How Google’s New Hummingbird Will Affect Your Website

Every now and then, Google changes the game of search engine optimization and turns the tables around. Some algorithm changes have been beneficial for the webmasters, and some have literally destroyed businesses overnight.

But the fact remains: search engines are getting smarter and more efficient all the time. Typically, their aim is to serve the user who comes there looking for information. They strive to show the most relevant answers to the user’s query at the top of the results, but it doesn’t end there.

Lately (on Google’s 15th birthday, to be precise), they have begun to take a more detailed look into the types of queries the users enter into the search bar. Back in the day, the results simply tried their best to show websites that included query-matching words. Now, the whole search phrase is analyzed in order to discern the meaning of these entered keywords, which enables them to return an even more suitable array of matching websites.

The new algorithm change is conveniently named Hummingbird and is supposed to affect about 90% of all search queries. Previous algorithmic changes named Panda and Penguin were merely an extension of the core engine, so to speak, but Hummingbird attempts to completely rewire the way search queries are interpreted. If you think about it, the user doesn’t really express himself through keywords. They are merely a tool to express the wish; the intention, if you will. And that’s the primary focus of the new algorithmic change.

So what can you do to prepare yourselves for this new innovation? The content now needs to be more relevant than ever – that’s what’s recommended by Asheville search optimization. Not just in terms of keywords mentioned, but as a whole. It needs to solve a problem, satisfy a request and represent a quality piece of information. It needs to be deep. A good rule of thumb is this: only post content you’d be proud to have your real name associated with. That’s the ultimate quality test by far and wide.

Do you have a Google+ profile? Well, now may be a good time to create one and link it with every single piece of content you’ve written (or have legal ownership of) on your website(s). More and more importance is placed upon authorship, and in the future, it’s going to be increasingly more important who (as in ‘what person’) wrote the article, rather than merely where it was posted. And you’re going to have to build some authority and followers around your name, which is something you kind of have to do anyway if you want to be an influencer in your chosen market.

Quality content is getting an increased impact on rankings and all search engine optimization strategies need to take this into account. A person looking for information might type in keywords such as ‘how’, ‘when’, ‘location’ and ‘why’, and your website needs to be designed to be a perfect fit for this. It needs to provide an answer, not just a piece of text with relevant keywords in it.

If you try your best to serve the end-user, search engines will serve you by sending more traffic your way.

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