Every online business is well aware of the term SEO and the respective role of keywords in search engine rankings. But, not many people are aware of the semantic search influence on SEO.
For the people not acquainted with the term Semantic Search, it is the proficiency of the search engines to understand the true meaning of phrases searched by the user before offering them results on the same.
The main hustle for business owners that occurs is that they are unaware of how it is related to SEO and how can it be used to get a positive impact on your business.
So, let’s get started to understand it from the beginning.
Semantic Search History
Google leaves no stone unturned to make user experience exceptional and to offer precise results to user’s queries. It is when in 2002, Google began implementing the first in a series of algorithm updates.
It was used to sort and rank websites in which the webmasters could now have to put extra attention to creating content that was useful to the user and followed typical SEO rules.
Afterward in 2013, when the Google Hummingbird update came, in which a major part of Rankbrain (Artificial Intelligence) worked in interpreting the complex searches of the users.
This process where an Artificial intelligence understands the intent of the user query is the foundation for what we call “Semantic Search.”
Google didn’t stop here. It launched another update BERT in 2019 that was also all about better understanding search queries.
The above example best describes on how accurate the answers were received after the update understanding the user intent. By displaying the right question and offering a more professional answer to the same, the user did not have to hustle for an answer anymore!
It all proves how much Google as a search engine wants to grant accurate and precise content to all user searches however complex.
Importance of Semantic Search in SEO
Since Google is launching updates to offer relevant content to queries of users, SEO services need to include a part to optimize for semantic searches. It means,
- Structured data is the priority.
- You have to create content that is informational and helps the user get an answer.
- Keyword stuffing is out of the pitch.
- The trend for high volume keywords has gone, and long-tail keywords embedded in a quality content matter more than ever.
- Content needs to be formatted to fit SERP features, link building, and query type before creating new content.
- These are the points that can help you optimize for semantic search that is one of the best SEO practices.
- Gone are the days when content was created for search engines. With recent updates launched in the past decades, one needs to create content and optimize for users for better SEO strategies.
Positive impacts of Semantic Search Optimization in SEO
Less focus on Keywords
Keywords are still a parameter considered for the ranking, but semantic SEO puts less emphasis on keywords. The keyword may be included or not in a fixed ratio, but the user must get what they came looking for.
There is no need to incorporate exact keywords for keyword ranking or the same on each page of your website.
Optimization for user queries
With semantic SEO, the main aim lies in addressing the real concerns of web users. You have to focus on offering the answers to the user questions and not just keywords to drive organic traffic to your content.
With keyword focus gone, SEO can be used to create informational content that adds value to a broader audience.
Since Google has launched updates to get users more high-quality content, search results are filled with rich content answers, including charts, tables, sliders, maps, and forms displaying relevant information.
If you provide the right content that satisfies the user instantaneously, you will get your required ranking hike in the SERP’s.
Informational and quality content
Search queries on Google have become more conversational, and to cater to that, Google utilizes AI to offer results on this new search query syntax.
Google or web users are appeased by structured content that is distributed in the right manner, correctly placed keywords, and original content.
To cater to that, content is now produced to offer value and get attention from Google and web users that will ultimately affect your SEO.
Easy and intuitive search experience
Semantic search filled the gap between web user’s search intent and search results. It focuses more on the user intent behind the search and less on the specific words or phrasing.
With this, the usual practice of SEO has changed and the practitioners have to put a thought on the mind-set of the web user what phrases customers might use and write website content that included those phrases.
Web users have gotten used to a fast, intuitive search experience that produces relevant results with Google updates, and it’s a great chance to get more website traffic.
So, head on and check if your website is optimized for semantic search. Take help from the above guide to get your business optimized for a cohesive Internet marketing strategy.
Rajesh Bhimani is the Founder at Skynet Technologies, Website Design and Development Agency. He has 20 years of experience in Technology and Marketing industry. When he isn’t working, you can find him cooking for his family or reading some fiction. You can connect with him on Twitter.