Information on the Internet has certain promotion algorithms. For many novice developers, this raises the question of collecting a semantic kernel for a site - what it is, and why this technology is used today. Without such functions and systems, even useful information having a high level of uniqueness may appear on the last pages in the search results.
In the early days of the Internet, SEO was relatively simple. It was necessary to select several relevant keywords and insert them. However, promotion on demand has become difficult today. Even when it comes to finding relevant keywords, much more needs to be considered, including semantic search.
The following is a detailed guide on what semantic search is, how it can benefit your website promotion strategy, and describes the main effective ways to use the assembled core of words. Information will increase the number of clicks on the pages of your resource. In addition, an answer will be given to the question of how to compose a semantic core, and what is required for this. In the end, you will get basic tips for promoting and developing your web project.
Semantic SEO
The first question to answer is: "What is semantic SEO." This is the way Google and other search engines more accurately determine the purpose of each individual request. Keywords do not always match 100 percent in different situations.
This is because people do not sit around thinking about which keywords most effectively match what they are looking for when they perform a search. Instead, they introduce a question or a basic statement, which, in their opinion, makes it possible to more accurately find the desired resource. And here it is worth considering how to make up the semantic core of the site. To do this, you must perform a series of actions. And also know the principle of operation of such a system.
A semantic search allows Google to determine what the purpose of the promotion is, to get more relevant content for your request, even if it does not use keywords that exactly match those used in the request.
Request Collection Guide
The technology of searching and selecting the right words is complicated by the content theme. It is important to determine the exact direction. When answering the question of how to compose the semantic core of a site, several variables must be taken into account. For this, developers can use specialized software that is available in Google and Yandex.
Here you need to be careful and take into account each phrase. Misinterpreted requests can lead to customers receiving deliberately incorrect information in search results. The main thing is to monitor the relevance and veracity of the content that is used on your site. Answering the question of how to make up the semantic core of the site, the step-by-step instruction will consist of only 5 actions. Each of them will allow you to accurately determine the direction of the topic of data collection.
Step 1: Analysis of your project
How to make a semantic core of the site at the beginning? This question is very interesting. To do this, you need to analyze the resource. This action allows you to fully evaluate the portal and understand what type of requests are needed.
Depending on the focus of the resource, key queries and their subject matter may change. A useful action here will also be a portrait of a potential, ideal client or visitor to the site and what goals it will pursue on your site. Based on this, you can approach the issue of compiling the necessary queries that will help the user in this.
Step 2: Generating Queries
How to compile a semantic core for a site in the presence of information received? This is a question that is considered the main and no less important in the manual. Based on the previously compiled portrait and analysis of the portal, you can select the necessary series of queries. All phrases are initially selected individually, depending on the content itself and its focus. For this, the developer takes the most relevant phrases, which, in his opinion, will be best suited for each of the pages. Only after that they can be checked and verified with current examples from search engines.
Step 3: Obtaining the necessary words and phrases
Further, in order to answer the question of how to correctly compose a semantic core for a site, it will be necessary to collect on the necessary topics. It all depends on the preference of the developer. You can use the statistics present in Yandex and Google, as well as apply various software to work with phrases and queries. Many also use queries borrowed from competitive resources.
Step 4: Filtering Received Information
When considering how to compose a step-by-step semantic core of a site, it is important to note the role of various systems and filters. They allow you to highlight the necessary phrases. After collecting a large database of queries, it is necessary to distribute it correctly and select the most suitable data. When generating, duplicates and empty words are also often found that may not be suitable for a particular topic of a resource or article. It will not be superfluous to determine the frequency of each request. The higher it is, the more a specific phrase is used.
Step 5: Grouping Data
In addition, when answering the question of how to compose a site’s semantic core step by step, many experts highlight such an action as summing and sharing the information received.
Promotion is considered the main task of each resource. You can create a long-term plan that allows for a certain period of time to promote a specific article or product. To do this, group part of the received phrases and words in order to update the content every few months and add the remaining phrases to the desired page of the resource.
Basically, when answering the question of how to compose a semantic core of a site, a step-by-step instruction of 5 actions will be of this kind. Additionally, you can apply programs that allow you to evaluate the quality and uniqueness of the text created on the basis of the received requests.
