Google Semantic Search


Google Semantic Search is not new technology. For years now, Google has tried to 'suggest' to customers the correct spellings or possible words they could also be interested in while searching for information.

"Semantic search uses artificial intelligence in order to understand the searcher’s intent and the meaning of the query rather than parsing through keywords like a dictionary. When you search now, Google gives you results based solely on the text and the keywords that you put in that search. Essentially, Google gives you its best guess." *source Mashable Google-semantic-search

The big difference this time is that Google will provide its OWN answers, hence its own content in providing the information.


What are the implications for SEO?

1. Businesses not only have to compete with other businesses advertising on keyword-based search results and links. They would soon be competing with Google's own set of content.

2. It will definitely be harder to compete based on content. A matrix of search criteria - like keywords, 'usefulness', 'likes', links, metatags, fresh content, etc will be involved - pushing small business owners to choose Google Adwords advertising instead of competing on the 'search results' category to be noticed faster by their target market.

Why is Google doing this? Here are my best answers:
1. The only area where Google falters greatly is the social media arena, which is dominated by Facebook. With Facebook, lurking around, Google's biggest threat is the amount of time users spend on Google's search page. Finally Google realized that since they do not provide their own content, users move on from their search page to another link - hence Google is just a channel giving clues to where real information is found. Facebook users on the other hand, spend hours upon hours on the Facebook interface. If Google can let their users spend more time on their interfaces, they can present them with more ads. This makes more advertisers interested. This means more advertising income for Google.

2. The growth of mobile use - Mobile is a cheaper way to connect online. More and more mobile phones have 'virtual assistant' or 'voice operated' controls. With different accents and pronunciations, a good search software should be able 'predict' what the user wants.

The good news is that this will not happen right away. Google will roll this out gradually.

What can small businesses do?

1. Integrate marketing efforts!

2. Good old promos

3. Marketing by word of mouth - Online!

4. Provide useful, helpful and original content.

** How exactly? Coming up on our next newsletter!


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