Back in the day, traditional SEO in Los Angeles and elsewhere was practiced and utilized differently. People would simply type keywords, search engines would pick them up and match them verbatim, businesses would work their SEO strategies accordingly and that was it.
Things are much different nowadays. Consumers have begun to increasingly expect search engines to ‘understand’ natural language—in other words, perceive the intent behind the words people type in the search box. In order to keep up with such a demand, search engine algorithms have stepped up and forged a drastic evolution which would significantly impact the way marketers, consumers, tech developers and content creators alike interact with the web.
It’s safe to say that user search queries can no longer be viewed in basic keywords and keyword phrases that make them up. People have now relied on longer queries to find whatever they’re looking for, prompting marketers to take appropriate action. There’s no exact reason why queries are getting longer and more conversational—it’s merely a combination of factors that increased in significance over a long time period. That said, semantic search is something that demands intense focus in order for anyone to reap its benefits.
The idea of a ‘semantic’ worldwide web has been around for a long time, though it didn’t really take flight until 2013 with Google’s release of the Hummingbird algorithm update. Unlike its predecessors Panda and Penguin, Hummingbird came with an aim to present results in a completely different way from what has been done so far. Google has changed its algorithm to focus on the so-called ‘understanding phase’ of the searches, which allowed the engine to pay more attention to the context in which a query is performed rather than simply look at keywords and match them up exactly to the letter.
So why is this important for online marketers to focus on, then? Such an ability to extract meaning from a search can enable marketers to understand the consumer’s possible intent. For marketers to reap all the benefits that semantic search offers, though, it all comes down to these: how they can collect, sort and utilize information they get, to connect at the right time and drive a potential transaction forward and into their playing field.
Semantic search can very well change the face of modern search engine optimization; the ways it is practiced and taken advantage of. In the end, it comes down to the marketers looking to capitalize on its capabilities and advantages. How it shall be done may vary from a firm serving Los Angeles area to one serving San Diego, but what matters most is, that it’s done right.
Longer Search Queries Are Becoming The Norm: What It Means For SEO, SearchEngineWatch.com, June 8, 2015
Search Today And Beyond: Optimizing For The Semantic Web, Wired.com
SEO 101: What Is Semantic Search And Why Should I Care? SearchEngineJournal.com, November 22, 2014
The Future Of Marketing Is Semantic: Search Predicts The Future, Forbes, July 12, 2014
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