Is Your Brand Embracing Semantic Search?

Christian Thomson

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing.

What is Semantic Search?

Semantics is the study of meaning. The team at Google is always advancing the algorithm generating search results for the million of requests it receives daily.

Why is Google Favouring Semantic Search?

Google has always been the leading search engine however they continue to improve the results given from each search. By using semantics, the algorithm interprets the context of what people are searching for and is trying to provide results that answer a persons question as if a human was responding. This is favourable as it is more like a real life discussion.

Why You Need to Embrace Semantic Search?

Previously SEO was primarily about keywords being placed wherever possible on your website. After a few weeks there would be a good chance you are on the first page of results for your targeted keyword. Google is looking to eliminate this form of SEO as much as possible.

Going forward semantics will be of utmost importance by providing solutions to people who are searching Google everyday. This means you need to start thinking about how people use Google and how they interpret everything they see across the web.

How to Become Semantic Search Friendly

Now you know you have to be semantic friendly you need to know how to do this. Below are the five key tasks you need to be doing consistently to benefit long term.

Make Use of Location Based Searches

For those with brick and mortar locations, go to Google Local right now and sync it with your Google+ account. The benefits are awesome when combined with optimizing your site. When people search for the services you provide in your area, you will see yourself up and around the top of the results.

Pimp Your Social Media

There is no doubt social media plays a massive role in peoples lives today. When it comes to promotion for companies there is a lot of skeptics, is it really worth it? This is due to their being no real way to measure how well your social media is influencing sales.

Despite this, based on Google’s focus on the semantic search you should put some effort into social media. Social media proof is already playing a role in the Google algorithm and is set to play a bigger role as people converse on social media. This aligns with search aiming to be more conversational.

Don’t Put All You SEO Eggs in One Basket

Semantics may be the future, but this does not mean all of your previous white hat techniques should be thrown out the window. Do not start creating blog posts with the title ‘Where to buy beaver coffee in Oklahoma’ and write a brief post.

If you are not sure of what Google recommends, be sure to have a read of the Webmaster Guidelines they kindly provide.

Understand the Knowledge Graph

We could spend all day attempting to explain Google’s Knowledge Graph to you which launched in May 2012. This is semantics at work on a high level, where a system attempts to link various entities together and display them all at once. Whether it is people, places and even inanimate objects Google wants to provide information directly on the SERP (search engine results page). Below are some examples to give you some idea of the graph in action.

  1. Type ‘Albert Einstein’ into Google, on the right-hand side there is a bunch of organized information about him for your disposal.
  2. Now try ‘JQ29’, Google provides the information directly in the SERP about this flight.
  3. ’6 times 9’, yup they provided the answer at the top of the page (it is the right result too!)

Hopefully, this shows you the power of the graph which will continue to improve. For more info, try the following links:

Stay Current With Semantics

Google is good, really good. You probably only think of the search function, Google Ads, Maps and Gmail as the only products they have. Turns out the there is a few more which are constantly being worked on.

Google search (let us not forget Yahoo search, BING and

Throughout history people idolise those who have been trusted via various outlets. They are experts within their subject. The same names appear at the top of peoples list, Google is looking to replicate this with websites. The websites people view as best in their respective topics will appear on top of the results more and more frequently. Remember, SEO shortcuts are not viable long term.

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