A lot of online marketers are questioning what does the Google Hummingbird Update mean for my website. Many that were hit hard by the Google Panda and Penguin update are really concerned. Don’t panic, it’s not that bad.
First let’s understand that Google is loyal to the people, not us website creators. Their goal is to please those searching, not us website owners. Google isn’t about us, it’s about it’s users. The goal is to return more accurate results, not to rank you higher. Basically the hummingbird Google update is to better analyze the queries and return the most accurate results.
Now I don’t know the technical aspects of how it’s done, but I can share a bit in layman’s terms. Google once upon a time would look at each word typed into the search bar as a separate entity. Now it takes the entire query and makes sense of it and interprets what is being asked. It’s just a new way for Google to read the search engine queries. Instead of looking at individual words, it looks at the combination of words entered. This is only going to make long tailed keywords more powerful.
While keyword optimization is still useful, can we ignore the fact that us marketers are no longer able to see what most of our keywords are that land searchers on our site due to the encrypted search that is now in place. I don’t know about you, but 82% of the searches that land people on my site are hidden from me now. I simply don’t know. Is Google trying to tell us something?
Perhaps Google wants us to focus less on keyword optimization and more on providing answers to our users. This is why I am constantly stressing to my fellow Pajama Affiliates to not be so broad, narrow it down. An example of this. If you target the keyword blouses or women’s blouses, you are way too broad. The people have now become way more savvy in their searches. If I were looking for a specific blouse, I would type in long sleeve silk blouses. If I get a site in my results that just has tons of blouses, mostly short sleeved, I would be frustrated. You can really go even more narrow. Long sleeve plus size silk blouses.
Another thing to think about with these long tailed keywords is if I am searching for something specific, it is highly likely I am ready to buy. So the result may be more targeted traffic. You can get thousands of hits a day, but if it isn’t targeted, it’s useless. If I just use one or two words to search, I am probably just interested and want to learn more. If I am using 4 words are more, chances are higher that I am looking for something specific.
Basically what the hummingbird google update means for us webmasters is this. Make sure you are providing relevant, useful content. You have do be able to determine what is relevant and useful. Your website and blog posts should answer as many questions that are relevant to your topic as possible. Create posts on your site that answers a lot of different relevant questions. As before this boils down to content and creating as many entrance pages to your topic as possible with links in your pages leading them to other pages of relevant content.
There is far more to this of course, but that is another article. So you see, the Google Hummingbird update is not that bad after all.