Semantic Search

Semantic search SEO is not like the old way of cramming lots of keywords into your website. It’s about understanding context and making your website more visible in a smart way. Search engines now focus on meaning, not just words. So, simply adding keywords without meaning won’t work. Semantic SEO means providing quality content that search engines understand, while also meeting users’ needs.

This article talks about how semantic search works, how it affects SEO, how Google’s search has changed, and how you can make your content better for it.

How is Semantic Search Different?

Before semantic search, search engines used to match specific words in your query with keywords on web pages. That’s why results at that time lacked depth. Semantic search helped with this by making search engines in tune with natural human language (NLP). For example, when you search for “fun activities nearby” now, Google doesn’t give you generic ideas but suggests places like bowling alleys, arcades, or late-night cafes. It knows that people visit these places when they want outdoor fun and that’s why it tailors its results to your needs.

History of SEO Advanced Algorithms

Google looks at two main things to decide which websites show up first when you search for something: Core Web Vitals and E-E-A-T. Core Web Vitals are like a report card for websites. They check how fast a website loads, how easy it is to use, and if it works well while you’re using it. E-A-T, or Expertise, Authoritativeness, and Trustworthiness, is how Google assesses website reliability. It considers content creators, their knowledge, and the credibility of the information provided

Google’s search has improved to understand words and phrases better. But there’s a backstory to this progress we should look into.

Google Knowledge Graph (2012)

Google’s Knowledge Graph helped Google search and understand things better. It connected words to meanings, like a big web. So when you searched for something like “Game of Thrones,” Google knew it was a popular TV show and not a video game or outdoor game that is about Thrones. This made searching faster because Google could find the right stuff quickly.

Hummingbird (2013)

Hummingbird understood what people meant with their searches, giving better results, especially for longer, more conversational questions. Google got better at understanding what people want, making searches more accurate and quicker. Before, if you searched “best Italian restaurant NYC,” Google looked for those exact words. After, if you asked, “What’s the best place to grab some delicious Italian food in New York City?” Google understood and gave relevant results, even if the exact words weren’t there.

RankBrain (2015)

RankBrain helps Google decide which websites to show you when you search for something. Even if you ask in a tricky way, RankBrain understands what you mean. It tries to figure out your question or query to understand what you’re looking for. It learns from what other people search for and gets better at guessing over time. This helps it give you better results, even if your question is new. If you search “how to entertain kids without screens” on Google, RankBrain knows that “without screens” is important. It understands that you want ideas for keeping kids busy without using phones or tablets. So, it shows you results with fun activities like crafts, games, storytelling, and cooking projects.

How Semantic Search Works

Semantic search understands what people mean when they search online. It looks at the intent behind the search and adjusts results accordingly. It uses algorithms like Natural Language Processing (NLP) to understand how words connect and their meaning. For example, if you search “tips for training a puppy,” NLP helps Google know you want advice about teaching a young dog. It also learns what you like, so if you often search for dog stuff, it might show you more detailed guides. It also learns from past searches and data to predict what people might like best.

How to Optimize for Semantic Search

Search engines give us exactly what we want because of Semantic search. It reduces spam, understands what users are looking for, and improves how search results match users’ queries. And when the search engine encounters rare, unclear, or new long-tail queries, it starts learning from top search results, considering factors like click-through rates and time people spend on pages. This way it identifies relevant ones, even if they don’t contain exact query words.

1. Create Entities to Help Search Engines Understand Human Language

Adding structured data can get your website noticed online. Schemas, like those from, are a blueprint for adding structured data to your website. If you want to make it easier, try using Google’s Structured Data Markup Helper and Testing Tool. Not only will it help your website show up better in search results, but it’ll also increase your chances of showing up in special search result features.

Another way to create an entity is to be in the Knowledge Graph. It’s not only about search results, but it’s also about giving more details to your customers. The Knowledge Graph has a lot of basic info, like dates and capital cities. You can easily check if your business is in the Knowledge Graph using the Knowledge Graph Search API. This way, you can make the most of the Knowledge Graph. 

But if you don’t find it there, try to get it included by adding more specific information using things like schema markup, Wikidata, and Wikipedia and by verifying your social media accounts.

2. Understand Search Intent by Semantic Keyword Research

Google spends a lot on understanding what people look for online, so it’s important to make sure your website shows up in their searches. To do this well, instead of focusing on single keywords, it’s better to group keywords that relate to each other. Tools like Rank Tracker can help with this.

