Understanding semantic SEO and its benefits
Google’s search engines are continuously adapting, so it’s no wonder SEO practices are trying to keep up with the change. Firstly just as a scanning tool, Google now has a deeper, developed understanding of user intent.
Google has transformed to be able to understand human behaviour and then determines the SERPs based on this factor too. More relevant results can be delivered based on the search query, so a user has a much more positive experience in finding what they’re looking for.
One of the ways in which SEO has developed to fit Google’s adaptations is through ‘semantic SEO’. But what exactly is this? Look no further as we’re here to take you through semantic SEO and its benefits.
What is semantic SEO and what does it involve?
Semantic SEO is an SEO practice that gives more meaning to web content- adding depth helps Google and search engines understand your content much more deeply, in turn determining whether it fits the needs of the user behind the search.
The word ‘semantics’ is a branch of linguistics that deals with the meanings behind the language. So really, semantic SEO looks at optimising content to be more meaningful and topic-focused. The intent and context behind a user’s search query become central.
Why Is User Experience So Important?So, what does semantic SEO involve?
Topical authority
A process involved in semantic SEO is topic clustering. These are the sub-topic pages that support your pillar page. With cluster pages, you’re able to establish authority around the specific topic.
Organising your information to show how widely you’ve covered a specific topic allows all your user’s needs to be fulfilled when navigating your site, therefore creating topical authority. By doing this, you become a ‘one-stop-shop’ for users to find all the information they need, and you demonstrate expertise that covers all bases.
Covering topics in detail can be achieved by creating more blogs and pages that target sub-topics- this also means you can then internally link semantically to these pages throughout your site, which is another way of boosting authority and strengthening your site architecture.
User intent
While you should begin with usual keyword research, using tools like Ahrefs or Google Keyword Planner, analysing the search intent behind them helps you plan which specific sub-topics to target. Keyword research may have slightly different priorities when it comes to semantic SEO. You’re optimising content for meaning, which means you’re targeting a user’s intent.
By understanding the questions that users are asking, you don’t just optimise for specific keywords, you optimise for the wider picture. Researching topics, audiences, and whether a query is navigational, informational, transactional, or commercial helps you pin down the actual meaning behind a user’s search.
Empathy and understanding are key here- consider the target audience’s pain points, desires, and expectations and offer them a solution.
High-quality, detailed content
Another way of implementing semantic SEO is by creating detailed, comprehensive content. If your content goes above and beyond to discuss anything a user may be wondering, then Google will reward you for this.
Creating content that has depth and accuracy is most likely to satisfy a user’s intent. This is why a comprehensive blog post is great for SEO- it tends to cover lots of questions and can include internal links to other places on your site that provide more information. They attract a user because of their informative nature, so they’re likely to address everything they need.
Structured data
By implementing structured data, you’re able to organise the information on your page and show search engines what it’s about. It spells out exactly what the page is about. Things like product schema or review schema provide a user with even more detail about a product or service, and help Google and the crawlers too!
Structured data also enhances E-E-A-T factors and helps establish you as the most useful and valuable site on the SERP.
FAQs
Addressing the all-important ‘people always ask’ questions is a method of adding detail to your content. A user doesn’t need to look elsewhere to find answers to any further questions or confusions- it’s all right there on your page! This has further positive effects on overall SEO efforts. In turn, it’ll decrease your bounce rate and increase the time spent on your site.
Another benefit is it increases your rankings in the SERP because Google sees you as even more useful to a user as it boosts your semantic SEO signals.
The journey of Google and semantic SEO
Google’s approaches towards ranking sites in the SERPs have developed a lot over the years, and understanding these changes can help us pinpoint what Google wants from us now. With the introduction of natural language processing (NLP) systems, Google attempts to grasp what users really want in their search by humanising its approach.
Let’s take a look at the steps Google has taken to create an increasingly semantic response to ranking content:
Basically a massive database of information, the knowledge graph helped Google go beyond the words typed into the search bar and allowed it to make connections between topics. This was the first step for truly grasping the intent behind a user’s search.
Hummingbird (2013):
Hummingbird helped look at searches as a whole and the intent behind them as opposed to the importance of individual words. Instead of just matching keywords, it helped match information based on user intent. Hummingbird also helped Google understand natural language.
RankBrain (2015):
With a similar aim to Hummingbird of understanding natural language, RankBrain used AI to do this. All in all, it still aids Google in its semantic understanding but uses a machine learning algorithm.
BERT (2019):
BERT took Google’s understanding even further. To do this, it emphasised the importance of smaller words in the search query (like conjunctions) to get a fuller picture of what the user actually wants to know.
MUM builds upon the previous algorithms established. Its main function is to handle complex search queries from a user. MUM includes the nuances of a user’s search when providing an accurate, detailed and desired answer.
The benefits
The benefits of semantic SEO prove that it’s a worthwhile practice. Here are some of what we think are the key benefits of optimising your content with semantic SEO:
1. Higher ranking
Arguably the biggest and most significant benefit your website is likely to achieve a higher ranking. Google can recognise the topical authority your site holds, placing you above competitors.
A higher ranking gets your site out into the open, and users are more likely to find you as opposed to sites that rank below.
2. Improved user experience
At the heart of your site should be a good user experience. As mentioned above, semantic SEO helps greatly with this.
Users are expecting quick, accurate and detailed responses in the SERPs- if your site is what gives them the answers they need, a user is likely to have had a positive experience with your site.
3. Increases your authority
You need to be seen as an authoritative, trustworthy voice within your industry to allow you to stand out from competitors.
Users should want to hear from you above anyone else, and creating sub-topic pages that are semantically optimised can automatically establish an authorial position for yourself.
4. Increased click-through Rate (CTR)
Despite some uncertainty surrounding the question of whether CTR is an SEO ranking factor, an increased click-through rate is still a helpful metric to determine how many users are engaging with your site.
Optimising your site semantically means your content is more likely to appeal to a user to answer their question. The more appealing, the more clicks you’ll receive.
5. Adaptation to voice search and NLP
Using semantic SEO means your content is more likely to rank for conversational, long-tail keywords as well as the main keyword you’ve optimised for. Not matching exact keyword strings becomes less of an issue.
Adapting your site for voice search and NLP helps your site rank for a variety of searches, increasing traffic and visibility. Optimising your content semantically keeps it in line with the nuances of human language.
Learn more about SEO
Want to learn more about SEO in general? Take a look at our wide range of blogs written by a team of dedicated experts.
At Embryo, we have a variety of SEO services, from technical to local SEO, which can help your site rank highly in the SERPs. We understand the importance of semantic SEO through our holistic approaches to strategy.
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