September 27 2013 marked Google’s 15th birthday.

In celebration, the Internet search behemoth announced a new search algorithm and has named it ‘Hummingbird’.

The re-scripted algorithm was actually rolled out a month ago and is worked into the system without much ado. It affects 90% of all searches worldwide, and is designed to handle increasingly complicated queries. Instead of just matching keywords, Google’s Hummingbird breaks down conversational phrases, questions, and attempts to understand the meaning and relationship of things and words within sentences. This change aims to bring Google users results with increased accuracy  when using their voice search product. This was brought about by the fact that users were asking the Google longer and more complex queries.

And once again we search optimization professionals must shift our thinking as more SEO tricks become obsolete.