Hummingbird - Latest Algorithm
For the People - SEO Training
Nothing has changed. If you have
original, high-quality content, and you have high-quality and relevant websites
linking to your own website, then your website is still going to rank well. If
anything, your website’s rankings will improve just as they should have after
the Penguin and Panda updates rolled out.
The key to making the right
decisions about SEO is to understand where Google is going. Google’s goal is
that when someone creates a new search, what Google shows that person is
exactly what the person wants or needs. We’ve all had the experience of
searching on Google and seeing websites come up that obviously aren’t what we
want. We don’t even need to click on the link to figure that out, because what
Google shows us is enough. When this happens to me I think “Good heavens, why
in the world would Google think that’s what I wanted when I typed in those
words?” Google wants to get to the point where I never think that again. To
lose sight of this goal would be the death of Google. This is, in part, why
Google employs a few thousand PhDs.
Many people have been frustrated by
Panda and Penguin, and they’ll now see Hummingbird in a negative light. Don’t
fall into that trap. If you’re the best at what you do, these updates Google
has been rolling out are opportunities to separate yourself from your
competition. They may have been engaging in spammy tactics to get good
rankings, but if you’ve been focusing on creating content that provides real
value to potential customers, their days are numbered. These changes will help
you rise above, and the good news, as mentioned above, is if you’ve been doing
the right things for your SEO you don’t need to change a thing.
Have you seen any impact to your
website(s) as a result of the Hummingbird update? Do you see any details in the
update you feel will give you an advantage?
Update: After contacting Google’s press department I
was informed that Google has been running Hummingbird “for a few months,” not
just since last month. The press department also reiterated their guidance for
those doing SEO, “Our guidance to webmasters is the same as always — we
encourage original, high-quality content, since that’s what’s best for web
users.”
Latest Graph of Algorithm
Hummingbird - Latest Algorithm
Google’s Hummingbird Takes Flight: SEOs Give Insight On Google’s New Algorithm
On the eve of its 15th birthday last week, Google revealed a new search
algorithm namedHummingbird. Designed to be more precise and provide
faster query results, the algorithm is based on semantic search, focusing on
user intent versus individual search terms.
As Search Engine
Land’s Danny Sullivan explained in his FAQ: All About the New
Google “Hummingbird” Algorithm:
Hummingbird
is paying more attention to each word in a query, ensuring that the whole query
– the whole sentence or conversation or meaning – is taken into account, rather
than particular words. The goal is that pages matching the meaning do better,
rather than pages matching just a few words.
While the official
Hummingbird announcement was made last week, most reports show it began rolling
out a month ago. Unlike Google’s Penguin and Panda updates to its existing algorithm, Hummingbird
is a complete replacement. Google’s search chief Amit Singhal told Danny
Sullivan that Hummingbird represents the first time since 2001 a Google
algorithm has been so dramatically rewritten.
With more than a month
since the new algorithm’s initial release, I asked a collection of SEO
practitioners their opinions on Hummingbird now that it has an official name.
“Hummingbird is a
definite expansion of Google’s semantic capability evident at the search
interface level that reveals, significantly, two things,” said David Amerland,
search engine expert and author of Google Semantic Search, “First, Google has increased its ability to
deal with complex search queries which means that it also has got better at
indexing entities in Web documents. Second, it has got a lot better at
relationally linking search queries and Web documents which means that its
Knowledge Graph must be considerably enriched.”
Amerland goes on to
explain how Google’s move toward semantic search will benefit SEO practices:
From
a strategy point of view this opens the horizon for companies and webmasters
considerably. From a practical perspective, the need to identify the USP of
each business and become authoritative within it is now a key criteria for
continued SEO success. The comparison element that has been integrated suggests
that semantic mark-up may begin to confer an advantage now when it comes to
helping index information in products and services.
He emphasizes the
importance of content not being left in isolation, but instead shared across
social networks via identified influencers. “This is not something that can or
will happen at the drop of a hat,” said Amerland, “It requires time and
commitment to building a relationship with influencers and sharing with them
content that is of real value to their network.” Quick SEO, according to
Amerland, “Is now firmly in the past.”
Christy Belden, vice
president of marketing and media at LEAP, agrees that Hummingbird’s focus on
semantic search will continue to drive SEO in the right direction. “Google has
been talking about semantic language and understanding the meaning behind
search for quite some time,” said Belden, “With more users searching via mobile
and voice, the Hummingbird update makes a lot of sense.”
Belden confirmed her
agency has not witnessed any changes to their client’s search results during
the last month Hummingbird has been running. “We don’t anticipate making any
dramatic changes in what we are doing,” said Belden, “What we are talking about
is how we create quality, engaging, shareable, linkable content. It has become
a core piece of our SEO strategy.”
