Google did it again. I mean, they have to, right? If people think they can constantly “work” the system, then Google needs to make sure that those who are not relevant to our searches, but somehow creep up in higher rankings, stop doing what they’re doing.
They actually didn’t announce it until one month after. But, the experienced marketers and SEO specialists knew that it had happened. When in doubt, assume Google made a change. This time, it’s a big change to the algorithm. Google Hummingbird is a new algorithm.
The most important takeaway from Google’s algorithm change is that we will no longer have access to our keyword data on Google Analytics.
That does not mean that all is lost. As a marketer, you will have to think smarter. Strategize. Use the tools that you do have access to. In other words, watch this video from MOZ about what to do now that 100% of your keywords are (not provided.)
What’s the bottom line? Instead of looking at keyword data, pay attention to your page visits. Which pages are getting the most traffic? Rank tracking data can show you which pages are ranking well or not ranking well. If you know which keywords you are trying to optimize, then you can use this information. AdWords Data will show you what the searches are like for keywords and Google Webmaster Tools has some keyword data you could use. Now you can determine which pages rank and which keywords are searched…so, instead of just having a number. You now must figure it out using a number of tools and strategies. The very bottom line is Google wants you to run AdWords campaigns so you can actually use your own keyword data to analyze you keyword research.
What else should you know about Google Hummingbird?
Don’t stop what you’re doing. The rules didn’t really change. Write relevant, ethical, quality content for your websites.
Most searches will be affected by this.
Conversational terms and phrases have a heavy emphasis these days.
Less emphasis on individual keywords, more so on the semantic of the words and phrases.
PageRank is still important.
Have you seen a change in you rankings for certain keywords? Are you having a frustrating time looking at your Google Analytics to determine which keywords people are searching to find your web pages? Hopefully this helps a little. Please let me know if you have any questions!