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Hummingbird in September but the announcement of the change came a month later, in October 2013. The name originates from being “precice and fast”, just like hummingbirds are. Hummingbird is considered one of the biggest changes in Google history. Hummingbird is reportedly not an actual update as much as it seems to be an entirely “new engine”. Sullivan explains that Hummingbird is a brand new engine that uses some parts of the old engine systems such as Panda and Penguin. The appearance of the Hummingbird, despite being “a new engine” does not outlaw “old engines” such as PageRank. According to Sullivan Hummingbird utilizes PageRank as well as other factors to its advantage. This algorithm does not affect SEO. Hummingbird only allows Google to process the signals in a new way, not affect the results like Panda or Penguin did. The new thing that comes along with Hummingbird is “Conversational Search”. With this search the user may search information in a conversational way with the search engine. An example of this is to search for “The lead actress in movie King Kong”. The search engine will give the answer both in written form as well as spoken. If you are interested to know more, for example the age of the actress you may go on asking “What is her age?”. Unlike previously, conversational search remembers the previous search and understands that with “her” is meant the actress of the previous search. This enables a conversation with the search engine, which in part enhances the user experience. Sullivan reports that Hummingbird pays more attention to each word in the query, meaning that the query as a whole is taken into consideration in search. The objective is to get the matching pages rank higher, rather than pages where only few words appear. 4.2.5 ESA, rumor or reality? As Google keeps developing and making changes to its algorithms it is natural that the SEO practitioners are nervous and anxious about what will come. This is also perfect platform for rumors to be born. One of these rumors is the rumor about a completely 25PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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