Considered as the most significant algorithm Google has launched since 2010, Hummingbird is making its way towards creating a virtual world catering only the best and quality contents. It is an algorithm that will read your content based on its meanings and not merely on the keywords used by users. Unlike Panda and Penguin, it is focusing on ranking search information based on intelligent understanding of a query. Google called it conversational search which indicates that queries will be answered directly. This means that your queries will be answered as if you are talking to a person.
How would this change the way we create content?
The truth is Google believed that nothing has changed on its qualitative measures for content. Aside from following the semantic indexing, as what the patent about co-occurrence has discussed, contents are expected to add more spices with deeper and richer meanings. According to Google blog, it has been the game for a month since it was already launched more than 30 days ago. If you found no changes in your traffic, your contents must have passed the guidelines of this new algorithm. So, how can your website cope with the natural language processing and search query intent? Take a look at your website, it must be able to deal with the following:
Complexity– as mentioned semantic search is about machine intelligence. This may sound ironic but the new algorithm has a new way of understanding and linking terms to provide a better meaning and show the most fitted result. You don’t have to use same key terms to search for something. Instead, simply make your content focused even with complex forms because it will still be answered through Knowledge Graph that will be reflected in the next 2 levels of the algorithm.
Comparison– as it can answer complex queries, it has been elevated to allowing you to do two searches or comparative study. For example, you are comparing “Olive and Oil”, search engine will compare the nutritional benefit of the two substances for you to manually review which one is better to take.
Prediction– It is a machine-man wherein your queries will be understood before you are given the result. For example if you are searching for “Museum Art History”, you will be given result such as “expressionists, renaissance, Cubists, impressionists, etc” and not merely what museum and art means.
Therefore, your contents must be rich and satisfying (Hummingbird Friendly Content). That must sound so qualitative.
How can you qualify a content that is rich and satisfying?
Rule Number 1: Seek for Quality
Think about how you make a publication or a book where contents are deep and valid, searched thoroughly and put together to showcase information where you can draw a lot of insights from. The real deal is here how you can create quality contents that will directly answer a query. So, before you write here are the items in your checklist for your content:
• What question or query will your content answer?
• Does it contain substance to answer that question?
• Is it original?
• Does it follow the guidelines of other algorithms (Panda and Penguin)?
• Does it contain good grammar and use natural language?
• Was it written for the benefit of your user or merely to add articles on your webpage or update it?
Rule Number 2: Keyword Search
After thinking about the questions above, you have to do keyword search. The machine may not read the keywords one by one but definitely it will show contents that contain actual words used by users and keywords that are related to it. You can use tools to unleash the specific ways how users search for your content. By using actual keywords used by users, your content can directly answer the query.
Example: If you are writing about Vitiligo, users might use technical jargon to describe how to prevent skin depigmentation, but when your content used the actual language used by the users when searching for it, you can expect your content to have higher ranks in SERP.
Rule Number 3: Use the Keywords
This is a constituent of rule number 2. If you have done your keyword search, you must use it on your content. If you want to rank on Google you must have those keywords incorporated in your content. You can repeat each word for at least five times or have a total of 2.45% for your keyword density. But that doesn’t mean you should stick with that density. If you think the keywords are needed to be used (even if it’s beyond the mentioned keyword density), that would even sound better.
Rule Number 3: Content Engagement
It really matters how users respond to your content. Were they happy about it? You may have known about “Pogosticking behavior” wherein a user quickly exits your page because they find it unsatisfying. You can base these responses through number of shares, likes, votes, and even the time they have clicked on the specific content.
The Hummingbird algorithm focused on the whole meaning of the query to match among the contents and not just based on matching a few words. This is an effort to enhance the capability of semantic web to provide precise and fast results.
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