Start gaining more customers today by implementing content that aligns with Google’s Semantic Search!
The Google Semantic Search algorithm was created as a way to seek an improvement for search accuracy by understanding the intent and contextual meaning of terms as they appear when searched for in Google’s search engine. Because Semantic Search is one of the most intellectual aspects of their SEO and search engine results page (SERP) rankings, it has become an essential detail to be implemented by businesses to boost their online presence and overall SEO and SERP ranking.
Striving to Understand Human Connection
Because human interaction, especially in the English language, is based on context and phrasing, Google’s future Panda and Penguin updates will have the algorithms reading more and more like a human reads. Implementing this change is obviously going to affect many of the websites who utilized poor SEO tactics such as thin text, keyword stuffing, and writing for the search engine instead of their target audience. In an example given by Google’s product management director, Jack Menzel, “Ask a person about “Kings” and the response will probably be another question, to put your query in context. Are you talking about the L.A. Kings? Or playing cards? Or a TV show? Google’s new search algorithm seeks to disambiguate your results, much like a person would in a conversation.”
Through the implementation of Google’s semantic search algorithm, it will be easier for people to narrow down their searches because the machine itself will begin to understand the context of the phrasing, much like in human interaction. While it will obviously take some time to perfect and may not always work out the way that Google hopes it to, the semantic search algorithm is quickly changing the efficiency of how the everyday person utilizes the search engine, which will in turn affect every business’ SEO and SERP ranking.
How it will Effect Past Content
Many businesses in the past have ranked high because of massive keyword stuffing and using other SEO tactics that are nowadays seen as negatives, and because of this their ranking will now plummet if Google Semantic Search works hand-in-hand with their other SEO algorithms as it is supposed to. Keyword stuffing and the like were used in part because keywords are easy to manipulate—you can plug in a specific word 15 times by simply wording your content in a way that manipulates the search engine. Proper content and proper use of keywords takes much more time and effort to create, and these are two key components to Google’s SEO algorithms.
In short, most people search and utilize searches to answer a question and if the user clicks on a site and does not find the answer they are looking for, they are going to go back to Google to look at the next suggested site until they find the answer they want. In order to utilize Google’s Semantic Search, you should write on topic and for your target audience, and in doing so, Google will recognize that your content is not just some piled together “junk content” with a specific keyword used multiple times, but instead a useful piece of information that will benefit its viewer.
How it will Produce Information
Through Semantic Search—as well as their other SEO algorithms and updates—when someone searches a term in Google, Google will then apply that term to the questions most often asked and provide links with answers surrounding that question; Google’s keyword research in semantic search will have a focus on what the person searching actually means when searching for their keyword. For instance if someone searches for the term ‘swimming lessons’ they could actually mean:
- What are some different types of swimming lessons
- How to teach swimming lessons
- Easy swimming lesson tips
- Swimming lessons in your area
- Swimming lesson videos
…And count less more. When a person searches a term, they usually have a general idea of what they are looking for, but the specifics are left unacknowledged by them on most occasions. Because of this, the possibilities for the outcome of what they could be searching for are endless. Keeping this in mind, when writing your content for a specific audience in relation to the semantic search formula, it essentially has to be answering the specific questions people have relating to the keyword, which means you have to constantly be thinking of what these questions could be as well.
For this reason it is important not to have any unnecessary text. When writing your content ask yourself after every sentence, “Is this important to the overall page,” and “Does this help answer a question the searcher may have?” Many businesses try to engage their viewers with language that they find endearing and entertaining, but when it comes to the real state of things, the truth is that almost all people using search engines to answer questions do not care what you have to say unless it answers the question. It becomes difficult to acquiesce to these guidelines as you will have to focus on natural language, even if the users are focused on the keyword. In short, your content will have to be well thought out, well written, but will usually be read for one reason: to answer a question.
Google’s Knowledge Graph
One way Google has been implementing its Semantics Search is through the automatic generation of phrases that drop down as possible searches when entering text into their search bar. However, you may have also noticed that if you search for something or someone such as “Frank Sinatra,” a sidebar will appear with recommendations relating to Frank Sinatra, this is thanks to Google’s Knowledge Graph.
As you can see, the bar features not only images of Frank Sinatra, but a short biography, popular songs he is known for, popular films he has acted in, and people related to his career and life that may also interest someone searching for him. All of these things are pulled together by an intricate and complex means known as the Knowledge Graph. What the Knowledge Graph seeks to do is to find specific words and then string them to related words, be they people, places, things, et al. By doing this, Google is not only allowing an easier search for its user, but it is essentially connecting everything together. For those who are familiar with the Six Degrees of Separation concept—that through the people you know, you are six degrees away from knowing almost every person in the world—the Knowledge Graph is essentially a ‘Six Degrees of Separation’ for the entire web.
Because the Knowledge Graph exists, businesses can use this to their advantage by enforcing the importance in their field. Because the Knowledge Graph continually builds on providing the most important information to the searcher regarding a keyword or keyword phrase, Google will place more importance to a site based on that site’s following of the rules to building better SEO and establishing a more dominant internet presence.
Out with the Old, In with the New
For businesses that have a history of keyword stuffing, utilizing duplicate or thin content, or not generating original and fresh content, it will be a time-consuming effort to go back and clean up—and in some cases even discard—old, irrelevant, or just plain bad content, but the end result will be worth it thanks due to the implementation of Google Semantic Search. By allowing Google to understand the relationship not only between characters but of and between the words themselves, Google has opened brand new exciting and innovative doors that will allow each business’ online presence to be unique and fun while maintaining the profitable tactics of SEO and the importance of a quality SEO ranking.