Maybe you have noticed this, you go to Google or any search engine and look for a service or product and you are given results that are based on the community you live in. Even if you didn’t type the exact name of the service or product you wanted, Google interpreted your question and still delivered the results you wanted. This is due to what is called Semantic Search.
Semantic Search Defined
To define semantic search technically, it is “a system that considers various points including context of search, location, intent, variation of words, synonyms, generalized and specialized queries, concept matching and natural language queries to provide relevant search results.”
Wow, that makes for a pretty sophisticated search. While it isn’t perfect, it makes it much easier to find what you are looking for quicker.
Optimizing Your Website
Now comes the question as to how do you optimize your website and is it possible to show up at the top of the search rankings?
When it comes to search rankings, they always vary according to who is doing the searching. It is a lot like quantum physics in this way. (Quantum physics tells us that it is the act of observing an object causes it to be dependent on the observer)
Your search results on your computer will be different than another person’s search results. Search engines take these factors into consideration:
- Past searches
- Websites we have looked at
- Recommendations from circles of friends
While each individual’s search is unique, search engines still take into account some basic foundational elements of a website in determining how it will show up in its search engine. For this reason, having your website optimized and using digital marketing best practices is still important. But, as you can see there are other ways to influence semantic search. For instance, if you are able to gain great reviews for your product or service via Facebook, Google, or independent review sites, this will influence other’s search results.
If you are writing blog articles using not only your direct keywords, but related keywords and topics, you are covering your variations. If your blog articles and website content is clear and obvious in regards to what you specialize in and have knowledge about, it will reflect in the search engines.
This is all good news. There was a time when the website for the person who was selling widgets in China but optimizing it for popular American phrases, was showing up at the top of our search results. I remember the day when crappy sites were showing up and it took a lot of digging to find what you were looking for.
What Can You Do
If you are working on your own website’s optimization and trying to drive more traffic to your website, you can play the Semantics game by simply starting with these two things:
Blogging – Commit to writing a blog article every week. The article can be short, it can be a review on a topic in your industry or it can be a well thought out and researched article. Be sure to add photos and title the article in a way that is clear. Lists do well as it reassures people they can quickly read your article, get the information and get out.
Reviews – If you have a service or product that can be reviewed, ask your guests to take the time to go online and give your company a review. Provide them with links to the review sites and any other information they might need.
Practicing these simple steps will your website get on track within the world of semantics.