Can you explain Google's Hummingbird update to me?

Sure, I'd love to!

The Hummingbird update is Google's latest attempt to give searchers better results. While prior updates—think Panda and Penguin—focused on penalizing websites, the Hummingbird changes Google's search algorithm altogether. It's like they tore down the walls of their house and put in new appliances, flooring, and drywall, keeping only the parts of the structure that were sturdy and sound.

Aristotle and the Hummingbird

Aristotle famously stated, "The whole is greater than the sum of its parts." That’s what the Hummingbird update is all about.  

Before, Google relied heavily on the actual keywords users typed into the search bar. You typed in a query, and Google bots combed the internet for the exact phrase you typed in. You got results that contained precisely what you asked for—even if it wasn't exactly what you really wanted. 

Now, the phrase a user types is quickly dismantled. Each word is taken into account as a separate entity. The Hummingbird does this by parsing the grammar of your search term, looking for synonyms and, in the end, deciding what your intent was.

By taking apart your search phrase and making the most of your words, Google's Hummingbird is able to give you truly personalized, valuable search results.

The Hummingbird Update and Your Attorney Web Marketing Plan

Now that you understand what the Hummingbird update is, you're likely wondering what you can do to please the little bugger.

If you are already writing dynamic content, making the most of social media for your law firm, focusing on your USP, and catering all content to the needs of your ideal client, you don't need to do a thing.
The Hummingbird update only affects those relying on keyword stuffing, spammy marketing techniques, and weak web content.

Not sure if you're website is sweet enough to catch the attention of the Hummingbird? Call 888-886-0939. Our attorney SEO experts can help you determine what you need to do to make your attorney marketing plan attract even the most finicky nectar sipper.

Laura Johnson
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SEO Manager and Web Marketing Strategist