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
2. What is the agenda for today? #BrightonSEO @Kapwom85
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
4. What is Semantic SEO? #BrightonSEO @Kapwom85
5. The process of optimizing your content for a topic instead of for a single keyword or phrase. #BrightonSEO @Kapwom85
6. #BrightonSEO @Kapwom85 Create content to satisfy user intent
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
8. Algorithm Updates & Impact on Semantic SEO #BrightonSEO @Kapwom85
9. Addition of Knowledge Graphs - 2012 Knowledge Graph = Database of information allowing Google to provide answers for topics/entities #BrightonSEO @Kapwom85
10. #BrightonSEO @Kapwom85
11. Hummingbird - 2013 Improved search results by focusing on meaning of query as oppose to individual words in query. #BrightonSEO @Kapwom85
12. Rankbrain - 2015 #BrightonSEO @Kapwom85 Machine learning to improve result relevancy. Killed the one keyword for one page model.
13. BERT - 2019 Better analysis of search queries, especially longer, conversational style content #BrightonSEO @Kapwom85
14. Mum - 2021 The Multitask Unified Model Described by Google as “1000 times more powerful than BERT” #BrightonSEO @Kapwom85
15. Semantic SEO in 2023? What developments are happening in 2023? #BrightonSEO @Kapwom85
16. Best Practices #BrightonSEO @Kapwom85
17. Laying the Foundation – Analyzing SERP #BrightonSEO @Kapwom85 Map out all topics you are relevant for and have expertise - prioritise
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
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
20. Semantic Keyword Research Create keyword list – consider phrases, synonyms and LSI’s related to topic #BrightonSEO @Kapwom85 1
21. Semantic Keyword Research #BrightonSEO @Kapwom85 Identify long tail keywords, Google auto complete and questions that provide relevant information for your topic 2
22. Semantic Keyword Research #BrightonSEO @Kapwom85 Cluster / Group keywords 3
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
24. Structuring Content #BrightonSEO @Kapwom85 Internal linking - consider other content your page should naturally link to Use AI tools to speed up the process
25. Build Topic Clusters On Your Site #BrightonSEO @Kapwom85 Identify and list key topic clusters for your site
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
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
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.
29. Structured Data Structured data is a language that conveys the context behind your content #BrightonSEO @Kapwom85
30. Structured Data #BrightonSEO @Kapwom85 Structured Data to Consider: • Organization • Product (if you’re ecommerce) • Video
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/
32. Common Pitfalls #BrightonSEO @Kapwom85
33. “How can I offer an even better user experience” Copy Competitors too Closely #BrightonSEO @Kapwom85
34. Having content that gives outdated information will lose you ‘trust’ with both users and then search engines. Outdated Information #BrightonSEO @Kapwom85
35. Especially true if in YMYL (Your Money, Your Life) space. Not Showing Expertise (EEAT) #BrightonSEO @Kapwom85
36. Ignore Long Tail Opportunities with “lower” search volume #BrightonSEO @Kapwom85
37. Useful tips: • Answer questions regardless of if search volume showing • Use Google autocomplete • Use forums and Q&A sites #BrightonSEO @Kapwom85
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
39. Recommended Tools #BrightonSEO @Kapwom85
40. Recommended Tools #BrightonSEO @Kapwom85 SERPs (PAA, Results… etc) Ahrefs Google Search Console SEMrush
41. Recommended Tools II #BrightonSEO @Kapwom85 SEOmonitor AlsoAsked.com SE Rankings – Content Tool AnswerThePublic
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
43. A Mini Case Study #BrightonSEO @Kapwom85
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/
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
46. FDM – A Mini Case Study… Actions Taken #BrightonSEO @Kapwom85 Used Ahrefs to identify keywords to top pages
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
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
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
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
51. FDM – A Mini Case Study… Results #BrightonSEO @Kapwom85
52. Workflow Example #BrightonSEO @Kapwom85
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
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
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
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
57. The Future of Semantic SEO #BrightonSEO @Kapwom85
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
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
60. Conclusions #BrightonSEO @DannySmAnalysis
61. Conclusions Update process to focus on a topic and not just specific keywords #BrightonSEO @Kapwom85
62. Conclusions Develop your knowledge / Buy tools to improve LSI, NLP and semantic language #BrightonSEO @Kapwom85
63. Conclusions Use every opportunity to show Expertise & Authority #BrightonSEO @Kapwom85
64. Conclusions Embrace AI Use it to improve your content delivery #BrightonSEO @Kapwom85
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