What the Heck is Semantic Search and How Can It Help You?

Semantic search can help you better target your customer in light of advancing search technology.

The way search engines work is changing; people can look for and find information in a more intuitive way. This type of semantic search is quickly taking over from previous types of searching, and the way that people are searching has caused search engines to evolve and adapt. Algorithms are becoming better and more accurate, and in turn there's a shift away from webpage rankings that are based only on keywords. AI systems like Google’s RankBrain are learning what people actually want when they search for certain terms, and the difference between varying wordings of questions.

Voice searching is also starting to factor heavily into how these algorithms process information. More people are asking Alexa, Siri, and other voice assistants to help them find what they're looking for. This means that search engines need to understand natural language, but it also means that marketers need to be able to predict the kinds of questions that their potential customers will be asking. Instead of just typing "Chicago plumbers" into Google, consumers are just as likely to ask Siri, "which Chicago plumbers specialize in toilet repairs?"

So this is where it's essential that marketers start thinking like their customers. Semantic search returns results based not only on keywords, but also on contextual meaning and user intent.  

Click here to read the rest of the article.

?

Peg McDermott is the President of COGO Interactive, a digital marketing agency serving Washington DC, Northern Virginia and Maryland. If you are looking for a solid online marketing strategy, contact us today for a free consultation. Follow @cogomojo on Twitter, the COGO Interactive Company Page on LinkedIn, and subscribe to our blog, for more tips and resources.