Semantic searching is poised to make massive changes in your search results and overall SEO strategy. It’s a concept that’s been around since at least 2008, but only recently began to impact content creation and SEO strategies. The main driver for this change is Google (as always) and their ever-changing algorithms that seek to continually improve the validity of search results.
So what exactly is semantic searching? Semantic searching uses artificial intelligence to understand the searcher’s intent and meaning, rather than solely parsing the keywords without context. In the past, Google content marketing hinged completely on strength, location, & density of keywords as well as a strong backlinking strategy. Unfortunately, those variable are extraordinarily easy to manipulate, and blackhat techniques involving link-spamming and keyword stuffing created subpar results.
When people search, they’re looking for an answer to a question- they just happen to search in the truncated version of that question. Keyword research is largely data-driven around the popularity of the terms in their question. Keyword research in semantic search will have to focus on what that person actually means when searching for that keyword.
Google’s semantic searching will reflect sentiment, engagement, citation, and interaction. Your content & search marketing success is based upon those four pillars, which are basically a support structure of strong social media marketing and reputation management. By developing a robust digital presence that delivers true value to your online audience, engages their attention, and delineates your brand, you’ll reap the rewards in Google’s search engine ranking.
Does this sound like a massive amount of work? It should, because it is. The good news is that “tricking” search engines like Google, Yahoo and Bing with known techniques will become so labor-intensive that it will invariably be relegated to SEO strategy history, much like meta-tag stuffing and hidden text. The bad news is that if you’re not already improving your digital footprint, you’re behind the game. Your digital footprint (social media channels like Facebook, Twitter, Google+ &Youtube as well as your website and directory listings) remains the same, but your interaction and integration become a major focus. Your ultimate goal is to foster engagement with your target audience, as well as good will- Google’s search engines have become a lot harder to convince of your validity, and if you have a team rooting for you (your digital audience), your credibility virtually guaranteed.
This nuanced approach to indexing and assessing websites is creating a more trustworthy, responsive service in terms of end-user search queries. If you haven’t yet stepped back and taken a moment to reflect on your marketing strategy and overall digital presence, you need to do so before you find yourself vastly outpaced by your competition.
Healthcare Marketing Agency- Physician Referral Marketing (PRM) provides the tools and the know-how to grow physician practices & increase visibility both online and off. PRM specializes in strategic marketing campaigns & referral development through a uniquely direct relationship establishment with demographically relevant doctors and hospitals.To stay on top of the latest healthcare marketing trends, contact PRM today at 888-336-1344 or visit www.physicianreferralmarketing.com. Also be sure to visit our Facebook, Twitter, or G+ page for the latest news in healthcare marketing. Nationwide service, with headquarters in Michigan and a regional office in Arizona.