What is Google Hummingbird? How To Write For Hummingbird

Updated by Chima Mmeje — November 21, 2024.

Google Hummingbird Estimated Release Date: August 20, 2013

Unlike the previous Panda and Penguin updates which were initially released as add-ons to Google’s existing algorithm, Hummingbird has been cited as a complete overhaul of Google's search algorithm. This significant update transformed how search queries are interpreted and processed, leading to more sophisticated handling of natural language searches and query expansion techniques. While it’s believed that many preexisting components of the core algorithm remained intact, Hummingbird signaled Google’s commitment to an increasingly sophisticated understanding of the intent of searchers’ queries with the goal of matching them to more relevant results.

Google announced Hummingbird on September 26, 2013, but it had actually already been in place about a month prior. Whereas previous algorithm updates like Panda and Penguin sparked significant reporting of lost traffic and rankings, Hummingbird did not appear to have drastic negative impacts on the general web. It was largely understood as having a positive influence on the accuracy of Google’s knowledge base known as the “knowledge graph.” However, the local SEO community theorized that documented effects had been felt in the local search engine results.

In order to fully understand the purpose behind Hummingbird, it’s important to first be familiar with the search engine features it most heavily impacted: semantic search and the knowledge graph.

A year prior to the release of Hummingbird, Google launched its knowledge graph: not an actual graph, but rather a set of SERP features designed to provide quick, accurate answers to users’ queries about people, places and things.

Google's algorithm, particularly the Hummingbird update, revolutionized the way Google understands search queries by shifting from a keyword-centric approach to a more contextual semantic understanding.

You can see the knowledge graph in action on the results page yielded upon searching for “chocolate chip cookies.” The SERP does contain standard organic results and links to suitable websites, but it also contains a rich set of knowledge graph data, including an answer box with a recipe, a right-hand knowledge panel featuring nutritional facts about this dessert, and suggestions for related search subjects.

How does Google determine that these results reflect the intent of the searcher and adequately address their needs? This is where semantic search comes in.

Semantic search attempts to match appropriate SERP results to the language of Internet users’ queries beyond the meanings of individual keywords, taking a broader context into account, even when the intent of the user is implicit rather than explicit. To see semantic search in action, take a look back at the “chocolate chip cookies” SERP image above. Even though the query was for the cookies themselves, semantic search extrapolated that despite the words used in the search query (which, taken literally, could refer to images or a definition of the cookies), the intent behind the search differed than the language used. Google then served up results that match the searcher intent rather than searcher language. As a result, we see a SERP full of recipes, nutritional facts, and other topics related to making or eating the cookies.

Google’s increasing mastery of semantic search enables them, in their own words, to understand “real-world entities and their relationships to one another.” Hummingbird’s focus on matching query context to results relies on the intelligence of Google’s technology — the ability to parse intent.

Semantic search is a complex topic, so here’s another example of how this works on the web. Imagine that a Google user types or speaks this search engine query: best place for chinese. It’s only by understanding the intent context of such a query that Google can identify “place” as signifying a restaurant and “Chinese” as signifying a specific type of restaurant food.

One of Hummingbird’s main purposes was to translate semantic search from a concept to a reality — and one that would ultimately become the search standard. It sought to better approximate the true intent of searches so that, for a query like the Chinese food example referenced above, the user receives a set of local Chinese restaurants to choose from, rather than results for the best places for people to live in China or other irrelevant data.

Creating original, high-quality content that stands out from others is crucial to achieving a higher rank on search engine results pages (SERPs). Unique insights not only attract attention and engage visitors but also lead to increased clicks, ultimately enhancing visibility on SERPs.

Google Hummingbird has significantly transformed the way Google search operates, making it more conversational and user-friendly. This update has enhanced Google’s search algorithm, enabling it to better understand the context and intent behind search queries, which in turn provides more accurate and relevant results. One of the most notable changes brought about by Hummingbird is the rise of semantic search, which focuses on grasping the meaning and intent behind search queries rather than merely matching keywords.

Hummingbird’s impact on Google search can be observed in several key areas:

• Improved Understanding of Natural Language Queries: Hummingbird has empowered Google to better comprehend natural language queries, including long-tail and conversational searches. This means that Google can now interpret and respond to more complex and nuanced search queries.
• Increased Emphasis on Context and Intent: By taking into account the context and intent behind search queries, Hummingbird ensures that users receive more relevant results that align with their needs. This shift from keyword-based to intent-based search results marks a significant improvement in user experience.
• Enhanced Mobile Search Experience: Hummingbird has also improved the mobile search experience, making it easier for users to find what they’re looking for while on-the-go. This is particularly important given the increasing reliance on mobile devices for internet searches.
• Integration with the Knowledge Graph: Building upon and enhancing the Knowledge Graph, Hummingbird provides users with more accurate and relevant information. This integration helps Google deliver a richer and more informative search experience.

In retrospect, the Hummingbird update could be seen as a step on Google's path toward mastery of the inevitable rise of voice search. When Hummingbird was released in 2013, “conversational search” was making waves in the SEO community. Fast-forward just a few years and the emergence of voice search obliges Google to be equipped to understand fully natural language, using the spoken word for searches like, “Where's the cheapest place for Mexican food near me?” or “How can I fix a leaky kitchen faucet?”

