It used to be that including keywords in tags and content was a surefire way to improve your site’s visibility in search results. However, Google is once again changing the landscape of SEO with the idea of semantic search. Instead of targeting specific keywords, the powerful search engine is now attempting to discern the context of the words and phrases that users type in when they’re looking for something.
The Rise of Semantic Search
Semantics is the science of meaning in language, and that’s exactly what Google is using to deliver the most relevant results possible based not only on keywords but also on what those words mean.
Google doesn’t just recognize words when users are searching; it also looks for patterns and makes suggestions based on similar searches. Semantics takes this a step farther to deliver results based on what a user actually wants. That means you can’t simply drop keywords into the content you create and hope that they’ll get your page noticed. You have to take into account what people are looking for and how that influences their choice of search terms.
Keyword Research: Still Necessary?
If Google is looking at context rather than individual keywords and phrases, it may seem like keyword research is a waste of time. Nothing could be farther from the truth. Keyword research is not only still important; it may be more important than ever before. (more…)