Most marketers understand the importance of Search Engine Optimization (SEO). However, they may not be fully aware of what Google has done to make SEO more about the web user’s experience. Google no longer follows rigid keyword formulas to make one website rank higher than another. Now a user is more likely to get accurate results in spite of incomplete or poorly worded phrases or misspelled words.
Why You Should Ditch the Rigid Framework of Keywords for SEO
Past SEO Practice is Bad SEO Practice
In the past, marketers conducted extensive keyword research and crammed their targeted keywords into every corner of their websites. This practice caused a keyword to appear in odd and unnatural places, making the content hard to read. And, sometimes the content didn’t even have anything to do with the keyword! As a result, users were often inundated with irrelevant search results.
Google’s Algorithm Updates
In 2002, Google implemented the first in a series of algorithm changes. In 2013, Google came out with its Hummingbird algorithm update. This meant that instead of looking for identical words and phrases, Google decided to emphasize the intent or the idea behind the query. A major component of Google’s Hummingbird is the artificial intelligence (AI) called RankBrain.
These are search query answers that are gathered by Google and displayed on search results pages (SERPs). It’s no longer necessary for a user to click on a website URL to see if it’s the type of content they were looking for. Instead, the user is given short snippets of relevant content. Rich answers may also be displayed as charts, tables, sliders, maps, or forms.
What Semantic SEO Means for Webmasters
If your website is not optimized for semantic SEO search, it is unlikely to appear in top search results. To succeed you need to change your focus from a rigid keyword framework to a semantic search strategy. The SEO experts at Drive Digital Demand can assist you in pulling all your content together into a cohesive marketing strategy. Get in touch with us today to talk to an SEO specialist.