Affecting over 92% of all searches the new Google algorithm called Hummingbird was released about two weeks ago. Some website saw no change in placement and the placement of other websites was significantly impacted.
What does the Hummingbird update really impact?
First, this is a large change to how Google ranks websites. No longer is there a focus on the keywords on the page or keyword density but rather a refocus on “understanding” what a search query means and delivering the best page that addresses the intention of the searcher.
This is a huge technology shift in how Google delivers search results. With many of the technology changes Google has made this last year, Google now is able to measure user intent in each search query. By checking device, location, and search query history, Google now understands better what a user wants to see in the search results.
How does this impact website owners?
First and foremost website owners need to understand that Google is not looking for keyword density or to be spoon-fed keyword phrases. Google now understand a concept on your website page based on the phrases used and the meaning. Additionally by reviewing signals of co-citation and social media sharing Google understands which website pages and websites have the best content for the user’s unique query based on their intent and location.
The bottom line is that the ability to control Google to show your website or page in the search results in a higher position has become nearly impossible. The focus for website owners instead should be to create the most relevant website for their own audience with a strong focus on location specificity.
For national selling firms this means that location should be mentioned and not masked, but that this new geo-location bias will continue to have a negative impact on their performance; driving new advertisers into Google AdWords.
For additional information on how unique the Google Hummingbird algorithm is for Google, I recommend a careful review of this very interesting article called “Google’s Hummingbird Takes Flight: SEOs Give Insight On Google’s New Algorithm” from Search Engine Land.