A New SEO Approach to Google’s Semantic Search Update

Melody Ciria
Melody Ciria
April 30, 2012
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Google has made several changes and updates to search engine algorithms, which will greatly affect how sites will be crawled and how SERPS recognize a particular keyword.  These recent changes will also impact how keywords will be ranked and it will transform how SEOs conduct their keyword research and analysis. Once these updates are implemented, Google hopes that this will improve the relevance of searches and enhance user experience.  Google has constantly tried to find ways to base their search results by location and user intent.  So you may ask what does this mean for the future of SEO.  Well for one, this new semantic search update will require you to restructure how you write and what you should include in your blog and your site’s content to drive traffic, boost rankings, and decrease bounce rate.

Hotels should particularly pay close attention to how they structure their lifestyle articles and blogs.  As we put more emphasis on semantic search, it is imperative that we become more selective in the keywords we incorporate in the metatags.  That being said, you will not only have to understand the meaning and context around your keywords but most importantly you will have to write relevant content around those keywords that will closely match the searcher’s intent.  Effective keyword research goes beyond just comparing keyword search volume and keyword effectiveness index.  It requires a comprehensive analysis of the searcher’s intent and purpose as well as the relevance of the keyword and search query results. This change will give hotels a great opportunity to review their website’s content and make sure that it is relevant and compelling.

Restructuring your content writing to coincide with Google’s new semantic search algorithm doesn’t have to be a challenge so as long as you follow these valuable tips:

  • Emphasize Local Search in your Keywords

Local search is particularly important for hotel websites because many searches involve the city or/and state the hotel is located in.  Formulating a set of keywords typically starts off with the hotel’s location and from there the list continues to build with popular attractions nearby.  Combining the word’ hotel’ with cities and top destination spots nearby will improve the relevancy of your keywords and the user’s intent.

  • Insightful Research

When thinking about what people are searching for when it comes to hotels, it is important to consider what local events are going on and what attractions are nearby.  For example, when searching for “hotels in Anaheim” majority of users will narrow down their search by choosing an attraction they might be visiting during their vacation;  most notably Disneyland and California Adventure.  Optimizing your keywords effectively entails a lot of in-depth research.  A few reliable sources to finding out what is relevant to a hotel’s location includes Tripadvisor, Google Places, Yelp, Google +, Twitter, and Facebook.  By using these resources, you will be able to get a better idea of what former or potential guests are most interested in and what people are talking about in their Twitter feeds and Facebook walls.

  • Write Fresh and Relevant Content

Once you figure out which keywords will convert and which will help produce the highest ROI, then you a ready to provide compelling content on your site and in your blog.  Incorporating long-tailed keywords in your content is highly suggested as it will expand your search query results on search engines.  The more informative and resourceful your content is, the more readers will appreciate your blog and increase customer retention.

In conclusion, Google favors websites that provide readers with valuable and relevant information. After all, to get quality results you must update your SEO strategies to coincide with Google’s algorithm changes.

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