Semantic Search and SEO
Recently, a new topic has been taking up space in the search marketing discussion communities, Google's semantic search, which brings us to Semantic SEO (Semantic SEO.
Google has been investing a significant amount of its team's time primarily to make Google richer! That's right, and when I say richer, I'm not just talking about money, although one thing leads to another ;), but also rich in features to improve the user experience. Semantic search is the newest addition.
Google Search can no longer be seen as a simple source of website traffic, but rather as a large part of the user experience.
Google, through rich snippets, had already introduced a new way of consuming content a long time ago, presenting information such as location, organizations, sitelinks, product reviews and information organized by metadata, generating greater interactivity on the part of the user.
But what is Semantic Search? We can talk about a new expression called Optimization for semantic searches on Google considering that semantic search has more to do with the meaning of the search and not with the expression itself?
A Semantic Search arises as an answer to a question based on information cataloged on the internet. Let's analyze the search below for "Angelina Jolie Movies"
The answer to the question does not come from the composition of the keywords “films” and “angelina jolie” but from the identification of a catalog on an open, reliable website that associates this information through metadata entities (xml subsets or wikiformats).
This type of response will become increasingly common, as it becomes increasingly clear to Google the meaning or significance of the user's interest when performing a search on it.
Are Metadata and Entity-Based Search ranking factors?
Yes, both by increasing user interactivity, ensuring better CTRs, and in some experiments already carried out by SEO Moz, ensuring better positioning than competing sites.
A personal example I can cite is the evolution I achieved in local search on all the sites I implemented. organization metadata.
Conclusion
These advanced Google features alone represent a competitive advantage for marketers eager to improve their brands' visibility on Google, as they generate differentiated exposure in search results. But does entity-based search signal a definitive shift?
In my humble opinion, yes, SEO will continue to be based on keywords for a long time, but this does not mean that we will not observe a significant change as Google evolves to a new entity-based optimization strategy. Therefore, update your ppts, gentlemen, because Semantic SEO is here to stay.
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