In today’s world, every online business is searching for the best ways to optimise their chances of first and foremost being found by search engines and secondly that customers will buy their products or services. The key is having a website that is optimised for semantic research by search engines. It is this research that can enable a company to better understand their target audience and can lead to gaining higher return activities within the SEO field. Indeed, many companies spend so much time treating Google as a metaphorical friend that they sometimes lose sight of the overarching picture: that Google’s results are built upon an algorithm seeking conversation. Sam McRoberts at Forbes said it perfectly: “SEO, at its heart, is the process of making websites more accessible and understandable to search engines.” The more accessible your website is to search engines the higher your business will climb up the research ladder. The Four Vs of Semantic Search
Veracity Information, as it stands now, is easy to fake and hard to verify. If a person is looking up something on the Web and want to be sure of its authenticity they have one of two choices: A) Only consume information from sources we trust (and there is still no absolute guarantee), or B) Undertake the burden of verifying the information. Semantic search, with its capability to scour the entire Web can act as a verification engine. It can do this because it can become very detailed, very fast in a machine-scaleable way. For instance, Google can use its knowledge of websites and their history to see how a website got where it is now, whether it was something else before, and who is associated with it in the social media network spectrum. It can do that quickly and return results of trusted or verified websites. The moment Google search does that it makes the transition from search to verification engine with an implied vote of trust in each of the 10 results it gives on its top page. As the variety and number of sources of information grow, establishing trust in the results returned by search becomes paramount. Google is aware of the need for just such a verification process. Online companies need to be sure that their SEO strategy is effective so Audrey’s blog on SEO Tools which should help greatly. Figure 11.2 Velocity across the semantic web is marked by acceleration in the increase and spread of data. The data points of this example suddenly become much more mobile and energetic. Velocity The average time a person spends on a website is 58 seconds so the need for speed is not just something felt by Maverick in the 1986 blockbuster movie, Top Gun. It is also something that is felt right across the Web. In fact, the concept of speed, or rather, velocity and the Web were made for each other. Digital just makes everything faster, and faster, and faster. And then it keeps making it faster. Being able to crawl terabytes of data as it happens and display results of a sports event right on search, or an earthquake, is what velocity in search is all about. The problem of velocity in data is not that it has to be caught in time to be of use but that it also has to be classified quickly so that it can be indexed and served in search. Any public relations executive who has had to deal with a breaking social media disaster for his company or brand will tell you that velocity is a nightmare. It compounds every possible issue you can imagine by several orders of magnitude and Google is developing a fresh suite of tools to help cope with it. Speed of delivery and reactivity are paramount in an effective SEO strategy. Figure 11.2 Velocity across the semantic web is marked by an acceleration in the increase and spread of data. The data points of our example suddenly become much more mobile and energetic. Variety Variety is not just the spice of life, but also of data. Just like Big Data is any kind of data, both structured and unstructured, so does semantic search have to consider every type of data. In fact, one of the biggest challenges lies in pulling together structured and unstructured data such as text, sensor data, audio, video, click streams, log files, and more. New insights are found when analysing these data types together, examining their relational aspects so that entities can be created. Variety is a constant in search regardless of whether you are a search engine indexing the Web at large or a marketing manager charged with creating content for a company website with SEO always at the front of mind. Figure 11.3 below Variety across the Web means that the data points that are indexed by semantic search that are relevant to you display variety in their makeup, emergence, and even speed of distribution. Semantic search is key in the kingdom of SEO. A well thought-out semantic research strategy will improve your SEO strategy and lead to success and ultimately profit.
In my next blog, I will talk about the The Four Vs Preparation Checklist. Written by Sinéad Brennan http://www.competitivebrand.com/the-power-of-seo/ https://moz.com/blog/what-is-semantic-search https://www.oreilly.com/ideas/what-is-big-data http://www.internetlivestats.com/google-search-statistics/ Images Use Google™ Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence by David Amerland
2 Comments
Aisling Brennan
1/3/2018 16:18:18
Interesting read! Well done!
Reply
Cormac
1/3/2018 16:41:39
Very good! You learn something new everyday!!
Reply
Leave a Reply. |
Author
A collection of posts from around the design & marketing industry by our team of talented creatives. Archives
Categories
All
|