Google continues to evolve in an increasingly complex and intelligent approach to meet and satisfy all our users to remain the preferred search engine . Google follows the trend of the semantic web. With a twofold objective that keep users as long as possible on its website, while delivering the best possible answer . With the new algorithm Hummingbird set up a month before his public announcement, SEO was not directly affected , but it changes the way of understanding the natural SEO with the help of link building software depends what site you use. Google encourages SEO ‘s to make quality more than ever focusing on real value to the user.
A profound change in the algorithm
This algorithm is different in nature from previous . Its objective is to understand the intentions of users , to adapt to their way of communicating oral and written to best meet their needs, and even predict their queries. This algorithm is an invitation to create an original and unique useful content . We can then talk about SEO copy-writing. Now SEO should exercise editorial quality to provide real added value , a playfulness , informative and exclusive content. Google moves to a higher level and the keywords ” Not Provided ” are a step towards this direction , forcing SEO to no longer focus on keywords but on the content itself . Google has become a semantic engine (already with the launch of the knowledge graph in 2012) and the algorithm Hummingbird is fulfilment. To return to the keyword ” not provided “, it marks the end of a free resource delivered by Google.
Towards a semantic SEO
Semantic search engines allow for a structured information : each information group is an entity ” structured data ” to deliver an answer or relevant information with respect to the response . The term entity is used to better understand a query. It is no longer a single keyword. Entities are the representation of a concept set around a word , allowing to understand the context of a request to provide the most appropriate response to the user . Keyword thus denotes more a simple thing but a concept and encompasses a much broader representation . Behind this, there is the Knowledge graph , there is a database specific to Google data to analyse and sort through all the information circulating on the web by link building software who is providing the most relevant information. The knowledge graph is able to understand and interpret the words thanks to a system database .
Now , entities are replacing tags. Allow entities to understand the meaning of the word in order to provide the best answer, by understanding the intent behind the query. They emphasize the context and relationships of words, persons and objects ENTERED them. Some are already talking about knowledge engine “knowledge search ” instead of search engine. Google is able to select the best page among several with the same subject and extract the most consistent and the most relevant. The on-page optimization is still important long tail keyword using , having an excellent copyrighting. On the other hand , it is important to do backlink building ( with an emphasis on quality over quantity ) to properly seat the authority of the site. It is also important to work in synergy with social media to relay its articles, increase traffic, ensure its credibility as well google+ .
More and more people surf the internet from their mobile . Google favours responsive sites. And goes further with voice search : a natural language interface . The goal for Google voice search is compete with Siri Apple mobile search being able to also follow real conversations and even predicting responses. This is already the case with the Google Now intelligent and intuitive application that recognizes and analyses the natural language. In addition, Google Chrome already offers the opportunity to make oral submissions from a pc or from link creator software . We will have to adapt to this new form of application as people do not experiment in the same way in both oral and written .
The voice searches are a real challenge for SEO . Must accommodate this change as an opportunity. Yet the voice searches are not as popular as the traditional research , but it is probably only a matter of time. Hummingbird takes us in this direction by focusing on the natural language understanding and complex sentences.
It is important to remember for SEO : Create high quality content for humans , and not focus on keyword density . With ” long tail keyword ” , new opportunities arise to identify new needs and better understand the users . And provide rich snippet , Google will be delighted. Here is an excerpt from the FAQ Danny Sullivan, the new algorithm : ” The instructions are the same: originality and high – quality content . Hummingbird allows Google to better analyse web pages to improve search engine.
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