Semantic search uses artificial intelligence in order to understand the searcher’s intent and the meaning of the query rather than parsing through keywords like a dictionary. When you search now, Google gives you results based solely on the text and the keywords that you put in that search. Essentially, Google gives you its best guess.
When you use semantic search, Google will dive into the relationship between those words, how they work together, and attempt to understand what those words mean. Google will understand that “their” and “they’re” has two different meanings and when “New” and “York” are placed together, it changes the meaning.
Semantic search isn’t a new concept. As early as 2008, search engines were popping up that focus on natural language over keywords. But we’re really only taking notice now because of Google. And Google is really only taking notice because of Siri and Google’s response to Siri, Google Assistant, which will be out on Android devices later this year.
Semantic Search for SEO
Keywords are easy to manipulate; intent, not so much. In order to rank well in semantic search, you don’t just have to put your keywords in the right places, you have to figure out the actual meaning behind those keywords and create content around that specifically. That puts more emphasis on your keyword research.
When people search, they aim to answer a question. They just search in the truncated version of that question. Keyword research is largely data-driven around the popularity of the terms in their question. Keyword research in semantic search will have to focus on what that person actually means when searching for that keyword.
For example: Physiotherapy. What could people mean they search “Physiotherapy?”
- What is physiotherapy?
- The different procedure of physiotherapy
- How to handle different physiotherapy cases
- Physiotherapy learning videos and guidelines.
The possibilities are endless. When you’re framing your content in a semantic search world, it has to be around answering the specific questions people have as it relates to that keyword. With every sentence you write, ask yourself: How does this answer the searcher’s question? You will have to focus on the natural language even if those users are still focusing on keywords.
