Google Humming Bird Algorithm Update

Google

“Humming Bird”
Google Algorithm Update

Algorithm Update

01/10/2013

© Copyright October 2013 Make It Rain

What is an algorithm?

An algorithm is a set of rules and formulae
that make an automated system work – a
search engine is one such system

01/10/2013


Why did Google update
/change their algorithm?

The way people search is becoming more advanced
by the day.

2
People aren’t just using one word searches

complex
3
They are using entire sentences and search
questions, particularly through voice

needed
4
Google the no.1 to adapt to remain relevant and to
remain
search engine people use

01/10/2013

1

How does humming
bird work?
What Is An Algorithm?
“Bicycle
mountain
trekking
guide UK”

“Best bicycles
for mountain
trekking”

Humming bird looks at the conversation
Behind the query and produces relevant results

“Where can I

ﬁnd a good
bicycle for
mountain
trekking”

01/10/2013


How does humming
bird work?


Google have acknowledged that their results for question-type queries were poor
and simply concentrated on the keywords the question included.

So, for “best bicycle for mountain trekking” they were likely ignoring ‘best’ and
‘for’. This led to:

•  A lot of shopping results
•  1 or 2 Wikipedia results
•  Image results

Now the results for “best bicycle for mountain trekking” will focus on the actual
question ask and should feature:

•  Articles from various sources with Google Authorship attribution
•  More reviews and blogs
•  More informative product pages
•  Local results (where relevant)

01/10/2013

How does this
affect my campaign?
An Algorithm?
What Is

Google Algorithm on short tail keyword
Update
Rather than placing emphasis

rankings, focus needs to shift to content people really
need

01/10/2013


Does that mean
How does
this affect my account
keyword ranking is
now redundant?


No, not completely. Keyword ranking still gives
an indication of positioning, we just need to pay
closer attention to things like bounce rate and
the longer query the keyword is part of

01/10/2013


Can you explain this affect my account
How does
further?

Instead of focusing on “bicycle”, look at “best
bicycle for mountain trekking”. Look at the
bounce rate of “best bicycle for mountain
trekking” and make sure the page serves the
purpose.

Does your content make the argument for the
product ﬁtting this need/user intent?

If not, you will struggle to rank.
01/10/2013


Show me a bad this affect my account
How does
example


01/10/2013


Show me a good this affect my account
How does
example


01/10/2013


What are the
How does this affect my account
next steps?


M onitor user interaction of your website
content closely for actionable insights.

Most of the implications of this change should
only mean marginal re-alignment of your
strategy.

01/10/2013


What else
does this affect my account
How
Should I do?


Analysing SEO performance at page-level

becomes more important than ever before.
Utilise platforms such as Facebook, and targeted
ads to monitor user interest in your market and
use the data to improve your website content.

01/10/2013


What else
does this affect my account
How
Should I do?


Implementing Google Authorship will also help
mitigate this change as Google will rank content
attributed to a “human” over general site content
in some cases.

01/10/2013


When was the last time
Google made a major
change to it’s algorithm?
a major change to it’s algorithm


The last major change to the original Google
algorithm was about 10 years ago, however there
have been many, many updates along the way.

Google search chief Amit Singhal said:
“Perhaps 2001, when he ﬁrst joined the company, was the last
time the algorithm was so dramatically rewritten”

01/10/2013


Is SEO dead?
How does this affect my account


Ha, no its demise has once again been greatly
exaggerated.

Notably, on-page SEO and author rank just went
from being extremely important, to absolutely
essential.

01/10/2013


Should I How does
be worried?


No, this update started to roll out approx. 2 months ago,
however itGoogle announced this Update
was only Algorithm last week (w/c 23rd
September 2013).

It is said to affect c.90% of search queries, but note that’s
‘queries’ and not ‘searches’. High volume pure generic
keywords are not likely to see major changes in the short
term.

Long tail search is likely to evolve much more dramatically.

01/10/2013


How does
Our CEO speaks:

“Hummingbird will make Google relevant for
today’s searchers and our rapidly increasing use
of smartphones and tablets. A recent study by
Pew* shows 34% of people now mostly use
their smartphone to go online, add into the mix
the rise in services such as Siri and users are
now searching in a completely different way,
using questions and natural language.


I would encourage a focus on natural content
and 'real' language rather than purely keywords,
by considering further how people use voice
and mobile search. So, we now have a search
engine that understands full questions and their
meaning; I think Ask Jeeves was onto
something all those years ago….”
*http://pewinternet.org/Reports/2013/Cell-Internet.aspx

01/10/2013


How does
Thank You!

Questions or Comments?

Lauren Jones

Senior Campaign Manager
SEO & Social Media

Twitter:
@Lauren_Reports | @makeittweet
Email:
lauren@make-it-rain.co.uk
Web:
www.make-it-rain.co.uk

01/10/2013


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