A Guide to Using Semantic SEO to Improve Rankings

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

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What is the agenda for today? #BrightonSEO @Kapwom85

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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

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What is Semantic SEO? #BrightonSEO @Kapwom85

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

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#BrightonSEO @Kapwom85 Create content to satisfy user intent

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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

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Algorithm Updates & Impact on Semantic SEO #BrightonSEO @Kapwom85

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

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#BrightonSEO @Kapwom85

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

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

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

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

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

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Best Practices #BrightonSEO @Kapwom85

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

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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

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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

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

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

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

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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

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

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

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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

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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.

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

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

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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/

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Common Pitfalls #BrightonSEO @Kapwom85

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

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

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

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

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

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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

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Recommended Tools #BrightonSEO @Kapwom85

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

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

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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

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A Mini Case Study #BrightonSEO @Kapwom85

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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/

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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

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

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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

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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

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

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Workﬂow Example #BrightonSEO @Kapwom85

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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

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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

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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

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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

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The Future of Semantic SEO #BrightonSEO @Kapwom85

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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

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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

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Conclusions #BrightonSEO @DannySmAnalysis

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

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

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

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

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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