How Google’s Expanded Use of Synonyms Impacts SEO Copywriting

Relevance is very important when it comes to search results.  The average surfer doesn’t know to type in several different synonyms, yet they get frustrated because they can’t find what they’re looking for.  Google has now taken its use of synonyms up a notch in order to provide more relevant results for its users.

In a previous article from September 2008, I told you Google had begun including synonyms in their search results in addition to including stemmed words.  However, Google has taken its understanding and use of synonyms one step further and has been awarded a patent for new technology related to the use of synonyms in search.

For example, the word “photos” could easily be a synonym for “pictures.” But what about a search for “motion pictures?”  “Photos” wouldn’t be a great match, but “movies” would be.  Google can make these types of distinction now with great accuracy.

In addition to bolding the search terms in search results, Google is also now bolding the synonyms as well.

As outlined in a post on SEO by the Sea (one of my favorite SEO blogs, by the way), Bill explains that even cities are affected by the new changes.  Searches for” Ft. Meyers” would also return results for “Fort Meyers.”  Likewise, “Washington DC” would return results containing “District of Columbia.”

What Does This Mean for Copywriting?

As I’ve said before, you need to include synonyms for your search terms when you write copy in order to improve the relevance of the web page copy or blog post.

While there is no research to go on at this point (that I know of), I recommend using a single instance of your synonyms so Google can index those along with the rest of the copy.  As an example, if you’re writing content about dinnerware, perhaps also include mentions of china and/or dishes just for good measure.

.