Michael asked me to teach his audience about how Google and other search engines are increasingly moving toward a semantic understanding of the web, and how that should impact the way they produce content. In a nutshell, semantic search is the movement by search engines to be less dependent upon matching blunt keywords on a page with the same keywords typed in by searchers, and to move toward being able to understand the relationships between things much as we humans do intuitively.
The goal of semantic search is to connect people with what they are looking for more quickly, without people having to unnaturally come up with just the right words.
Below the video I’ve provided a time-stamped index of the main topics we covered. Clicking any of the topics will take you right to that point in the video interview.
Index to Video:
- Definition of semantic web/semantic search
- Isn’t the semantic web still in its infancy?
- Are the new Google “In-Depth Articles+ in Search an example of semantic search? (More about In-Depth Articles in Search)
- My top tips for creating content with semantic search in mind
- Writing for the semantic web is simply good marketing writing: relevant to the context
- Google uses queries & voice searches to teach human semantics to its algorithm
- Write in the context of your target market, including their reading level
- Do social shares and social relationships affect semantic search?
- Diversity of social connections as important as targeted connection
- Is it better to concentrate everything on one site, or can there be benefit to multiple, more targeted sites?
- Is it ok to split your authorship authority among multiple sites and topics?
- The importance of diversifying your content
- How to use redirects properly