On September 26, 2013, Google announced that it had developed a new search algorithm called Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years. This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how brands can use this new tool in their campaigns. The new search algorithm is in response to two key insights made by Google: 1. More people are searching using whole phrases, rather than two or three words. 2. More people are searching on their mobile devices. By understanding how Hummingbird works, brands can leverage this new search algorithm to create content that will be relevant to users and appear at the top of the suggested results list.

1. POV on Google’s Hummingbird
How Google’s search algorithm has changed
Eric Munn
October 2013

2. Table of Contents
Purpose .......................................................................................................... 3
What’s new about Hummingbird’s algorithm? ................................................ 3
Create content that will answer people’s questions ........................................ 5
Why does Social@Ogilvy recommend this? ..................................................... 7
FAQs ............................................................................................................... 7
About Social@Ogilvy ....................................................................................... 8
POV on Google’s Hummingbird, October 2013
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3. Purpose
This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how
brands can use this new tool in their campaigns.
Summary
On September 26, 2013, Google announced that it had developed a new search algorithm called
Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years.
The new search algorithm is in response to two key insights made by Google:
1. More people are searching using whole phrases, rather than two or three words.
2. More people are searching on their mobile devices.
By understanding how Hummingbird works, brands can leverage this new search algorithm to create
content that will be relevant to users and appear at the top of the suggested results list.
What’s new about Hummingbird’s algorithm?
Old Way: Boolean
Previously, Google’s search algorithm used Boolean formulas
because most people searched using simple combinations of words.
For example, when researching car insurance, people used to search
using the phrase “car insurance.” Google’s algorithm would scan the
internet for any instances of those individual words in any order.
Results were returned based on clicks and other relevant data.
Sometimes these results were helpful; sometimes they were not.
POV on Google’s Hummingbird, October 2013
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4. New Way (Hummingbird): Full Sentence Searching
Google noticed a change in how people search. People are now
searching using full sentences. Instead of searching for “car
insurance,” people are searching for “How do I buy car insurance?”
Hummingbird is now looking at the intent of the query, rather than
searching for the individual words in the query. By understanding the
intent, Google can provide results that are more relevant to what the
user is searching for.
Hummingbird Provides More Context
Another new feature is that Hummingbird provides more
information to explain its reason for a result. For example,
when you search for “How old is Barack Obama,” you are
not only presented with an answer at the top of the page,
but you are also given a link to Barack Obama’s Google+
page, a short bio, and pictures of similar people to search
for.
POV on Google’s Hummingbird, October 2013
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5. Create content that will answer people’s questions
Since Hummingbird is moving away from Boolean search toward question-based search (also known as a
“strings to things” approach), brands need to make sure they have content that can help answer people’s
questions. From recipes to how-to tips, there are many ways your brand can become Google’s top search
result.
Visual 1: Search results for “How do I clean soap scum”
POV on Google’s Hummingbird, October 2013
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6. Consider that people also are searching while on the go. Is your brand engaging in geo-targeted
campaigns?
Visual 2: Search results for “Where is the nearest gas station”
Hummingbird will promote content that is posted to Google+, YouTube and other Google entities. If your
brand has a presence on any of these sites, consider posting more content there for greater search results.
Visual 3: A search for “IBM” highlights their Google+ page
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7. Why does Social@Ogilvy recommend this?
Hummingbird has already launched. It’s important that brands are creating content to help answer the
questions their customers are asking. Content is more important than ever with Hummingbird. It not only
searches for intent, but social provides relevancy. Posts that receive a large number of clicks, comments, or
shares from social platforms will receive a higher ranking than those that don’t. It’s important that your
brands are creating content that is relevant to their audience and socially engaging. With that one-two
punch, they’ll dominate the new Hummingbird infrastructure.
Also keep in mind the power of mobile. Google has seen that more users are performing their searches on
mobile devices. When creating content that will appear in search results, make sure it will provide an
enjoyable/easy experience for a mobile user.
FAQs
What should my brand do now that Hummingbird is live?
Create a list of questions that consumers have about your brand and the industry your brand is in. Once you
have that list, start creating content to help answer those questions. Post that content through your owned
and paid channels and encourage engagement. The more relevant and socially active your content is, the
more likely it is to reach the top of Hummingbird search results.
Are there any other ways to improve awareness of my brand’s content?
Leverage any Google-owned properties your brand may have. Share your content through Google+,
YouTube, or Hangouts if your brand has a presence on those platforms. If not, now may be a good time to
consider building a Google-owned presence for your brands.
POV on Google’s Hummingbird, October 2013
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8. I want to start making relevant content today. What do I do?
The social team at Ogilvy can set up time to brainstorm application ideas, strategize about action
engagement and walk you through the steps to develop the application. These include:
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Determining the search queries that your consumers are asking about your brand and the industry
Create relevant content that answers these queries
Create conversation calendars to promote this content through your brand’s owned social channels
Work with influencers to engage with the content and create more awareness
Monitor and optimize content moving forward to work with Hummingbird
Want to get started immediately? Contact your Ogilvy partner representative for additional details, project
management schedules and executing a scope of work.
About Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world. Named 2013 Best
Digital/Social Consultancy in the World by The Holmes Report, the practice leverages social media expertise across all
Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening
and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM;
Social Care; and Conversation Impact. For more information, visit social.ogilvy.comand connect with us
at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy.
POV on Google’s Hummingbird, October 2013
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9. POV on Google’s Hummingbird, October 2013
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