Some areas of SEO have been dead easy in the past. You could look up the most popular search terms in relation to your business; match those terms to your keywords; then set your SEO strategies to work to target those keywords. Search is evolving, and whilst that method does still have some air in it, other factors are becoming more important. One of those factors is semantic search – a search engines ability to guess the reason behind a particular search phrase used.
Search engine are becoming smart in the way they analyze a search term before delivering search results. The browsing history, and prior searches, are being used to determine the intent of a user when entering a search term or phrase. Users are also becoming more adept at manipulating search phrases to fine tune their search. Search engines are also looking at an individuals location, especially when it comes to mobile search, and often delivering results that target the users location.
For businesses, a simple set of keywords is no longer enough. As we move into the future, SEO will become deeply embedded in the psychology of a user, trying to work out key-phrases that a search engine can easily match to semantic searches. Key-phrases will, for some businesses, also need to include geographical terms to boost their local search rankings.
Semantic search is a direction we all know the search engines want to go. For SEO experts, the emphasis should be on trying to optimize web pages to rank well in current search, whilst also optimizing their pages semantic search. It is possible to do both, and over time, traditional search as we now know it will become less of a factor.
Is your website ready for semantic search? If not, you may want to consider engaging the services o f an experienced SEO consultant. If you do, ask them if they are familiar with semantic search first.