Google’ s algorithm has evolved over the years to deliver search results that are closer to what users need and want.
One of these evolutions is semantic SEO , which not only affects SEO itself, but also influences other aspects such as web structure and, especially, content.
Performing a correct semantic analysis at SEO, web and content level allows us to define a strategy focused on providing valuable answers to users’ searches.
What is semantic analysis?
To be more specific, it studies the relationship between individual words in a search query to create meaning or context. Through concept matching, synonyms and natural language algorithms, search engines understand language as a human would.
Therefore, semantic analysis aims to improve the accuracy of search results by understanding the user’s intent through the contextual meaning of their search.
In this way we can create content that corresponds perfectly to what the user is looking for on the Internet in relation to our products, services or sector of activity.
By proposing a high added value, our content will be highlighted and privileged by Google and the SERP. Consequently, our position in the search results will improve considerably.
Semantic analysis also provides us with information to understand the search volume and competitiveness of each set of keywords used.
By competitiveness, we refer to the number of articles or material that exists in relation to a particular topic. In this way, we can assess the effort that will be necessary to position ourselves optimally and evaluate the performance of the same.
Semantics and keywords How are they related?
When you summarize the content of a page in a sentence or simple words, the result is your keywords. They are ideas and themes that define what your content is about.
Therefore, in general terms, a “keyword” is not a single word, it is a combination of 2 or 3 words that needs a context to lead people to the right page.
Long Tail” keywords are a combination of 4 or more keywords, which makes the search query more specific and easier to understand. In short, semantics.
Semantics and content. Qualified organic traffic
When we create content for the website, blog or any other channel, we want our keywords to be relevant and respond to what users are searching for on Google.
If the content is relevant, Google will improve the ranking of your page over other pages in the search results (SERP).
To obtain this result, i.e. to rank among the first search results and increase qualified organic traffic to our site through content, we must make sure to:
- Analyze that our keywords and main topics correspond to what users are looking for.
- Study the type of search queries that are made in relation to our products or services. That is to say, keywords and long tail keywords around a topic.
- Analyze our target audience and their searches.
- Know the user’s search intention and context.
- Monitor our competitors in order to know and anticipate what they are doing and thus improve our position with respect to them.
A semantic analysis approach will enable you to carry out these tasks and to provide an answer that will allow you to draw up an effective strategy over time.
Tools for semantic analysis
As we have discussed so far, semantic analysis is based on keywords, context, search intent and semantic content.
Along these lines, we recommend some of the tools we use at EMD to carry out semantic analysis. Does this mean that you always have to use these tools? Of course not!
These are recommendations based on our tools, but we know that in the digital environment there are many and diverse applications that you can use.
- Answer the Public – Surely one of the most useful tools for the study of semantic keywords and for semantic content planning. It is based on the “Search Listening” of the questions that users ask in search engines (Google, Bing…) and generates multiple options of long tail keywords.
- Semrush – One of the applications par excellence for the study, audit and planning of keywords, organic traffic, backlinks, content… One of the best “All in one” Marketing Tool.
- Google Trends – Allows us to study the trend of keywords by year, region, country, and make comparisons between several of them to determine which keyword or keywords will be relevant
Why implement semantic analysis in your SEO strategy?
Aligning with search engines and their changes
As we mentioned at the beginning, semantics in SEO is a consequence of the evolution of search engines. Therefore, implementing semantic analysis and SEO will make us stand out in Google’s eyes by being aligned with its algorithm.
In parallel, the content we create will benefit from:
- Better positioning in Google (Hummingbird) and Bing as both search engines are introducing semantic context in their results pages.
- They will be included in the search history, devices, location …
- Algorithm changes that apply, among others, to sequential queries (series of search queries based on the results found).
- Better positioning in voice search results, a fast-growing trend (it is estimated that by 2020 voice searches from mobile will account for 50%)
The structure of the web and semantic analysis
The structure of the website and internal links must evolve to enhance semantics in keywords and content.
Perhaps not so much for the user to understand this structure, but to make the task of semantic understanding easier for Google (and increasingly Bing).
A correct content categorization, tags optimization, refined goals and seo friendly and semantic url’s, will be key to score points in the list of SEO requirements of search engines.
Identify Buyer Persona needs
By generating content that interests the user every time they interact with our brand and that adapts to their intention at all times, we will create a high-value relationship for our audience (customers or prospects), which will translate into brand recognition and awareness and of course into future sales.
We will also be able to identify and better understand our Buyer Persona, the evolution of their intentions, tastes, desires, etc… to be much more relevant at each stage of the sales funnel.
Result of implementing semantic analysis in our strategy
Nothing like a practical and real example to see how the analysis, development and execution of an SEO and content strategy based on semantics offers users the results they are looking for.
To do so, we suggest you search for “Who wrote Don Quixote“. Google returns a rich card in which it indicates, directly, that the author is “Miguel de Cervantes”. It adds the most relevant information about him.
That is, Google interprets that what we want is information about the author of this book and not about the book itself.
On the contrary, if for the search we use the keyword “Don Quixote”, Google will return the organic results of those pages better positioned and that contain all the information about the literary work.
Semantic analysis and future
The relevance of search results is the focus of all search engines and voice assistants (Amazon Echo, Apple, Siri, Google…). Research on semantic aspects will continue to progress in order to facilitate a natural dialogue between the machine and the user, in line with their intention at the time.
Consequently, you should incorporate semantic analysis into your digital marketing strategy as soon as possible.
In this article we will explain the steps you should follow to do it and in this one we will describe how semantic analysis helps you in each step of the Customer Journey. But if you prefer, you can count on our help!
