Google’s Hummingbird Algorithm Study
Searchmetrics analyzed the impact of the Hummingbird algorithm on the SERPs and the result is clear: the variety of search results has decreased, while at the same time semantically similar search results seem more similar than others.
Fast and accurate + semantics
In addition to the fast and accurate technicalities of the Hummingbird change, a major step has been taken towards semantic search. Google has significantly improved its understanding of search terms, even long-tail searches, to better understand user intent. All queries and phrase relationships in queries can be identified and interpreted in an increasingly specific way.
Google calls it the biggest algorithm breakthrough since 2001, and it barely went unnoticed in the industry, yet the immediate change in search results was barely noticed. Why was it? What exactly are the effects and attributes of the Hummingbird algorithm?
Search by context and dialogs
Hummingbird's improvements are especially important in context search and conversation, two areas closely related to basic semantics and word relationships.
Thanks to contextual search, Google is yielding more and more results that match the purpose of the search. Results are no longer limited to the words themselves, but include an interpretation of the intent of the search terms.
Example of context search:
Keyword: richest person
Google interprets the query and returns the answer in the search results in the form of a knowledge network integration.
As more and more voice searches are performed, conversational searches become longer and often span entire sentences. The search is longer and often consists of a series of questions. With the rapid spread of mobile devices and speech software (smartphones, tablets, Google Glass, SIRI, etc.), this type of search is becoming more common and can also be done using desktop searches (Chrome apps, etc.).
Example of conversation search:
Search: Who is the richest person in the world?
As you can see above, Google breaks the question down into its components and returns almost the same results as the original search result for the keyword.
How Hummingbird affects the diversity of search results
Based on these observations, Searchmetrics analyzed how the diversity of search results has grown since the hummingbird's first flight.
Guess what, the number of different URLs in the SERPs should decrease as more and more similar keyword searches return the same more consistent search results. These are the research results based on thousands of keyword searches. The y-axis refers to the number of different search results, the x-axis shows the time in calendar weeks:
You can clearly see that the diversity of search results has decreased by a total of 6% since the introduction of Hummingbird. This affects navigational keywords less (almost 4%) than informational and interrogative keywords (also about 6%).
Explanation: Informative keyword searches yield the largest URL swings in search results. Because Google now recognizes matches in search terms, the following search results appear to be adjusted.
Different search results based on specific keyword pairs
Search metrics measured the consistency of keyword pair search results for a range of representative keywords. The analysis took into account a range of semantically very similar searches (for example, hairstyles and hairstyles with bangs). The analysis was performed on three data points just before hummingbird (07/2013), just after hummingbird (10/2013), and most recently in January 2014.
Result: As you can see in the chart, search results for semantically similar keyword pairs increased by almost 20%. This is best illustrated with an example. Here Searchmetrics had rankings before Hummingbird reconstructed them from its own database and compared them to today's rankings.
Before Hummingbird, the results of 4/10 URLs after Hummingbird were the same and this number increased to 90% in SERP.
Remark. These results do not refer to exact rankings, but to page 1 of the SERPs.
Evolution of the knowledge graph
Not only the search results themselves, but also Google's answer box, the Knowledge Graph, is constantly evolving. More and more relevant information appears next to or above the search results, next to the most important search criteria.
The graph shows the evolution of knowledge network integrations in each category of keywords, normalized to a maximum value of 100%. Obviously, immediately after the launch of Hummingbird, all keyword categories in the SERPs yielded more Knowledge Graph overlays than before (i.e., more keywords were integrated with KG), except for keyword searches in the form of questions. † However, as Hummingbird became more common, the number of KG integrations across all categories, including keyword searches such as questions, increased as well.
The nature of the Knowledge Map has also increased, with many variations (weather, recipes, menus, Olympic records, videos, calculators, etc.). However, sometimes even Google struggles to figure out the exact purpose of a search term, and this can lead to unrelated knowledge graphs appearing side by side.
Kolibri: more useful, more specific
Hummingbird has thus led to an overall reduction of diversity in search results, and this is especially true for keywords with similar semantics. Web of Knowledge integration may not be as common, but it's getting more specific.
In short, Google is getting better at understanding users' search intent and delivering relevant search results quickly and accurately.
If you have any questions about our research, please feel free to contact us.
Literal Meanings of Google's Hummingbird Algorithm Study
S:
Meanings of S:
Doubt or uncertainty about the fact of intellectual confusion.
One of the four cardinal directions, namely 180°, pointing to the South Pole and conditionally pointing down on the map, is abbreviated as S.
Synonyms of S
yeartime, yeartide, s.ap., series (British English)
Hummingbird:
Meanings of Hummingbird:
One of many small American birds of the family Trochilidae that can fly.
Algorithm:
Meanings of Algorithm:
A series of ordered steps that solve a mathematical problem. An exact step-by-step plan for a calculation procedure that eventually starts with an input value and produces an output value in a finite number of steps.
Calculation using Arabic numeral algorithms.
Study:
Meanings of Study:
(usually academic) To review previously learned material to ensure it has not been forgotten, usually in preparation for an exam.
(academic) Take a course or courses in a subject.
Acquiring knowledge about a subject with the intention of putting it into practice.
Look closely.
Focus the mind on a subject, think of something mentally, meditate.
Strive to be diligent.
Mental effort to acquire or study knowledge.
The act of studying or passing an exam.
Each specific branch of knowledge that is studied is carefully studied.
A room in the house for reading and writing, traditionally the private room of the male householder.
A work of art created for the purpose of developing or demonstrating an object or technique.
A human face with an expression that the viewer finds humorous and typical of a certain emotion or mood.
Room for special practices, office.
(academic) Scientific publication.
The one who dedicates a theatrical role to memory.
A state of confusion or restless thinking.
Thoughts focused on a specific goal that concerns them.
Sentences of Study
I have to study my biology notes.
I study medicine at university.
Biologists study living things.
He studied the map in preparation for the march.
Learning languages is exciting.
I have studied your carefully.
My father spends all his time in his office studying manuscripts.
A study of heads or hands to draw figures.
Geoffrey's face showed surprise [or confusion, irritation, despair, etc.].
This new study of non-commutative symmetries looks promising.
My work should not disturb them.
