How to optimize your Webpage for Semantic Search
Semantic search helps provide accurate search results by understanding the searcher’s intent and the contextual meaning of the search terms keyed in. Semantic search lends itself well to research-based searches, where a user provides search terms related to an object about which he intends to gather information. In this case, there is no particular document the user is trying to get, but rather they go through a number of documents to gather the required information.
Semantic search has gathered much importance with the rise of Google. For any type and any scale of business, it has become imperative to have a soaring SEO (search engine optimization), which indirectly helps in being ranked better by search engines. It’s not merely by chance that a user gets 10 links as a result for a search term being looked up. Google, or for that matter any search engine, provides a user with higher-ranked websites as search results.
Below are some of the essential points one can incorporate to optimize their website for semantic search:
Mark Up your Website Properties
Google and Bing have chosen to use Schema.org semantic markup since 2001. The semantic markup lets these search engines determine specific properties of websites to make them lucid and easy to decipher. This means Google will be using the information in its knowledge graph combined with Schema.org markup while providing search results.
So one needs to determine what properties are to be marked up on their website such that it is presented in a relevant category by search engines. Once you determine what properties are to be marked up, you can visit Schema.org and search for your industry. For instance, if you are a bank, you can look up financial institutions. You can then find out what kind of properties can be marked up exactly.
Social Media Campaign also influences SEO
Semantic search, in addition to the marked-up properties, also uses updates on the social media platform to come up with search results. A widespread use of search engines has led to users utilizing search engines to look for personalized searches such as traffic updates, local bus terminals, transportation, etc. The use of social media updates is done more often in such cases, where a search engine needs to provide results for a user’s personalized search.
Use of Template Form
Google comes up with a new algorithm time and again to enhance its ability to understand the searcher’s intent and the contextual meaning, so as to provide better results. With the latest algorithms that Google has come up with, it started using Form/Template-based queries to come up with relevant search results in real time.
The illustration of this is given in the figures below. Figures 3 and 4 are to be compared to an example of Google search.
In the above illustration, a template is used to form a query about flights from location 1 to location 2. Hence, if your business is in tourism or another transport-based industry, then you would make sure to include that destination on your website to ensure your website comes up as a result to a users query.
To make sure your SEO surges with semantic search, it is necessary to maintain a synergy. Take, for instance, the fact that even though your website may be optimized for semantic-based markup properties, a weak media platform would hurt your strategy. A coordinated and multifaceted strategy would work better and help you garner better SEO. A combination of Social, SEO, SEM, and Semantic Web or Semantic Computing will definitely help you multiply traffic to your website.