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

Transcript

1. A Guide to Using
   Semantic SEO for
   Improved Rankings
   Kapwom Dingis
   SEMETRICAL
   Speakerdeck.com/kapwomd
   @Kapwom85
   

   View Slide

2. What is the
   agenda for today?
   #BrightonSEO @Kapwom85
   

   View Slide

3. 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
   

   View Slide

4. What is
   Semantic SEO?
   #BrightonSEO @Kapwom85
   

   View Slide

5. The process of optimizing
   your content for a topic
   instead of for a single keyword
   or phrase.
   #BrightonSEO @Kapwom85
   

   View Slide

6. #BrightonSEO @Kapwom85
   Create content to
   satisfy user intent
   

   View Slide

7. 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
   

   View Slide

8. Algorithm Updates &
   Impact on Semantic SEO
   #BrightonSEO @Kapwom85
   

   View Slide

9. Addition of Knowledge Graphs - 2012
   Knowledge Graph =
   Database of information
   allowing Google to provide
   answers for topics/entities
   #BrightonSEO @Kapwom85
   

   View Slide

10. #BrightonSEO @Kapwom85
    

    View Slide

11. Hummingbird - 2013
    Improved search results by
    focusing on meaning of
    query as oppose to individual
    words in query.
    #BrightonSEO @Kapwom85
    

    View Slide

12. Rankbrain - 2015
    #BrightonSEO @Kapwom85
    Machine learning to
    improve result relevancy.
    Killed the one keyword for
    one page model.
    

    View Slide

13. BERT - 2019 Better analysis of search queries,
    especially longer, conversational
    style content
    #BrightonSEO @Kapwom85
    

    View Slide

14. Mum - 2021
    The Multitask Unified Model
    Described by Google as
    “1000 times more
    powerful than BERT”
    #BrightonSEO @Kapwom85
    

    View Slide

15. Semantic SEO in 2023?
    What developments
    are happening in 2023?
    #BrightonSEO @Kapwom85
    

    View Slide

16. Best Practices
    #BrightonSEO @Kapwom85
    

    View Slide

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

    View Slide

18. 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
    

    View Slide

19. 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
    

    View Slide

20. Semantic Keyword Research
    Create keyword list – consider
    phrases, synonyms and LSI’s
    related to topic
    #BrightonSEO @Kapwom85
    1
    

    View Slide

21. Semantic Keyword Research
    #BrightonSEO @Kapwom85
    Identify long tail keywords,
    Google auto complete and
    questions that provide relevant
    information for your topic
    2
    

    View Slide

22. Semantic Keyword Research
    #BrightonSEO @Kapwom85
    Cluster / Group keywords
    3
    

    View Slide

23. 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
    

    View Slide

24. Structuring Content
    #BrightonSEO @Kapwom85
    Internal linking - consider other content your
    page should naturally link to
    Use AI tools to speed up the process
    

    View Slide

25. Build Topic Clusters On Your Site
    #BrightonSEO @Kapwom85
    Identify and list key topic clusters
    for your site
    

    View Slide

26. 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
    

    View Slide

27. 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
    

    View Slide

28. 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.
    

    View Slide

29. Structured Data
    Structured data is a language
    that conveys the context
    behind your content
    #BrightonSEO @Kapwom85
    

    View Slide

30. Structured Data
    #BrightonSEO @Kapwom85
    Structured Data to Consider:
    • Organization
    • Product (if you’re
    ecommerce)
    • Video
    

    View Slide

31. 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/
    

    View Slide

32. Common Pitfalls
    #BrightonSEO @Kapwom85
    

    View Slide

33. “How can I offer an even better user
    experience”
    Copy Competitors
    too Closely
    #BrightonSEO @Kapwom85
    

    View Slide

34. Having content that gives outdated
    information will lose you ‘trust’ with both
    users and then search engines.
    Outdated Information
    #BrightonSEO @Kapwom85
    

    View Slide

35. Especially true if in YMYL (Your Money,
    Your Life) space.
    Not Showing
    Expertise (EEAT)
    #BrightonSEO @Kapwom85
    

    View Slide

36. Ignore Long Tail
    Opportunities with
    “lower” search volume
    #BrightonSEO @Kapwom85
    

    View Slide

37. Useful tips:
    • Answer questions regardless of
    if search volume showing
    • Use Google autocomplete
    • Use forums and Q&A sites
    #BrightonSEO @Kapwom85
    

    View Slide

38. 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
    

    View Slide

39. Recommended Tools
    #BrightonSEO @Kapwom85
    

    View Slide

40. Recommended Tools
    #BrightonSEO @Kapwom85
    SERPs (PAA, Results… etc)
    Ahrefs
    Google Search Console
    SEMrush
    

    View Slide

41. Recommended Tools II
    #BrightonSEO @Kapwom85
    SEOmonitor
    AlsoAsked.com
    SE Rankings – Content Tool
    AnswerThePublic
    

    View Slide

42. 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
    

    View Slide

43. A Mini Case Study
    #BrightonSEO @Kapwom85
    

    View Slide

44. 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/
    

    View Slide

45. 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
    

    View Slide

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

    View Slide

47. 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
    

    View Slide

48. 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
    

    View Slide

49. 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
    

    View Slide

50. 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
    

    View Slide

51. FDM – A Mini Case Study… Results
    #BrightonSEO @Kapwom85
    

    View Slide

52. Workflow Example
    #BrightonSEO @Kapwom85
    

    View Slide

53. 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
    

    View Slide

54. 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
    

    View Slide

55. 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
    

    View Slide

56. 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
    

    View Slide

57. The Future of
    Semantic SEO
    #BrightonSEO @Kapwom85
    

    View Slide

58. 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
    

    View Slide

59. 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
    

    View Slide

60. Conclusions
    #BrightonSEO @DannySmAnalysis
    

    View Slide

61. Conclusions
    Update process to focus on
    a topic and not just specific
    keywords
    #BrightonSEO @Kapwom85
    

    View Slide

62. Conclusions
    Develop your knowledge / Buy
    tools to improve LSI, NLP and
    semantic language
    #BrightonSEO @Kapwom85
    

    View Slide

63. Conclusions
    Use every opportunity to
    show Expertise &
    Authority
    #BrightonSEO @Kapwom85
    

    View Slide

64. Conclusions
    Embrace AI
    Use it to improve your content
    delivery
    #BrightonSEO @Kapwom85
    

    View Slide

65. Thanks for your
    time today.
    Any questions?
    Get in touch
    Call Us:
    020 3198 9963
    Email Us:
    kd@semetrical.com
    Follow Us:
    Facebook.com/semetrical
    Twitter.com/semetrical
    

    View Slide