A little over a month ago Google made the single biggest change to web search since its inception dubbed, Hummingbird. Hummingbird is not an algorithm change rather is a new search “engine” using algorithms. It is based on Semantic search rather than keyword search. Hummingbird is meant to determine the “intent” behind the search. Which means that Google has devalued “keywords” as a means of searching and is looking at the intent behind the content. One can not determine “intent” by a single keyword. One can only determine intent when keywords are in context.

SUGAR-WATER
Like its name Hummingbird is fast. Changes to content are indexed and displayed quickly. New, fresh content on existing sites seems to also be indexed very quickly. This became apparent when trying to help a new client recover natural rankings from what could be the affects of a DDoS attack. This client’s pages had ranked well until an attack on his site. Natural listings for existing pages had seemingly disappeared from the SERP’s. Through the natural course of business, some existing pages had been modified. Although reindexed these pages continued to suffer with poor position. However, new pages that were built on the same subject matter were indexed quickly and obtained ranking quickly, easily surpassing the existing pages. This appears to lend credence to the importance of unique, fresh content. Tangentially the speed at which new content is indexed and ranked, makes it appear that Hummingbird is geared to take advantage of the break-neck speed of Social Media.

SUGGESTIONS FOR BETTER RESULTS IN SEARCH MARKETING
Website owners must improve the quality of their message and adapt to this new search environment. That means website owners and hired SEO’s have to stop making the search engine/ keywords the main focus of their efforts and be more customer-centric by providing focused, well-written content that has value to the customer. Content should be written to provide information as it relates to the consumer/searcher not simply a statement of features and functions about the product or service. No one wants to listen to someone brag about themselves.

• New fresh content is like sugar-water to Hummingbird
• Market to the customer not the search engines
• Hummingbird is based on Semantic Search not keywords
• Present fresh focused, well written content that is of value to the reader
• Learn how to interpret your analytics information now that Google blocks all search data
• Do not formulate an action plan based on one data point.
• Start an Adwords Campaign to help you gather marketing data
• Set-up a Google & Bing webmaster tools account
• Let cooler heads prevail, do not make rash decisions
• Don’t try to game the system, short term gains yield long term failures

About the author 

Jeff Adise is the president of Digital Colour Group llc, a multi-disciplined marketing, website and business development company. He is the trusted marketing professional to scores of Mid-sized, Small business and Entrepreneurial start-ups since 1990.