As search engines like Google get
wise to what their users want, their technology catches up, too.
Search is changing. The influx of
new devices that people are using – Smartphones, tablets, virtual assistants,
Smart TVs, etc. – along with the move to lots of voice control, has influenced
what your average search query looks like.
Searches are longer and more
precise. People are asking specific questions when they look for answers on the
web.
These changes filter down to us, the
ones writing for those all-important SERPs.
How Do Changing Queries Translate to
Search Engines Like Google?
One important way that Google is
changing for its users’ changing queries is that it’s becoming more semantic
vs. keyword-oriented, according to Andy Crestodina of Orbit Media.
What does this mean?
For us writers, you could say that
the death of keyword density is here, or at least well on its way. The
evolution toward semantic search means that Google is looking for the meaning
and intent behind searches, not just the words.
The definition of “semantic” tells
us that, in relation to searches, Google will be looking for related meanings,
not just related keywords.
It wants semantically-linked phrases
in the pages it displays in users’ search results, not just keywords.
So, what does this mean for you, the
writer?
How to Adapt Your Copywriting to
Semantic Searches
Semantic searches revolve around
related topics. The context of the search is very important. What is the user
looking for, but also, what problem are they trying to solve? Why?
To optimize your writing for
semantic searches, you need to pay attention to those related topics – the
broader context.
How do you do this?
There are a few excellent tricks to
help you find semantically linked, related phrases to your main long-tail
keyword. Andy Crestodina explains them in his article, but we’ll go over them
here, too.
Targeting Topics: Finding Related
Phrases to Use in Your Online Writing
You can use Google itself as a tool
to help you find related phrases to sprinkle in your online writing.
1. Choose a Long-Tail Keyword
First, narrow down your target
phrase. Go ahead and type that into Google. For our purposes, we’ll pretend
that we need to write an article about how to build a fence.
As you can see, Google will start
suggesting other search terms as you type. Once you get to the end of your
phrase, you’ll see the top suggestions for your particular query. Write down
the most relevant ones.
2. Narrow It Down Further
Let’s change the query a bit to see
what other topics Google comes up with.
As you can see, not only did I
change the wording, I narrowed down the topic to what kind of fence building I
want to write about. We can use these related phrases in our article, too.
3. Find Related Searches
After looking at suggested phrases,
let’s hit “enter” on our initial search query (“how to build a fence”) and
scroll to the bottom of the page.
As you can see, Google gives us lots
of suggestions for related queries. These are semantically-linked topics that
we can use in our article. Jackpot!
4. Use Other Tools That Help Find
Semantically-Linked Phrases
Along with using Google, Andy also
recommends using some quick and easy tools like SEMrush and Keyword Tool in his
Orbit Media article.
Keyword Tool
Searching Keyword Tool for “how to
build a fence” gives us plenty of great ideas for semantically-linked phrases:
The free version gives us all kinds
of great ideas for related phrases to use in our article. If you spring for the
paid version, you can also get useful statistics for each key phrase, like
search volume and cost-per-click – the amount of money that advertisers are
bidding for this keyword on Google AdWords.
SEMrush
Meanwhile, with SEMrush, we can
check to see what related phrases top-ranked sites are using. Go back to our
original search for “how to build a fence.” The top-ranked result is from Home
Depot:
Take that result and plug the URL
into SEMrush.
When the results pop up, go to the
left menu. Under “Domain Analytics,” look under “Organic Research” and click on
“Positions.”
You’ll come up with a heck of a lot
of results. Filter them to hone in on your particular key phrase. In our case,
that’s “how to build a fence.”
You’ll need the paid version to
filter by keyword, but the information it gives you is incredibly valuable –
just look at what came up for Orbit Media’s search for “website footer”:
More Useful Tips for Appealing to
Semantic Searches
Besides using semantically-linked
phrases in your writing that are related to your main keyword, there are some
other strategies to get Google to take note.
Use Natural Language and Full
Sentences
One of the best tips is to use
natural language and full sentences instead of stilted, truncated keywords that
sound robotic. This appeals to voice queries, where people ask their devices
full questions.
For instance, instead of “best
restaurants Tulsa,” the better phrase would be “what are the best restaurants
in Tulsa, OK?”
Isolate the Questions and the
Answers
You should also isolate sentences
that provide both the questions and the answers, according to Orbit Media. This
is how you appeal to voice-based searches.
What does this look like? Here’s an
example:
What are the best restaurants in
Tulsa, OK?
Many of Tulsa’s best restaurants
include…
The Takeaway: Related Topics Help
Contextualize Your Online Writing for Google
The future of search is semantic.
What matters more and more is the context of the search versus the words
themselves.
Keyword density is on the way out.
Thankfully, this means frowned-upon practices like keyword stuffing should be
deader than dead, too.
Search is getting wise to how people
are using the Internet. Search engines not only understand what people are
looking for, but also why they’re searching in the first place.
This means content writers need to
wise up, too. To boost our content writing, we should employ ways to appeal to
semantic searches. Use these tips and your writing will be optimized for
context as well as content.
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