On March 15, 2012, Google officially announced (via the Wall Street Journal), what hardcore SEOs have been expecting since at least 2008. Google is introducing semantic search into its algorithm.
What exactly is semantic search? It’s a technology that lets the search engine “understand” what each search query means. So, rather than simply matching the keywords typed into the search box to the keywords on a web page and in links pointed to the page, semantic search also will return results based on related ideas and concepts.
At the core of semantic search are synonyms. One example made in the Wall Street Journal (WSJ) article is that of conducting a search for the term “Google.” In addition to the Home page of the search engine and information about it specifically, a semantic engine might also return results about Larry Page and Sergey Brin (founders of Google).
I actually explained this in a previous article many years ago. Take a look at this snippet:
#1 – Shows Relevancy – If you know anything about search engine optimization (SEO), you know Google lives and dies for relevancy. That’s their calling card. The use of synonyms helps your copy show more relevancy because it narrows down the topic of your web page.
For example, if someone started out with a primary keyword of “seniors,” Google would have a difficult time determining what the page was about. However, after adding some copy that discussed “retirement,” “Social Security” and used synonyms including “elderly,” “golden ager” or “aged,” Google can see that you mean older folks.
On the other hand, by incorporating synonyms and complimentary terms such as “graduation,” “graduate” or “high school,” you change the inherent theme of the page from old people to those about 18 years of age who have completed high school.
#2 – Helps Semantic Engines – The same applies to up-and-coming semantic engines. As this technology continues to develop, copywriters will need to pay closer attention to synonyms and other complimentary words because they will greatly influence how a semantic engine perceives your text.
Make use of your thesaurus. Each time you write a page of copy, toss in a few synonyms that relate to your primary subject. You’ll be helping both your client and the search engines get better results.
But, from the WSJ article, it sounded as though more than synonyms would be needed to retain your rankings with the new semantic Google. The reporter states:
Google says it is still tinkering with the new look and function of its search engine, so it’s unclear exactly what this might mean for Google users and website owners. But the move could spur millions of websites to retool their Web page—by changing what’s called a “markup language”—so the search engine could more easily locate them under the new system, said Larry Cornett, a former Web-search executive at Yahoo Inc.
I’m wondering if this is in relation to the Common Tag Yahoo! promoted so hard about three years ago. There’s no way to find out until Google actually puts the new update into play. The WSJ states this should happen “over the next few months.” Should be interesting (to say the least!) to watch.
If this goes the way I’m thinking it will (and it’s WAY too early to tell), the role of copywriting will become even more important in getting good rankings. But be careful. Google also announced recently that it is implementing an “over optimization penalty” designed to “give sites that have great content a better shot at ranking above sites that have content that is not as great but do a better job with SEO.”
Why do I have a feeling the SEO world is about to be turned on its head?
Need additional help with writing professional-level copy that ranks high and converts? Check out my Step-by-Step Copywriting Course and see why this approach works so much better.
(c) Karon Thackston 2012, All Rights Reserved
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Yikes. Sounds a little scary but interesting . . . and meaningful! In general, great news for copywriters. I wonder if we should start implementing these changes now . . . The focus on synonyms in particular.
Suzanne… you should’ve been including synonyms years ago 🙂 That’s one of the basics I teach in my Copywriting Course because they give depth to your copy and make it sound much more natural… plus they can help you to be found for other keywords even if you aren’t particularly optimizing for them.
And yes… copywriters are going to be more important than they were before with this change.
Great article Karon… I’ve been hearing about this for years as well and have naturally included many related terms in my articles and blog posts. Love that you mentioned the possible “over optimization” penalty as well. I’ve seen this in action for incoming links for quite some time (too many links with the same anchor text coming in too quickly). It’ll be nice to be able to mainly focus on delivering great content.
We’re full of Susannes today 🙂 Hey girl… how are you? Thanks for stopping in. Actually, the over optimization penalty hasn’t been released yet. (…”new over optimization penalty will be introduced into the search results in the upcoming month or next few weeks.”) But there is also a link-building penalty (like you mentioned). I think that was part of Panda, if I’m not mistaken. With personalized search, Your World and all the other stuff, it’s getting harder and harder for SEO companies to do their magic.
Brilliant! It’s nice to read an article on Google’s latest updates that doesn’t over complicate the subject. It seems that genuine, easy to read content will become the most important aspect of optimised copy. You can’t fault that.
Thanks Karon.
Welcome Ben! Thanks for sharing.
Brilliant article and thanks for the updates of google..
Is this going to effect seo companies??
Yes, Shmanth, this will effect SEO companies. They’ll need to pay attention to this just as copywriters will.
Good morning Karon!
It strikes me that the beauty of this is that truly creative – that is – artistic writing will get the recognition that it deserves when standing against the formalised writings of the SEO merchant.
You may very well be right, Linda!