Launch date: August 22, 2013
Hazards: Keyword stuffing; low-quality content
How it works: Hummingbird helps Google better interpret search queries and provide results that match searcher intent (as opposed to the individual terms within the query). While keywords continue to be important, Hummingbird makes it possible for a page to rank for a query even if it doesn’t contain the exact words the searcher entered. This is achieved with the help of natural language processing that relies on latent semantic indexing, co-occurring terms and synonyms.
How to adjust: Expand your keyword research and focus on concepts, not keywords. Carefully research related searches, synonyms and co-occurring terms. Great sources of such ideas are Google Related Searches and Google Autocomplete. You’ll find all of them incorporated into Rank Tracker’s Keyword Research module.
Use these insights to understand your audience’s language better and diversify your content. By creating comprehensive content that satisfies searcher intent, you’ll win both in terms of engagement and SEO. We’ll look at comprehensiveness in more detail later in this post when we discuss RankBrain.