Marketers should focus on topics over keywords to optimise content for semantic search

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2020, 6:01 PM UTC

Semantic search uses the intent, query context and the relationship between words to deliver the most accurate search results.

To optimise content for semantic search, businesses need to focus on the topic and avoid creating separate pages to target singular, plural and other variations of a keyword. They should cover the whole topic and have their website displayed for multiple different yet related long-tail keywords.

Businesses must understand and optimise content to meet users’ search intent. To rank higher on SERPs, content creators should create different content to satisfy different intents. They should target topics for different intents while avoiding keyword cannibalisation.

Optimising content for the featured snippet can help brands get the most prominent position on a SERP. To achieve that position, businesses need to show Google their webpage provides the most direct and helpful answer to a query.

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