Putting Everything into Context: Semantic Search and its Impact on SEO
The entire search engine marketing universe revolves around keywords. Search engine algorithms have
evolved and SEO techniques have cope with them, but at the end of the day, everything starts and ends
with the keywords. Simply put, using these search terms is the language people use to communicate with
search engines and with majority of all internet traffic starting from Google, Yahoo and Bing, these
keywords are diamonds every SEO company is fighting for.
A Guessing Game
While every SEO agency is aware that keywords are the pillars of any search engine marketing
campaign, everyone also knows that how search engines work with these search terms is basically a
guessing game. For example, if someone types the word “Italy” on Google, the search engine giant can
interpret it in one or more of the following ways:
Plus a hundred of other possibilities. Of course, it would be very rare for people to actually use a single-
word search term, but even for the more specific ones, it is nearly impossible for search engines to return
the exact results internet users are looking for. This is why semantic search is an exciting new frontier for
a search engine marketing company. Semantic technology will put one crucial ingredient into search
technology: context. Once this is completely rolled out, search engines, to some extent, become much
smarter as they can now factor in a user’s intent when generating results.
The Effect of Semantics on Search Engine Marketing
Typically, an SEO agency will focus its keyword strategy around those that generate the highest search
volumes, but as semantics is ushered into the picture, intent becomes an added layer that needs to be
It becomes trickier as well as it goes beyond a numbers game. Now, internet marketers would need to
have a strong sense of foresight and take into consideration all possible contexts of why people would
use a particular keyword when searching for something and strategically narrow these down to those that
are related to their brands and businesses.
The Advantages of Semantics in SEO
Obviously, the primary benefit of semantic search in SEO and its many facets is the ability for an SEO
company to develop high converting content. Since, semantic technology already preempts what internet
searchers want, businesses can now create content that is relevant, compelling and useful.
An SEO agency can also leverage on semantic keywords to better manage a PPC campaign:
Better quality score. The quality score of a PPC ad is directly proportional to the relevance of its
content to what internet users are actually looking for.
Improved budget management. Remember, in a PPC ad campaign, you shell out money for
every click, even though these clicks don’t really convert. With semantics, you can target people
who are actually interested in what you are offering; hence you can just bid for “keywords that
Higher CTR. This is basically self-explanatory. There is a greater chance for people to click on
your ads if these ads cater to their intent.
Author is working as an Internet Marketing professional in an SEO company NY, New York. He likes
to write informative articles on various topics related to Internet Marketing. Through this article, he
wants to share his knowledge with people who are about to hire an Internet marketing agency for