Know The Google Hummingbird With Its Wings of Change

Google, on the day of its 15th Hummingbird search algorithm, named precisely because of its fast and precise search capabilities. This new update from Google is believed to revolutionize the way online search engine optimization works, because unlike the Panda and Penguin updates, Hummingbird replaces the entire core algorithm completely, but still retaining some of its previously working features. 

What’s more is that it affects 90% of the searches across the globe, giving it more influence on how search is conducted using this search engine. A lot of debates have been around of how this could affect search marketing, since this algorithm is operating with the semantic search concept, which primarily gives more attention to the intent of the person’s search rather than focusing on the terms/keywords the person used.

Basically, Google aims to address users with more complex searches with the new algorithm, especially now that voice search is becoming more and more available in smart phones and computers alike. People who use the voice search often make more complicated searches because they use natural language. This is far more difficult than just typing a query where you just enter keywords. That’s why Hummingbird ranks websites using its encyclopedia which houses more than 570 million concepts complete with relations among them, otherwise known as the Knowledge Graph. 

This powerful database correlates facts and data on the searches, which in turn allows voice searchers to query additional information without having to repeat the query; instead, referencing terms such as pronouns could be related to the previous search. Also, the knowledge Graph displays information about specific searches (like prominent people and historical figures) directly in the Google Site, along with other related data such as age, height and date of birth in its search results. Another feature is the comparison tool, which allows the results page to display a table comparing various general terms like food, dogs and others. This could be good in e-commerce if Google decides to extend this tool to specific products like computers, phones or even establishments such as restaurants. 
  
The use of the Knowledge Graph in the Hummingbird update just stresses the search engine company’s desire in  achieving better relevance as opposed to the Caffeine update which stressed on website indexing and crawling for faster results. This pretty much eliminates the “black hat” search engine marketing solution methods offered by dubious SEO companies, which have been Google’s master plan ever since.

Google has always been trying to find ways to improve the quality of their searches, using semantic search, natural language processing and their powerful Knowledge graph in its Hummingbird update. This feature alone makes the algorithm understand longer and more complex queries by applying concepts underlying the searched words as well as the relationship between them. This leads ultimately to a better communication—a natural conversation between the search engine and the person using it, no matter what device they’re using. While many SEO companies worry about what search engine marketing campaign strategies to use with this all-new algorithm coming out, Google assures that as long as “white hat” SEO strategies are used, there’s nothing to worry about.

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Merchants, Are You Ready For The Google Zebra Update?

After we face Panda and Penguin updates although its still in the fore front. There are something this year that will across to SEO World because there will be more Google Updates to come.

It was said that there will be a new Google Algorithm to come out. The born of Google Zebra is coming its way. During the SXSW in Austin, Texas, and as Search Engine Journal quoted,

“We have a potential launch later this year, maybe a little bit sooner, looking at the quality of  merchants and whether we can do a better job on that, because we don’t want low quality experience merchants to be ranking in the search results.”

- Matt Cutts, Head of Google Webspam Team

Its a Merchant Quality Update or should we say "Zebra Update". So far Google didn't say how they will detect the bad merchants but at least we have an idea on who they will target. To help you figuring out this as a merchant and to avoid the Zebra Penalty, here are the list of how to recognize a true merchants;

- A shopping cart link who stays on the same site.
- A shopping cart that updates when you add items.
- The Website has a return policy and has physical address.
- A working shipping charge calculator.
- A wish list link or a link where you can postpone the purchase of an item.
- A way to track FedEx orders.
- A Forum that works.
- You can register or log in.
- Gift Registry that works.

However, Google says that a merchant doesn't necessarily need to have all those criteria to comply, It's a good idea to have an inventory of the list above and making sure that you follow the quality guidelines.

Google's Trusted Stores Program for their Merchant affiliates must meet a certain criteria like to have at least 500 transactions per month with 90% deliveries on time and provides an excellent quality of customer service.

Also, Merchant location is very important. Online shopping become popular as more and more customers are comfortable having transaction in an online store with physical location. Having a physical location could be a plus points for Google.

Zebra Update is generally for Merchant Websites like e-commerce and other shopping online sites. If you have merchant website, try to start cleaning up and follow the simple list. That way, you will be ready when Google Zebra rolls out.

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