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Google Hummingbird is the latest in a line of search algorithms developed by Google, following Panda and Penguin. Although touted as an algorithm that would bring major changes to the way search rankings are developed, few businesses have seen major changes in their search rankings. The new algorithm is meant to make Google more responsive to queries that are longer and use more natural language. The following are some of the new features of Google Hummingbird that differentiate it from previous algorithms:

Comparative Searches

One of its most impressive new features is the comparative search. Type in a subject compared to another subject, such as “basketball vs. baseball” and an information card will pop up comparing the two subjects side by side. This makes it much easier for users to compare information, since it will be right there in front of them.

Conversational Queries

Google’s search function will now process more searches that are conversational. For example, you can type in “give me pictures of Stonehenge” and Google will provide you with images of just. This may seem like an unnecessary change, since typing in “Stonehenge” or “Stonehenge pictures” seems much easier – especially for mobile device users. However, Google is implementing this function with one eye on the future. Voice searches are going to be used much more in the future – especially on mobile devices. And saying, “give me pictures of Stonehenge” is a much more natural thing for someone to say than “Stonehenge pictures.”

Stringing searches together

Another new feature is that once you’ve done a search, you can do a follow up search and Google will recognize it as such by the language you use. For example, if you searched for “pictures of Stonehenge” you can follow this up by searching for “when was it built?” Google will recognize that you are referring to your previous search and will pull up information on when Stonehenge was built.

So how exactly will Google Hummingbird affect your inbound marketing strategy? Will you have to change your entire marketing strategy in order to take advantage of Google Hummingbird? As long as you’ve been using SEO properly – as a way to support the quality of your content – then Google Hummingbird can only benefit your marketing strategy. The following are a few things you should know:

SEO keywords

The use of SEO keywords will still help you to increase your web ranking and to increase the web traffic to your site. If you haven’t been focusing on the quality of your content by now, then the use of keywords may become much less effective. This is because in order to take advantage of Google’s new algorithm, your content needs to answer questions that your consumers have. If your content doesn’t do this, your marketing is going to take a hit. In order to do this successfully, you’ll need to understand the possible intents of your target audience so that you can tailor your content to them.

Long tail keywords

Long tail will no longer be defined by a string of keywords but by long tail human desires and needs. However, some aspects that used to trigger long tail search results could be inferred by Google instead of contained in the actual search.

Optimize for mobile use

Considering the fact that more and more searches are being done via mobile devices, a mobile marketing strategy should be part of your marketing campaign. Now that Google has developed its new algorithm with a specific eye towards mobile users, optimizing for mobile use is an absolute must.

Social media is even more important

Because Google Hummingbird is focusing more on human desires, needs and language, social media should be an even more important part of your inbound marketing strategy.

If you have a strong online marketing strategy, then adjusting to Google Hummingbird won’t take long. 

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