There have been a number of changes within Google. Most recently is the introduction of Hummingbird, Google’s new search algorithm, which was launched on their 15th birthday. This is a really exciting update and brings a host of new opportunities when designing and developing content. However Google, whilst giving us Hummingbird, have also taken a little away by reducing the amount of keywords they provide to practically zero. Whilst these are two separate developments it is important to understand them both and how they work in conjunction to each other.