Google has been making a number of changes recently to it’s search algorythms. From Penguin 2.1 (to do a deeper analysis of sites to reduce spam) to Hummingbird (to improve consumer search results, especially for longer more complex searches). Here’s a couple useful overviews on what’s going on.
- Skyword’s take on Hummingbird
- Danny Sullivan’s FAQ’s on what Hummingbird means
- Wired magazine’s write up of Google’s approach
- Search Engine Watch’s Definitive Guide to Penguin
Most users shouldn’t notice much change. And, assuming your SEO strategies are focused on high quality, legitimate, long term objectives, most marketers won’t notice a TON of difference and won’t need to make many changes right away. If your team has you doing some sketchy linking approaches, you could be in trouble.
Key questions to ask your SEO/SEM team:
- How will Penguin affect our site
- Do we need to review our linking strategy or content strategy in the short term?
- What changes will we need to make to our content and linking strategies over the long haul?