How to do SEO in 2017? There is no single, simple answer. Like most technologies, SEO is a complex and ever-changing concept. However, one idea that stands out from our research is the greater emphasis on semantic SEO. Semantic SEO is not a new concept, it has been around since 2004, but recent Google algorithm update has taken this idea to the forefront.
What is semantic SEO?
Before we go further, let us understand what semantic SEO means. Mashable provided a clear definition of the concept:
Semantic search uses artificial intelligence in order to understand the searcher’s intent and the meaning of the query rather than parsing through keywords like a dictionary… When you use semantic search, Google will dive into the relationship between those words, how they work together, and attempt to understand what those words mean.
This means that search algorithms have become intuitive enough to look beyond the keywords and the combination of phrases. For example, a Google search for at-home exercises also shows articles on fitness programs, home workouts, no-equipment workout, no-gym fitness, beginner’s exercises and other related articles.
Semantic search is designed with a more humanistic approach. The search algorithm is smart enough to interpret the intent and context of search words and answer our queries the way people do. When we search for restaurants, Google will not show us a Wikipedia or dictionary link for the word restaurant. Rather, it will display a list of restaurants near us – with a map and photographs if available.
The accuracy of semantic search is also evident in Google’s Did you mean function, which is displayed when we misspell a search word. For example, you type search engin. Google search will recognise the error and suggest an auto-correct: Did you mean: search engine.
Another example is the People also ask feature, where Google provides a list of topics related to the keyword we searched for. The list narrows down the topic, allowing Google to provide us with a more accurate and relevant information.
How do we leverage from semantic SEO?
Semantic search is shifting the focus from keywords and phrases to content relevance. Semantic SEO is about the user. It is humanistic and intuitive, so the best way to take advantage of this trend is to create content that users are looking for and deliver it in the language they use when searching online.