Semantic search can be such a bugbear to get to grips with. If all your experience of search engine optimization has been the Boolean search of the past then you’re in for a steep learning curve.
Your link-building, keyword-based content creation strategy is no longer quite as valid as you may think and you will already have seen signs of traffic slowing to your website. The “keywords not-provided” that Google has imposed on Google Analytics will have taken away a chunk of your previous search marketing strategy (or at the very least its direction).
So, if you’re new to semantic search, you’re most probably at a loss. Where to begin?
The good news is that semantic search may be fiendishly difficult to implement at Google’s execution level but on the end user side it has actually become a little easier if somewhat detailed. Certainly it is not predicated as much on the technical execution of SEO as it used to in the past, though this is certainly still a consideration.
There are three basic principles you need to apply to semantic search. Together they form a tripod and as with any tripod stability will depend upon your own ability to fully develop each one.
1. What You Do – Many businesses start off without a very clear idea of their unique selling proposition (USP). Although they may be in the exact same space as their competitors, the way they do it is (or should be) different to anyone else’s. This has to be communicated but in order for that to happen it first has to be articulated and then internalized within a business. If your marketing team thinks your business does something different to your PR people and your sales staff, you have a problem. Defining what you do is one of the primary blocks to building your identity on the web.
2. Why You Do It – Obviously every business goes on the web to make a profit but that’s not why you do what you do, or at least that should not be the only reason you’re in business. Articulating your mission statement, deciding on why you’re in business is a critical step towards realizing what it is that you must do in order to establish your authority in the semantic web.
3. How You Do It – Semantic search requires the building of relationships. Its implementation marks the transition from “a web of websites to a web of people”. That means that your modus operandi is now important. Not only does it serve to establish your credibility but it also becomes the primary means through which you make contact with your target audience. That’s how they get to know you and you, them.
Simple as they seem, each of these steps has many working parts and requires quite a bit of hard graft to pull off. Key to it all is the establishment of your business identity, the social connections you forge and the voice and style of your communication. The end result however will be increased visibility in search and the discovery of an audience that is uniquely, yours.
Discover how to make your brand work for you: Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence
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