The SEO industry has changed over the years. Changes are definitely required in order to be up to date. This is also the reason why the SEO industry gets together with the search engine providers to understand the market and the changes that are required. Change is an essential part of any business. The biggest reason for change is that when all firms know how to work around the current SEO standards, the fight between 2 websites for ranking becomes so much more complex. A difference of .01% can change the ranking from 1st to 10th on the SERP.
SEO or search engine optimization is a science. Understanding this before going any further into our discussion is important. It is a technique that enables a site to naturally increase its ranking on search results. The more a site appears on search results the more visitors it will have. There are simple optimizing techniques that can be implemented to make a website more visible to search engines and visitors.
Understanding Semantic SEO
Semantic SEO is a newly evolving SEO standard; this is in keeping with Googleâ€™s focus on semantic search. This kind of search involves using artificial intelligence to comprehend the searcherâ€™s intent and the actual meaning of the search query. The results Google returns now are on the basis of the text and the keywords you put in the search query.
Google depends on its Knowledge Graph now to answer search queries by itself, rather than relying on another website to provide the required information. This means that businesses will now have Google also as one of its competitors.
Entity-based Search Results
Understanding entity-based search results is very important. Looking at a scenario would help here. The search is run for Jim Carrey, pages which are relevant and with his name on them are what would be normally expected. This is the actual search engine function. However, now you may even get pages which do not have his name listed, but is relevant to him for some reason or other. The results you get would be meaningful and not just term related. This is why the practice of keyword stuffing needs to be stopped and more focus given to quality and relevant content, which is the focus of semantic SEO.
Keywords Will Continue to Exist
What semantic search strives to achieve is meaningful results, and a question may arise whether keywords would become a thing of past. The answer for this right now is no. There would be keyword searches that would continue to happen. However, the visitor expectation is more than just the keywords. If the query that is entered needs exact results then that is what would come up, but if the search query is ambiguous and can be interpreted in multiple ways then the entity based search would kick in.
The importance of keywords and their usage may be fading compared to the last few years. To rank well in semantic search, putting the keywords in their right places alone will not do. SEO professionals will have to understand the actual meaning behind those keywords and develop content specifically around that. When it comes to keyword research in semantic search, the focus must be on what the user actually means when searching for that keyword. For example, when someone uses the term â€śFeng Shui,â€ť he/she may be looking for what Feng Shui is, Feng Shui products, Feng Shui tips and so on. In this era of semantic search, website content must be developed to answer specific questions people may have in relation to a particular keyword. Even when the user is focusing on keywords, content developers will have to pay attention to the natural language.
With all this in mind, the effort should be to build a website that is driven by the quality of the content. This will ensure maximum visibility for the site in the SERP, steady traffic and a good reputation.