You want to make sure the words you use are important to your topic. Google looks at how often words appear and how they fit in the context. Tools like WebSite Auditor can help you see what words your competitors are using and how you can do better. Understanding what people want ( like looking for info, or wanting to buy something) helps you create the exact content that people are looking for.

So if you have a travel website and someone searches for “best vacation spots,” the best content that would appear on the top won’t just list popular places. It will offer tips for saving money on trips, and suggest places that are good for adventures or places to relax. Because people want to know this when they search for the best vacation spots. You can use SEMRush’s KMT to understand the search intent. make your content better. Also, keep an eye on what websites show on the top for certain keywords and learn from the top pages to make your website even better. 

3. Optimize For Voice Search

You want to optimize for voice search to make sure your content is heard by voice assistants like Google Assistant, Siri, Cortana, and Alexa. These AI helpers search for stuff that matches what people ask for in regular talk.

You want to focus on using long-tail keywords, question-based keywords, and conversational keywords. These keywords are exactly how people talk and ask questions. That’s why they can make your content more likely to show up in voice search results. So, prioritize conversational keywords that people use when asking questions or seeking information through voice assistants.

Rank Tracker can help you find questions people ask. You can also use tools like the Keyword Magic Tool in Semrush to find long-tail keywords and assess their difficulty in ranking on search engines. By doing this, you can create a targeted keyword list for your content strategy.

4. Understand Topical Context and Make Specific Topic Queries

Google has gotten good at understanding what you’re looking for, even if you don’t use exact words. So to make sure your website shows up higher in those search results, you can organize your content in a smart way called topic clustering. Instead of scattering information all over your site, you group related topics together. This tells search engines that your site knows those topics and this is what search engines look for when ranking content.

Here’s how it works: you have a main page (pillar) that covers a big topic broadly. Then, you make smaller pages about specific parts of that topic (clusters). You connect them all together so search engines can see the links. You want to identify the main topics and related smaller topics and instead of just using certain keywords, you think about how the topics fit together. 

Then you organize your website so it’s easy to navigate between these pages. Each page should link back to the main topic page. HubSpot found that websites that link between their pages more often tend to show up higher in search results. 

5. Use Visuals and Other Important Elements in Your Content

When you write a blog or post a video and it doesn’t get seen by as many people as you’d like, this is what you can do: Add the insights of experts in your field to your content. Because this kind of content gets shared a lot and shows up in search results for a long time. Use pictures, charts, and videos to make your content interesting and easier to understand. Cherry on the top: you can also talk to customers.

These things, all roll into one and help your business show up more in search results. In recent years, both Google and Bing have been using AI to make their search engines better. Google started using AI in 2015 with something called RankBrain. Bing started doing this more recently, but now they’re using AI for more than just checking what’s on websites. Bing even uses a model, the famous one, ChatGPT-4 to help give search results and has a feature called Bing Compose that uses AI to write text. 

Google has something called Search Generative Experience (SGE) which uses AI to quickly give short answers to questions. It also has something called Google Bard that’s good at understanding how people talk and have conversations, making searching more like chatting with a real person and giving better results. So, both Google and Bing are using AI to make searching easier and more helpful. So, while it’s great to use technology to get your stuff out there, you also have to be aware of how it’s changing and be ready to adapt.

6. Improve Your Website’s UX and Technical Issues

To optimize for semantic search, you want to make users happy. User experience matters most now, even more than just having good content. Because it’s users who decide what’s good, not search engines. Google learns from user data to figure out what’s relevant. 

Using schema markup also helps your site to show up more in search results. It includes adding labels or tags to your content to help search engines understand its intent. It makes your site more informative to search engines. You also want to make sure your website loads quickly as it’s a major turn-off for people if it doesn’t. This involves things like compressing images, reducing unnecessary code, and using caching techniques to store frequently accessed information for faster retrieval. 

You also want a well-organized site structure that includes creating menus, categories, and links that make it easy for visitors to find what they’re looking for. Lastly, having backlinks from other relevant sites helps build your site’s reputation and makes it more likely to show up in searches. 


The way search engines find things on the internet has changed from using only keywords to also understanding what people mean when they search those keywords. Google and other search engines have gotten good at understanding what people want and showing them the right stuff. That’s why you need to focus on making good content, adapting for voice searches, using structured data, and making your website easy to use. Businesses must know how semantic search works to level up their online presence. If you need help with semantic search optimization, you can contact Best SEO Dubai.

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