Google’s latest evolution to its algorithm technology, called Hummingbird, has had a dramatic effect on the way marketers look at digital communications and SEO.
These changes have brought about a new way of thinking and methodology in how websites deliver and market their services or products. Leading the digital design industry to become better at refining their content strategies, and become more user focused. As a result, better content is being created, because designers and marketers know that by understanding the needs, language and desires of it’s audience it will increase their business.
The design and development industry has changed drastically. Changes in search engine optimisation, Google’s newest algorithm, Hummingbird, is causing designers and marketers to really begin to understand the real benefits of SEO in content creation.
“There are only two things in the world: nothing and semantics.” Werner Erhard
Erhard argues that within linguistics, without language, nothing exists. Illustrating to web creators that without proper language, told through content and keywords, every site is at risk. Before, Google’s search engine had a preoccupation with specific keyword jargon, meaning that all a website had to do to improve rankings was insert a relevant keyword. Because of these changes, and Google’s Hummingbird functionality, without optimised content your website will simply not show on their rankings.
Google realises users type real words, sentences and make spelling mistakes when searching for content. Longtail keywords, like the title of this blog, show Google and the user that the correct content is there, it’s rich, it’s SEO relevant, and ready for the user.
Better Optimised Content & More of it
Better SEO content based on target audiences desires, with plenty of pages, creates more entrance portals for search-bots and users to come view your site. The more original engaging content you supply, the more interest you’ll receive from Hummingbird and therefore, the more traffic to your site.
But why all these changes?
Does Google simply want to make their users love them more? Probably. But one of the real reasons for an improved and efficient algorithm searching is an economic one. With more mobile devices, creating more conversations, and therefore millions and millions more searches, Google had to refine and provide better results for its millions of users.
By directing traffic to the right sites, it is creating more revenue for Googles ads. As a result, Google has become the marketing middle-man by literally predicting, with precision, the right search results for the user. Providing more and more traffic for sites that are performing to this standard, and as a result, higher marketing power for the search engine giant.