Semantic Search – Why This is the Evolution of SEO
With recent changes to Google’s search algorithm (Panda, Penguin and
now Hummingbird), the focus of SEO as we know it has changed
drastically. What worked in keyword optimization and link building a few
years ago could leave you in the penalty box today. However, there are
certain changes, like semantic search, that have forced the traditional
view of SEO to evolve to a more holistic and strategic approach. Those
who combine content marketing, SEO and social influence to drive web
traffic are finding search success on a broader scale.
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| Semantic Search - SEO |
What is Semantic Search?
Semantic search is a principle that strives to improve accuracy for
search engine users. Essentially, it better understands the intent
behind the words searched for—instead of just processing a string of
search terms. At its best, semantic search can help users find the best
website to answer a question or inquiry—even if it does not contain the
actual words that the user searches. At its worst, it can be inaccurate
even for websites that are well put together—but simply not set up well
to work with the semantic search algorithms.
Moz.com published a piece on semantic SEO.
In this article, industry expert Tamas Doszkocs defines semantic search
as, “a search or a question or an action that produces meaningful
results, even when the retrieved items contain none of the query terms,
or the search involves no query text at all.”
What is Semantic SEO?
Semantic SEO is an evolution of traditional SEO. For many web
designers and content marketers, semantic SEO should theoretically occur
naturally. Because of the very idea of semantic search, web pages that
do a good job of providing information about a subject to visitors will
naturally perform in semantic search because search engines are becoming
smarter. Pair this with traditional SEO techniques like building a
variety of backlinks and social media influence, and a page can perform
well in keyword focused search and in related search results. Making use
of structured data markup on a page can be a big help. Adjusting, optimizing and testing page layout
can go a long way in search performance. Pages that are well organized
and make it easier to identify information are, of course, easier for
search engines to index.
How Can Semantic SEO Techniques Improve Your Results?
If you choose to utilize SEO to boost search results in semantic
search, what are you trying to achieve? The answer may seem obvious: To
improve your keyword search engine rankings. But is that really it?
Ultimately, you are not simply optimizing for keyword rankings in search
engine results—you want to drive traffic for related phrases in search
engine results, for searches that will drive quality, action-oriented
visitors to your page. Keeping this in mind, semantic search is about
widening the focus of your content, and making some simple
organizational layout and markup adjustments. Combine that with some
traditional SEO techniques to bring in relevant traffic and visitors
that engage with your content, website and brand.
Search engine algorithms constantly change and evolve each and every
year. Semantic search has been talked about for many years; its
adaptation, permeation and growth are certainly going to continue, as
search engine algorithms get smarter. Naturally, SEO has to evolve to
incorporate a broader strategic content marketing strategy as well.
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