With the latest changes to the Google search engine, many marketing execs and business owners are wondering: how can I optimize my website for Google Hummingbird? While the change itself has been gradually taking place for some time now, it was officially launched at Google’s recent 15th anniversary party.

Hummingbird is not about ranking penalties like Google Panda and Penguin Updates were. It’s goal is not to reduce spam. Instead, Hummingbird focuses on shifting search results to favour contextually driven results instead of merely keyphrases. Google has not merely adjusted their existing algorithm, they have completely replaced it with a brand new one.