Back in the day, SEO was more technical and less, well, semantic. Now I realize that for most a term like semantic query relevancy might as well be the name of computer programming language, but the fact is Google’s customers, the searcher and the advertiser, are no longer content with results based on related page keyword content. This Wall Street Journal article explains Google’s take.
To improve accuracy Google and Bing both are attempting to understand what is actually meant by a search and refine results based on things like recency, location, context and of course relevance.
For example if you search “best place to buy a MacBook Pro” there was a time when search engines would return results of blog posts about good places to buy a MacBook Pro or maybe even computer reviews. From that you might have been able to find what you were looking for, but with semantic knowledge graph built in Google is more likely to think – oh, you want to buy a MacBook Pro and I know where you are and I know the inventory levels of the nearest stores with sale prices, so here are your results.
What this means for website owners is they can no longer count on writing content about a subject, optimizing it and going to work on links to the page. Sure, that stuff will always play a role, but there are other significant factors at play today.
Google officially rolled out a new search algorithm recently that employs a great deal of their progress in semantic search. The update is called “Hummingbird” and while traces of it have been coming in previous updates, this one is significant and lasting.
Search has been heading this way for some time now. So, no SEO is not dead once again, unless you mean quick SEO – SEO that doesn’t contain relationship and authority building. Bottom-line though – quality, frequency, depth and authority matter more than ever.
Below are five realities that site owners and SEO professionals must address in order to remain relevant.
Social signals matter a lot