In the world of SEO there are various confusions when it comes to the term “semantic search”.
The confusion of this term is that semantic search is part of structured data. Many people see this as identical to structured data. Some people associate these terms with language and logic. In order to understand everything more clearly, it is necessary to define this term clearly.
What is Semantic Search?
The term semantic search is used by search engines to better interpret and process queries using natural language. However, semantic search means much more than that. One of these is the search context that the user has when performing the search. If you type “hotel için in the search box and your priority is“ Paris iz, you may be able to get various results for “Paris hotels..
If you’ve done a lot of searches about wild nature before and used the word ag jaguar için for query, you’ll see an animal result, not a car. In addition, search engines do not understand the concept of entered entries. When you want to associate these queries with people, places and events, you need to take a different approach.
On the other hand, when you search for the “Eiffel Tower alan in Paris, you can get information about it. However, in order to find out the length of this structure, you should search ne How long is the Eiffel Tower?..
Regardless of how you search, Google will be able to change it based on the correct form of the query.
Search engines have not done so much in the past. However, they can now change the search of users according to the correct state of the query and present the results. For the search engines, whichever words are easy to process, they first put them on the agenda.
The importance of voice dialing is becoming more prominent. When people search using voice commands, they use their natural language. Since these queries are passed on the way they talk to other people, search engines try to adapt to them.
As a result, search engines try to understand the user’s intent by making extra efforts to understand what the user’s query is. When users search using their natural language, they strive to provide relevant results.
Why should you be interested in the semantic search concept? The short answer is about our interactions with search engines. Semantic search reveals how the harmony between SEO and our sites should be.
About Semantic Search: What is and what is not?
Semantic search means providing meaningful results to the user’s query. These meaningful results have to be in line with the intent of people doing the search. To do this, search engines try to understand not only the user’s search intent but also the context of the query.
Search engines have made significant progress to understand the meaning of user queries. In particular, Google does this by analyzing and processing the user’s natural language. By integrating Google technology into voice search, it has taken it a step further.
One of Google’s greatest goals, in particular, is to detect what people are doing and what they want to do.
The first step in this way is to develop the information graph. With Info Graph, Google has put forward the concept of strings not things.
- The capital of a country consists of public information such as the number of mills in place and the birth date of a famous name.
- Each entry has its own properties. This includes all kinds of information such as the names of people, birth dates, mother, father, place of residence, job, wife and children. In addition, it understands the features and keeps them in the database.
Assets and Semantic Search
The way to have a digital identity is the concept of assets. Beings can be people, places and things. Understanding assets, defining their characteristics and attributes helps search engines to better understand the language.
Google stores this data in the Knowledge Graph and uses them to improve the quality of search results.
Assets are at the heart of Google’s transition from strings to things. This effort has made the existing web environment more transparent to users and search engines with a semantic search approach.
The transition from strings to things has made the creation of semantic beings more important. In order to create assets, to determine their properties, attributes and values, it is necessary to understand the records added to the index and the connection between them.
At this point, structured data comes into play. Structured data helps search engines to provide much more information about the elements on a site.
The Role of Structured Data in Semantic Search
Structured data allows search engines to index pages faster and more accurately. In 2011, Google, Microsoft and Yahoo! they concluded that Schema.org was accepted as the standard as a global structured data formatting project.
Site publishers will find a number of examples, especially at Schema.org, that will help them format the information on their site.
Adapting Schema formatting to your site will also help you gain more space on the search engine results page. The main reason for this is that Google delivers certain results through information panels and answer boxes.
Hummingbird and RankBrain
After the Info Graph was launched, Google published the Hummingbird algorithm. Hummibgbird is undoubtedly regarded as the true beginning of what we are talking about today as “semantic search.”
The launch of the Hummingbird algorithm has helped Google to better understand natural language searches, user intent, contextual content, and relational links. The search engines began to act as follows:
- They take into account the entire search query instead of keywords.
- They deliver personalized results, paying attention to who conducted the search, the user’s search history and search patterns.
- How the search is performed, such as device types, search time and location, is taken into account.
- The results are presented to the user by understanding the relationship between queries and data, taking into account the capacity to process the natural language.
In 2015, Google introduced the Rankbrain algorithm. You should try not to be fooled by the name of this algorithm. This algorithm does not determine Google’s search ranking. This algorithm helps Google better understand the general search algorithm for user search queries.
Another factor that makes RankBrain interesting is its algorithm as a machine learning system. Google has incorporated educational predictions into this algorithm to better understand the links between words and phrases.
The goal of search engines in particular is to facilitate the understanding of the language. With this convenience, search engines have the opportunity to better understand the user’s search intent and combine the right answers with the right queries.
Machine learning will continue to play a more important role in the development of semantic search.
Semantic Search and SEO
What does semantic search mean for SEO?
Although basic SEO strategies are still important, the presence of semantic search has changed things. Even if keywords, important content, anchor texts and links are included in the strategies, they are no longer sufficient.
SEO should no longer be seen as a strategy that can be quickly realized and achieved results. If effective solutions are to be produced, studies should be carried out in accordance with the company’s digital marketing structure and history.
Any action will affect the presence of the firm. Many critical points should be considered from site design to social networks. All studies should be supported with quality content and sufficient reputation.
From this point of view, the fine line between marketing and SEO is almost absent.
Google’s goal is to deliver high-quality, highly reliable results. Google must rely on the site. The content contained in the results it presents must be accurate, relevant to the user’s search.
Nowadays SEO is based on three pillars: authority, compliance and trust.
Links from authoritarian sources, author’s reputation, quality of content, citations, trust and social media status should be kept together. All the qualifications listed in this type are included in the SEO strategy around digital marketing.
Each of these factors should not be considered as a direct SEO ranking factor, but each of them is part of the overall SEO strategy.
Google and Bing are aggressively investing in understanding natural language. The concept of semantic search has now turned into SEO. This concept reveals a search landscape dominated by authority, compliance and confidence signals.
However, it is not possible to say that SEO has completely disappeared. SEO continues to evolve and develop into a modern marketing discipline.
Classical SEO strategies such as keyword research and link building are still important in the world where semantic search is valid. However, focusing on creating good content and providing a good user experience is more important than anything else.
In short, making your site useful is one of the most important steps for SEO. This is a good thing if your site provides the ease of use that users need from an SEO standpoint.