As we have discussed many times, search engines’ goals are to serve their customers with the most relevant answers to their search queries, so in order for your content to be the most relevant it can be, you have to optimise for a broad variety of contexts. A quick Google search of the word semantics gives us the following definition:
“the branch of linguistics and logic concerned with meaning. The two main areas are logical semantics, concerned with matters such as sense and reference and presupposition and implication, and lexical semantics, concerned with the analysis of word meanings and relations between them.”
How Semantics Affects Search
Search engines have evolved over the years enough to have a significant amount of knowledge regarding the semantics of natural language, context, user behaviour and the relationships between words. This means they can quite easily determine:
- What a website is about
- The relevance a website has to certain search queries
- The value of the website compared to others
This means that, while a number of keywords may seem unrelated to one another, they can be strongly connected if given a context.
Optimising Your Content Semantically
With the correct use of synonyms, concept matching and natural language processing, you can ensure your content is interpreted in the right context by search engines, resulting in SERPs that are relevant, interactive and personalised for the end user.
Ensure your content is relevant, full of variety and distributed as efficiently as possible:
- Do plenty of research into keywords and competitors
- Think about user intent and user experience; make sure your content is useful
- Research online communities and topics in order to find questions to target
- Build relevant internal and external links
- Distribute your content to platforms relevant to your target audience
- Include semantic markup
- Monitor and analyse your performance and targets regularly
Gone are the days when individual keywords are the be-all and end-all of SEO. The web is evolving, as are search engines, and as technology becomes smarter our SEO strategies must keep up.
Is Your Content Optimised Semantically?
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