Keywords have helped to build a well-oiled engine for most people generating SEO content. SEO gurus who have known the right keyword combinations have always had an easy time appearing in search engine results. Google’s new semantic search has changed the game. The use of keywords alone will bring little to no success, and those who try to game the system this way will be pushed so far down the SERP ladder, they will almost seem nonexistent.
Semantic search is different from the way that the Google search engine has returned results before. Instead of paying attention to a few specific key words, the search engine interprets the meaning of an entire sentence or phrase. This is great news for searchers because it means they will get more meaningful results. The content will crawled for meaning rather than mere words. What does it mean for SEO? It means that most content will have to be written from a position of authority and it will need to be shared by many users in order to gain lasting value.
Content that sits on a static page could position itself as great content. It could be well-written, relevant for the targeted audience and keyword rich. However, it will not gain the kind of meaning that the new Google search engine will be looking for until it is shared across platforms, especially social media platforms. SEO content creators will have to find the people who have major influence on their target audiences and get them to share their content with those audiences. This is a process that will undoubtedly take some time.
For starters, the influencers will have to trust the content creators enough to share the information. Making that happen will come down to good old-fashioned relationship building. There’s no way around it. More than ever, SEO has to be engaging enough to keep people talking about it, sharing it and linking to it from their own social networks.
The thing that many people are missing in this equation is the fact that almost everything now rests on intent. What is it that a person searching for a particular kind of content wants and what intent was in the mind of the content provider? It is no longer enough just to enter the word “chocolate cake” anymore. Google will be trying to figure out what a person intends to do with chocolate cake. Are they searching because they want to buy chocolate cake, sell chocolate cake, make their own chocolate cake, find things that smell like chocolate cake?
It now the job of the SEO content creator to anticipate a user’s intent. This is not something that can be done overnight. Quickies have no power here anymore. It is going to require a bit of strategy that is based on where you and your content want to go and how you plan to get there.