Do you say “dinner”, “tea” or “supper” to talk about an evening meal? What about “roll”, “bap” or “cob” when referring to a bread bun?
While many of us have strong opinions about the “right” term – opinions which are heavily influenced by where we live in the world – the reality is that all of these words are related by their very similar meanings.
The study of logic and meaning in linguistics is known as semantics; it’s how we know that all of the terms we mentioned above are linked by their definition. Semantics not only helps us understand how language works as a whole, but you may be surprised to learn it’s also important for SEO.
In the Hummingbird algorithm update of 2013, Google began to place greater emphasis on the context and intent behind a search query, rather than just the specific keywords used. In other words, it started thinking more like us.
Because meaning and logic are now imperative, the practice of optimising for this type of search is known as Semantic SEO. But how do you get started? In this article, we’ll explore how semantic SEO works, why it matters and how to develop a successful semantic SEO strategy.
What is Semantic SEO?
Semantic SEO is the practice of optimising content to focus on the meaning and intent behind search queries rather than just individual keywords. Unlike traditional SEO, which emphasises targeting specific keywords, semantic SEO aims to create content that satisfies the broader context and user intent.
This approach aligns with how search engines, particularly Google, have evolved to better understand user searches through artificial intelligence (AI) and natural language processing (NLP).
How Semantic SEO Differs from Traditional SEO
In the early days of SEO, success relied heavily on keyword density and exact-match keyword usage. Pages were optimised with repetitive keywords to rank high in search engine results. While this approach was effective for its time, it often led to low-quality content and poor user experiences.
On the other hand, semantic SEO shifts the focus from keyword stuffing to creating content that answers questions, provides context and delivers value to users. It encompasses a more holistic approach where related terms, synonyms and the overall meaning of the content are used to create depth and relevance.
The Importance of Context & Intent in Search Queries
Modern search engines prioritise context and user intent to deliver more accurate results. This means search engines are no longer just looking for keyword matches, they’re trying to understand what users mean when they type a query. For instance, if someone searches for “best running shoes,” Google aims to show results that include product comparisons, reviews and buying guides – as well as results for related terms like “trainers”, “sneakers” or “athletic footwear” – as opposed to just pages that use the keyword “running shoes” repeatedly.
But why is this important? Understanding context and intent helps search engines to move beyond showing pages that happen to contain the right words, and instead display pages that provide the most relevant and valuable content. Semantic SEO takes this into account by optimising content that matches users’ needs more comprehensively.
How to Optimise for Semantic SEO
To implement semantic SEO effectively, here are some actions you can take:
1. Use Latent Semantic Indexing (LSI) Keywords
Latent Semantic Indexing (LSI) keywords are terms that are semantically related to your main keyword which help search engines understand the context of your content. For example, if your primary keyword is “digital marketing,” relevant LSI keywords could include “SEO strategies,” “content marketing” and “online advertising.”
To find LSI keywords, tools like LSIGraph or Google’s “People Also Search For” and “People Also Ask” sections are great for discovering related terms to enrich your content.
2. Implement Structured Data
Structured data, often referred to as schema markup, helps search engines understand the content on your site more effectively. By adding structured data to your pages, you’re giving search engines extra context, allowing them to present rich snippets that stand out in the search results.
For instance, if you run a recipe blog and use schema markup, your content could appear as a rich snippet with a star rating, cooking time and user reviews directly in the search results.
You can use tools like Google’s Structured Data Markup Helper to create and test your markup.
3. Create In-Depth and Contextually Rich Content
Instead of writing content that only answers a simple question, aim to cover a topic comprehensively. Content that provides a thorough understanding of a subject is more likely to be seen as authoritative and helpful by search engines. Make use of subheadings, FAQs and related sections to address various aspects of a topic.
4. Optimise for User Experience
Semantic SEO isn’t just about the content itself but how that content is presented. User experience (UX) factors, such as page load speed, mobile-friendliness and easy navigation, contribute to how users interact with your content. A positive UX can lead to higher dwell times and lower bounce rates, which are positive signals to search engines.
5. Leverage Internal and External Links
Using internal and external links effectively adds to the depth of your content. Internal links help establish a content hierarchy and distribute link equity across your site, while external links to authoritative sources can build credibility.
Tips for Integrating Semantic SEO into Your Strategy
If you’re ready to enhance your SEO efforts with semantic practices, here are a few key tips:
- Research User Intent Thoroughly: Spend time understanding what users are looking for and how they phrase their queries.
- Enhance Your Content with Related Topics: Use tools like AnswerThePublic or SEMrush’s topic research to find relevant subtopics.
- Make Use of Schema Markup: Start with basic markup and gradually expand to more detailed structured data as needed.
- Keep Content Updated: Semantic SEO is about relevancy, so revisit your content regularly to check it remains current and comprehensive.
- Focus on High-Quality Writing: Content that’s informative, engaging and well-structured will always perform better than keyword-stuffed pages.
Stay Ahead with Semantic SEO
Semantic SEO is more than a trend, it’s also a necessary evolution to keep up with search engine advancements and user expectations. By focusing on user intent, incorporating structured data and using LSI keywords, you can create richer, more contextually relevant content that appeals to both search engines and readers.
At Bigg, we specialise in helping businesses in Bristol and beyond implement effective, cutting-edge SEO strategies. Schedule a call with us to learn how we can optimise your site for better visibility and long-term growth.
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