SEO consultant and
president of Archology Jenny Halasz commented on Google’s recent decision to
make search term data ’100% not provided’ and how it relates to the new
Hummingbird algorithm. “It’s becoming less and less about the keyword and more
about the intention behind it. We see that with all the recent changes, but
especially with Hummingbird,” said Halasz, “There’s no doubt that not having
keywords provided will make it a little harder to discover customer intent, but
there are a lot of other ways to get clues about that, including actively
engaging with your customers on social media and such.”
Halasz believes SEOs
have become so keyword focused that they’re putting emphasis on the wrong
things, explaining that many are, “Trying to reverse engineer data that really
isn’t actionable.” She thinks SEO should be less about keyword data and more
about customer engagement.
“People who’ve been
doing things like looking at their bounce rate on a page and trying to match
the people who bounced to what they searched are missing the forest for the
trees in my opinion,” said Halasz, “It’s not the specific keyword they used,
it’s what they were looking for on that page. Did the page deliver? Clearly not
since they bounced. So what could be better about the page? Or your information
architecture overall?”
Trond Lyngbø, a senior
SEO strategist and partner at Metronet in Norway, is excited about
Hummingbird and has been forecasting Google’s the algorithm updates since
December 2012. “It’s a good thing. Google is trying to find the intent behind
the queries, and offer a solution,” said Lyngbø, “I look forward to seeing how
it evolves as Google’s Knowledge Graph expands, especially how successful Google will
be when it comes to local searches via mobile devices.”
In a post by Lyngbø on SEOnomics.com last December, the SEO insider wrote, “Trust
is now king,” explaining, “The primary goals of semantic search is weeding out
irrelevant resources from SERPs.”
Even though the post
was published ten months before the new search algorithm was announced,
Lyngbø’s tips for SEOs are especially relevant in light of the Hummingbird
release:
•
Businesses must understand and adapt to semantic search and the knowledge graph.
• Positioning
yourself to be the provider of answers that people are seeking.
• Identify
intent, needs and problems. Provide solutions and answers. Look at queries and
what they really need. Give them what the people behind the queries want.
More about Hummingbird
will be discussed during this week’s SMX East Search Marketingshow in New York City. The conference includes
an entire track devoted to “Semantic Search” with The Coming “Entity
Search” Revolution session scheduled on
day two (October 2) of the conference.
The fifth confirmed
release of Google’s “Penguin” spam fighting algorithm is live. That makes it Penguin 5 by our count.
But since this Penguin update is using a slightly improved version of Google’s
“Penguin 2″ second-generation technology, Google itself is calling it “Penguin
2.1.” Don’t worry. We’ll explain the numbering nonsense below, as well as what
this all means for publishers.
Why Penguin 2.1 AND Penguin 5?
If us talking about Penguin
5 in reference to something Google is calling Penguin 2.1 hurts your head,
believe us, it hurts ours, too. But you can pin that blame back on Google.
Here’s why. When
Google started releasing its “Panda”
algorithm designed to fight low-quality content, it called the first one simply
“Panda.” So when the second came out, people referred to that as “Panda 2.”
When the third came out, people called that Panda 3 — causing Google to
say that
the third release, because it was relatively minor, really only should be
called Panda 2.1 — the “point” being used to indicate how much a minor change
it was. Google
eventually — and belatedly — indicated that a Panda 3 release
happened, causing the numbering to move into Panda 3.0, Panda 3.1 and so on
until there had been so many “minor” updates that we having to resort to going
further out in decimal places to things like Panda
3.92. That caused us here at
Search Engine Land to decide it would be easier all around if we just numbered
any confirmed update sequentially, in order of when they came. No matter how
“big” or “small” an update might be, we’d just give it the next number on the
list: Penguin 1, Penguin 2, Penguin 3 and so on.
Thanks For The Headache, Google
That worked out fine until
Penguin 4, because Google typically didn’t give these updates numbers itself.
It just said there was an update, and left it to us or others to attach a
number to it. But when Penguin 4 arrived,
Google really wanted to stress that it was using what it deemed to be a major,
next-generation change in how Penguin works. So, Google called it Penguin 2,
despite all the references to a Penguin 2 already being out there, despite the
fact it hadn’t really numbered many of these various updates before. Today’s update, as can be
seen above, has been dubbed Penguin 2.1 — so supposedly, it’s a relatively
minor change to the previous Penguin filter that was being used. However, if
it’s impacting around 1 percent of queries as Google says, that means it is
more significant than what Google might have considered to be similar “minor”
updates of Penguin 1.1 and Penguin 1.2.
What Is Penguin Again? And How Do I Deal With It?
For those new to the whole
“Penguin” concept, Penguin is a part of Google’s overall search algorithm that
periodically looks for sites that are deemed to be spamming Google’s search
results but somehow still ranking well. In particular, it goes after sites that
may have purchased paid links. If you were hit by Penguin,
you’ll likely know if you see a marked drop in traffic that begins today or tomorrow.
