Google made some significant upgrades recently that are sure to change the online landscape once more. These upgrades include the Google Hummingbird algorithm and search data encryption. Both these changes mean major changes for online marketing and Search Engine Optimization (SEO) services.
Google Hummingbird Algorithm
Google named its reworked search engine as “Hummingbird.” According to the search engine giant, the update received its name due to its “fast and precise” search results. Compared to previous upgrades, it understands the intent behind long-tail search queries and queries entered in spoken or natural languages. For instance, when a user searches about the nearest place to purchase iPhones from their home, standard search engines will concentrate on the words “purchase” and “iPhones.” With Hummingbird, the search engine giant will understand the geographical location of the user’s “home” better, and identify the “place” as a brick-and-mortar store.
Google’s Hummingbird goes beyond the traditional task of locating web pages with words that match search queries. Unfortunately, pinpointing the “nearest place” will work only if the user shared their location with the search engine.
Search Data Encryption
After the upgrades, Google started encrypting all search query data. This means the keywords that users type in Google queries are now SSL encryption fortified. This protection is valid even if users don’t log in into their Google accounts.
According to SEO services specialists, the search engine giant is now taking steps to restrict access to keyword free data. It’s also trying to encourage SEO professionals to subscribe to paid Google AdWords campaigns.
Before the encryption of all search query data, Google Analytics displayed the number of visits a keyword or search phrase gets on a site during certain periods. It also displayed the percentage of first or new visits, resulting from keyword phrases, bounce rates, and other relevant data. SEO professionals then use this information to determine the keywords that will deliver the maximum traffic, along with the content they need to create.
As it is, search data encryption is now a major hindrance for webmasters and SEO professionals. It is affecting the organic or free keyword data that these specialists depended on.
With these new upgrades come new focal points, including mobile-compatible content creation and natural language usage for optimization. These new focal points also include shifting the emphasis from keywords to quality content. As a result, businesses now have to adjust their content marketing strategies.
The importance of quality and original content remains the same. The search engine giant will now give preference to web sites with mobile-compatible content , however. This means businesses must now create and launch mobile-compatible content.
Everyone has come to expect Google to make constant changes. Like with Hummingbird and search data encryption, these changes aren’t simple tweaks. For this reason, businesses should adjust their online marketing and SEO strategies to work around the search engine giant’s upgrades.