VIEWS: 10 PAGES: 2 CATEGORY: Internet / Online POSTED ON: 10/17/2012
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.By , 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.
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: Italian cuisine Italian cruise Italian holiday Italian culture Italian people 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 factored in. 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 matter.” 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 their businesses.
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