Algorithms 101: Google's Hummingbird Algorithm

The Hummingbird algorithm changed search forever (photo source).

Does your SEO firm speak exclusively about keywords? If so, they may not be serving your best interests. Like Google's algorithm, SEO firms must evolve with the times. Unfortunately, too many SEO firms work in outdated paradigms. 

Since the inception of SEO, strategic keyword use has been a pillar of optimization. And of course, keywords are still relevant. The ever-present social media #hashtag is the very essence of keyword optimization. 

However, the nature of search is always evolving. Keywords will likely always be an important element of website optimization, but SEO must also evolve with the algorithms.

Google's Hummingbird Algorithm 

The most significant recent keyword evolution may have been Google's Hummingbird algorithm.

To meet the evolving demands of today's browsers, Google strives to deliver the most relevant results. Back in 2013, Google announced its first entirely new algorithm in twelve years: Hummingbird. This new algorithm, which affected up to 90% of Google's results, accommodated an increase of voice-based searches as well as more complex searches

In this new algorithm, the importance of specific "short-tail" keywords of a single word or a few words was minimized in favor of more comprehensive phrases and sentences.

In this way, Google acknowledged the changing nature of how people searched as well as the importance of mobile search, which often emphasizes "long-tail" keyword phrases or sentences. 

Instead of searching for "jeans", for example, today's browser is more likely to compose a more specific, and perhaps more esoteric search, like "raw sanforized denim."

Perhaps more importantly, Google's new algorithm acknowledged another new browser tendency: Instead of specific phrases, many users are asking specific questions. 

Instead of searching "raw sanforized denim," for example, many browsers may ask: "Where can I find the best raw sanforized denim?"

The New Keyword: Questions

By focusing on the specificity of your product or service, you can improve your visibility on Google. 

As a digital marketing firm, for example, SEO Sparta strives to create content that answers common questions about all things digital marketing, including SEO.

As a local firm serving the Philadelphia area, we might not be able to compete on keywords alone. However, we can strive to answer specific questions--especially specific location-based questions for the Philadelphia area. 

To meet the demands of today's evolving algorithms, then, stop focusing on keywords. Instead, think about questions.

What questions does your product or service answer? Your content should answer these questions. 

If you are interested in transforming your website into a money-making tool or are interested in exploring opportunities to outperform your competition, we encourage you to contact SEO SPARTA.

We combine traditional marketing methods and organic SEO--emphasizing natural website optimization--to design thoughtful, inspiring, and effective marketing campaigns.

Contact us