There were much discussions last year about content marketing and how it can boost SEO and bring in customers. Lately, semantic web is gaining awareness, especially in regard to how it can help marketers gain greater insight into user behaviors. It makes sense to complement content marketing with semantic search optimization.
What is semantic search?
Semantic search is much more than keywords. According to Wikipedia, “Semantic search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.”
In other words, instead of searching for “Chinese food Dallas”, one might search for “What’s a great place to order Chinese food in Dallas”. Semantic search, vs. keyword search, allows search engines to provide the best responses to the user’s queries by looking the the user’s intent and context.
How can semantic search help me market my website?
Now that we realize how semantic search works, we can design our on-page SEO to maximize our efforts. Here are a few suggestions:
- Make sure the content is easily understood and coherent, in order to establish context
- Be descriptive in our content. In the example above, describe why your Chinese food is better than the rest; how the food is prepared; from what region do the ingredients come from; all the awards your restaurant has received.
- Research on semantic keywords that can enhance the context of your content
- Utilize Facebook OpenGraph, Twitter Cards and Rich Pins to enhance how your content is displayed
Have you been creating your marketing campaigns with semantic search in mind? What’s working for you?