Upgrade to Pro — share decks privately, control downloads, hide ads and more …

A Guide to Using Semantic SEO to Improve Rankings

A Guide to Using Semantic SEO to Improve Rankings

Semantic SEO has a rich history and has become a cornerstone of how to rank well in the increasingly competitive SEO world. Creating semantic SEO friendly content that delivers a great experience for users and also makes it easy for search engine crawlers to understand is essential for successful performance today.

In this talk we will explore:
- What semantic SEO is and the history of how it has developed over time
- What were some of the algorithm updates that have influenced the journey of semantic SEO
- The difference between traditional SEO and semantic SEO
- A list of semantic SEO best practices (understanding user intent, use of multiple keywords around a topic, finding questions people are asking around a topic…etc)
- Useful tools to help with semantic SEO
- Where semantic SEO could take us in the future

Kapwom Dingis

September 14, 2023
Tweet

Other Decks in Marketing & SEO

Transcript

  1. A Guide to Using Semantic SEO for Improved Rankings Kapwom

    Dingis SEMETRICAL Speakerdeck.com/kapwomd @Kapwom85
  2. 1. What is Semantic SEO? 2. A Historical Look at

    the Journey of Semantic SEO 3. Best Practices & Common Pitfalls to Avoid 4. Recommended Tools 5. A Mini Case Study 6. Workflow Example 7. The Future of Semantic SEO 8. Conclusion AGENDA #BrightonSEO @Kapwom85
  3. The process of optimizing your content for a topic instead

    of for a single keyword or phrase. #BrightonSEO @Kapwom85
  4. Benefits of Semantic SEO Approach Rank for more keywords and

    longer tail search terms Improve E-E-A-T Provide users with great experience Give search engines – “context” Increase internal linking opportunities #BrightonSEO @Kapwom85
  5. Addition of Knowledge Graphs - 2012 Knowledge Graph = Database

    of information allowing Google to provide answers for topics/entities #BrightonSEO @Kapwom85
  6. Hummingbird - 2013 Improved search results by focusing on meaning

    of query as oppose to individual words in query. #BrightonSEO @Kapwom85
  7. Rankbrain - 2015 #BrightonSEO @Kapwom85 Machine learning to improve result

    relevancy. Killed the one keyword for one page model.
  8. BERT - 2019 Better analysis of search queries, especially longer,

    conversational style content #BrightonSEO @Kapwom85
  9. Mum - 2021 The Multitask Unified Model Described by Google

    as “1000 times more powerful than BERT” #BrightonSEO @Kapwom85
  10. Laying the Foundation – Analyzing SERP #BrightonSEO @Kapwom85 Map out

    all topics you are relevant for and have expertise - prioritise
  11. Laying the Foundation – Analyzing SERP #BrightonSEO @Kapwom85 Map out

    all topics you are relevant for and have expertise - prioritise 1 If you have competitors already doing well for your chosen topic- select 2-5 of them
  12. Laying the Foundation – Analyzing SERP #BrightonSEO @Kapwom85 Map out

    all topics you are relevant for and have expertise - prioritise If you have competitors already doing well for your chosen topic- select 2-5 of them 1 2 Run through SEO tools – see all keywords their content is ranking for
  13. Semantic Keyword Research Create keyword list – consider phrases, synonyms

    and LSI’s related to topic #BrightonSEO @Kapwom85 1
  14. Semantic Keyword Research #BrightonSEO @Kapwom85 Identify long tail keywords, Google

    auto complete and questions that provide relevant information for your topic 2
  15. Structuring Content #BrightonSEO @Kapwom85 Learnings from SERP and competitors Format

    headers - check key questions on topic are covered Unique multi-media videos, images, infographics….etc
  16. Structuring Content #BrightonSEO @Kapwom85 Internal linking - consider other content

    your page should naturally link to Use AI tools to speed up the process
  17. Build Topic Clusters On Your Site #BrightonSEO @Kapwom85 Identify and

    list key topic clusters for your site What are topics that visitors are interested lower down the funnel (ready to take conversion action) 1
  18. Build Topic Clusters On Your Site #BrightonSEO @Kapwom85 Identify and

    list key topic clusters for your site What are topics that visitors are interested lower down the funnel (ready to take conversion action) Review best performing sites – what is required to be seen as an expert 1 2
  19. Internal Linking & Backlinks #BrightonSEO @Kapwom85 By covering topics, more

    questions are covered in each page. Answer a question and link to the full article/page answering the question in depth.
  20. Structured Data Structured data is a language that conveys the

    context behind your content #BrightonSEO @Kapwom85
  21. Structured Data… Continued #BrightonSEO @Kapwom85 Add @id’s to schema markup

    Connect different entities - e.g. Product schema connected to Organization schema - shows what products on offer. https:/ /www.schemaapp.com/schema-paths/
  22. “How can I offer an even better user experience” Copy

    Competitors too Closely #BrightonSEO @Kapwom85
  23. Having content that gives outdated information will lose you ‘trust’

    with both users and then search engines. Outdated Information #BrightonSEO @Kapwom85
  24. Especially true if in YMYL (Your Money, Your Life) space.