How semantics affect SEO
One of the reasons Google is paying so much attention to semantic SEO (and will continue to do so in the future) is not only because it allows users to provide search results that are more accurate and relevant due to their ability to define context and intention, but also because voice search will become more and more popular in the future.
It is important to rely on the possible separation and difference from the information obtained earlier in the formation of the text. An example of how to correctly compose the semantic core of a site is quite simple. It is important to rely on possible interpretations of phrases that potential visitors to the resource can use. Google will need to be able to determine what someone is looking for on the questions they ask, using audio queries that are more semantic in nature. For example, if a person wants to know how cold it is in Moscow, he can enter: "Weather in Moscow." However, if you were to fulfill the request by voice, you would probably say: “Is it raining outside?” This phrase does not contain any of the keywords in the typed query. And this may cause difficulties.
The presented example of how to correctly compose the semantic core of a site based on voice shows that when directly accessed without entering text, the user usually significantly reduces and simplifies phrases. Therefore, it is important to use questions that may even indirectly relate to a given topic.
Google understands that both of these queries are basically the same, so semantics are so important. It also means that you should use keywords in the right direction. You need to not only find effective and relevant keywords, but also use several of these values ​​in your content to provide Google with more options for picking an answer.
How Search Engine Handles Semantics
Google and Yandex have their own algorithms. They may vary depending on the system. It is important to consider this when compiling the semantic core of the site. How to make unique phrases that would be universal for each type of algorithm? The question is interesting. However, the answer is simple.
You may be wondering how Google can so accurately identify intentions using semantic search. This is done using an algorithm called RankBrain. It was first implemented in 2015 and at that time was used only for interpretation of about 15–20 percent of search queries. Only two years later, Google launched it as the main part of its core algorithm.
RankBrain can detect search query patterns, determine their context, and establish subsequent user behavior. The system re-evaluates the search results based on these abilities.
The algorithm increases or decreases sites in the ranking of requests depending on their relevance, which means that optimizing your resource is extremely important for it to take a leading position. But how exactly can you do this? The answer is to use hidden semantic indexing.
Hidden Semantic Indexing (LSI)
There are other technologies that allow you to promote content based on the phrases received. They are also used in compiling the semantic core of a site. How to make queries based on LSI technology? The question is no less relevant.
LSI is a system that allows Google to identify other keywords related to the main ones that you used to optimize your content so that the system can better understand the main core of the resource. This makes it easy to identify the subject of your content and rank it according to relevant search queries. In essence, this allows Google to find out how relevant your keywords are for semantic search.
For example, if someone is looking for a “new Mac” and you have an article about the most popular “Apple products,” Google will search for LSI keywords related to this topic to determine if your content matches the data received in the request.
Google knows which LSI keywords to search for, which top-rated content uses for its search queries. Thus, if the sites with the highest ratings for a specific query “new Mac computer” use LSI keywords, such as “screen” or “hard drive”, the system will scan your content for identifiers to determine the appropriate set of basic keywords that you used to optimize your resource. All this allows you to promote information when searching.
This means that when you do key research for your content, you should also study LSI words to link content and provide Google with an appropriate set of relevant phrases. One way to identify such information to improve semantic SEO is to use the LSIGraph program.
SEO for an existing site
Professionals often use LSI Graph, a free online tool that will generate competitive alternatives to your existing keywords, helping you easily target them.
To use the tool, simply enter the selected phrase in the search bar. Then a long list of the most commonly used LSI data for this query appears, which you can use depending on their relevance and relevance to your content.
Such a tool will help assess the relevance of the information collected on the resource. An example of the semantic core of the site in this case will be the same as with the walkthrough described above. The algorithms used in such software are programmed to automatically collect relevant phrases from various resources that have leading positions in search results.
Using semantic SEO promotion
Although LSI keywords are an incredibly important way to increase the efficiency of your searches and provide Google with the important data necessary to effectively rank your content for relevant search queries, this is not the only thing you should do to collect SEO phrases. Below are a number of strategies to increase the popularity of your resource. When creating the site’s semantic core, step-by-step instructions based on the disassembled techniques will make it possible to improve the portal and promote it faster to leading positions.
