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Hummingbird update: what you need to know

Since its creation, Google has constantly improved the service it offers, namely the search for quality content corresponding to user requests. Panda, as of February 2011, tracks low quality content. Penguin, in April 2012, sanctions poor practices in acquiring external links. And Pigeon, in July 2014, modified the relevance of the search results offered locally. On September 26, 2013, Google introduced the Hummingbird update, which means colibri in French. What is the impact of this novelty? How to adapt the content your website to appear in search engine results? Explanations.

Hummingbird update: 3 key points

Because it changes Google’s SEO and search algorithm, Hummingbird is one of the most important updates since the year 2000. Why the name? Because Google wants to make search results more qualitative and relevant by becoming as fast and precise as a hummingbird.

1. Analysis of a request in its entirety

From Hummingbird, the algorithm interprets the search in its entirety.

Indeed, Google is now able to understand a query of several words and interpret it.

Thus, the user’s intention is analyzed in order to understand the context in which the search is carried out. Hummingbird therefore impacts all requests. But its effect is even more marked for long-tail queries, that is to say for queries consisting of a keyword and words more specific to the search domain.

Furthermore, Google may decide to ignore certain words from a query before performing the search if it considers them to be irrelevant. These are missing terms. Thanks to the Hummingbird update, discarded words now appear crossed out below the results, allowing the user to better understand the choices offered by Google.

2. Highlighting quality content

With Hummingbird, Google is part of a quality approach by providing Internet users with useful content, corresponding perfectly to the request made. But the objective is also to go beyond by trying to understand the intention of the Internet user. The algorithm analyzes the meaning of the query and offers a selection of relevant results. Colibri also has the direct consequence of penalizing sites offering low quality content, thus cleaning up the SERP. Google thus fights against spam and dubious referencing methods.

Google’s September 2013 update adapts the algorithm to new user habits in terms of voice search, conversational queries or spoken language. This research is done most of the time in the form of a question, such as: ” How to get your blog off the ground?” Taking a long-tail query into account also makes it possible to respond to this new way of formulating searches. Indeed, these queries are often longer than those made previously on search engines.

Hummingbird SEO update: how to create quality content?

Now that the Hummingbird update has no secrets for you, you are probably wondering how to get your content to appear on the first page of the SERP. Here are 5 things that will help your site grab Google’s attention.

1. Create a clear architecture

A clear architecture allows Google to easily analyze the content of the article created by the professional ghostwriters. The ideas discussed must be logically organized and easily deciphered by the algorithm. For this, the articles and pages of a site must be articulated around a structured plan using titles and subtitles.

2. Develop the semantic field of the subject

Using a maximum of synonyms, words from the same semantic field as the key query on which professional ghostwriters want to position yourself allows Google to assess the relevance of the content of a page. However, it is important to integrate these words in a natural way so as not to alter the quality of the text offered to Internet users.

3. Create qualitative content

With its various updates, Google is constantly improving the user experience also called UX (user experience). professional ghostwriters must therefore not neglect the substance of the proposed content. The data must be verified, relevant, so as to interest the Internet user, thus leading him to stay as long as possible on the site or to return to it.

4. Answer the question asked

Requests are increasingly formulated in the interrogative form. Also, to optimize an article for natural referencing, the title or one of the subtitles can be presented in the form of a question. Similarly, the introduction can group together several questions that must be answered throughout the article in order to prove to Google that the proposed content is relevant.

5. Diversify your content

For Google to spot a website, it is important to diversify the content offered. Thus, publishing images and optimizing their alt attribute makes them readable by the algorithm and thus increases the overall relevance of the page. But images are not the only ones to enter the criteria of Google’s algorithm. Taking care of all the publications made on and around the website or blog improves SEO and highlights optimized content.

The Hummingbird update may seem restrictive, but it is actually a real opportunity to provide quality content, which brings strong added value to a site. Why? Because it perfectly meets the expectations of users. Thanks to the Web and its experienced SEO web editors, professional ghostwriters will produce optimized articles for you, it is now easy to adapt to the ever-increasing updates of Google’s algorithm.

Jack henry
Jack henry
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