David Amerland of Social Media Today reports, "Google is systematically removing all the tools that traditional search engine optimizers and marketers had at their disposal that allowed them to reverse engineer search and create a set of metrics that could be used to gauge progress in search rankings for their clients… Hummingbird is clear evidence that Google search is getting smarter, drawing from a much more enriched set of entities in its semantic index and a much deeper Knowledge Graph. An Entity is a concept, divorced from its linguistic counterpart and defined by the relational amount of data that form its attributes, properties and uses. And Entities are now powering Google’s Image Search helping the search engine recognise images in pictures the same way you and I would."
He goes on, "This is important for marketers for many reasons: (1) Pictures can now break free of the restrictive and sometimes cumbersome picture description and actually function the way they should. A picture of a couple on a beach, for instance, can now appear in searches that feature, holidays, beaches, romance, relationships, and (perhaps) the particular locale the photo was shot at, if Google recognizes it. (2) Photographs become important because they can lead to the surfacing of content. This means that they should ideally be as unique and value-laden as text. (3) With improved object recognition in Image Search Google can also begin to better understand text on a photograph paving the way for memes to become true viral marketing aids with a distinct message that can be indexed and served in search."
Image: Courtesy Google