In late August 2013 something big happened, Google changed their core algorithm, again. The change to Google’s search algorithm was so big that Google didn’t make the change public until after it took place, and no one knew it happened. What was the Hummingbird update? How does this change affect search results and what can be done about it? These are always important questions when dealing with updates to Google’s search algorithm because of the public dependence on the results the updates provide.

What is the Hummingbird update Google applied to their search algorithms?
To keep their number one search engine position for the last few years, Google has consistently continued to update the way they handle search, and the new Hummingbird update is no different. Simply put, the latest change Google made was to have search results become more human language related in its’ application.

What does it mean to make search more human language oriented?
With an eye to the future, Google clearly thinks that the type of computer and human interaction, that is common today, will become more advanced. Of course Google realizes that this interaction will change the way people search for what they need. For example, nowadays a person might go to Google and search, “neck tie instructions,” when getting ready for a formal event. What Google sees as the future is for that person to be able to pick up their mobile phone and speak (in the voice search application), “How do I tie my neck tie?” People using two different means to search, want the same, best results. When thinking about the way future search will take place, it is easy to see the need for more broad and flexible options that can handle a more pure version of computer and human interaction.

The two searches above would best be served by getting the same content, a video or some other how-to guide on assembling a neck tie. But, the way the two questions were entered into the search engine was very different (one was typed and one was spoken). It is easy to see speaking as the more human version of the search, instead of the traditional way of a typed search, if a search algorithm is not able to interpret such input, a real problem would arise. This appears to be the main reason for the Google Hummingbird update.

The obvious question is, how does this change affect search?
First, we know that Google put this update into place and unlike the last time, no one knew that it happened. That means the current way people search by typing in lists of keywords probably did not get thrown out the window. If that sort of search interpretation had been taken out, the world of search would have noticed the change immediately.

The big question is now, how does this Hummingbird update change the world of SEO and websites?
Right now the answer is probably not too much. When the algorithm update went into effect it did not send current search results into convulsions. The impact on Search Engine Optimization (SEO), the way websites are built, and the way content is written, does need to change directions toward what Google sees as the long term trend in human language friendly search. This is yet another sign that content and websites that communicate in a more natural human manner will eventually rise to the top. The days of keyword rich websites getting number one search rankings will now probably face a steady decline.

It’s clear that the Google Hummingbird algorithm was implemented quietly and is still an indication of where the future of computer and human interaction is headed. The current impact of the change is not very apparent, but will probably make an impact over time as the direction turns toward communication in search that is human language dependent. It’s more important than ever to think about web development not from the keyword only perspective, but from the normal human language point of view.

R2F Creative LLC provides graphic design + branding and web design solutions for clients nationwide and locally in Ankeny and Des Moines, Iowa.