Hummingbird is the new engine for Google search which still uses some of the old and newish parts they have recently updated like penguin and panda. This is a complete change to the core algorithm that controls what it returns in the search results. As Google said, for more than four decades, search has essentially been about matching keywords to queries. The update included a major rewrite of Google’s entire algorithm, affecting more than 90% of search results. It specifically focuses on semantics – comprehending natural language and complex searches in order to better understand the intent of the searcher. Think conversational search, most mobile phone users search using voice. Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. From a content writing perspective don’t keep using just one phrase or term, instead, use variations and synonyms in your content. Articles should focus more on the overall meaning of the content and less on a specific keyword. Write content around long-tail subjects and in a way that it would answer to human questions. Hummingbird works by using Google’s Knowledge Graph, which was introduced last year. The Knowledge Graph allows the search engine to better understand the relationship between concepts instead of individual keywords. The Knowledge Graph has accepted some forms of conversational queries for a while, but a big part of Hummingbird was about expanding this capability to the rest of Google search.