SEO specialist, otherwise known as an optimizer, often rant on and on about how Google changes their SEO algorithms on a regular basis. Although there is some merit to that, the changes are actually more positive than negative.
One of the things that really irks optimizers is the change to how keywords are being used and its current importance in the SEO landscape.
Before, keywords were the thing. You just research a bunch of keywords, use it on your website and content, and you’re done. But nowadays, there is now a need for you to structure your content in a way that gives value to the readers- all without overusing or basing your content solely on the keywords you use.
Things changed thanks to the Hummingbird update which introduced a feature that is known as the Semantic Search.
What is Semantic Search?
In 2011, optimizers would use keywords because they hold the most bearing when it comes to page rankings. However, in 2013, the use of keywords in that way has changed thanks to the Hummingbird update. It introduced something called Semantic Search and it has paved the way for better search results.
Basically, Semantic Search requires optimizers to create content by thinking about the value that it brings to the user instead of relying on the use of keywords and placing them on the different parts of your website and articles.
That is due to the fact that Google now looks at the language used by the searcher and it analyses its intent rather than the actual keywords being used.
So, the algorithm changes how search engines work by addressing the user’s need instead of focusing on exactly-matched keywords.
Since most websites and online content were structured in a way that put major emphasis on the keywords, optimizers scrambled to change their existing articles to suit the current requirements.
Semantic search is also going to be popular for years to come thanks to the advent of Voice Search and the different things that support it.
How Does It Benefit the Searchers?
- Because there is no need to use exact keywords, you can now use Google and other search engines in a more natural way by structuring your query like you would when asking a person in real life.
- The new update has paved the way for searchers to get more accurate and relevant results.
- More content is now being structured that provides real value to the searchers.
How Does It Benefit the Optimizers?
- Since there is now a need to use language in a more natural way as opposed to structuring your content to fit the keywords in, there is now less pressure when looking for the keywords you’re going to use.
- And, because there is less emphasis on the keywords, you can now provide more value to the searchers by creating content that really addresses the user’s query.
- Semantic search makes content creation easier since you do not have to forcefully attach your researched keywords on your content just to satisfy the different search engines anymore.
So you see, Semantic Search actually delivers more positives than negatives. It benefits searchers because the information that they will get are the most relevant ones and it also provides advantages to the optimizers as well since there is a far lesser need to focus on keyword insertion and use.