This week, Rand talks about the changes Google’s Hummingbird update makes to long-tail search (search queries that are usually longer in length and have less search volume). With Google’s sophistication increasing, it now understands content, context and textual analysis better. This means Google is able to increasingly deliver results for more specific queries and be able to pull up results that don’t specifically target the keywords in the search query, but are still highly relevant.
What this means for web marketers:
- More opportunity for quality content to rank that isn’t necessarily doing good keyword targeting.
- Strong keyword targeting will become less useful than it previously has been because it will be able to link relevant content with search queries it couldn’t before.
This is a further step towards Google rewarding the quality of content more than the quantity.