Helpful information
This is a foundation that should not be neglected. When answering the question of how to assemble a semantic core for a site, one should not forget that unique and frequency phrases and queries will not help to keep the target audience of the resource, if the information is of no use.
The ultimate goal of Google has always been to provide users with high-quality content that matches their search, which means that quality is what you should focus on. Publish the information you need and Google will reward you.
Below are some tips for creating high-quality content that will be highly ranked for semantic search:
- Write quality articles. As mentioned earlier, content is most important, so be sure to post information that is relevant to your brand and your audience. It should be well written, easy to read and provide some value to the site visitor. Long texts in this case are much better than short ones, because they allow you to delve into the details, thereby providing great value. How to make a semantic core of the site in this case? If the resource is positioned not for sales, but as a portal containing useful articles, it is important not to abuse the frequency keys and observe the connectedness of all blocks of information. All information should be readable and logical for the user.
- Do keyword research. Although Google no longer cares about this data, it is still vital. In the end, they help identify your content, so make sure you do keyword research to find relevant and competitive queries. There are many programs for this. You can use a tool like Keyword Planner, which is provided free of charge by Google. This, in turn, makes it easier to find the most useful LSI queries.
- Find out what your target audience wants. Try to find out what exactly your user group is looking for. You can do this by accessing popular resources such as Reddit or Quora to see what they are asking most often for finding and then creating content that focuses on answers to these questions or provides solutions to their problems. You can also use Google’s own automatic suggestion function, its response fields and the corresponding link section located at the bottom of the search results.
- Use semantic markup. When working on a site, you will want to use HTML markup to enhance the meaning and context of each page of your portal. Make sure you tag the heading and paragraph tags, lists, and bullets. Based on this, by creating the semantic core of the site, the walkthrough will be the same as shown above.
- Create a positive user experience. It does not matter how carefully you create your content or optimize it for semantic search, if visitors have a negative experience navigating your site, they will leave and will never return. Make sure that your portal is optimized for mobile devices, visually pleasing, loads quickly and does not contain technical problems that can degrade performance.
Google Knowledge Graph
The semantic core of a site is not only a way to quickly optimize an article and make it one of the first in search results. There are many other useful functions that allow you not only to promote the text, but also to make it basic for orientation.
The knowledge graph, often referred to as select fragments or advanced answers, provides relevant results for search queries using semantic search information. If you enter the name of a famous person, for example, William Shakespeare, the resource will provide fragments of popular articles.
The Google Knowledge Graph is a graph displayed to the right of SERP (Search Engine Results Page) with a piece of information from Wikipedia, as well as several images and related links.
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- Create content that focuses on the questions that your audience asks, in turn, not only answering the question, but also delving into it.
- When answering questions, provide explanations in a step-by-step form.
- Remember to apply all relevant markup.
Receive social signals and establish external links, promoting content that answers common questions, through social networks or through electronic marketing. Google uses such actions as the main factor determining the quality of your content. They can be voting and reviews, comments.
Brand presence
There are many programs for compiling the semantic core of a site. Search engines offer their own free tools to collect the necessary information. In addition to correctly collected keys, it is worth paying attention to the identification of content or resource. This will require a unique name.
The greater the presence of your brand, the more effective your semantic SEO will be, whether it is simply a higher rating for specific queries or display in the Google knowledge graph.
Some of the important elements include the following:
- Device - Google considers the type of device on which the user searches. If he searches on a mobile device, the system will rate mobile content higher.
- Location - Local SEO is important because Google will respond to search queries based on where the user is located. If he searches for weather or nearby restaurants, the system will search for content that uses keywords that indicate that they are in the user's area.
- Online story. If a user has visited your site several times, then your content is more likely to be displayed in his requests, if relevant. This is due to the fact that Google takes into account the history of visited pages when creating search results.
In the end, as your presence grows, users will search your brand. If you focus on improving your brand, your content should appear at the beginning of your queries.
Below are just a few of the steps that can help increase your brand’s presence and make it appear when users search for you:
- Personal branding - indicate the name and face of your content, whether it be long articles or interaction on social networks.
