Why do Digital Marketers need to think deeply about Semantic-based Search Engine Optimization?
In our previous article entitled, SEO in the era of Semantics, we learned what the term semantics means and how search engine algorithms are changing. Let’s understand why Semantics in SEO has become so important.
With such changes in the search based on semantics, Digital Marketers now need to think more deeply about their content on the web and refocus their efforts towards understanding the what, why and how of semantic search optimization.
Organization’s overall digital presence impacts the Search engine’s results. Company’s digital presence is the sum total of its external communication on their website, blogs, social media platforms, forums, directory listings, etc. Many companies operate several web properties other than their websites and blogs. These also contribute to company’s overall digital presence. In a nutshell, company’s external communication in public domain not only impacts its digital presence but also hence its chances of appearing higher in the organic search results of major search engines.
As each company aims to maintain a robust web presence, it is important for them to reflect a consistent messaging across the public domain. And this messaging must align with the organization’s core beliefs, value proposition, target audience persona, etc. This is not just important from a brand equity point of view but it has also become indispensable for them to be able to appear in the search results that work on semantics. By and by search engines will use possibly all these factors to be a part of their search algorithms based on semantics.
Therefore, Digital Marketers must rise above the tactical checklists of defining and embedding keywords, tags, and meta-tags on their website and think about becoming a thought leader in the domain of their expertise to give a loud and clear message about their offerings and value proposition. Once again it would be good to reiterate that these tactical lists are still important. It’s just that Marketers won’t be able to get there by focusing on tactical tasks without responding to the new wave of Semantics-based algorithms.
Other reasons that make Semantic Search Optimization so important
So far we discussed majorly the role of consistent changes in the algorithms of search engines that make it important for businesses to think about Semantic Search Optimization. However, there are many factors in addition to changes in algorithms that make Semantic search optimization so important.
– Upcoming Search Engines
Although Marketers primarily focus their efforts towards optimizing content for Google, Bing, and Yahoo, they need to be aware that new search engines are coming. New search engines are being designed specifically for natural language or semantic. One of these search engines is by the Giant Microsoft. The search engine is going to be named Powerset. Another company called Hakia has been in the news for developing a Semantics-based search engine. With these developments, it is evident that we are moving towards a massive change in the way search engines have worked till now. This means that businesses need to rethink their existing SEO to embrace the change.
– Devices based on Virtual and Augmented Reality
New gadgets based on Virtual and Augmented reality need better interaction and interface between the device and the user. Many of these devices would lack graphic user interface. Such futuristic technologies will use semantic search technologies to search data real-time. Just like smart phones, these gadgets are likely to be used by a much larger mass. Users on these devices will most probably use natural language for search queries.
– Mobile Search:
Apple’s personal assistant, Siri, and similar intelligent virtual assistants on other mobile operating systems such as Google now are completely language-powered search utilities. This trend is going to continue with upcoming mobile OS and other devices. The only way to be on top of these search results would be to be on top of Semantic SEO
– Semantic Technologies in Social Media
One of the greatest examples of the Semantic search engine is Facebook. Facebook Social graph uses algorithms based on Semantics-based on the degree of separation to suggest connections quickly. Similarly, LinkedIn search goes beyond keywords to find relevant profiles based on semantic search capabilities.
So far, we have understood the meaning of semantics and why it has become so important for businesses. In the next, and the last article in this series of Semantics-based SEO, we will learn to perform the basics of Semantic Search Optimization.