Google Semantic Search : How It Will Affect Your Business

In order to stay at the forefront of search engines and retain its dominance among competitors

, Google is continually being tweaked. In 2011 it was Big Panda, and now in 2012 it's Google's Semantic search that will result in a difference of how people perform online search queries. With that being said, let's discuss the details of this change, how it will affect search engine optimization and what businesses need to do to maintain their page ranking.

The primary difference between how Google has performed searches in the past and how it will perform Semantic searches is the way it treats keywords. In the past, Google would match users with search results that directly correspond to the keyword entered. Basically, there has been a limited amount of intelligence behind search results and people have been able to manipulate page ranking by simply focusing on specific keywords that get lots of natural searches.

With Semantic searches, Google will utilize artificial intelligence to attach meaning to the keywords that a user enters. For example, if a person enters the keywords "New" and "York", Google would be able to make an inference between the words and would display results pertaining to the city. Essentially, this means that Google will be able to draw meanings behind combinations of keywords and will be better able to understand the user's intention. As a result, this will make it more difficult for individuals to manipulate Google to rank highly for a certain keyword.

While it's still unclear as to the specific impact that Semantic searches will have on business websites, it will definitely affect search engine optimization and how potential customers find websites. It means that it's no longer enough to simply concentrate on a keyword and use traditional keyword density to appease search engines. Instead, the content on a website will have to directly relate to the keywords that a user enters on a deeper level.

For websites that offer real value and aim to answer a question or solve a problem for users, Google's Semantic search shouldn't be overly detrimental. However, websites that have previously used black hat SEO techniques to manipulate Google will probably lose their ranking considerably. To limit the impact of this change, businesses should make sure that the content on their website is truly relevant to the searches that potential customers make. Keywords shouldn't be manipulated on the superficial level just to bring in traffic. Instead, there should be a Semantic relationship between the content of a website, the keywords used and the search terms that potential customers use.

by: Russell Davies

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