What is Semantic Search? And What Does it Mean for SEO?

Semantic search is a data technique where a search engine doesn’t just look at the keywords of a search query but determines the intent and contextual meaning of the words behind the search.

Using semantic search, search engines can provide more meaningful search results as they evaluate and understand the search phrase to find the most relevant results. This is done through concept matching, synonyms, and natural language algorithms.

With an enhanced understanding of searcher intent, semantic search results deliver more personalised answers. 

Why Search Engines use Semantic Search

By understanding the intent behind a search, search engines can optimise the experience of their users. But semantic search has benefits beyond user experience. It also helps search engines to identify and disqualify low-quality content. Sophisticated semantic programs use data to pinpoint what words statistically occur together so that they can identify spun articles and keyword stuffing on pages.

The SEO Implications of Semantic Search

Understanding semantic search and how it impacts SEO is extremely beneficial for digital marketers. As search engines update and improve their algorithms at an accelerated pace, SEO experts have to keep up. Semantic search will become more and more important for SEO strategies, particularly as voice search is gaining more traction. By integrating semantic search into your strategy now, you can stay ahead of the curve and ensure your business’ digital marketing is future proof. The following are some of the proven ways to incorporate semantic search into your strategy.

1. Develop Targeted Content that Answers Search Queries

Creating targeted non-branded content that is related to your product line and is non-promotional can help fill gaps in organic visibility. This can also help you become the go-to resource for search engines on the topic that you specialise in. As well as offering more opportunities to appear in the SERPs, this kind of content will also keep users interested. By distributing content that adds value to the viewer, you can become a trusted source of information for your customers. 

In order to effectively implement this strategy, ensure you are creating informational content using different media such as images, graphics, and videos. Prioritise non-brand content with a focus on FAQs, and if you can answer questions succinctly and in the form of numbered lists or bullet points, you are likely to see more success with Google as well as users.

2. Leverage Internal Linking

Internal linking is a vital part of any SEO strategy. It also has an impact on semantic search by indicating groups of topics to search engines and enhancing the user’s experience of navigating around a website.

In order to link effectively, add contextual links within pages to important pages on the site. Both the page with the link and the page that it points to should be around the same core theme so that it makes sense for the link to be there. It’s also important to ensure key pages are referenced in the main navigation and global footer, and important pages are also referenced in your site’s XML and HTML sitemap. Finally, ensure you don’t have any broken links or links that are pointing to pages that don’t exist.

3. Provide Value to the User

It’s no revelation to digital marketers that Google favours quality content that adds value to their users. Search engines are only as good as the results that they provide and they need a source of information that they can rely on to deliver quality answers to their users. If you can become an authority in your chosen niche, your website will be the expert source that search engines turn to for their results. 

The first step to doing this is to identify what you want to be known for. Start by identifying the keywords that you want to rank for, the competitors that are currently in the space, and who is interacting with your content. Once you know exactly who you are targeting and the niche you are working in, you can start to consider how you can improve your users’ experience and the entire customer journey.

4. Structure Sentences Clearly 

In order to optimise content for SEO, it should use natural language so that it makes sense to both the user and the search engine. This is becoming even more important as voice search is growing in popularity. When creating content, it is important to write simple, subject-focused sentences that provide search engines and users with the information that they require. Make your content as easy to understand as possible and ensure the content directly answers their question.

For more information on semantic search or your wider SEO strategy, get in touch with the SEO specialists at Digital Squad.

We are more than an SEO agency. In fact, we can help you with your entire digital strategy. Whether that be social media marketing Auckland, Google Shopping Auckland, Bing ads and Google display network ads, we are here to help you out. Contact us and find out how you can improve your conversions.