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Google’s Hummingbird Update: Should You Be Concerned?

Google unveiled an algorithm update on the eve of their 15th birthday last week. As Internet marketing continues to expand as one of the most important facets in any advertising campaign, businesses around the world are wondering if the update will help or hurt their business.

The algorithm change, which is being dubbed the Hummingbird update, was made in yet another attempt by Google to better serve the needs of their users. With more mobile devices and tablets offering the ability for verbal search, people are asking more of their search engine than ever before. As complex searches ask more of Google, the update was enacted to help the search engine giant interpret what the user is looking to gather from their search based on a number of factors. The ways in which Google searches the Web will remain consistent, but the results displayed will be altered to meet what is determined to best suit the user experience.

So, what does this mean for your business and the future of Internet marketing? Not a lot if you have been paying attention. The Panda and Penguin updates of the past taught the online community one thing about Internet marketing — the sites producing the best quality content for the needs of their audience will have the easiest time garnering organic traffic. The Hummingbird update is the logical next step towards separating the best material from the riffraff of the Internet.

The Hummingbird update will put less emphasis on matching keywords and more emphasis on understanding what a user is most likely hoping to obtain in their search results. If I can give businesses one piece of advice after this update, it’s to prioritize a well-rounded online marketing strategy that continues to deliver a clear message. Every business in America has an audience, but not every business in America understands the needs of their audience. The companies who prioritize the needs of their users and create content to satisfy those needs will see the biggest successes in the future.

It’s not enough to have a beautifully designed website or an entertaining blog that keeps people coming back for more. Businesses need to focus on staying ahead of the competition by taking advantage of all the marketing initiatives the Internet provides. From blogs and website design to a strong social media presence, it all ties in to becoming the authority in a given space.

We now have to go back 15 years to remember what life was like before you could ask someone to Google something and instantly obtain the information you need. On the 15th birthday of Google and a day after the Hummingbird update, all businesses should take a page from the search leader and focus on making their company name synonymous with their field.

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