This week Google announced that Hummingbird, the largest upgrade to it’s search algorithm since 2001, has been live for “a few months”. Where Panda was focused on content and Caffeine improved on speed, Hummingbird is at it’s heart an update which attempts to address semantic search. Every SEO company in Sydney tuned in to read the details of this latest update and we learned that while search engine optimisation is far from a dead art, it is clear that things are changing. Statistics are being phased out of search, in favour of semantic relevance and association.