For about a month Google started introducing Hummingbird (Colibrì), its new algorithm.
It is called Hummingbird and it is the new Google algorithm, destined to generate much discussion within the webmaster community, but especially among content providers.
Hummingbird – Hummingbird in Italian – is officially announced on the day Google celebrates its 15th birthday, although it is understood that its gradual introduction – at least for English-language sites – already occurred over the past month.
However, its impact has not yet been so significant as to cause major changes in search result delivery, so very few have had the opportunity to actually verify its relevance and behavior.
So how should the Hummingbird algorithm work?
Relying more and more on semantics, Hummingbird can provide direct answers to even long and more complex questions.
It will no longer be “simple” keywords that generate a response, but the entire phrase typed.
Google will tend to provide a direct answer by scraping information from well-indexed sites in SERP; this would seem to imply, however, taking away traffic from the sites themselves.
The response will not be constituted by the list of results with the top ten best-positioned sites, as has been the case until now.
Today, with the action of Hummingbird, it will tend instead to suggest the answer directly, immediately and without forwarding to the sites where the topic is discussed. Not at least in the upper part of the page, where users usually focus.
Often the answer is provided using the mechanisms and comparisons of Google Knowledge Graph.
It seems that the intention is to make the interaction between user and Google increasingly direct, without “intermediation”.
Yet Google, without content sites, would have no information to offer internet users.
Is this perhaps a move designed to generate more advertising revenue for Google from sites that wish to appear among the suggested options?
What would be the point of continuing to produce original and quality content if the search engine were no longer “available” to display it but would instead offer it autonomously and directly?
Spontaneous questions that for now remain unanswered: Hummingbird it is still an algorithm to be studied, for now in action on English-language sites, but its debut seems rather strong and heavy for the fate of many sites.
Probably a change of this kind only happened on one other occasion: with the advent of the algorithm Caffeine.
Not even Panda e Penguin had such an effect on SERPs as Caffeine and probably did Hummingbird.

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