In September 2013, Google introduced a new algorithm named “Hummingbird.” The name reflects its qualities: speed and precision.
An analysis by Searchmetrics revealed that the diversity of search results has lessened, while semantically similar results are aligning more closely.
Beyond the technical improvements, Hummingbird marks a shift towards semantic search, enhancing Google's comprehension of search queries, even those that are long-tail. This allows for a better grasp of user intent and a more precise interpretation of query relationships.
Although the algorithm represents the most significant update since 2001, the immediate impact on search results was subtle. But why? What are the specific effects of Hummingbird?
Hummingbird excels in contextual and conversational searches, focusing on the semantics and word relationships.
In contextual search, Google aims to understand the intent behind the words, focusing not just on the keywords themselves but their underlying meaning.
Search Term: “Richest person”
Google interprets such queries to deliver answers through Knowledge Graph integration.
With the rise of voice-activated searches, queries have become longer and more sentence-like. Devices like smartphones and voice assistants are driving this trend, allowing for more natural language searches.
Search Term: “Who is the richest person in the world”
Google breaks down the question, offering results similar to those for simple keyword queries.
Searchmetrics explored how search result diversity has changed post-Hummingbird.
Hypothesis: The number of unique URLs in search results should decline as similar queries with the same intent produce more uniform results. Here's the analysis based on numerous keyword searches:
Diversity in search results has reduced by approximately 6% since Hummingbird's launch. Navigational keywords are less affected (around 4%) compared to informational and interrogative keywords (around 6%).
Explanation: Informational keyword searches exhibit the greatest fluctuation in URLs. Google's ability to identify query similarities leads to more consistent results.
Searchmetrics assessed search result consistency for semantically similar keyword pairs.
Result: The graph illustrates a 20% increase in matches for similar keyword pairs post-Hummingbird. This is demonstrated by comparing pre- and post-Hummingbird rankings.
Before Hummingbird, 4 out of 10 URL results were identical; after Hummingbird, this rose to 90% on search result pages.
Note: These results refer to presence on page 1, not exact rankings.
Google's Knowledge Graph continues to evolve, providing more relevant information adjacent to search results.
The graph shows Knowledge Graph integration growth across keyword categories. Following Hummingbird, more keywords featured Knowledge Graph overlays, including question-based searches.
The types of Knowledge Graphs have diversified, covering areas like weather, recipes, and calculators. However, Google sometimes misinterprets search intent, leading to irrelevant Knowledge Graphs.
In summary, Hummingbird reduces search result diversity, especially for semantically similar keywords. While Knowledge Graph integrations are not yet widespread, they are becoming increasingly tailored.
Overall, Google is improving in understanding user intent and delivering precise search results efficiently.