Google continues to evolve in an increasingly complex and intelligent approach to respond and best satisfy Internet users in order to remain the preferred search engine. Google follows the trend of the semantic web. With a double objective that of keeping internet users as long as possible on its site, while delivering the best possible response. With the new Hummingbird algorithm, implemented a month before its public announcement, SEO was not directly affected, but this changed the way of understanding natural referencing. Google encourages SEO’s to make quality more than ever by focusing on real value for the user …
A profound change in the algorithm
This algorithm is different in nature from the previous ones. Its objective is to understand the intentions of Internet users, to adapt to their way of communicating written and oral in order to best meet their needs, and even to predict their requests. This algorithm is an invitation to create useful, original and unique content. We can then speak of SEO copywriting. Now SEO must demonstrate editorial quality in order to bring real added value, a fun aspect, informative and exclusive content. Google is taking it to the next level and the keywords “Not Provided“ are one step closer to that direction, forcing SEOs to no longer focus on keywords but on the content itself. Google has become a semantic engine (already with the launch of the knowledge graph in 2012) and the Hummingbird algorithm is the achievement. To return to the keywords “not provided”, this marks the end of a free resource from Google.
SEO depends on Google, which wants it to anticipate technical progress in order to maintain its leadership in search engines.
Towards a semantic SEO
Semantic search engines allow you to have structured information: each group of information is a “structured data” entity allowing you to provide a response or information relevant to the response. The term entity is used to better understand a query. It is no longer just a simple keyword. Entities are the representation of a set of concepts around a word, making it possible to grasp the context of a request to provide the most suitable response for the user. The keyword therefore no longer designates a simple thing but a concept and encompasses a much broader representation. Behind that, there is the Knowledge graph, it is a database specific to Google allowing to analyze and sort all the information circulating in the web by providing the most appropriate information. The knowledge graph is capable of understanding and interpreting words thanks to a database system.
Now, entities replace keywords. Entities allow you to understand the meaning of the word in order to provide the best answer, by understanding the intention behind the request. They highlight the context and relationships of words, people and objects between them. Some people are already talking about knowledge search instead of search engine. Google is therefore able to select the best page among several having the same subject and extract the most coherent and the most relevant.
On-page optimization remains important using long tail keywords, having excellent copywriting. On the other hand, it is important to do linkbuilding (prioritizing quality over quantity) to properly establish the authority of its site. It is also essential to work in synergy with social media to relay its articles, increase traffic, ensure its credibility without forgetting google +.
From Mobile to voice search
More and more people are browsing the internet from their mobiles. Google favors responsive sites. And goes even further with voice search: a natural language interface. The goal for Google voice search is to compete with Apple’s Siri for mobile search by also being able to follow real conversations and even predict responses. This is already the case with Google Now, the intuitive and intelligent application that recognizes and analyzes natural language. In addition, Google chrome already offers the possibility of making oral requests from a pc. We will have to adapt to this new form of request since people do not express themselves in the same way in oral and written.
Voice searches are a real challenge for SEO. We must welcome this change as an opportunity. Voice searches aren’t as popular as traditional searches at the moment, but it’s probably only a matter of time. Hummingbird leads us in this direction by focusing on understanding natural language and complex sentences.
What is important to remember for SEO: create high quality content for human beings, and no longer focus on keyword density. With the “long tail keyword”, new opportunities appear to find new needs and better understand Internet users. And, provide rich snippet, Google will be delighted. Here is an excerpt from Danny Sullivan’s FAQ on the new algorithm: “The guidelines remain the same: originality and high quality of the content. Hummingbird allows Google to better analyze web pages to improve its search engine. ”
Copyright Photo: Fanny Corona