Google has just announced their new search algorithm, codenamed Hummingbird. It is the first major
upgrade for three years and is a major step towards semantic web search.
Launched quietly about a month ago, the new algorithm affects
about 90% of Google searches. The update is designed to provide more accurate
results when faced with natural prose questions from web searchers according to
senior vice president of search Amit Singhal.
Google stressed that a new algorithm is important as users
expect more natural and conversational interactions with a search engine - for
example, using their voice to speak requests into mobile phones, smart watches
and other wearable technology.
Hummingbird is focused more on ranking information based on
a more intelligent understanding of search requests, unlike its predecessor,
Caffeine, which was targeted at better indexing of websites.
“We just changed Google's
engines mid-flight - again” Amit Singhal Senior VP, Google Search.
It is more capable of understanding concepts and the
relationships between them rather than simply words, which leads to more fluid
interactions. In that sense, it is an extension of Google's "Knowledge
Graph" concept introduced last year aimed at making interactions more
human.
In one example, shown at the presentation, a Google
executive showed off a voice search through her mobile phone, asking for
pictures of the Eiffel Tower. After the pictures appeared, she then asked how
tall it was. After Google correctly spoke back the correct answer, she then
asked "show me pictures of the construction" - at which point a list
of images appeared.
SEO just the same –
Content is king!
As regards developing successful SEO programmes, really very
little has changed. In order to be
successful in SEO the key is still to create relevant and interesting content
that delivers real value for their consumers.
However, a subtle change in how
the algorithm views the content is happening whereby the new Google’s ranking
algorithm focuses on the context of where content appears against search
queries rather than traditional keyword matching. Hummingbird tries to match documents based on
the underlying user intent.
The key to successful
SEO will thus require much better content editing and site writing to ensure
that the content is answering a question not just stuffing as many keywords and
phrases a text will take. The semantic
web is coming of age with a search engine to match.
