The frequent algorithmic changes over the last year, has totally changed the SEO arena. With updates like, SPYW, Venice, and Google Panda, the SEO strategies are bound to change and they will change in the near future. However, the only thing that remained constant in all the updates was keywords.
Keywords are the most crucial component of any internet marketing strategy. However, they are about to change as well with soon to be introduced semantic search technology. The lines below give a detail of what semantic search is and an insight to its implications and advantages it may offer.
Semantic search deals with the understanding of the intended meaning of the search term typed by a user. Like if a user searches for ‘laptop’ in the search bar, then its semantic implications could be:
- The user wants to repair a laptop
- User wants to buy a new laptop
- User wants to upgrade the existing laptop to a new one.
In real life, it is very rare that someone might search for a term by writing a single word. Even with long keywords, search engines most of the times don’t find the right answers, rather they make guesses. This is where semantic search would come in and try to find the relationship between the words.
Semantic Search’s Impact on SEO:
SEO is all about keywords, therefore semantic search is going to have a grave and profound impact on the way SEO is being done. Designing an SEO campaign pertaining to semantic search means that you will have to look for the most apt keywords, that represent the intent of the user in the real world, and then create content based on those keywords.
- In earlier days, keywords were searched by typing a certain term, and the volume of the search of the keyword was the factor that was weighed and then a keyword was selected accordingly.
- However, with semantic search, the whole keyword search process will change. With the update going live, the SEO professionals will have to search for all the perceptions of the keyword in the real world, and then decide on a particular keyword.
Advantages of Semantic Keyword Search:
High converting content is one of the obvious advantages of creating a content based on semantic keywords. However, there are several other advantages of the approach as well, and most of them concern PPC management.
CTR- Right semantic keywords will help in increasing the CTR of your campaign. Building emails, ads text, blog posts, and landing pages around semantic keywords would lead to higher CTR for the campaign.
Lower Bids- With the help of semantic keywords, you will be able to develop a more relevant and action oriented content, which would ultimately lead to lower minimum bids on a campaign.
Quality Score- Once a PPC campaign manages to achieve high relevance for its keywords, the quality score would ultimately go higher. With semantic search based keywords, the ads are going to be relevant, thus leading to a higher quality score and consequently a better ad ranking.
In short, the semantic search feature is totally going to change how SEO and PPC strategies are devised and applied these days. With the launch of semantic search, the online world would become more competitive and highly rewarding.
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