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Hummingbird is worth watching; DIGITAL DIRECTION.

Byline: Andrew Firth

THE last few weeks have seen some significant Google updates that are making a big impact on the search results.

One such algorithm that you may have heard of is called the "Hummingbird". This is probably the most significant Google update in the past three years and affects 90% of everything we search for. The impact on the search results has been visible to most website owners.

Hummingbird has been described as a core algorithm update which means it is less concerned with the way a website is structured and more concerned with the way Google delivers results.

The last core update was called Caffeine, it occurred in 2010 and it was a new web indexing method designed to show more current results more QUICKLY.

The impact on website owners was that news, blogs and forums RANKED higher and faster because their content was deemed to be fresher and more current.

Hummingbird is Google's attempt to deliver even greater relevance by trying to understand the nature of the person's search, rather than just the Keywords the person has searched for.

You may notice now that when you ASK Google a question, often the answer is displayed above the search results, meaning you don't have to navigate to a website to find the answer.

Try searching for "potatoes vs sweet potatoes" and you will get a comparison of the potatoes without leaving the page.

Google are able to do this using something they call a Knowledge graph. It is early days but over time, Google will be able to handle direct product comparisons on its search results page.

When this happens it will be the website with the most relevant content that gets a direct LINK through, with the other websites available in the search results.

Hummingbird is a structural change as Google aims to deliver even more relevance and accuracy in the search results. Your digital MARKETING company should be able to advise you on how Hummingbird and SEO is affecting your website and provide recommendations to improve your RANKINGS.

Google MAKE between five and six hundred updates per year with generally around 20 being significant ones.

This year has seen a large number of updates that have had dramatic effects on the search engine positions of many websites and the Hummingbird is one of the most significant changes we have seen.

Andrew Firth is managing director of Ascensor Website Design & Digital Marketing - Twitter @andrewjfirth @Ascensor
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Title Annotation:Business
Publication:Huddersfield Daily Examiner (Huddersfield, England)
Date:Oct 22, 2013
Words:409
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