Thanks to continuous algorithm advancements, search engines now deliver faster, more relevant, and better-organized search results than ever before. While algorithm updates have played a major role in refining search quality, one of the most significant advancements is in semantic search.
What is Semantic Search?
To understand semantic search, it’s important to first understand how older search models work. Lexical search, also known as keyword search, is an older methodology that only focuses on what is entered by the user. Lexical search was fine for a time, but its cracks start to show when users create more detailed queries. Semantic search is a more advanced search technique that aims to understand the intent and contextual meaning behind a user’s search phrase rather than relying solely on keyword matching. With semantic search, Google can trim the fat and give searchers exactly what they’re looking for.
Let’s take a look at the phrase “fix a clogged shower drain.” An older, keyword-based search engine might look for pages that contain the exact words “fix,” “clogged,” and “shower drain.” The result may be a cluster of pages that contain those exact words, but aren’t necessarily relevant to your current goals. Lexical search often treats each word separately and doesn’t understand the relationship between them. Unrelated content, like product pages for new sinks or general plumbing articles that don’t directly answer the question, could make its way to the top of the results page.
Now, lexical search is obviously a little more simplistic than a semantic search algorithm, but it isn’t necessarily irrelevant. Many websites with a search box still use lexical search systems to help users navigate their website, which usually works OK.
But with semantic search, the results are much more context-aware. Instead of just looking for pages that contain those exact words, Google analyzes the meaning behind the entire query and prioritizes content that answers the user’s intent.
How Does Semantic Search Work?
Semantic search tries to process a search the way a human might. By leveraging natural language processing (NLP), artificial intelligence, and machine learning, semantic search is able to interpret the searcher’s goal. How do the words in the query relate to one another? Is the query a question or a command? What type of action is the user trying to accomplish with their search?
Still, some queries can have multiple meanings. For example, let’s say you’re a pet store owner in downtown Chicago. While you may have some customers who search for “fish in Chicago” when they’re trying to fill their aquarium, there might be other searchers using the same query to learn more about the local wildlife or find a place for seafood. Luckily, search engines using semantic search are able to gain further context from a user’s search history and geographical location. This means that your website will be much more likely to appear when shoppers are looking for tetras and beta fish, rather than someone looking for grilled salmon with a side of broccoli and potatoes.
SEO Do’s and Don’ts of Semantic Search
Semantic search sounds great for users, but what does all of this mean from a search engine optimization (SEO) perspective? It means that it’s time to evolve. Gone are the days when stuffing “best pastry chef in New York” onto your website will do you any good.
Instead of chasing algorithms, it’s time to write for humans first. The good news? If you optimize for some of these semantic search principles, you’ll not only improve rankings but also create richer, more engaging content that keeps visitors on your site longer so that they can convert to a lead or a sale. Here are a few things to do and not to do to help you get started.
- DO geek out about your topic. If you have a lot to say about your latest industry breakthrough, put it all on the page (or a series of interconnected pages)! When you provide in-depth coverage of a topic, you create a comprehensive resource that actually satisfies human searchers. Including definitions, explanations, examples, FAQs, and related subtopics will all play into the page’s authority on the subject. Plus, detailed content that answers questions keeps visitors on your site longer, which can boost rankings.
- DO use natural language. Most users search in a conversational manner, especially with voice search. Writing in your natural voice means that your content is more likely to align with real search queries while ranking better for long-tail keywords and question-based searches. When your content reads naturally, it’s also easier for users to understand, leading to more time spent on the site.
- DO focus on user intent. Semantic search focuses on understanding the intent behind queries rather than just matching keywords. If your content directly satisfies why someone is searching for something, you’re more likely to rank higher. Try to analyze the SERPs to see what content ranks for key searches.
- DON’T rely too much on exact match keywords. Repeating the same keyword over and over again can trigger Google’s spam filters and degrade your rankings. Keep in mind that semantic search pays attention to synonyms and related terms. Adding contextually relevant content is the best way to naturally include these variations, increasing your relevance for different search queries without keyword stuffing.
- DON’T fill your content with a bunch of synonyms. I know I just said that semantic search rewards using synonyms and related phrases to show topic expertise, but there’s a limit. Users don’t want to read awkward, repetitive text. They want clear, valuable information that answers their questions and understands their intent.
Google’s algorithms evolved beyond keyword detection many years ago. Semantic search allows them to go beyond traditional keyword-based search by understanding the intent and contextual meaning of a query. So, instead of trying to write with a narrow focus on specific keywords, ask yourself what kind of content will truly satisfy your audience.
