Understanding Semantic Content Optimization

Up until recently, SEO or search engine optimization was all about the use of specific keywords to rank higher in the search engine ranking pages or SERP’s.  However, semantic content optimization has changed the landscape significantly and internet marketers must understand the new guidelines and rules for finding web content.  Semantics have always been about context and meaning.  It’s just that simple.  Semantic search optimization is a more natural method for finding what you are looking or shopping for.  This is why it is also referred to as “conversational search optimization.”

An example of this is how you would search for the height of the Eiffel Tower.  Instead of using the search terms “Eiffel Tower” and “height”, enter the question “How tall is the Eiffel Tower?”   With semantic content optimization, this is a considerably more effective way to find that information.  The Hummingbird algorithm, Google’s most recent update, is evidence of the search engine giant’s commitment to semantic searching.

In fact, when you do a search for the height of the Eiffel Tower using the method above, the very first search result reads “1,250′ (381 m), 1,454′ (443 m) to tip,” and it is written in very large, bold print with a photo of the tower adjacent to it.  Despite the differences between the standard search optimization model and semantic content optimization, keyword research still plays an essential role in online marketing strategies.

Some of the good examples are Google Now, instant answers and Google’s knowledge graph, when we talk about search experience of the near future.  The search will depend upon the voice/text search query or explicit or implied meaning. With constant changes, you won’t get a mish-mash of links but accurate results with the right answers. That is how semantic content optimization can help.

While it is true that semantic content optimization has become quite the buzzword recently, it is still important. The fact is that this may be where the future of online searches is headed.  By creating a positive UX or user experience, you not only achieve higher rankings in the SERP’s, but you could potentially generate more business at your website.  Granted, the process may be somewhat involved, but the benefits that you reap justify the effort and time you put into it.

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