Ronnie05's Blog

Google Hummingbird: The coming of Web 3.0/ Semantic Web

Posted in Internet and Search, Semantic Media and Web, Semantic Web by Manas Ganguly on September 28, 2013

hummingbird

On its 15th birthday, Google unveiled the “Hummingbird” algorithm which is touted as the most radical change to the Google Search engine over the last 13 years. The last major upgrade to Google Search was the “Caffiene” and this update is likely to effect 90% of Google’s search results throwing the SEO/SEM industry topsy turvy. As users upgrade to more complex search strings, “Hummingbird” searches for a context in every search as against its 15 year old formula of matching keywords. Deep down in the core, the latest changes “hummingbird” is a subtle shift in terms of addressing the web in terms of semantics – the context.

For instance – a search query such as “Did FBI plot JFK’s death?” would throw up results based on matching the whole sentence (Priority 1), and then throw searches on “JFK” and on “FBI” – the later results only throwing results on Kennedy and FBI. The Hummingbird however understands the semantics behind the query – and is going to respond in terms of “Did FBI plot JFK’s death?” to “Other conspiracy theories around JFK’s death – to what has been FBI’s stand on JFK’s death through the years. It might throw up a Jacqueline Kennedy Onassis or an Edgar Hoover for instance. All a part of a semantic schema.

Or for instance “Pizza in Delhi” would throw up Pizza options but also could throw up options such as newly opened Mexican restaurant serving Burritos or likewise. An earlier execution of the same query would throw up – Pizza, Dominos, Papa Johns, Pizza Hut – all and only Pizzas. The “Hummingbird” would understand the context – a snack or a meal to mine results.

Thus, these changes could also drive up the price of Google ads tied to search requests if websites whose rankings are demoted under the new system feel they have to buy the marketing messages to attract traffic. However more importantly, this is a significant shift to a more context aware web – understanding the semantics – and a vertical integration of the search results. I call this Web 3.0 or Semantic Web. Whats your take?

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