What You Need to Know About Google's Hummingbird Update

It was hard to miss, but chances are you’ve heard about Google’s Hummingbird algorithm update. Google officially announced the update on September 26th, but it was suggested Hummingbird actually rolled out a month earlier. This announcement came on the heels of the keyword (not provided) news, which left a lot of marketers a little…frustrated. It’s been a busy couple of weeks.

We’re so used to algorithm updates stirring up mischief for SEO. It’s understandable that one might cringe at the mention of “new Google algorithm.” The good news is that this update isn’t all that cringe-worthy.

Hummingbird is a new Google search algorithm update, but unlike Panda and Penguin, it is less about weeding out the bad and more about enhancing user experience by improving how effectively search results answer questions being asked by users. The new update is just part of the natural evolution of user search intent.

What Does Hummingbird Mean for SEO?

Very few sites will be negatively impacted by Hummingbird. Google itself has said that marketers shouldn’t have to make major strategy changes because of the update.

But, you know that annoying buzz phrase “Content is King?” It is. Content is really, really important. Content IS king. There, I said it. Hummingbird’s purpose is to supply higher quality results for long tail searches and that’s where quality content containing valid and diverse keyword phrases comes in. Hummingbird presents an excellent opportunity to leverage the power of content that answers questions and solves problems.

Although this new update is highly unlikely to directly impact sites right now, it is a clear sign that all of the standard SEO factors we once heavily relied on are even less important if the content isn’t there to support it. Focus on creating new content that you know your prospects and visitors are looking for – and that you know will help them solve problems and inform. In this fast moving industry, this can seem daunting, but it doesn’t have to be. If you want to learn more, I’ll be talking about How to Create Quality Web Content and Why it is Important in one of our free webinars later this month.

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