The New Formula for Dominating Search Results =
Semantics + Social Media +Content Marketing
The Future of Google: Semantically Related Web Searches
A Google search today gives relatively general results for search terms. Google makes a
basic guess about what you have in mind but doesn’t deduce the actual meaning of your search based on the keyword combinations you’ve provided in the search area. In the future, as semantic search evolves, Google will dive deeper into the relationships between your search words in order to better guess what you’re looking for, and display semantically related search results to you.
Google calls its semantically related web search the Knowledge Graph. The results will work with you to figure out and guess what you are really looking for when you type in a keyword phrase. As explained in a Mashable article published last week, the knowledge graph helps clarify what’s intended by “an ambiguous search query like “Kings” (which could mean royalty, a sports team or a now-cancelled TV show). Google is switching from simple keyword recognition to the identification of entities, nodes, and relationships.” It will process the term “Kings” along with any other search terms in a unique way. Furthermore, geographic location, which is already influencing search results, will figure into semantic search technologies. This means that a person who types in “Kings” might see the website for a local sports venue. For more details, see this link to Google’s latest blog about semantic searches.
- Here’s another example of semantically related search results. If someone typed in “ Ipad ” do they mean:
That they want to buy a Ipad?
Have one fixed or repaired?
to get an Upgrade on it?
Are they even talking about a type of laptop, or something completely different?
In the real world most people don’t usually search with just one keyword…they type in more than one word and these additional keywords give additional clues to subject and and user’s intent. Therefore, as a business, it’s important to get into your buyers’ brains. As SEO specialists, we use a combination of data and analytics information to gather this information and give you the best set of keyphrases that you should be incorporating into your website’s content.
Here are a few things that your business can do to improve its search rankings and online brand presence.
Actionable Solutions For The Present State of Search
With constant changes in Google’s algorithm (e.g., Panda and Penguin), reaching
prospective customers has become more difficult. How can you get noticed on the web? It’s
crucial to engage with your target audience via social networks and through the content on
Social Media Engagement is a Must
Google continues to incorporate social signals into its ranking algorithm. For instance, the
number of Facebook “Likes” influences a search ranking. If your competitors engage with
your target market via social campaigns and initiatives, and you don’t, you’ll be missing out
as they reach relevant searchers. Social signals and user experience affecting search results will only continue to evolve. Just a few days ago Google Places pages have been entirely replaced by new Google+ Local pages. The new Google+ Local pages are much more interactive and “social.” Compared to the old places pages, this now allows Google a local search platform with enhanced functionality more comparable now to how Twitter and Facebook work. With all the new benefits of G+ network like circles of friends/family/colleagues as an example, this will certainly give business owners and customers a more human like experience with sharing, rating and reviewing restaurants and other local businesses. Want to learn more about how using social media can help your business? Check out our Web worx class on July 26, taught by social media expert Vania Benavides. here is the link to sign up. http://webworxsantacruz.com/social-media-with-twitter-google-thursday-july-26-2012-630-830pm
Content Publishing and Marketing
The addition of high-quality content leads to higher rankings. Why? First, page relevance
has always mattered. When you add more relevant content, you work with Google’s
algorithms. Second, natural links and social media matter more than ever in search
rankings. When people enjoy and find value in your content, they want to share it, bookmark
it, and visit you again and again. As your links and shares grow, you’ll gain greater page
authority, greater domain authority and higher search rankings.
Google now recognizes that many queries are informational, not transactional. Many
consumers perform searches during a research phase. Engagement with informative content is highly significant during this time. They will look at the visitor’s time on on your site, bounce rate, and how pages are actually visited from the original search landing page—as opposed to e-commerce shopping conversions.
Advertising: Search and Content Networks
The saying “If you build it, they will come” might apply to baseball fields, but it doesn’t
transfer to websites. Your website is an ongoing content creation plan and and promoting
Your online advertisements should include a value proposition and a call to action that leads
to a landing page on your site. That page should reiterate your value proposition and call to
action, and it should be optimized for conversion and user experience.
When users find your page via an ad and convert, Google figures a positive user
experience or “UX” into your ranking. In this way, using advertisements can help your
ranking. If your company converts X number of users for product A, for example, and your
competitor converts fewer than X users for its comparable product B, then Google could
potentially consider your site a more relevant option.
We would like to hear your insights and comments. To learn more, check out our Web Worx classes on WordPress Basics, SEO training and Social Media marketing tips in June and July. http://webworxsantacruz.com/social-media-with-twitter-google-thursday-july-26-2012-630-830pm