It appears that Google passed the biggest update since 2010’s Caffeine a month ago. Did you notice? That’s OK. Most of us didn’t.
The change seems to be in honor of its 15th birthday and took place in a private meeting evidently with some of the world’s top journalists yesterday. But what does this new algorithm update mean for us content marketers?
Google’s Inside Search blog gives us a clue.
Hummingbird is designed to make extensive use of Google’s Knowledge Graph. That’s great. I was wondering when they’d get around to actually doing something with that. Remember, the Knowledge Graph was introduced last year?
So the idea is this … you want to know something. Instead of typing in a keyword phrase to get information on a particular topic, you simply ask a question. One example Amit Singhal gives is, “How much saturated fat is in butter versus olive oil?” Just ask Google to compare them. Instant answer.
I have a feeling that this is in its primitive form and nowhere near perfect, but let’s try it out. Here are a few more examples:
Obviously, it doesn’t work for every search, but how can search marketers use this information to create better content? Start by ensuring that your content is designed to answer a single query. Write intelligent natural language content rather than keyword-based content searchers can find anywhere.
Lead your niche in high quality content that answers searchers’ questions and you’ll have a leg up.