Why should you even care about what Google thinks about?
Google unveiled its Hummingbird search algorithm in August. Hummingbird reportedly impacts 90 per cent of all searches. You should care about this. You should care a lot. If any of your business comes from online sources, this affects you.
Unlike Google's Penguin and Panda launches which were just updates to its established algorithm, Hummingbird is a complete overhaul. Google's search master Amit Singhal stated that Hummingbird is the first upgrade since 2001 that a Google algorithm has been so totally re-written.
Google's newest algorithm update, referred to as Hummingbird, was designed to handle more advanced search queries. This upgrade cranks up Google's capacity to understand the meaning between word combinations rather than just looking for keywords. In the geeky SEO world we exist in, this is referred to as LSI, or Latent Semantic Indexing, and is getting baby steps nearer to the holy grail of computers comprehending natural human writing.
Keyword Optimization Is Now Old News Reading between the lines on Google's recent update seems to point to the diminishing impact of keywords just being on a page. This hypothesis is supported by another recent move by Google to encrypt all keyword search data. Internet marketers won't be able to (easily) determine which keyword phrases sent individuals to their site. This foundation of SEO metrics has been critical for optimizing a web site for specific keywords and phrases.
Google is being straightforward in pushing search marketers to optimize using good content and truly generate value for visitors instead of keywording and technical whiz-bang.
Classic Marketers will Win The first decade of SEO was just like the Wild West: we all tweaked the technical elements, and threw your articles all over to gain links, results and listings. Customers unfortunately encouraged this as the folks receiving SEO bids were those who took a low-price winner, short-term, slash and burn approach (we refused and thankfully are still here). This left clientele to dive in the search engines as algorithms improved and the SEO companies simply shrugged, and moved on to new clients with new tricks. As the search engines like google and yahoo have evolved, this cowboy process is becoming obsolete because the latest algorithms can understand meaning, context and worth without needing much of the technical backend methods for telling Google what's sitting on your pages.
Presently, good SEO just looks a lot like "marketing".
Marketers concentrate on delighting our audiences for clients, generating remarkable content that is cool enough to share and promoting a good image of the brand. Technical optimization is trailing to real world optimization. Gaming link-building is losing to digital public relations.
SEO is not dead, it is just getting "more real" daily. The cut-rate, shadowy, technical SEO firms overseas are becoming irrelevant as they now have to adopt brand building, actual communication and business targets. This is harder work, and some vendors aren't up for this challenge.
Focus on "Long-tail" Searches Long-tail keywords is the expression used for long search queries that are more specific in nature. These are generally presented in question forms, like "how do I shed pounds in my hips fast?" For ages, great marketers have used this lucrative traffic segment to amplify online sales. Long-tail keywords are unsurprisingly really specific. This makes them lucrative in search, mostly because individual with a very specific question is often more motivated and in a position to buy "right now" if you answer their question or give a compelling solution to their dilemma.
Think about it this way: if you were selling vehicles, would you rather take care of a customer wanting "a car," or would you rather speak with the prospect wanting "a Black Camaro with tan leather seats, a v8 engine, and a stick shift"? Long-tail keyword phrases convert at three times the rates of general key-phrases.
The Hummingbird update is currently honoring the longer tail searches in an effort to provide better search results for more specific and complex searches.
While many Search Engine Optimization firms are scrambling and crying about the changes, many are popping champagne (well, sparkling cider at work anyway…), and are excited about what this will signify to the customers of SEO.
Like they have done after most major rollouts, The larger and better SEO companies are now even providing free assessments to assist companies figure out how much they are affected. Check out seo free analysis