Is Your Search Strategy Ready For 2016?
The web has become far more semantic in the past 24 months alone. What does this mean for your brand? First, lets define semantic search.
Semantic search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results. Semantic search systems consider various points including context of search, location, intent, variation of words, synonyms, generalized and specialized queries, concept matching and natural language queries to provide relevant search results.
So, in english, this type search delivers results that are much more meaningful by attempting to understanding the search phrase and then finding the most relevant results available. So, what can you do to make sure your brand messaging, product launch, or PR program is discoverable? Glad you asked…. here are some things to consider doing in 2016.
- Create content that is readily understandable. In other words, write like the people you are seeking talk. Use phrasology that will be in line with a “someone like me” mindset.
- Consider the wording that accompanies the phrases you are targeting. In other words, including words that further narrow your offering into concentrated targets or verticals. Searchable language should be around 5 words to deliver best results. Headlines should take this into account.
- Use keywords effectively to take advantage of the way Google and Bing deliver results.
- Include links to other websites that are directly related to your brand. This will give your audience more value in whatever it is you are offering by supplying more of the ecosystem you exist in, but also increase search results for people who are actively seeking information in your sector of business.
- Mark up your content on social platforms. Markup uses microdata and data classification to “talk” to search engines. While this seems like a confusing path to follow, it really is the same way HTML and CSS tell your browser how to display your content. Microdata just tells search engines what your content is and how it should be indexed, making it easier to find. Think of it this way; when you take your shoes off you store them both in the closet, so that you can find them both when you want to wear them again. Video Editors call this “managing media” with a naming convention that makes sense so the program can find your media. There are tools out there for you to use such as schema.org, Yandex Checker, and Gruff all intended to help add more semantic value to your content.
- For visual content, simply adding the transcript of the narrative can help search engines deliver the video organically to a person who is looking for what your video actually features.
Lastly, taking all of the above into account, focus on the audience. In the past, marketing dollars have been spent creating what the brand wanted people to see. Now, it has evolved into the need to deliver what people want to see. The user expects to find value in their search effort, not just sales. your brand needs to supply testimonial, best practice, how to and even comparison to allow the audience to make a path to purchase decision.
I am Broadbandito just about everywhere online. Reach out and let me know what you do to increase search results for your brand.