Hummingbird was supposed to improve search results. But is it fair to say, the short and curlies of it is, this bird ain’t doing nothing.
But is it Google’s algorithm that does not work, or is it because the content curators have not worked out a keyword strategy Hummingbird responds to?
To be fair it could be a bit of both, but for the time being we have to assume the Big G has got its algorithm spot on and poor search results are the fault of publishers. So what are we doing wrong?
What is the Hummingbird algorithm?
Hummingbird can read semantic text. According to ‘search control’ the algorithm is capable of understanding the general context of content.
This “understanding” is akin to speaking with natives in a foreign language you are just learning. You pick out some words, but only get a feel for what the conversation is about, but don’t know what anybody is really saying.
The reason you understand the context of the conversation is because you recognise the meaning of some words, keywords. And search engines will always rely on keywords in order to index a page and match it against the end-users search terms.
Before Hummingbird, Google was restricted to the use of single keywords. But single keywords only provide a generic overview of a topic. So marketers had to choose several keywords to optimise pages to match search terms.
As a result, content became congested with keywords and it was not unusual to find content reading awkwardly. Google then told marketers to focus on writing for people and three years later, hey presto, an algorithm that (supposedly) can read like a human being…albeit a foreign one.
In order to have success online, effective keywords are a must. But merely picking out keywords that will rank the best for your business is not good enough anymore, Hummingbird seeks to find how the keywords are presented.
Therefore marketers need to strike a balance between ‘head terms’ and longtail keywords. Head terms short keyword phrases using the most obvious keywords. For example, the other day my head term was the “Trinity of Babylon.”
The results came back with how Babylonian symbolism influenced the Christian trinity. Not the answer I wanted. So I changed to longtail search terms and typed in, “who are the trinity creator gods of Babylon.” Then I found the answer.
So the difference between head terms and longtail keywords terms mean the results will differ depending on the intent of the searcher. Despite containing the same generic keywords, (trinity, Babylon), essentially, Google is asking for more specific details in content and search terms.
For quite some time now, the search engine has been pushing for better quality content that is detailed, in-depth and offers value to readers. Hummingbird appears to focus on looking for sites that meet the criteria and wheedle out websites that produce low quality.
Which means ditching the regurgitated 500-word blog posts that does not offer unique, fresh or useful information. That doesn’t mean that all 500-words blog posts are of no use, but only if the subject requires 500-words to explain the topic sufficiently.
If you get your longtail search terms right, you can also rank for a bunch of other search terms that have been drilled down to specifics by end-users thus increasing your chances of receiving organic traffic.
Longtail keywords also help to make your content read naturally and can easily be slipped into the body of the article. But although the shift in focus has switched to longtail keywords, don’t forget about the basics.
Search engines still rely on keywords to signpost you webpage, thus head term keywords should not be forgotten about. Keywords should still be included in your articles title and subheadings.
You should then sprinkle keywords throughout your content, providing they sound natural and are not overused. That is just a rule of good writing.
Furthermore, exact match keywords should be used early on in the article – in either of the first two paragraphs preferably – and them again, once or twice in the rest of the article.
Longtail keywords should be used to cover specifics for the topic you are writing about. For example, an end-user might want to know about ‘festivals in London.’ But that would be generic. But if they search ‘festivals in London for May’ the search results will be closer to the information they want.
Although head terms still work when the keywords warrants it, the Hummingbird algorithm is a prompt that challenges content curators to publish better quality material that provides in-depth and accurate information.
Over the past year, Google has favoured articles with 3000-words or more in their ranking system for this very reason. It’s probably not a strategy the search engine can use as an accurate metric, but they have shown their intention.
The search engine giant is not suggesting you should rush out and write 3000 word blog posts, they are indicating that the topic you choose to write about is specific, accurate and offers value.
How many times do you read 500-word articles that either don’t explain everything fully or is filled with fluff so the writer can turn in the word count the client is paying for? Exactly.
Hummingbird has changed the way we need to think about our keyword strategy, and once you get your head around longtail search terms, the algorithm actually makes writing content easier. Let’s hope it also improves search soon as well!