If you are still holding onto the old fashioned link building practices of the “old time” or pre-Penguin search engine optimization days, then you may be noticing that the effects of your SEO plan may be dwindling a bit. Unless you have fully embraced some of the newer trends, like social signals and semantic search strategies, then you will just keep on sinking into the past. Your site will turn into the guy with the gray mullet that everyone pities because he is stuck in another generation.
Semantic search strategies are what Google is using to help make search results more personalized and more relevant. Determining relevancy is a bit subjective, although Google does use some fixed algorithms to calculate relevance. You need to do your part to ensure that you are maximizing relevance in order to get the best ranking that you can in the SERPs, and the most visibility and traffic that you can.
Old Habits Die Hard
It has been difficult for many webmasters to switch from their old ways of thinking, of believing that the more links you have, the better your search engine placement will be. Link power is fading, and fairly quickly. Unless your links are high quality and relevant, then forget about them. Semantic search is making the search engines more effective and helping users get more relevant information more quickly. By removing spammy links, Penguin has paved the way for semantic search to give those relevant listings.
What Needs to Change?
Internet marketing needs to be updated, at least in terms of search engine optimization and search engine marketing. Google is measuring relevance based on a number of factors, and making sure that you are incorporating these things into your site is going to help you be more successful with your semantic strategy.
These are things you need to change, we will be discussing each of these further in later posts in more detail:
- Posting without links: This goes against everything most internet marketers have learned up until now. The aim of posting without links is to connect more directly to the users, and make what they find on your site exactly what they are looking for. Instead of links, look for increasing co-occurrence, which refers to how many times your site is mentioned close to the main keywords. What this means to you, the internet marketer, is that the more mentions you can get on social media, the better your visibility will be. Social signals are helping to rank sites higher in the SERPs.
- On page SEO for semantic mapping: Although this is not a huge change from what you have likely been doing, it comes with a twist in theory. The idea is to use the keywords and any related keywords, in a broader sense, to help search engines properly index your site. Using related and relevant keywords will help get you more visibility than just a few main keywords used in your tags and titles.
Semantic search is changing the SEO plan of many internet marketers, and many online marketing companies. Those who keep up are going to find that they can see quick results, and results that can be long lasting and lead to better exposure.