There are a lot of resources available that ‘explain’ what semantic search is and how to utilise it.
If, like me and almost everybody else, you found these articles a little tough to chew, then here I attempt to explain it in slightly easier terms. Hopefully.
First of all, what exactly is the Semantic Web? The Semantic Web focuses on the entities that are being described, sold or otherwise presented on a web page. Previously this was done using keywords, but as the internet grows it is becoming increasingly difficult to find the things that we are actually looking for.
It is because of this, and the fact that a keyword could relate to multiple topics and objects and not just the one that the searcher is actually looking for, that semantic search was ‘created’ (evolved may be a better word).
By building a relevant relationship on your page, between the ‘thing’ that you are presenting and your business – and any social channels you may possess – you are telling search engines exactly what your page/business/product is about, and that it contains potentially ‘valuable’ information for a particular topic, which makes it easier for your content to be presented to a searcher.
People ask questions, not keywords
Most people do not type keywords into a search box, you see, they type in sentences or questions. The search engine picks up on the semantics of the query, and looks for pages that might best fit. If your page is structured correctly, then it has a better chance of ranking first for that particular search.
Additionally,you should creating content for your target market.
Hopefully you have a specific audience in mind, and you are not taking a scatter-gun approach to your marketing (call it blogging if you like, but in any language it is online marketing). If your audience are likely to be professionals, then write in a more formal tone – but nobody says that formal cannot be fun and engaging.
As a more practical example, let’s say that somebody needed help configuring their shiny new Chromebook.Your article could provide a brief description of the product, a helpful guide on how to configure it and a link to an official support page, and maybe links to community groups too.
Because there a lot of different Chromebooks on the market, building a relationship on your page in this way tells everybody just which device is being presented, and also answers the semantic search question; where can I find support for my HP Chromebook? (For example).
Create content with longevity in mind
This kind of content, done properly, is worth more to your business in the long run than a paid advertising campaign, why? Because it is exactly this kind of content that appears organically, rather than artificially (paid ads) in search results and this is exactly the kind of thing that the searcher is looking for.
I only create copy that is going to prove useful on multiple levels:
- Providing excellent quality copy for the customer that showcases them, their product and their business in the best way possible.
- Answering a specific question for the searcher and giving as much relevant, in depth information as possible.
- Provides search engines with all of the detail they need in order to index the content and surface it in the most relevant search results
I take enormous pride in the work that I prepare, and that is something that my customers rely on because they know they are always getting the very best. Semantic copywriting is not the future – it’s already here.
Whether you take care of your copy yourself, or hire somebody to do it for you, just remember that your copy needs to be a multifaceted creation that performs several tasks at once.
Questions or comments? You know what to do.