Search engine optimisation has become increasingly difficult in the last few years. It used to be that you could fill your content with your chosen keyword and that would be enough to rank for it. Now search engines are smarter, they look at the content of the whole piece to see if it answers users’ queries.
So how can you rank now? By using semantic SEO, that’s how.
What is Semantic SEO?
Semantic SEO is content that focuses on a whole topic rather than a few keywords. It is a rich and longer-form content that provides all the information that a user will want. Search engines like to send users to websites that answer all their questions in one piece, so by focusing on the whole topic you are more likely to feature in search results.
Semantic SEO involves looking at the true intent of users optimising for that. So you’re not just answering one question, but all the questions they may have. This will add greater depth to your content and provide a more valuable piece. Doing this means you are more likely to rank for your keywords and more likely to stay there.
Google provides us with information regarding what people are searching for in its search results. You just have to look for this information then use it in your content.
Why is Semantic SEO Important?
Google used to just look at keywords in a piece, so if you wanted to rank for that keyword you just had to include it as many times as possible in an article.
Then, in 2013, Google launched their Hummingbird Algorithm. This changed the way Google worked, it now understood the content of a page much better than just logging keywords. It can now understand the topic of the page so to rank highly you have to not only include keywords, but also cover the topic in depth.
How to Write Content Optimised for Semantic SEO
To optimise for semantic SEO you need to work out all the aspects of the subject you’re writing about that readers may want to know. Focus on the end user rather than the search engine.
Google provides a lot of this information in the search results page. Its “related to search” and “people also ask” boxes tell you what other people are searching for around the topic. So if you want to write a piece on SEO, type that into Google, the “people also ask” box lists:
– What SEO means
– What is SEO and how it works
– How SEO is done
– What is SEO and examples
The “related to search” box lists:
– SEO tools
– Google SEO
– SEO company
– SEO course
– SEO ranking
– SEO strategy
– SEO keywords
– How to do SEO
Use these to create sub-headings within your content and include as keywords. By looking at all these you can understand what information users are looking for and include this information in your article. Your content needs to be topically relevant so it’s a good idea to write an outline first, listing all the subheadings to ensure you are covering the topic in full.
Target variations in keywords in the same page
It used to be the case that you would write a different piece of content for every keyword you wanted to rank for. For example, you would write one piece on SEO tools and another on SEO strategy.
Now, however, with semantic SEO a piece can rank for multiple variations of keywords. So you can just write one piece and include all the different keyword variations that you want to rank for.
Google now shows nearly identical results for variations of the same keywords.
For example, if you do a search for “chocolate biscuit recipe” and “chocolate biscuits recipe”, the results are basically the same. So you need to target all variations of keywords on a single page.
Publish in-depth content
To rank highly now you need to make sure your content covers every angle. This may mean writing longer pieces than the traditional 400 word blog post. Google likes posts that answer all users’ queries, therefore, make sure you have covered the topic in detail. This may require 1000-2000 words, so you need to be prepared to write longer pieces.
Include semantically related keywords
Try to think of all variations of your keyword and include them within your content. These help Google to understand what your page is about. So if you are writing a piece on yoga you could include the following:
– Types of Yoga
– Yoga benefits
Write in a conversational tone
Google prioritises content that is easy for users to understand so the tone needs to be conversational. In addition, voice searches are on the rise, these tend to be conversational in nature which involves semantic search to understand topics rather than just keywords.
So if you are a hairdresser in Poole, in the past you would have to get “hairdresser Poole” into your content. Now you can make it more natural by saying “hairdresser in Poole” and still rank for that keyword.
Semantic SEO is becoming increasingly important if you want your pages to feature highly in search engine results. Writing in-depth pieces that cover a whole topic rather than focus on a keyword is what search engines are looking for now. Offering relevant, useful content that answers all users’ questions is vital for SEO.Back to blog home