What exactly is Semantic Search and how does it affect the SEO of a website?

August 06, 2021
Digital marketing

Technology is perhaps the most promptly changing area on earth; look away for even a minute and chances are that you have missed something. Two of the most prominent fields in recent years have been Machine Learning and Artificial Intelligence. As these fields continue to emerge, so too does Search Engine Marketing. One of the latest buzzwords that abreast marketers should be conscious of is semantic search.

What is Semantic Search?

Semantic search is a concept through which search engines employ Machine Learning and Artificial Intelligence to better interpret what motivates searches and what is expected of them, and consequently enhance the quality of search results.

To better recognize this concept, it is crucial to consider two additional terms such as intent and context. The intent is connected to the searcher and accredits to what the user is looking for. While on the other hand, context accredits to everything surrounding the search results. This may include all the things such as the user’s device, location, and search history. Search engines may employ these two elements to clinch what results are most significant and display them to the user. In other words, instead of displaying a list of links that may or may not be significant. Search engines work to administer an answer to the searcher’s query.

Also read: Best marketing strategies for B2B business

Why is Semantic Search decisive for SEO?

SEO experts recognize that because of the rising emphasis of semantic search, and the growing intelligence of Google and the other search engines around analyzing user intent and search context, it is crucial to factor semantic search into online strategies. So, how to benefit semantic search to your best advantage to boost visibility? Time for some practical content marketing advice such as –

Go Conversational

Almost 50% of web searches are voice searches. Speaking your search query rather than typing it uses a much more informal and natural tone, plus you gravitate to get to the point faster. So, if you are optimizing your content for voice search, which is highly endorsed given that half of the searches are done this way, you will be required to factor in a concise question right at the top of the webpage. What you require to do next is include related words and topics in the rest of your content. These will benefit the search engines to understand the context of your content so that they know it is relevant to the search. This is what a semantic search is.

Also read: A comparison between LinkedIn, Facebook, and Instagram marketing

Switch to topic research

If you are still conceiving content around keywords, it is time to knock it on the head. Replace this approach with topic research and any SEO expert will tell you that you can really start taking leverage of semantic search. Make your objective to accomplish unique, all-encompassing, top-quality content. Content that addresses the real questions people are asking will delight your audience’s thirst for in-depth information and thought leadership. Wondering how to uncover such real questions? Here are some of the research tools that will benefit you in this such as –

Answer the public This is a tool that consort Google’s auto-suggest to life, not only showing you topics, but also some of the intent behind them.

BuzzSumo Question Analyzer  This can arbitrate the most prominent questions on any topic courtesy of a database of real questions from platforms such as Amazon, Quora, Reddit, and other forums.

Ahrefs Content Explorer  This may benefit you find the most popular content around any subject based on the organic traffic, social shares, and backlinks.

Also read: What is a Web Crawler?

Make search intent a priority 

If you know the search queries that accompany people to your website. It will make it easier to come up with the topics that will work best for content creation. Google Analytics or Google Search Console can both benefit you here. Make a list of the keywords and then split them according to the user intent of the website. 

Semantic search: putting people first

A semantic search must associate putting people at the heart of your content marketing campaign, a crucial element of any SEO strategy. Centralize what people truly want to know is crucial, as is creating relevant, high-quality material. Technical optimization is equally decisive of course. 

Also read: Trending 3 Reasons Why Marketers Should Care About Data Security for their business

Conclusion

It is crucial to understand just how expeditiously the internet landscape is evolving and just how crucial Semantic Search is to that evolution. By using intent and context, searches are more powerful than they have ever been. So it is crucial to update SEO practices to match these new capabilities. SEO takes time to work, but by fully investing in Antigua Web Solutions SEO keyword usage as well as its contextual, topical relevance, you will be adept to fully cover your bases and skyrocket your search ranking

By Andrew

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