- Relations with influential people - find the influential people in the industry and establish relationships with them to help promote your content and brand.
- Rewards - The more rewards you receive, the more response you will receive.
- Write detailed biographies of your company's top management.
- Social signals - communicate with your audience on social networks and promote your content using the buttons of social networks.
Other ways to create your brand presence include review articles, SEO press releases, public speaking, and even user-generated content.
Query Collection Tips
With the recent launch of a change in the Google Penguin algorithm, which aims to reduce the amount of web spam detected using a number of different methods, including low-frequency backlinks and keyword filling, deploying proper query optimization on your sites will become more important than ever. These tips will help you create the desired levels of phrases. Additionally, you can read the book "How to compose a semantic core for the site 2.0", authored by Dmitry Sidash. The specialist shares additional tips on how to start making money on received requests and phrases posted on his resource.
Tip # 1 - Make a List of “Level 1” Keywords
The first step in creating a good list of semantic keywords is to define a list of closely related phrases that belong to Level 1. Essentially, these queries represent variations of your target phrase that don't deviate too far from its original meaning.
One of the easiest ways to do this is to use the Google Related Queries feature. To do this, go to the system’s website, enter the target phrase of the keyword in the search bar. Then, once the results are displayed, select “Related Searches” in the left sidebar to display a selection of suitable phrases.
The advantage of doing your semantic keyword research to generate your “level 1” phrases this way is that since Google listed these phrases as “related”, the search engine considers them to be general in terms of semantic indexing. This allows you to quickly promote the created material in the ranking. In the book “How to compose a semantic core of a site” the author pays a lot of attention to the issue of forming the main list of key phrases. Further, based on them, other information that is also necessary is already allocated and singled out.
Tip # 2 - Extend your list to include thematically related “level 2” keywords
Now that you have a basic list, it's time to expand your reach even further to collect thematically related queries. These “level 2” keywords will not be specifically synchronized with the target phrase, but they will be tied to its concept.
It can be assumed, for example, that someone who is looking for feedback on a particular type of ventilation equipment. The user does this because of the need for heating and cooling - whether it is an overly warm workshop or high humidity in the room. By brainstorming the reasons why people from such a target audience can enter a search keyword in different interpretations, you can create a new list of phrases related to the main one.
By including these thematically related keywords in the content of your site, you can increase the chances that the portal will be highly ranked in search results - not only for targeted queries, but also for indirect ones, which will attract new users. This increases the chances that the goal on the basis of which the content was created will be achieved. Considering an example of how to compose a semantic core of a site based on the search for specific equipment, it is important to take into account its specificity. In other words, in queries it is important to indicate a useful property of the product itself.
Tip # 3 - Generate “Level 3” Keywords That Answer Finder Questions
Finally, you need to address one more element using semantic keyword research, and these are questions or problems that may arise after users have examined the content based on your previously generated request.
For example, a combination of targeting semantic keywords “level 1” and “level 2” brought a visitor to your site after searching for a phrase and viewing the resource in the search results. What information might this user need further?
Any of the following keyword options are potential “level 3” queries that can also be incorporated into your content to improve both the user interface and your natural visibility in Google and Yandex.
Tip # 4 - Post articles using tips from all levels
At this point, in your semantic keyword research, you should have a complete list of potential targeted phrases covering a range of related topics. The next step is to combine these elements when planning future articles for your site.
With these keywords, you can easily write an article under the desired name for the user, which covers all aspects necessary for the algorithm to work. This allows you to promote the written material in the search ranking.
Tip number 5 - write first for people, then for search engines
The final piece of advice on including semantically related keywords in your website’s content is quality material. Embedding elaborate and diverse phrases into your web articles should help eliminate unnatural, unpleasant content that results from trying to insert a single target keyword into your text a certain number of times.
However, it’s still important to focus on using new queries to write content that is as attractive to your readers as it is to search engines. If Google’s recent anti-spam efforts are indicative of the company's future intentions to reduce the number of repetitions in texts, it’s safe to say that the best long-term strategy is to use semantic keywords to add value to your articles.