To recover, you’ll need to do things like disavow bad links or manually have
those removed. Filing a reconsideration request doesn’t help, because Penguin
is an automated process. Until it sees that what it considers to be bad has
been removed, you don’t recover. If you were previously hit
by Penguin and have taken actions hopefully meant to fix that, today and
tomorrow are the days to watch. If you see an improvement in traffic, that’s a
sign that you’ve escaped Penguin. Here are previous articles
with more on Penguin recovery and how it and other filters work as part of the
ranking system
What About Hummingbird?
If
you’re wondering about how Penguin fits into that new Google Hummingbird algorithm you may have heard
about, think of Penguin as a part of Hummingbird, not as a replacement for it. Hummingbird is like
Google’s entire ranking engine, whereas Penguin is like a small part of that
engine, a filter that is removed and periodically replaced with what Google
considers to be a better filter to help keep out bad stuff. To understand more about
that relationship and Hummingbird in general, see our post below
Best Practices For Influencer Marketing
People have always relied
on word-of-mouth referrals when making purchasing decisions. Today, social
media is where they go. Successful marketers know that in order to thrive in
today's business climate they must identify their key influencers, listen to
what they're saying, and then try to engage them so they recommend their brand.
But unless it's done the right way, those efforts may be fruitless.
In 6 Best Practices For
Influencer Marketing, you'll find smart strategies to increase the
effectiveness of your campaigns and maximize your ROI, including:
· How to find influencers inside and outside the box
· Ways to build stronger influencer relationships
· How to tailor tactics to specific platform
From googlewebmastercentral.blogspot.in
http://googlewebmastercentral.blogspot.in/2012/04/another-step-to-reward-high-quality.html
Google
has
said before that search engine optimization, or SEO, can be positive
and constructive—and we're not the only ones. Effective search engine
optimization can make a site more crawlable and make individual pages
more
accessible and easier to find. Search engine optimization includes
things as
simple as keyword research to ensure that the right words are on the
page, not
just industry jargon that normal people will never type.
“White hat” search engine optimizers often
improve the usability of a site, help create great content, or make
sites
faster, which is good for both users and search engines. Good search
engine
optimization can also mean good marketing: thinking about creative ways
to make
a site more compelling, which can help with search engines as well as
social
media. The net result of making a great site is often greater awareness
of that
site on the web, which can translate into more people linking to or
visiting a
site.
The opposite of “white hat” SEO is something
called “black hat webspam” (we say “webspam” to distinguish it from
email
spam). In the pursuit of higher rankings or traffic, a few sites use
techniques
that don’t benefit users, where the intent is to look for shortcuts or
loopholes that would rank pages higher than they deserve to be ranked.
We see
all sorts of webspam techniques every day, from keyword stuffing to link
schemes that attempt to propel sites
higher in rankings.
The goal of many of our ranking changes is to
help searchers find sites that provide a great user experience and
fulfill
their information needs. We also want the “good guys” making great sites
for
users, not just algorithms, to see their effort rewarded. To that end
we’ve
launched Panda changes that successfully returned higher-quality sites
in
search results. And
earlier this year we launched a page layout algorithm that reduces
rankings for
sites that don’t make much content available “above the fold.”
In the next few days, we’re launching an
important algorithm change targeted at webspam. The change will decrease
rankings for sites that we believe are violating Google’s existing
quality guidelines. We’ve always targeted
webspam in our rankings, and this algorithm represents another
improvement in
our efforts to reduce webspam and promote high quality content. While we
can't
divulge specific signals because we don't want to give people a way to
game our
search results and worsen the experience for users, our advice for
webmasters
is to focus on creating high quality sites that create a good user
experience and employ white hat SEO methods instead of engaging in
aggressive
webspam tactics.
Here’s an example of a webspam tactic like
keyword stuffing taken from a site that will be affected by this change:
Of course, most sites affected by this change
aren’t so blatant. Here’s an example of a site with unusual linking patterns
that is also affected by this change. Notice that if you try to read the text
aloud you’ll discover that the outgoing links are completely unrelated to the
actual content, and in fact the page text has been “spun” beyond recognition:
Sites affected by this change might not be
easily recognizable as spamming without deep analysis or expertise, but the
common thread is that these sites are doing much more than white hat SEO; we
believe they are engaging in webspam tactics to manipulate search engine
rankings.
The change will go live for all languages at the
same time. For context, the initial Panda change affected about 12% of queries
to a significant degree; this algorithm affects about 3.1% of queries in
English to a degree that a regular user might notice. The change affects
roughly 3% of queries in languages such as German, Chinese, and Arabic, but the
impact is higher in more heavily-spammed languages. For example, 5% of Polish
queries change to a degree that a regular user might notice.
We want people doing white hat search engine
optimization (or even no search engine optimization at all) to be free to focus
on creating amazing, compelling web sites. As always, we’ll keep our ears open
for feedback on ways to iterate and improve our ranking algorithms toward that
goal.
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