The ever changing world of online search has seen a major shake up with Google announcing Hummingbird is now in operation.
It is a major retooling of the search giant's inner workings with it looking to account for the more modern forms of search, such as conversational or voice search.
Whilst practically impossible to work out what individual changes have been put in place, those who keenly follow the industry believe that the overall context and meaning of sentences will be important, instead of just keywords within a phrase.
If you want to dive in and find out more, Danny Sullivan of the search blog Search Engine Land has written a detailed FAQ.
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