Imagine you own a business that films and produces yoga routines for at-home practice. As search engine results pages become more crowded, your chances of ranking for a popular industry keyword -- such as "yoga" -- begin to diminish.
But as it turns out, that's not the end of the world. These days people are actually conducting more specific, conversational queries -- think: "how do I teach myself yoga?" -- to get the information they're looking for, faster.
Unsurprisingly, Google responded to this change in behavior by introducing RankBrain -- a machine-learning artificial intelligence system -- as well as Hummingbird -- a search algorithm designed to focus on the meaning behind the search terms being used.
The result? An increased number of long-tail keyword variations that are regularly searched within a topic. Jackpot.
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