Instead of presenting webpages containing searchers’ keywords, Hummingbird aims to help Google understand and match searchers’ intent. Now, Google directs you to the payments page, even though the search query doesn’t contain the word “payments.”How Did Google Hummingbird Impact SEO? At first, the SEO impact of the Google Hummingbird update was subtle. It satisfies the Google Hummingbird algorithm, so it ranks higher. You may be able to combine ideas from the top search results for your topic to create a more definitive guide.