In sum, technology that is limited to understanding search language keyword-by-keyword isn't up to the task of gauging intent. Developments like semantic search and an update like Hummingbird are designed to operate effectively in a world of natural language.

While the organic SEO community strove to understand the effects of Hummingbird on the general web, the local SEO community dealt with some perceived fallout from the update. Initially, Hummingbird appeared to populate numerous local results with unsatisfactory “one-boxes”. For example, a query like “denver attorney” would yield a single answer set apart in a box instead of the typical set of local businesses. As many of these one-boxes rewarded businesses that were spamming Google via the use of false business names (e.g. listing themselves as “Denver attorney” instead of their actual name of “Law Office of Jim Davis”), Google was failing to deliver a relevant experience to users. This frustrating scenario was eventually resolved for the most part.

Additionally, the local SEO community speculated that Hummingbird may have had the following effects on the local and local organic results:

• A greater localization of the organic results for queries with a local intent
• A continued, substantial presence of directory-type results in the local-organic results

Writing for Hummingbird involves creating high-quality, user-friendly content that aligns with the intent and context of search queries. Here are some tips to help you write effectively for Hummingbird:

• Use Natural Language: Write in a natural, conversational tone that mirrors the way people search. This makes your content more relatable and easier for Google to understand.
• Focus on Intent: Understand the intent behind search queries and create content that addresses that intent. This means thinking about what users are really looking for when they type in a search query.
• Use Long-Tail Keywords: Incorporate long-tail keywords into your content to help Google understand the context and intent behind your content. Long-tail keywords are more specific and often reflect the natural language used in searches.
• Create Comprehensive Content: Develop comprehensive content that covers all aspects of a topic. This increases the likelihood of your content ranking for relevant search queries and being seen as a valuable resource by Google.
• Use Schema Markup: Implement schema markup to help Google understand the meaning and context of your content. This can improve the visibility of your content in search results and enhance the user experience.

While local business owners may have experienced some temporary problems with spammy one-boxes decreasing their local search engine visibility, it's unlikely that most websites experienced negative impacts from this update.

If your website experienced a drop in traffic or rankings that you believe may have been tied to Hummingbird, definitely take a look at a complete list of Google updates. It may well turn out that the agent of change for your website was another update, such as Panda or Penguin.

To measure success with Hummingbird, focus on tracking metrics that align with the intent and context of search queries. Here are some key metrics to monitor:

• Search Engine Rankings: Track your search engine rankings for relevant keywords to see how your content is performing. This will give you an idea of how well your content is being received by Google.
• Organic Traffic: Monitor your organic traffic with tools like Moz Keyword Explorerto see how many users are visiting your website from search engines. An increase in organic traffic is a good indicator that your content is resonating with users.
• Conversion Rates: Track your conversion rates to see how many users are taking the desired action on your website. This could be making a purchase, signing up for a newsletter, or any other goal you have set.
• Bounce Rates: Keep an eye on your bounce rates to see how many users are leaving your website without taking any action. A high bounce rate may indicate that your content is not meeting user expectations.
• Time on Site: Measure the time users spend on your website to see how engaged they are with your content. Longer time on site generally indicates that users find your content valuable and engaging.

When optimizing for Hummingbird, it’s important to avoid common mistakes that can hinder your success. Here are some pitfalls to watch out for:

• Keyword Stuffing: Avoid keyword stuffing, as Hummingbird is designed to understand natural language and context. Overloading your content with keywords can make it seem unnatural and reduce its effectiveness.
• Over-Optimization: Steer clear of over-optimization, as Hummingbird aims to provide more accurate and relevant results. Focus on creating high-quality content that addresses user intent rather than trying to game the system.
• Poor Content Quality: Don’t create poor-quality content, as Hummingbird prioritizes high-quality and relevant results. Invest time and effort into producing valuable content that meets the needs of your audience.
• Lack of Mobile Optimization: Ensure your website is optimized for mobile devices, as Hummingbird has improved the mobile search experience. A mobile-friendly site is crucial for reaching users who search on-the-go.
• Ignoring Semantic Search: Don’t ignore semantic search, as Hummingbird is designed to understand the meaning and context of search queries. Embrace semantic search principles to create content that aligns with user intent and context.

By following these guidelines and avoiding common mistakes, you can optimize your content for Hummingbird and improve your chances of ranking well in Google search results.

Hummingbird signaled to all website owners that Google had its sights set on increased understanding of the true intent behind users' searches, looking at whole queries for context instead of treating them like strings of keywords.

The most practical application of this for website owners is to ensure that natural language is reflected in the site's content. Hummingbird may be seen as bridging the gap between old, spammy practices and modern SEO which seeks to speak the natural language of readers, using their own words.

Websites that deftly identify and publish the answers to the public's most popular queries can seek to become chosen by Google as relevant resources for particular topics. When your content is seen as matching searcher intent, there is opportunity not only to rank well organically and locally, but also to place in a SERP feature such as an answer box or knowledge panel. In today's search engine results, serving the intent of the searcher should place high on your list of SEO priorities, and you'll want to use a combination of direct interaction with your audience, keyword research, and topical research to help your website achieve improve its visibility.

Keep learning

• Hummingbird Unleashed
• Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
• How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro
• Attack of the Bad Google Local One-Boxes!
• See also:
  • Google Penguin
  • Google RankBrain
  • Google Pigeon