Just before Google’s 15th birthday a seismic change to how Google performs search had been introduced to the world. Coined as the “hummingbird”, the algorithm is designed to focus on precision and speed when it comes to search query results. An algorithm is the formula Google uses to sort web pages and digital assets in order to return the best results or SERP’s. (Search Engine Results Pages).
The major emphasis is to deliver semantic search and as opposed to the previous algorithms that focused on keywords or search terms, the new algorithm will pay intelligence to user intent. Google is making a play to increase its dominance as a search engine authority by focusing on the intelligence of search as opposed to providing results on search. A sentence, a phrase, conversation, context are all being considered when delivering the results as opposed to just search terms. In short Google’s Hummingbird is applying search intelligence on a user query.
Companies now have an even bigger playing field from a contextual perspective to sell a unique selling proposition. Strategically content managers can now focus on delivering more context to products and services than just the usual element of white noise and trying to gain authority by keyword placement. The intelligence factor will allow calls for social media, engagement, and social influence to play its part in gaining authority when deploying a content strategy.
While content or inbound marketing has been the poster child for the last few years when it comes to digital trends, the semantic language on how search is being looked at calls for an even bigger outlook on contextual marketing and making content sexy. While much can be said about the white noise also called “crap” that being shoveled online, Google will focus on quality content which will open the digital playground to a smarter way we deliver and view content.
The introduction of the ever-increasing voice search, and smart phone usage rising will cause the algorithm to embrace such advancing technology by making search easier, faster and even more accessible. Companies will be forced to start paying attention to the quality of web pages, the clarity in messaging as well as the user journey as opposed to the traditional approach of putting it out there and hoping for the best. Much focus will be put into a website architecture and overall page performance going forward.
The Knowledge graph and local search will play a huge role where quality content delivers an authority as opposed to just content. As a business we will need to focus on the intent, needs, wants, solutions and problems to our audience as opposed to just ranking for authority.