What is Semantic Search and How Does it Affect SEO?

Semantic Search is the latest addition to Google’s Knowledge Graph. Google has promoted the new technology to produce better user search results.

Semantic Search should be used by businesses to improve SEO and reach audiences.

Semantic search technology understands a user’s intent and the relationship between concepts. The technology makes connections for the search engine user and links concepts intuitively, producing results with greater nuance and depth.

Google’s Knowledge Graph uses data from various sources to provide users with information. It makes connections between people, places, and things to produce results that are connected in logical ways. The Knowledge Graph was launched in 2012, and by 2015, Google had added 3.5 billion new entries to the graph. The graph combined with semantic Search has improved Google’s algorithm to produce related search results.

For example, if you search for ‘Ryan Gosling,’ the Knowledge Graph will show you information about his career, interviews, filmography, and his life. This is how semantic Search produces results. The technology aims to understand the relationship between concepts and, therefore, provides more relevant results for users.

How Does Semantic Search Work?

Semantic Search uses artificial intelligence (AI) and natural language processing (NLP) to determine the user’s intent.

AI is used to identify patterns in data. NLP is used to understand the meaning of the text. Together, AI and NLP help Google understand the user’s intent and produce more relevant results according to the data input. The semantic search algorithm is constantly learning. The more data it collects, the better the results. Big data is the power behind Semantic Search. Google has been able to grow its Knowledge Graph in the past few years because people are so willing to share their data.

Using data, AI, and ML, Google produces Semantic Search results in the following way:

• A user enters a query into Google.
• The Semantic Search algorithm analyzes the query.
• The algorithm searches for patterns in the data to understand the user’s intent.
• The algorithm produces the most relevant results for the user’s query.

 

The Importance of Semantic Search

Semantic Search is a vital tool for Google because it produces exceptional results. It makes Google a first-choice search engine for billions of internet users. For business owners, promoting your website and optimizing SEO will rely on content that connects with data. When Google provides relevant results for users, they’re more likely to find what they’re looking for on your website. Optimized SEO can lead to higher traffic and engagement levels. Semantic Search is an important factor in improving SEO.

Keyword stuffing for SEO – adding as many keywords into site content as possible, regardless of context – is no longer the best way to rank in searches. Instead, semantic Search has changed how the algorithm interacts with content and elevates the importance of high-quality content. The algorithm is designed to understand the meaning of words, not just match keywords. This means that cramming keywords into content no longer works. Cramming actually lowers the ranking of a website as the AI and NLP can detect this old style of SEO and no longer places importance on words, but on context instead.

High-quality content that provides value to users is more important than ever. While the Google algorithm for Semantic Search continues to be updated, marketers must also remain vigilant about creating content that connects with audiences and rates on SEO. The most significant change is Google Hummingbird, which emphasizes a human-centric approach to search queries.

There are a few ways in which Semantic Search can benefit your SEO:

• Helping you rank for longtail keywords.
• Improving your click-through rate (CTR).
• Generating more leads and sales.

 

Longtail keywords refer to longer, more specific phrases that users are more likely to use when they’re closer to making a purchase.

For example, ‘new Apple iPhone 13 2022’ is a longtail keyword.

Longtail Keywords

Longtail keywords were difficult for marketers to manage because of their specificity. Marketers relied heavily on microdata to meet the demands of the algorithm. However, Semantic Search has made it easier because it relies on understanding the meaning of words, not just matching keywords. This means that the natural inclusion of longtail keywords in content will improve search rankings. Content stuffing is no longer an accepted practice, and Search is yielding results that are meaningful to users.

Click-Through Rate

Improve your click-through rate (CTR) – the percentage of people who click on your listing in the search results – should be a focus of the marketing campaign.

A high CTR is important. It shows Google that your listing is relevant and useful, helping you rank higher in search results.

Semantic Search uses various Google tools to help improve your CTR. They include:

Rich snippets: Rich snippets are facts that appear under your listing, such as the price of your product, address, or customer reviews. Semantic Search can help you create rich snippets for your listing in the search results.

Knowledge Graph: Google’s Semantic Search algorithm contributes to the Knowledge Graph data. The Knowledge Graph is a box that appears when results are shown, which contains information about a particular topic. If your site appears in the Knowledge Graph, you will likely get clicks. Users are more likely to trust information delivered from a Google search than other sources.

Site Links: Semantic Search can also help with site links for your listing in the search results. Site links are links to other pages on your website that appear under your listing, making your site stand out in the crowd and increasing your CTR.

Generate More Leads and Sales

Semantic Search helps to generate more leads and sales by placing your website higher in search results. As a result, people are more likely to click on a listing on the first page, above the fold. The more people who click on your site, the more likely you are to generate leads and sales.

The algorithm is about putting the most relevant pages in front of users. If you have an eCommerce product page, Semantic Search puts your page in front of those wanting to buy a product, not just do research. So even if your page has less traffic, the traffic that does search your site is highly qualified and motivated to buy.

Optimize For Semantic Search

When optimizing your website for Semantic Search, the following Google tips will improve your ranking:

Natural language: Write content in natural language so that Google’s semantic algorithm understands the meaning of your content.

Think like your customer: Use the keywords your customer uses. Select the words that best describe the attributes of your product or service.

Use structured data: Structured data is how information is organized on your website. The structure helps Google understand the meaning of your content and can be used to create rich snippets and knowledge graphs.

Directories listing: Directories are websites that list businesses in their industry, such as Google Business Page, Yelp, and TripAdvisor. Getting listed in directories can boost your search result rankings.

Use social media: Social media is a valuable tool for ranking higher in search results because Google takes social signals into account when ranking websites.

Create topic clusters: Writing and producing content that covers a range of topics relevant to your business and industry help to identify you as an industry leader.

Google’s semantic search algorithm aims to understand the meaning of words rather than just match keywords. Include lots of high-quality content using natural language, structured data, and longtail keywords to help improve your Semantic Search ranking on Google.