Hummingbird brings even more changes. The undisputed monarch of search engines, Big G, is upending search marketing as we know it. From tactical to strategic, ranking higher on Google has more to do with quality content and social signals rather than grayhat backlinks and barely relevant anchor tags. Oh yeah, Google Plus has become increasingly important. Wonder why. It’s not like Google is trying to create an eco-system of dedicated users and manhandling corporations for their social platform’s survival. Right? Riiight.
For clarity, I’m not saying that Google designed these initiatives specifically to stop people from being tactical and make them strategic. I don’t really know that. It may simply be the case that Google operates from a frame of reference that they want to find and reward outstanding sites, pages, and authors that offer outstanding answers to user’s search queries. But the practical impact is the same.