Oh the SEO world is abuzz with Hummingbird hype . Allegedly, Google has made a major, incredible, catastrophic, complete overhaul of their (magical) algorithm. Many are freaking out, quite a few are concerned, and of course every serious Google-watcher like myself must pay attention. We've been through this before. Sometimes the hype is understated, as when Penguin rolled out and at first it did not seem like a big deal. Now it's clear Penguin is a very big deal with many severe penalties for naughty link-building. Panda, in contrast, doesn't seem to be nearly the problem. Hummingbird and Latent Semantic Indexing (LSI) Hummingbird seems to be mainly about latent semantic indexing, which is a fancy word for: Google being smarter about what words go with what words, and thereby to infer meaning. So many words and phrases are ambiguous and only with "context" can a "machine" interpret what you truly mean. Moving to a more Siri-like user experie