How Semantic Search Enhances SEO Strategy
If you opened Google in a tab and searched for “Samuel L. Jackson movies,” what results would appear?
A list of Jackson’s top movies will generate and appear in a banner underneath the search bar. The first few results will likely be Jackson’s IMDB page, his Wikipedia page, and the separate Wikipedia article for his filmography. Google curates results based on the intent of the search, instead of simply scanning web pages for the keywords “Samuel L. Jackson movies.”
Why (and how) does Google do this?
The answer is simple: semantic search.
Semantic search is rapidly changing how we research and access information on the web.
What Is Semantic Search?
Semantic search refers to the use of various methods to analyze the intent and context behind a search, instead of relying solely upon keywords. This helps Google, Bing, and other search engines curate more accurate results and rank them higher. Human content that has been translated to machine-readable data are known as “entities,” and these entities make up the building blocks of semantic search.
When you search for “Samuel L. Jackson movies,” you’re not likely to be searching for web pages that only mention those keywords. When a person searches for “Samuel L. Jackson movies,” he or she is most likely trying to find a list of films in which Jackson has appeared., Google can identify the user’s intent through semantic search methods. This allows the user to find the most accurate search results as quickly and as efficiently as possible.
How Can Semantic Search Be Applied to SEO Strategies?
Semantic search values authenticity and trust, according to David Amerland, a business journalist and author. This credibility requires a holistic, honest approach to marketing.
Amerland also notes success in semantic search requires a strong social presence by the business to increase trust and reputation factors, which are important attributes in semantic search. Creating social media accounts for your business will help establish this presence.
Schema.org is another helpful tool.
When a human writes content for the web, it is processable only to other humans. Using a vocabulary tool such as a Schema Markup can transform your content into structured data, which makes a web page readable to search engines. Through this process, you turn your human content into an entity, a key component of semantic search.
The content you produce is crucial to establishing a human presence in the digital world. Content will be the vehicle by which you gain visibility, engagement, and interaction, according to Amerland. These are all key factors in semantic success!
Traditional SEO methods such as keyword research and on-page SEO, are not dead, even with the rise of semantic search. Keywords are still valuable and necessary, but the internet moves at a breakneck pace. It’s important to keep up with the latest SEO trends to effectively manage your web presence.
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