Search engine optimization, or SEO, has undergone a lot of changes over the past decade, but most have been incremental. With Google’s Panda and Penguin updates, we saw some unsurprising shifts in the ways that Google determines link value, and even how Google handles content. Most of these adjustments have come in response to the rampant abuses of spammers who exploit linking and content strategies to manipulate their own search rankings, and most of us saw the writing on the wall. But in 2014, we’re seeing a dramatic SEO overhaul the likes of which is completely unprecedented. We’renot just looking at an algorithm update, but a complete algorithm change. Welcome to the world of Hummingbird.
What is Hummingbird?
Hummingbird is the common codename for Google’s most recent algorithm, characterized by a greater emphasis on semantic search (more on that later) and authorship. Sure, it’s still important to have high-quality inbound links, and to ensure that your site’s back end is SEO friendly, but keywords are taking on a much different role, and that has even many seasoned SEOs scratching their heads. After all, we have been following the same construct for more than a decade: make a list of target keywords, use them in our content with reasonable density, and climb those search engine rankings. Seems straightforward enough. So why is this changing?
Getting to the Semantics
Search engine optimization is changing because search is changing. This is the mobile generation, and rather than entering the words “Los Angeles restaurants” into a search engine, more savvy Web surfers are just shouting the words “Find me a good restaurant in Los Angeles” into their smartphones. As a result, traditional keywords are carrying less weight, and Google is revolutionizing its search algorithm to find the meaning of phrases. And so we have what’s known as “semantic search.”Rather than just choosing two keywords and sprinkling them throughout your site, it’s more important than ever to craft relevant content, with multiple variations of your target keywords: “Los Angeles restaurants,” “Restaurants in Los Angeles,” “Los Angeles eateries,” “places to eat in Los Angeles.” The more variations you have, the better Google can assess the meaning and relevance to a given search query.
The issue of Authorship
Verified authorship is another emerging—and critically important—SEO trend. It provides you with an official identity for the work that you produce online, and enables you to build a reputation with Google over time. If you don’t have Google verified authorship, get it now. And then start building those Google+ circles. The more authority you can generate within the Google framework, the stronger your search engine rankings will become.
Content is King
Finally, if you take nothing else away from this article, remember the old Cyberspace cliché that content is king. Focus your efforts on producing rich, relevant, engaging content, and you’ll find that SEO doesn’t have to be complicated, even in this world of ever-changing algorithms and search parameters.
About the Author: C.M. Scalise is a professional freelance writer and the content manager for Home Security Store. He holds a Bachelor of English degree from University of California Riverside, and in his spare time he enjoys recording music and catching all the latest films.
