How will the Hummingbird update affect SEO? What kind of websites would be most affected? What practices would be punished and which would be rewarded?

Google’s evolution to Hummingbird means Google is paying attention to the way people interact with search. People no longer simply search static keywords, and Hummingbird’s updates have adjusted to improve search results.

The Evolution of Search

The way people search is constantly changing. Since the advent of searchability online, people have grown to expect to find answers quickly and easily. Whether they speak to search, type out full questions, or even search for different devices throughout the day expecting the same results, people have grown reliant on Google's results.

One of the ways Google has evolved its algorithms is by recognizing Topic Clusters as an important search engine optimization factor. Simply put, when trying to rank for keywords, marketers should instead be focusing on the bigger picture.

Keywords are still important, but the bigger picture is the topic that these keywords fall under. And once these topics have been established, content should be formed around the topics.

Google’s Hummingbird Update and Topic Clusters

As search trends move away from strict keywords and begin to shift towards topics, the concept of "topic clusters" is on the rise. In short, topic clusters focus on a web of topics that are all interrelated and all commonly searched to solve for a need.

These webs of topics are all connected by a topic pillar page where they are interlinked and referenced to help build a stronger foundation of knowledge for searchers looking for more answers with less research.

Topic Clusters and Your Content Marketing Strategy

The best part about Topic Clusters and blogging within your Content Marketing Strategy is that they fit together hand in hand.

Now, you can consider your Buyer’s Journey and your Content Marketing Strategy in one fell swoop. As you discover each of your core topics, the content that your buyers may be hoping to find on your site will become obvious to you. You’ll be able to ask yourself all of the questions that anyone may have around each core topic - at all levels of the sales funnel (from top to bottom). Each subtopic is then linked to that core topic and to one another.

Not only are you improving your content layout on your site, but you are simultaneously improving the User Experience on your website. Content is easier to find AND it is more complete.

To learn more about Topic Clusters and how to adjust your Content Marketing Strategy to improve your SEO using this new technique with Google’s Hummingbird updates, read our blog here.

Learn More: How to Create a Topic Cluster - The Complete Checklist