It's Semantics - Understanding SEO and the Web

Web Semantics are the Behind the Scenes Help That Make SEO Star

Dooley & Associates prides itself on staying at the forefront of technological developments that will benefit our clients. Our success is best measured by the success of the customers who engage us. Whether it be for their website, a social media campaign, or any number of other marketing initiatives, our customers take comfort in knowing that our professional employees stay ahead of the industry when it comes to the ever-changing landscape of web technology.

One of the most sought-after areas of expertise businesses look for when hiring a marketing firm is the ability to get their company to the top of the list when it comes to search engines. Potential customers search Google, Bing or Yahoo now where they used to count on the yellow pages or newspaper advertising to find the goods or services they need.

An important piece of Search Engine Optimization is “semantics”, which is the study of meaning in language. You will hear the term used in reference to the worldwide web as well as specifically to SEO.

The Semantic Web is a framework that enables data to be shared between applications, enterprises, and other community boundaries. As it relates specifically to SEO, it replaces the simple key word concept with the ability to be certain that the key words are contextually accurate as well.

Web searches have traditionally been built around simple keywords and long tail phrases. The search engines basically operated like dictionaries –– going out and pulling the sites that used those words most often. More often than not, that method of responding to search inquiries produced adequate responses for the recipient. Most of the time, keywords are limited in scope enough that the searches did not give ambiguous or unintended results. But not always.

That is where semantics comes in. People are much better at understanding the meanings of words than computers are. Because some words or phrases can have dual meanings (homonyms), Google has undertaken an initiative that will enable their search engine to filter out the inapplicable definitions - based on the context of data surrounding the word.

Through continuing education, constant vigilance and the encouragement of curiosity, our customers know they are staying ahead of their competitors through their partnership with the professional staff at Dooley & Associates.

Our technical experts are constantly learning about the technical underpinnings of things like “metadata”. Simply put, metadata is data about data. Specifically, metadata can provide your business with information important to understanding that data such as where to find it, how it got where it is, and what systems produced it. In old newspaper editor parlance, metadata is the “who, what, where, how, when, and why” of your data. Accurate metadata is crucial to positioning your website for the semantic searches of the future.

Trusting your marketing professionals to understand emerging trends in search engine optimization will keep your business at the forefront of potential customers. Based on an understanding of semantics in the application of Search Engine Optimization, you can take greater confidence that the search results will not only be keyword driven, but will now also take into account the context in which that keyword is actually used.

The only constant in the field of digital marketing is that change is certain. Search engines are constantly adapting.

Fueled by mobile phones, voice search is becoming a growing force. Mobile searches are expected to overtake desktop search in 2014. Dooley & Associates will help your business respond to this ever-changing environment.

Best practices will continue to be best practices. Keywords are still important, but not in and of themselves. The context in which they are used will be the determining factor in driving customers to your business in the future.

In any context, we are Kenosha’s Search Engine Optimization leader.