Google Algorithms Explained, Pt. 2: Provide Better Answers

This article is part of an SEO series from WooRank. Thank you for supporting the partners who make SitePoint possible.

In our previous article we went over two of Google’s algorithm updates designed to catch people trying to manipulate search rankings and deter others from trying the same schemes. With this article we’ll cover slightly friendlier ground with some of the more recent algorithms and updates designed to improve Google’s understanding of language, search intent and the best way to meet its users’ needs through the search results.

Hummingbird

What Is It?

The September 2013 debut of Hummingbird has been one of Google’s most significant algorithm changes to date. Google gave the algorithm its name because it’s supposed to be "precise and fast," delivering what people are looking for as quickly as possible. In other words, Hummingbird figures out what people are actually trying to achieve with their search, and then delivers them results that helps them reach that goal in as few steps as possible.

The reason Hummingbird is seen as a much more significant change compared to other algorithms is that it was actually an overhaul of the entire search algorithm, and not just tweaks to parts or add-ons like the others. Probably the most popular explanation is a comparison to a car engine: Panda, Penguin and the algorithms we’ll talk about in this article were like upgrading specific parts of an engine such spark plugs or the fuel injector. Hummingbird was like putting in a whole new engine. An engine that was able to parse the semantics of conversational language to determine the reason someone was searching the web in the first place.

What Does It Mean for SEO?

Hummingbird caused a rather fundamental, if unfortunately vague, shift in the approach to SEO: Answer users’ questions. Keyword research and traditional on page optimizations like title tags and <H1> tags are still very important, and your page content should still make use of your target keywords. What this algorithm really changed was shifting the focus from optimizing around keywords to optimizing around users and topical relevance. Take a step back from your keywords and ask yourself "What is my audience looking for when they use a search engine? What information do they need or problem do they have?" Then, build your pages around answering their question or solving their problem.

From a practical perspective, the biggest change to SEO was for keyword research and content optimization:

• Keyword research: Develop a keyword strategy based around questions your audience asks in order to solve their problems. A good place to start is your own customers by tracking questions received by your customer support team or sent via email and contact forms. Then, do keyword research to find the actual queries used to ask those questions. Long-tail keywords will likely be a big part of your keyword strategy.
• Content optimization: This may be easier said than done, but content should now be structured around answering users’ questions and providing them with solutions. Don’t just track traffic and website ranking when looking at your analytics. Look at bounce rate, time on page and, if possible, use a heat map like Crazy Egg to measure user engagement. These are important metrics Google uses to judge the relevance of your page to a topic and whether or not you’re giving its users a quality experience.

Pigeon

What Is It?

Released in June 2014, the Pigeon algorithm aimed to improve Google’s local search results. It did this in a few ways:

• Search results for web search and Google map search are now better connected, so you should see more similar results across platforms.
• Local search ranking signals are now more aligned with traditional results.
• Review sites and local directories got a boost in search results. Yelp is the most prominent site that benefited from this, but it also helped sites such as Urbanspoon, OpenTable, TripAdvisor, Zaga, etc.
• It better integrates location and distance parameters, so users can search for locations within their informal neighborhoods and get more accurate results.
• Hyperlocal is now the new local. That means Pigeon puts more weight for keywords, citations and Google+ profiles that specify neighborhoods instead of cities, states or regions.

What Does It Mean for SEO?

One of the major changes for the local search results was the reduction of the search radius and increased focus on neighborhoods. The reduced radius resulted in an increase in the number of neighborhoods, which means that a site optimized for Cambridge, MA could find itself losing rank because Google is now able to better determine if someone is searching for something in Harvard, Central or Kendall Squares. A site could also lose rank since Pigeon shifted the borders of some neighborhoods around to better reflect their boundaries. A site that ranked well for Harvard Square searches could now actually be considered in the Central Square area, and so lose traffic. So how to deal with these new neighborhoods?

• If you’re in a big city, focus your optimization on neighborhoods, not the city. Use the neighborhood names people actually use and search for — you’ll probably have to do some research for this. If you’re in a smaller city that doesn’t really have neighborhoods, optimize for the city, not region or state.
• Keep your name, address and phone (NAP) information consistent. It’s one of the most important local ranking factors, while incorrect/inconsistent NAP is one of the strongest negative signals.
• When your neighborhood has two different names, either formal or informal, or you’re right on the border of two, which should you target? Both.

Pigeon has also impacted the way you should do off page SEO for local search. While local citations are still very important for local search, the directories you’re listed in are just as important. How do you know which directories are important? Search for your niche in your neighborhood, and make a note of the directories that make it to the first page. Here’s the SERP for "best burger mountain view ca" below the local pack:

Seven of the top eight results are Yelp, while the eighth is Trip Advisor. If you’re a burger place in Mountain View, CA, you’d better have a business citation on Yelp and Trip Advisor. While Yelp is the most important local directory now, it’s not the only one. Some other important sites, depending on locale and niche, are:

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by Sam Gooch via SitePoint