Google’s Hummingbird algorithm was announced on September 26, 2013, but had rolled out about a month before. The name was chosen because this version is supposed to make results “precise and fast.”
This version works differently from previous algorithms. Instead of focusing strictly on precise keywords, it uses a more natural and conversational approach to evaluating websites.
When you choose keywords for your website, you’ll want to select a number of strategies so you include both short- and long-tail keywords and continue to attract visitors to your site.
Use long-tail keywords to your advantage
Since the Hummingbird algorithm is designed to help Internet users find what they’re looking for based on the questions they type into search boxes, you’ll want to update your content to include some long-tail search terms.
Use phrases that reflect or even echo the questions your site visitors want to get answered or problems they are facing. These should drive traffic to your website.
Update your short-tail keywords to include local content
You can still rank for short-tail keywords under Hummingbird, but you’ll want to update your content to include a local flavor. For example, if you have a website for serviced offices in Australia, you’ll want to update your content so you can rank for “serviced offices in Sydney,” “virtual offices in Melbourne,” “Canberra serviced offices,” “virtual offices Sydney,” and so on.
You can build out different combinations of locations with your short-tail keywords. Be sure to monitor results to see which ones are most successful at driving traffic to your site later.
Quality content is still king
One thing the Hummingbird algorithm has not changed is the need for high-quality content. Everything you share on your website, blog, or various social media should be focused on helping your customers to solve a problem, do something better, or improve their lives in some way.
Engaging with your customers on social media sites is a good way to gather ideas for blog posts and other content they will find relevant. You’ll want to keep your finger on the pulse of what your audience looks for when you’re developing your content strategy.
With this new algorithm, you can pick up commonly-used phrases as the basis for keywords in your content. They can help to drive traffic to your blog and website based on recent information.
Use these strategies to help you update your content and boost your site rankings under Hummingbird. They will help you adapt to the new algorithm and make it easier for potential customers who use Internet searches to find you.