What Is Google’s Hummingbird Update & Why Is It Important For Content Publishers?

hummingbirdGoogle’s new search algorithm, called Hummingbird, is the biggest update Google has made to its search engine in over a decade. Hummingbird is designed to be faster and more precise. The update changes the way Google understands a query, and it affects more than 90 percent of search results… so if you’re a content publisher (mobile or traditional), you better read on!Hummingbird is based on semantic search, which focuses on user intent. So while before, Google understood a query with the help of specific keywords or search terms, it now understands the context of a query.So what does this mean for content publishers looking to grow their traffic on a consistent basis?Don’t fret if you think you have to completely change your fundamental content strategies because that’s not the case. This update just means a few of your tactics will be more important and some may need to be tweaked here and there.

Use Your Vocabulary

As content writers, we’ve been taught to repeatedly use a single keyword or phrase to emphasize what the page is about for easier web crawling. The nice thing about Hummingbird is that the searcher no longer has to only use that to get their desired result. Google now understands the overall meaning of a query and can comprehend the focus of our content from more than a specific keywordAs writers we have an extensive vocabulary, and now we can show that a little more. Don’t stick to one term or phrase in your articles or blog posts. Use synonyms, variations and focus terms related to your subject since the focus is now on the overall meaning instead of one specific keyword or phrase.

Take Advantage of Long-Tail Queries

Longer and more complex searches are now understood with the Hummingbird update. Google knows mobile users are using voice search more often, so this update allows for conversational search.Knowing that, content publishers should start writing micro-focused content, instead of very general or broad topics. Instead of writing about “popular living room paint colors,” be more specific and write about “the best living room paint colors for a small apartment” or “the top living room paint choices for a vaulted ceiling.” While most still search for shorter terms, searchers are becoming more comfortable asking more complex questions, which will benefit you and help you secure profitable, targeted traffic with micro-focused content.

Knowing User Intent Is Vital

Hummingbird understands user intent, and that’s what we as content publishers need to focus on. If we know why or what someone came to our site or app to research, then we can provide the solutions they need and answers they’re looking for.The Hummingbird update allows content publishers to write content that’s more focused on a searcher’s true intent. By knowing that intent and using our vocabulary, you can draw in more traffic and better monetize that traffic.Image Source: SearchEngineLand.com

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