One of Google’s main intentions, practically since forever, has been to focus on natural conversation when it comes to search results. In semantic analysis for SEO , learning algorithms have gradually begun to play a decisive role.
Starting in 2013 with Hummingbird , and then moving on to Rank Brain , the first machine learning system ( artificial intelligence ), the way of doing SEO has changed. If before, the content had to be attractive to search engines to the point that we focused on inserting keywords, considering them separately in the text, now, we focus mainly on the entire content of the web page.
This means, therefore, that Google’s algorithm, also thanks to the Google BERT update , takes into account the relationship between keywords.
It follows, in fact, that the analysis of the context affects the final outcome of the research. Practically all those elements that can attest the level of correspondence with the various indexed web contents are used.
With this premise, let’s see what semantic analysis is, how it works and how it fits into an SEO strategy .
What is semantic analysis?
Semantics is the branch of linguistics that deals with phenomena related to language and, more precisely, with aspects that have to do with the meaning of words. In relation to semantic analysis, the reference must be assigned to the in-depth study of words and the logical criteria with which they are adopted within a given context.
Specifically, Google adopts an algorithm, capable of fully understanding the primary purpose of each user’s search query . The return of search results occurs on the interpretation of the elements that are part of the search context and, not as in the past, focusing only and exclusively on the keywords entered.
In order to understand this aspect accurately, it is appropriate to give a concrete example in this regard. Suppose that a computer scientist is solving a problem with his client’s PC via video call. When he says to close the window, it is normal to highlight that he is referring to the browser window. Instead, if in a domestic context, one brother tells the other to close the window because of the excessive cold, the reference to the balcony is obvious.
Individuals are able to perceive the meaning of two sentences that are syntactically the same, but semantically different (meaning). Google hasn’t fully mastered this yet, but it is trying to emulate that behavior in its search engine.
Ambiguity of human language
The weakness of Google and other search engines is that deciphering human language with all its ambiguities is not at all simple. In many cases, the keywords entered summarize a decidedly complex reasoning too much.
When reading texts entered by users, search engines choose in a few milliseconds which semantic meanings are most in line with the typed text. Riso, rigore, rete are examples where the meaning can vary and without having a clear overview of the context, one does not have the absolute certainty of being able to interpret the meaning.
Purpose of the search query and context
Purpose of the search query and context are the two basic points of SEO semantic analysis. The search intent depends on the real motivation of the interested party: looking for information, finding a product online, viewing the features of a service, satisfying a curiosity . Marketing experts emphasize that there are essentially three types of searches carried out by users.
In detail:
navigational search has a medium-high traffic value. Its basic objective is to allow access to a website whose URL is not perfectly remembered and . Furthermore, it often leads to conversion, because the reference to a brand is clear.
If the interested party types the keyword Nike into Google, he does so with the aim of landing on the company’s website, because he does not remember the URL. This type of search, not by chance, is also known as “branded”, due to the reference to the brand.
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Transactional search is the one characterized
The highest number of conversions advertising resource made. Generally, taking into account the keywords entered, when a user lands on the desired website, there is a ar numbers greater probability of conversion:
purchasing a product on the marketplace
Newsletter subscription
request for an online quote by filling in the fields of a form
become a new follower on social networks
For example, typing the name of a specific shoe model, such as Nike Air Force, or Compass online loan quote, the user will most likely respond to a call to action.
informational research has as its primary objective that of providing the user with information that he does not know or at least that he intends to study in depth. The traffic value, in this case, is lower, because the user searches only out of curiosity and, consequently, is far from the final purchase of the product or service in question. Tailor-made red jacket combination, best restaurant in Turin, low-cost three-star hotel Cuneo, are fitting examples in this regard.
Google and search engines try to understand the purpose of the search in order to return results that are as close to the objective of the interested party as possible. And to do this, semantic analysis is essential, provided that, however, the context is necessarily taken into account.
What is context?
Context is the in-depth understanding behind a user’s search intent. The factors that search engines tend to consider when identifying context are:
geolocalization of the browsing session : when a query is typed in the appropriate space of the search engine, Google considers the user’s location. If you type, for example, “weather today” as a search query, the result returned will concern the city where you are located. All this happens automatically based on the current position detected;
co-occurrence of terms : Google takes into account how words combine. The word “debt”, for example, can be related to the sector of financing and online loans among those seeking additional liquidity to face an imminent deadline, but also to payment systems (debit card).
typos : a search engine in the work of semantic analysis can recognize typos without any kind of hitch. “Perhaps you were looking for xxx” is a sentence that practically everyone has read on various occasions. In addition, Google also recognizes synonyms and variants between singular and plural;
natural language interpretation :
following a query, such as “when does the sun rise in Buenos Aires”, Google simply returns the result relating to the time of the indicated location.
All in line with the natural language used by people to communicate.
And in case of lack of context, how does Google regulate semantic analysis?
The search engine suggests options that differ, encouraging the interested party to refine their search using suggestions and related searches .
Quality is the watchword
More and more frequently, we are used to talking about creating quality content for Google. But what does it mean? Basically, content that is able to respond to a user’s requests with something useful that the search engine must be able to track down.
Semantic SEO Analysis: When Should You Do It?
There are several situations where a semantic SEO analysis can be useful:
be behind the competition in the SERPs;
have had a sharp drop in web traffic to the website;
after a Google update;
end up with untargeted conversions to your content.
These are some of the most obvious cases where you need to react promptly. And a semantic analysis work for SEO can represent an important turning point for the fortunes of the business.
If that’s not enough, a full SEO audit of your site may be necessary !
To conclude
Understanding semantic analysis is vital for all SEO professionals: Google and other search engines are gradually improving their level of natural language understanding. Experts compare them to intelligent machines. This is why it is important to support them in all aspects of the natural language understanding process.
Among the most valid tools to achieve the objective in question, structured data certainly deserve a special mention: if used at their best, they allow the interested party to further refine the search.
To summarize some best practices to communicate content to Google and search engines with a clear understanding of search intent:
the creation of quality content with a defined focus;
the conception of keywords perfectly suited to a voice search.
