On the eve of its 15th birthday last week, Google revealed a new search algorithm named Hummingbird.
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“Hummingbird is a definite expansion of Google’s semantic capability evident at the search interface level that reveals, significantly, two things,” said David Amerland, search engine expert and author of Google Semantic Search, “First, Google has increased its ability to deal with complex search queries which means that it also has got better at indexing entities in Web documents. Second, it has got a lot better at relationally linking search queries and Web documents which means that its Knowledge Graph must be considerably enriched.”
Amerland goes on to explain how Google’s move toward semantic search will benefit SEO practices:
From a strategy point of view this opens the horizon for companies and webmasters considerably. From a practical perspective, the need to identify the USP of each business and become authoritative within it is now a key criteria for continued SEO success. The comparison element that has been integrated suggests that semantic mark-up may begin to confer an advantage now when it comes to helping index information in products and services.
He emphasizes the importance of content not being left in isolation, but instead shared across social networks via identified influencers. “This is not something that can or will happen at the drop of a hat,” said Amerland, “It requires time and commitment to building a relationship with influencers and sharing with them content that is of real value to their network.” Quick SEO, according to Amerland, “Is now firmly in the past.”