Using Semantics to Improve Keyword Traffic
The search engine landscape has changed dramatically over the last 12 months with updates such as Panda making the process of SEO very different to just a few years ago. However one thing that has always stayed the same is which keywords one should optimise for and this really should be the number one priority on any SEO’s to do list.
Now though things are changing and this is all to do with what is known as semantic search and Google is developing it to a stage much more than it once was.
Semantics in the search world
Firstly we need to understand what this actually is. Semantics is a way of technology making a guess as to what a user is looking for when they begin typing a particular keyword. Therefore the technology looks at the semantics of the word, or put another way, what meaning it could have.
So in the case that somebody types “iPhone 4” into Google the actual intention may vary greatly.
Do they want an iPhone 4 cover?
An iPhone 4 repair?
A new iPhone 4?
iPhone 4 accessories?
The list goes on and on but here’s the important bit. In reality users don’t just search by single entries, they do it by using additional words to narrow down what they are looking for. It is using this methodology that enables webmasters to optimise for keyphrases that bring in traffic that offer good conversions.
The search engine has a difficult job to do since all they can do is go by what the user is telling them ie which words they are entering. Although the sequence of words is also an important clue as to what the user intends to look for. The location of the user is very important since the search engine takes this information in order to deliver results of searched services that are within the user’s location. So this is iPhone repair [+ the location].
What does all this mean for keyword research?
Before semantics the issue of keyword research was relatively straight forward. “iPhone 4 repair” would mean “iPhone 4 repair” however this is not now the case. iPhone 4 repair can have with it a variety of different meanings. The job of the good SEO’er is to find out what these different variations are.
Why use semantic keyword research?
There are some huge advantages to be gained by making the most of semantics when it comes to keyword research.
Better Click Through Rate – by successfully pre-empting what the user will type you stand a much better chance that they will actually click through to your site.
Improved Quality Score – when you add more relevant keywords to your content then the search engines will give you a higher quality score that in turn will improve rankings.
PPC Efficiency – the same approach can be adapted to PPC campaigns and can result in less competitive but more relevant keywords being clicked on and therefore lowering the cost per click.
How do you research Semantic Keywords?
There are several ways of doing this,
Google Search – type in the initial word or phrase and see what Google comes back with as suggested searches.
Bookmarking Tags – use sites such as Delicious and by looking at the bookmarked tag you can see what people are searching for and how.
Social Media Tools – look up which words people are relating to particular keywords Using Social Search
The key with this approach is never to rush in and merely grab the first words that come into view. Take time to really think about what words and phrases users will be typing in and at SEO London we always look at a wide range of options and keywords that best suit the business and will return a good conversion rate.
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