Panda and Penguin were more targeted to combat SPAM, while Hummingbird is concentrated on contextual search (most likely supporting logical transition from SEO to content marketing… 😉 ).
Hummingbird included full search engine rewrite, contextual search, mobile and voice search, structured data, searching different content based on the device. Open Graph Protocol becoming more important.
We need to get used to seeing competitors on the search results 😉
- Important: paying attention to the internal search… the data can be used to structure site based on the searched queries. Particularly important when Google does not provide search queries.
- Sometime iPad searches return mobile version of the site – not good for the customer experience.
Deliver the most unique relevant content as fast as possible!