Resorting to classic SEO strategies and searching for perfect keywords is no longer enough, we need more! Now we must keep an eye on semantic searches and adapt our content to them; but don’t worry, today I’m going to tell you all about semantic SEO.
It seems that we are dancing to the rhythm that Google puts us. A few years ago the keywords seemed to be the most relevant thing for search engines to give us, but everything is changing! What moves us now? Looks like semantic searches! A revolutionary new concept that challenges us to understand the true motivation behind each user’s searches and how search engines interpret them.
Do not seem to be the end of your website! On the contrary, now you will have a wider range of opportunities that can help you improve your Web positioning and that will work as you put your heart.
Are you one of those who dare not make such changes alone? It is not the end either! If you wish, our team of GSS WebtechSEO Web positioning experts can help you do this, and more, for you and your business. Meanwhile, we will explain what semantic searches consist of and why semantic SEO is so important in these times.
What are semantic searches?
The concept of semantic searches is born because Google has been improving the way it interprets the intention behind user queries when they search for something, with the sole objective of understanding more clearly what the user wants and thus to be able to give you more successful results and that satisfy your demand.
Understanding natural language is Google’s goal; Understanding the user’s intention and giving a logical answer are the reason to analyze the searches from a semantic point of view.
With the creation of some advanced systems to detect useless and poor quality content, Google is achieving proper semantic correspondence. Understanding natural language is Google’s goal; Understanding the user’s intention and giving a logical answer are the reason to analyse the searches from a semantic point of view.
Entities and semantic search
The semantic search is linked to the concept of entities, which covers the people, places and things that exist in the Google database and all other search engines. It is important that when creating an entity, data about its characteristics, attributes and qualities is indexed, in a clear and understandable way, because that way more accurate information is sent to the search engines, making it easier for them to process such data.
The role of structured data in semantic search
As I said not long ago, placing the information in structured data is very important to help search engines classify it and give it a relevant meaning; In addition, it allows you to give more specific information about what you offer on your website and, when Google shows your data in the results, they will appear more reliable and attractive to the user.
Hummingbird and RankBrain
These two Google algorithms serve to understand user searches more accurately and quickly; with them, Google not only matches keywords or shows synonyms, but now understands what is sought and can show more and better options to the user.
Hummingbird opened the way to the universe of semantic searches, and Rank Brain arrived to complement it. New or never-done searches (at least not exactly) are handled more efficiently by Google thanks to these algorithms.
How does semantic search impact SEO?
The SEO semantic is a proposal that we should not resist, rather we must try to adapt her classic SEO strategies are most successful and we, along with the search engines understand the natural language of the user.
Why change the SEO strategies we were implementing? Does Google want to drive you crazy? No, it’s about making everything more logical! Bing, as much as Google, is interested in broadening its horizons in terms of semantic searches, why? Because it has changed the way users search! Let’s see.
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Users turn to voice search
Now you will be muttering, “Yes, we have changed.” And of course, voice searches are becoming increasingly popular and the only way to give a true answer to them is through accurate and clear information, and this is only achieved by adapting the contents to semantic searches.
The use of voice commands has pushed search engines to worry about understanding natural language and changing the way they classify content.
Focus changes from keywords to topics
So, should you leave behind the hard work of finding the right keywords? No. It’s not about that! It’s about you can create deeper content that encompasses various topics instead of just brief information or unhelpful posts loaded with keywords.We continue as usual: the content must be creative, original and of high quality, only now you must focus on the user’s intention, the real need of the user rather than simple words or phrases that you expect to be found.
The intention of the search engine becomes a priority
Build content that provides solutions to the user and that can be understood by the intention of the search engine; As I said, do not make certain keywords be the centre of attention in your content, make the intention of the user to turn it around.
If you perform a deep semantic SEO analysis of your website and what users look for in it, you will know what I am talking about and you will be able to understand the meaning behind what people are looking for and how search engines process such meanings when it comes to throwing the results.
Technical SEO matters as much as content
Although much progress has been made in terms of artificial intelligence and algorithms created to understand natural language, it is not yet possible for search engines to interpret everything for themselves, and you have to give them a hand!
And that is what the technical SEO we are used to implement: effective keywords, long-tail keywords in the content, naturally backlinks, optimization of the structure and speed of the web, solution of errors, in short; Everything we know should continue to be done, but in addition to that, the data and content must be adapted so that they have greater meaning and meaning, and can be interpreted with greater relevance by Google, Bing and the other search engines.
The approach changes to the user experience
The purpose of semantic searches is for the user to be more satisfied and get what they are looking for quickly; the SEO semantic should be part of our strategies as SEO professionals, so it is time that the main focus is to improve certain aspects of a website and that data can be indexed properly in the search.
SEO semantic search strategies
For Google to be able to keep in constant communication with users requires having a partner that is able to provide what he will show to his audience; In a clear way, if you want to be that benchmark that Google shares with a user in a certain area or topic, you must assure the search engine that what you offer is of value, is useful, and that you are committed to it. After all, nobody recommends something you don’t trust. Show Google that you are the best in your niche!
Develop specific content that answers your client’s questions
Being able to respond to customer concerns and questions should be a priority; many forget this, although Google has made it clear that for its search engines it is of great relevance. It is not about interacting with the user in a robotic way, but rather providing a pleasant experience when the user walks through your website ; let him find an answer to what he is looking for and also provide interesting, creative and in-depth information on the issues that have to do with what you sell or offer.
When you manage to see that your store, page or company can gain positioning on the internet by offering effective solutions and answers, rather than selling simple products and services in a sharp way, then your brand will expand, gain confidence and enjoy the authority you want so much. Be more energetic and natural when dealing with your audience and you will gain loyalty to your brand!
Structure clear and answer-based sentences
The long, complex and little explanatory sentences make no sense. The SEO semantic points to natural language, that language that provides accurate, but valuable and informative for search engines. Do you remember that we talk about Hummingbird and Rank Brian? They cannot give you a good classification if your language is unnatural and meaningless.
Structure your data to help bots analyze content
Already, at this point, you must have understood that structuring the data makes you gain an advantage in search engines, so it only remains to remind you that you must adapt your content so that it complies with Google’s structured data policies and analyse them every so often for you to check that everything goes ‘wind in the stern’. Structuring your data will allow you to provide more information to the search engine and the user, gain more clicks and improve your web positioning.
Take advantage of internal linking
The internal links are very important in SEO techniques, but should be used sparingly and discreetly; Remember, you can use the links you consider necessary as long as they are inserted naturally and really correspond to useful information for the user.
Do internal links improve the user experience? Of course! Although some use them, as they say out there, ‘without ton or are’, only for the purpose of capturing your attention in an insistent way and cornering you with information from which you only want to escape. But I know that you are smarter, right? So improve your Link building strategies.
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Do you want your potential customers to find you, before your competition, when they search for your products or services on Google or other Internet search engines?
Conclusion: semantic SEO is important for Google and also for you
The semantic search should become a priority when structuring an SEO plan; As you learn to interpret what the user wants when searching and work to give a good solution to it, then you will be able to hit the target of the search engine’s intention.
From now on, try to make your content revolve around the themes and areas that relate to your website or business, instead of creating it with only the key words in mind; Make semantic SEO part of your day to day and you will notice how you achieve a correct optimization of your content and, thanks to this, Google will index and position your web content and your data in the way you expect. If semantic SEO is important to Google, it must be important for you too!