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What is a search algorithm?

It is a problem solving routine, which uses computers to effectively search billions of web pages and filter them into the best possible results for each user query.

What is “Hummingbird”?

This is the name of a fairly new algorithm that Google uses and keeps updating to provide users with better results for their searches. Google has several of these each usually with unusual and confusing names.

These focus on different things, like indications of the quality of site. Hummingbird focuses on interpreting the meaning and purpose of the search query so to improve matched results at the very beginning of the process.  It is part of a move towards ‘Semantic Search’, where computers attempt to interpret words more like human language, identifying meanings that alter the relevant results.

It attempts to add intent via context.


Also, Hummingbird presents a new approach to SEO which allows companies to increase the list of potentially profitable keywords in their SEO targets. Hummingbird acts a bit like a reader.

We can help these changes in Googles search machinery by focusing our own efforts semantically.

Tips for doing keyword research:

  • Firstly, Keywords Ideas – research and generate as much new suggestions as possible


  • Words – pick the keywords that are truly relevant. Google Keyword Planner can be very helpful and misleading in the same time. Choose words that signal commercial intent, rather than a hunt for information. Quick-sale words including buy, coupon, discount, deal, cheap, or shipping achieve good results.
  • Analysis – research how chosen keywords rank and detect keywords with higher commercial intent by looking at their estimated cost-per-click bids.



  • Competition – research the performance of the competing domains, identify the backlinks they have to the search landing page, check the quality of on-page optimization of the competing pages by scanning their titles, descriptions, content, and internal link anchors, research quality of their content and popularity in social media.

Hummingbird (1)

It is worth removing all keywords that your competitors have ranked for, even if the KEI (Keyword Effectiveness Index) is good. With millions of sites competing for rankings for a given keyword, it will take you a while to rank high for the term. Also discard keywords and phrases with the worst KEI; these terms have both intense competition and low search volume, so optimizing for them is not worthwhile at this point.

Out of the remaining keywords, choose the ones with the best KEI.




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