    Not Showing Expertise (EEAT) #BrightonSEO @Kapwom85
  25. Useful tips: • Answer questions regardless of if search volume

    showing • Use Google autocomplete • Use forums and Q&A sites #BrightonSEO @Kapwom85
  26. Hitwise Study: 60-72% of online searches done via mobile. Google’s

    mobile first indexing update means mobile results must be priority Not Focusing on Mobile #BrightonSEO @Kapwom85
  27. Recommended Tools II #BrightonSEO @Kapwom85 SERP GROUPER – “A Semetrical

    Special” • Set threshold • Groups keywords with same intent • Provides list of common keywords for top 10 ranking websites • People Also Ask questions to consider
  28. FDM – A Mini Case Study… What’s the story #BrightonSEO

    @Kapwom85 Client listed 3 key terms they wanted to target for page. Primary target for them ‘graduate software tester’ Target URL: https:/ /www.fdmgroup.com/careers/graduates/technic al-graduate-programme/software-testing-graduate-prog ramme/
  29. Using SEMrush we were able to identify range of keywords

    we want to target: graduate software tester (3), software testing consultant (4), software test analyst (8), program tester (10) #BrightonSEO @Kapwom85 FDM – A Mini Case Study… What’s the story
  30. FDM – A Mini Case Study… Actions Taken #BrightonSEO @Kapwom85

    Used Ahrefs to identify keywords to top pages
  31. FDM – A Mini Case Study… Actions Taken #BrightonSEO @Kapwom85

    Used Ahrefs to identify keywords to top pages Used our internal keyword research tool to expand on keywords to target – then ran it through SERP Grouper 1
  32. FDM – A Mini Case Study… Actions Taken #BrightonSEO @Kapwom85

    Used Ahrefs to identify keywords to top pages Used our internal keyword research tool to expand on keywords to target – then ran it through SERP Grouper Used SERP analysis to identify common words, questions being asked, intent…etc 1 2
  33. FDM – A Mini Case Study… Actions Taken #BrightonSEO @Kapwom85

    Used Ahrefs to identify keywords to top pages Used our internal keyword research tool to expand on keywords to target – then ran it through SERP Grouper Used SERP analysis to identify common words, questions being asked, intent… etc Addition of EEAT elements (“What our consultants say”) 1 2 3
  34. FDM – A Mini Case Study… Results #BrightonSEO @Kapwom85 Keyword

    ranking jumps/improvements; • Graduate software tester (position 7 to 3) • 60 Monthly searches • Software testing consultant (99+ to 4) • 50 Monthly searches • Software test analyst (14 to 9) • 100 Monthly searches • Software test engineer (64 to 9) • 250 Monthly searches • Program tester (99+ to 10) • 250 Monthly searches 98 Ranking keywords *UK
  35. Creating New Content - Actions #BrightonSEO @Kapwom85 Identify key topics

    you want to be seen an authority in Consider different funnel levels and prioritise Research SERP (PAA), competitors, blogs, forums, Q&A sites, social media to identify key questions people are asking List out synonyms and LSI for all topic areas Create process / checklist for optimising content
  36. Daily/Weekly Tasks #BrightonSEO @Kapwom85 Monitor keyword rankings Competitor analysis -

    ensure you don’t fall behind on optimising content Update old content - Look for new questions, synonyms and LSI opportunities
  37. Monthly Tasks #BrightonSEO @Kapwom85 Keyword audit – should strategy change

    based on trends Content audit – Outdated, irrelevant and underperforming Structured data checks – review and update Backlink audit
  38. Quarterly / Annual Tasks #BrightonSEO @Kapwom85 Website audit Semantic SEO

    Training (NPL, readability improvement… etc) Internal link & backlink audit Google trends review – Any new topics in your space
  39. Search Generative Experience In May 2023 Google announced the Search

    Generative Experience – another step in the semantic journey Conversational content focus E-E-A-T is playing a strong role in who appears in GenAI results #BrightonSEO @Kapwom85
  40. AI & Semantic SEO AI can help with creating content

    that is semantically advanced • Ask AI to review content and suggest readability / semantic improvements • Don’t user AI to create content but use it to make suggestions and improve speed • Real time content generation - using current events, trends…etc #BrightonSEO @Kapwom85
  41. Conclusions Update process to focus on a topic and not

    just specific keywords #BrightonSEO @Kapwom85
  42. Conclusions Develop your knowledge / Buy tools to improve LSI,

    NLP and semantic language #BrightonSEO @Kapwom85
  43. Thanks for your time today. Any questions? Get in touch

    Call Us: 020 3198 9963 Email Us: [email protected] Follow Us: Facebook.com/semetrical Twitter.com/semetrical