There comes a moment for those who run a business on the web that they realize a couple of things: first that search is incredibly technical in terms of how it works and second that their efforts to understand what they need to do in order to gain more visibility on search are hampered by this apparent technical complexity.
It wasn’t always like that. Ranking in search used to revolve around ‘simplicities’ such as keywords, links and volume of content and it used to include some arcane practices such as Pagerank sculpting, link-juice building and text-to-code web page ratio.
Although it’s true that the complexity (from a purely technical perspective has increased) there are still simple things that every website owner should be doing to help them rank better in search, help them increase visibility on the search results and help them on their quest to grow their business.
If you’re interested in ‘getting found’ by searchers, you need to know about semantic search.
The word “semantic” refers to the meaning or essence of something. Applied to search, “semantics” essentially relates to the study of words and their logic. Semantic search seeks to improve search accuracy by understanding a searcher’s intent through contextual meaning. Through concept matching, synonyms, and natural language algorithms, semantic search provides more interactive search results through transforming structured and unstructured data into an intuitive and responsive database. Semantic search br
In that post I presented some concepts that, in my personal opinion, we SEOs needed to pay attention to in order to follow the evolution of Google.
Sure, I also presented a theory which ultimately proved incorrect; I was much too confident about things like rel=”author”, rel=”publisher”, and the potential decline of the Link Graph influence.
However, the premises of that theory were substantially correct, and they remain correct five years later:
Technical SEO is foundational to the SEO practice;
The user is king, which means that Google will focus more and more on delivering the best user search experience — hence, SEO must evolve from “Search Engine Optimization” into “Search Experience Optimization”;
That web performance optimization (SiteSpeed), 10X content, and semantics would have played a big role in SEO.
Many things have changed in our industry in the past 5 years. The time has come to pause, take a few minutes, and assess what Google is and where it’s headed.
I’ll explain how I “study” Google and what I strongly believe we, the SEOs, should pay attention to if we want not only to survive, but to anticipate Google’s end game, readying ourselves for the future.
Obviously, consider that, while I believe it’s backed up by data, facts, and proof, this is my opinion. As such, I kindly ask you not to take what I write for granted, but rather as an incentive for your own investigations and experiments.
If the topic of ‘getting found’ interests you at all, I highly recommend you go to the source and read the rest of the article – it’s a comprehensive tour de force of EVERYTHING important in search today as well as a review of how we got here. Definitely one to read, re-read and keep close at hand for those who think staying current in SEO is not hard or valuable…