Hello fellow search addicts.
Today I will have a tentative look at how hummingbird will change the search landscape forever.
As of yet, Google has only stated that semantic search will be used to gauge a new kind of “contextual page rank” , with less emphasis being placed on links, and more on the actual meaning of data, utilizing methodology similar to the resource definition framework – where a keyword is not defined by its frequency, but by it relationship to other data items on a page.
This kind of familial relationship acquisition and critique of keywords means that it may become necessary to start acquiring a new adwords methodology more suited to hummingbird, if so, let us examine what we know so far;
- hummingbird looks for context
- we know how context is created by hummingbird, if we look at the example of resource definition frameworks in the above link
So how would an ad differ as we move towards hummingbird thinking?
- does the headline as keyword still apply?
- instead of stuffing description line 1 & 2 with calls to action, should we use industry or product related keywords?
- what page do we use now that the seo rankings may have changed?
These are the things I will be testing for and getting back to you about.
In the meantime, here is my timestamped prediction (albeit on the zero hour),
- hummingbird-type code will replace the existing checks on adwords
- ads will be looked at by the frequency of core keyword, as well as its context as per surrounding keywords
- providing contextual information will be just as effective as a call to action
- provided contextual information will take exist primarily in sitelink extenstions, with the main ad being kept for discounts, call-to-actions etc.
Well, that’s enough for now,
I will keep testing and keep you updated.