Search is evolving continuously, modern search is here to give searchers the best information they are looking for, effortlessly. It is the era of answer engines rather than search engines. The recent algorithm change by Google, which is also known as “Hummingbird” is an unprecedented change the search engine has ever made and with this change came the amazing phenomenon called semantic search.Semantic search in Google’s hummingbird algorithm is meant to find out the literal intent of the searchers, in order to provide the searchers with the most relevant information which answers their question or questions. It is a holistic way of finding out the best information available intelligently with the help of artificial intelligence.
How does it improve and evolve Search Engine Optimization industry?
Semantic search takes into account a lot more than just the “Keywords” and the “Back Links”. The search engine optimization industry has been strongly driven by two of these most important factors which are believed to be highly responsible for top rankings and hence huge traffic. But this rigorous focus on just the links and the keywords by the website owners and webmasters, have resulted in spamming on the internet on a large scale, which of course affected search engine result quality.
Every business focused on the keywords and links more than anything else on the internet in order to top the rankings on major search engines, the searchers who are looking for the right information took the second seat. But it has all changed now, with the advent of hummingbird, as it has introduced semantic search to the world and especially, to the SEO industry. Now, the big word is the “INTENT” of the searcher rather than anything else, putting the searchers in the first position, second to none.
Semantic search is powered by Google’s knowledge graph and it is getting smarter every time we search for something, it learns and never forgets, it all adds to the knowledge graph creating millions of relevant connections within this graph. It is of utmost importance to evolving and improving the search engine optimization methods and strategies according to the current scenario of the search industry.
These days, SEO strategies should be developed in a holistic manner, taking the overall internet presence of a business into consideration and focusing on the intent of your target audience. Communication and connection with the target audience become inevitable in order to be found in the search results which are based on semantic search.
Content is the king and the king has become more powerful now, content is the mode of communication with the target audience, this communication takes place through social media networks and other important platforms on the internet. It is not only about spreading articles and posting on blogs, in fact, it is about actively participating in the conversations with the searchers or target audience in order to know them better and hence present them with the most relevant information they are searching for.
It is also of utmost importance that the internet marketers and SEOs understand how the Semantic Search actually works, so that, they could develop or evolve internet marketing strategies which complement the semantic search technology. There is no requirement of understanding the technologies involved in Google semantic search, but it will be more than enough to understand the working process of semantic search.
The core of semantic search work process is formed by Entity Extraction, entity could be anything, example, name, place, address, person or a thing and an appropriate entity is extracted to provide the searcher with an appropriate answer or the information and hence this process holds high importance for the SEOs or the marketers.
Entity Extraction Process takes into account the whole sentence (query) analysis and then, that query/ sentence is segmented into small parts (through a process called tokenization), at the same time takes place the comparison of value of data found on the internet. Once the query is broken through the process of tokenization and understood better, then speech tagging takes place in order to give value to the words according to the rules of language, which means, the words are understood better as verbs, nouns or adjectives etc.
Along with this process of entity detection, there is a parallel process that goes on, which searches the entire Internet through the linked data in order to find all the documents available relevant to the query, this collected data is then broken into small sets based on their relevance, these pieces are called tuples. When the results of both these processes are combined, we get an entity which is the most appropriate to answer the searcher’s query.
Understanding the evolution of semantic search is the best way to grow, for a business on the Internet. Its owners or webmasters or in-house team or hired SEO Company needs to give it the due emphasize.
Evolution of Indian SEO Industry
There is nothing denying the fact that there has been a problem of spamming and black hat SEO techniques in India, but things have started to improve, especially after the introduction of Google’s algorithm updates and changes. SEO companies have understood the importance of conforming to high-quality SEO standards suggested by the search engine giant.
The SEO industry here in India is evolving as it has never before; some good companies have shown faith in following genuine and high-quality work methods and strategies. Content occupies a large part in SEO strategies and Indian companies are working on improving themselves in this regard as well. They give emphasize to good quality and useful content which is to be used for SEO activities. Their perspective of looking at search engine optimization has been changing and now their focus is shifting from search engines only to people.
One of these inspired and contemporary companies is Webtech Mechanics Pvt Ltd (WTM), we at WTM focus on quality of our SEO work, all our SEO strategies are focused on Google’s webmaster guidelines and we give more importance to people while optimizing content of a website rather than search engines. We believe in creating value for people by offering them something of value from our holistic and semantic SEO efforts.
We are proud to say that we are an India based SEO company offering its clients with holistic SEO and other internet marketing services. We are here to thrive and there is no room for low quality work in our organization.