We have been working with Google’s new algorithm for organic searches for weeks now: Hummingbird.

As you know, Google is committed to humanizing search and optimizing results so that we interact with it as if it were a person. It no longer prioritizes keywords as much; instead, it wants us to “talk” to the search engine by presenting doubts, phrases, questions, etc., rather than just a cluster of keywords.

And not only that, it also wants to ensure that the answers are truly valid, linking this to the socialization of brands. Are they on social media? Do they communicate with their audience? What is their level of engagement? Is the information commented on or shared? Evidently, money always proves you right. If you invest in Google AdWords, your online positioning will improve.

And how does this affect our online reputation?