Search engines and particularly Google is increasingly focused on Semantic indexing and retrieval of content based around the concept of “entities” (or “things”) rather than the concept of “words” (or “strings”). On the upside, this is a much more efficient way of storing the world’s information. On the downside, it occasionally loses colour and variety in results. This guide will give you a solid grounding on both the concepts behind Semantic search and SEO strategies you might adopt to leverage Semantic or Entity orientated search.

What is Semantic Search?

A semantic search is an information search that uses entities, rather than web page URLs as the primary record structure in an information retrieval system. Semantic search is efficient for machines due to structured formats and relatively specific vocabulary. SEOs are starting to wake up to the profound difference between an entity vs. keyword approach to content strategies. Google now has a large and sophisticated “Knowledge Graph” which helps it to understand the relationships between concepts. The task, now, for your online marketing strategy is to understand how to optimize an organization’s online presence in such a way that the organization’s core competencies are expressed within that knowledge graph. This is “Semantic Search” or “Semantic SEO” and this series of posts is a comprehensive training guide which will help digital marketing experts incorporate this Artificial Intelligence aspect into search marketing.

How Semantic Search impacts SEO

Gone are the days of keyword stuffing. Semantic search leverages deep learning concepts. The search algorithms known as Hummingbird and RankBrain are part of a set of tools that have changed the whole meaning of “ranking in the SERPs”. This Semantic search guide will provide an invaluable and updatable resource. We trust it will prove invaluable for SEOs.

Semantic Search Guide Contents

Jump into a section, or read like a book by clicking <Next> on each page.

Target Audience and Contributions

Who this guide is designed for.

The Knowledge Graph Explained

Understand what the Knowledge Graph is. Gain a grounded understanding of what Google’s Knowledge graph is, without needing a PHD in Information Retrieval systems. Read More…

The Evolution of Search

The first Search Engine was really just a list of websites organized into Topic Trees by humans. Now in a world of Knowledge graphs and Semantic Markup, are things really that different? Read More…

Using Google’s Entity Search Tool

Google has an Entity lookup tool. If you cannot use APis, they also built a web interface for you to use. A practical way to find out EXACTLY what Google considers an entity. Read More...

Semantic SEO Strategies

How do you create a Semantic SEO Strategy? Knowing about the knowledge graph and entities in itself does not improve your online presence. You need to approach SEO differently to the keyword days. At a strategic level, there are a number of approaches to take. Read More…

Getting a Wikipedia Listing

Becoming an entity in Wikipedia is the most well known way to become listed in Google’s Knowledge Graph and pretty well defines you as an entity. Wikipedia, however, is full of pitfalls for the unwary. Weasked a bunch of experts on how they believe you should approach getting a Wikipedia listing. Read More…

Expand the Knowledge Graph to get listed

If you are not directly able to have an entry in Wikipedia, you may be able to become an entity within the Knowledge graph through association to an existing entity in Wikipedia. Read More…

Other ways to become an Entity

Beyond Wikipedia, other databases exist which Google accesses to help build out its knowledge graph. Here are several ideas as to other approaches to becoming an Entity. Read More…

Align your online presence with your Niche

Businesses do not usually agree to the message that they want to portray and the niche they want to dominate succinctly enough. By defining your own brand well, you tie it to a semantically close entity. Nike is associated with shoes, for example. Read More…

Creating Digital Assets

How do you goi about creating Digital Assets beyond your web pages? Read More…

How to add Structured Markup

Adding Structured Markup to your web pages is easily done with the inLinks tools, but it helps to also understand the underlying ideas. Getting the code correct is important because Google is known to penalize sites that misuse structured markup. Read More…

Using Internal Links in Semantic Search

Internal links help both the user and search engines to connect concepts and topics. Linking to pages about particular topics from within your main text can significantly improve your SEO efforts. Read More…

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