What is semantic SEO? Semantic search is a term used to describe the process of understanding the meaning behind user queries, as opposed to just looking at the words themselves. In order to provide the best results for user queries, search engines use machine learning and artificial intelligence to understand the semantics of words and phrases. This allows them to provide relevant results that match up with a user’s intent, rather than just matching keywords. If you’re looking to gain a competitive advantage in your industry, implementing a semantic SEO strategy may be the answer!
Semantic SEO is a powerful tool that can help you to improve your website’s visibility and ranking in search engine results. By understanding the meaning behind user queries, search engines are better able to provide relevant and useful content for searchers. This means that businesses who adopt a semantic strategy will be more likely to capture the attention of potential customers, and to stand out from their competition in the SERPs.
How to Apply Semantic SEO to Different Niches
Research and plan supporting content
Create content to support your website visitors’ needs, centered around common product questions and guides. Rather than housing these on your blog or in a resources section, add them to the category or product pages they support.
Semantic SEO is about relationships, and that goes beyond the terms used on a single page or a single piece of content. It covers the way in which pages and topics are clustered together. If you demonstrate that you not only sell a product, but you provide a whole host of expert advice relating to that product, you will demonstrate topical authority.
Consider the use of semantic relationships within and between your pages. You can build a really powerful resource using a series of great pages with strong connections to each other. Use a clear internal linking strategy to get this right.
How To Build a Better Audience Persona (Choose a Detailed or Quick Method)
Persona development is a customized process because it’s meant to help your team address its unique marketing challenges and opportunities. However, the following framework can help you get started on the right track:
Step 1: Envision your ideal customer
Pick the person your content efforts are likely to help most. Give a name to that persona and detail their characteristics most critical to your business. Answer these questions to create a strong foundation for the persona:
- Who is this person? What demographic and psychographic characteristics describe them?
- What’s their job title and function?
- What kind of company/industry does she work in?
- How long have they been serving in this capacity within the organization?
- What experience/expertise do they bring to this role?
- How does their job relate to the job of others in their department and other departments in her organization?
Step 2: Consider the objectives, responsibilities, and obstacles this person might regularly encounter in their role
- What goals do they need to accomplish in their job?
- What challenges frustrate them most about their job?
- What gaps might they look to fill? What problems would they need to solve to alleviate some frustration?
- What might keep them from addressing those gaps and problems?
Google Updates Image Structured Data
Google has added three new structured data properties to be used with the ImageObject type in order to add support for credit, copyright and image creator information via structured data.
This is an improvement over the previous method that relied on IPTC photo metadata.
IPTC is an abbreviation for International Press Telecommunications Council, which is the standards body for the news media.
IPTC metadata is a way to add credit and licensing information to photos.
Google is making it easier to tell Google about this kind of information by adding support for it via the image structured data.
Google On Solving How to Write Good Alt Text
The purpose of alternative text in images is to provide audiences with screen readers a way to understand the images.
Something to help to understand how alt text and accessibility intersect is offered by the official standards body for HTML, the Worldwide Web Consortium (W3C) in the form of a little trick for writing alt text for accessibility purposes.
“Imagine that you’re reading the web page aloud over the phone to someone who needs to understand the page.
This should help you decide what (if any) information or function the images have.
If they appear to have no informative value and aren’t links or buttons, it’s probably safe to treat them as decorative.”
John Mueller commented:
“So I think you have to watch out for accessibility… I don’t know… Like everything around accessibility.
So that might be something to check out with someone who is a little bit more informed on accessibility-side.
Like how alt text should be chosen.”
Creating Quality Videos With Smartphones
The biggest weakness of smartphone cameras is their lighting. They struggle in low light, which can include simply being indoors. You can spot videos with poor lighting by the grainy, murky quality. So you’ll have to give your camera a boost by setting up the right lighting. Use natural light whenever possible but don’t shine it directly at the camera. Stand near a window, or experiment with the right location outdoors. If you can’t manage that, it’s worth investing in a cheap studio light so you can brighten up your videos.
You should think about these settings every time you film a piece of video content.
Always ask yourself:
- Where will this clip be watched? Is it just for mobile or do I need to film a video that will look good on larger screens, too?
- How do I plan to edit this video? Do I need a higher frame rate so that I can slow it down?
- What am I focusing on in this video? Will a standard lens be adequate or do I need to try a different lens?
- Is the image clear enough? Do I need to change my location or my lighting?
Marketers making less use of martech’s expanding capabilities
Martech capabilities are increasing but marketers are making less use of them. Just 42% of marketers say they are utilizing all the capabilities of their martech stack, according to a new report from Gartner.
That’s a 16% drop from 2020, when 58% said they were maximizing their stacks’ capabilities.
Researchers say this decline has been caused by increased martech function of individual solutions, hiring problems and the increasingly complicated environment of marketing technology overall.
- 30% said it was because of significant amount of overlap among marketing technology solutions
- 28% difficulty identifying and recruiting talent to drive adoption/utilization
- 27% complexity/sprawl of the marketing technology ecosystem
Marketing effectiveness not a defined role in half of brands
Marketing effectiveness is undoubtedly rising up the corporate agenda, as evidenced by Marketing Week’s exclusive Language of Effectiveness Survey.
More than half (61.2%) of the 1,610 brand-side marketers surveyed say marketing effectiveness measurement has become a more prominent factor in marketing/business decisions over the past three years.
If that is the case, brands should be giving some serious thought to how marketing effectiveness is resourced within their businesses.
Yet 18.6% of marketers strongly agree with the following statement about their company: ‘Marketing effectiveness is not a defined role and rarely a priority. It may be performed on an ad-hoc basis with limited accountability of results.’ A further 32.4% of marketers surveyed slightly agree with the statement, taking the total in agreement to 51% of respondents.
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