Penguin was good, but the Hummingbird update is purported to be much more on-track for allowing quality websites to surface among the clutter. That doesn't mean that getting to page one of Google will be any easier. It just means that the playing field is being made more fair for websites that are honestly designed to help online consumers of goods, services and information.
The Hummingbird update was named as being "precise and fast". The biggest difference between Hummingbird and the recent Penguin and Panda updates is that Hummingbird's changes effected several parts of the algorithm while the others updated specific areas only. Evidently there hasn't been an update of this magnitude since 2010's Caffein update.
The biggest difference, or so we are told, is that Hummingbird will analyze the meaning behind each word within a search instead of trying to make sense of the search through its Knowledge Graph. Although the Knowledge Graph will still be used, it will be in conjunction with the new "Conversational search" and will bring up more accurate results.
Now what are we non-IT business people to do? We just learned what we had to do to stay compliant and ahead of Penguin. With the bigger changes of Hummingbird, it seems likely we'll have to contact our favorite SEO pro.
A representative from the popular Hit Reach Web Design & SEO with offices in Chicago, London and Dundee, UK states, "Anyone having a website built now would be smart to make sure the designer is up-to-date on the Hummingbird update. But even if the site is already up and running, we recommend moving forward quickly to make the necessary changes to the site's text and its digital marketing campaign."
SEO and website companies are cropping up globally. Many are founded by recent IT and website graduates who have little experience. Others develop client's websites on WYSIWYG (what you see is what you get) programs that the users themselves could be using. Oddly enough, skills aren't necessarily tied to experience level or skills.
Knowing a little bit about Hummingbird, website design and what you want in a website will help the designer develop a site that accurately represents the company's image, services while at the same time giving flexibility to update and evolve as often as search algorithms.
Although it can be frustrating to have to continually spend marketing dollars forced by Google, we are all in this Internet evolution together. It can only get better.