may be bringing about with this vastly intuitive, game-changing new algorithm. Here are seven reasons not to fear this little bird!

  1. Google actually covertly launched Hummingbird one month before its official announcement in late September. The Internet didn’t explode.

  2. With Google Hummingbird, most people won’t notice a huge change in search results, but for complex, conversational queries, Google now presents more refined, intuitive answers. This is an exciting improvement as Google—always putting the user first—moves to a stage of truly contextual, conversational searches.

  3. The Google Hummingbird is awfully cute. Google must have spent big money on marketing and branding to develop the subtle hues, innocent beak positioning and spirited, joyful wings of flight in this inspiring, colorful little icon. It’s just so pretty! How can this be a bad thing?

  4. Google Hummingbird actually signals a really exciting time, because Hummingbird marks a significant step in contextual search results and—unlike algorithm updates such as Panda, Penguin and others—is a completely retooled version of Google’s search algorithm, moving the world into new SEO opportunities.

  5. Google defines Hummingbird as a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today. With today in mind, Hummingbird will better focus on the meaning behind searches, taking into account a whole sentence or conversation, rather than just particular words. That means Google is getting smarter—almost thinking! Stay tuned … but keep enough food and water in your doomsday shelter for at least three months, just in case!

  6. Mobile searches are a significant driving force behind this change. When users search on their smartphones, for example, queries tend to be shorter—users simply do not type as many words when they are grasping their smartphones while boarding an escalator. With the world growing more mobile by the day, addressing the mechanics of the “mobile search” make a lot of sense. Plus, in the near future, the era of wearable tech—just research Samsung’s Galaxy Gear or even Google Glass—is going to make its grand emergence. Google is just making sure it is ready to provide the best voice search experience around. Market research firm ABI Research recently predicted that wearable device revenues will rise to $6 billion within five years, so perhaps Google Hummingbird comes not a moment too soon.

  7. SEO is not dead! Google has stated that there is nothing new or different publishers need to worry about. Guidance remains the same. What is Google’s guidance? Develop original, high-quality content. Google Hummingbird just allows Google to process this content in a new and hopefully better way.

Marie Alonso is an online marketing and media strategist at Miles Technologies, a leading IT solutions provider.

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