Far from what many people think, SEO is not as static as it might seem at first. Although the principles on which the Google algorithm is based remain the same, the truth is that over the years it has evolved to get closer to what users need and want. And SEOs have no choice but to keep up to date and adapt in order to continue being at the head of the race for . One of these evolutions is Semantic SEO.
What is semantic SEO?
The truth is that Semantic SEO has existed almost since the beginning of Google, at least conceptually, although it was with the update when we can really talk about the implementation of Semantic SEO. The result? Although there is still a long way to go for search engines to be able to capture the nuances of language, the result is more humanized responses adapted to the user, so that the user’s intentions are “interpreted” and the most appropriate information is shown.
Therefore, we could say that semantic SEO is the evolution in which information is not only displayed based on the analysis of keywords as such, but also in the relationship with other words and the context, being able to interpret synonyms and words related. It is what is known as Latent Semantic Indexing (LSI), which assumes that the words that are close to each other maintain a relationship. That is, it puts the keyword in a context, for which it needs to analyze the surrounding words.
Semantic SEO results example
The clearest example of semantic SEO are the searches offered by Google’s knowledge graph, a search result format that quickly offers the most relevant information about the search carried out. Thus, if we perform the search “Who is the author of The Little Prince”, Google returns a rich card in which it indicates, directly, that the author is Antoine de Saint-Exupéry and the most relevant information about him. Thus, what Google does is interpret that what we want is information about the author of this book and not about the book itself and offer it in a file so that we don’t even have to enter the destination page.
How to do semantic SEO?
To adapt to Google changes and do semantic SEO on your website, you should pay attention to the following aspects:
Increasing the density of keywords is outdated, but using synonyms only is not applying the principles of semantic SEO. Although the use of synonyms is important, we must also use terms that allow us to put our words in a context so that both the user and Google are able to interpret the meaning of our content and show it to those users to whom they intend. to find the information we offer.
In this way, for SEOs, the need to use the keyword repeatedly is reduced and content much closer to natural language is achieved through the use of synonyms and contextualization.
Through them, we mark the information on our website using labels (which the user cannot see, but the bots can) to provide information about our content to search engines, facilitating their work.
Through structured data, Google is able to generate more precise and relevant results and offer rich snippets in the results that provide greater visibility to it and, therefore, increase the CTR. An example of rich snippets is the one found in cooking recipes, where in addition to user ratings, the featured image of the prepared dish appears.
As you will have seen by now, adapting to semantic SEO is not that complicated and can bring us very good results -or very bad if we decide not to adapt to Google’s changes-. You know: renew or die. And what do you decide? Do you want to be relegated to the third page of Google or have you already started doing semantic seo on your website?
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