As Google has released algorithms such as Penguin, Panda, and Hummingbird, the concept and process of search evolves and changes. Search is moving toward what’s called the “Semantic Web.” It’s beyond Web 2.0 into the realm of Web 3.0, and then some. In fact, Google’s new Fall 2013 “Hummingbird” algorithm is the biggest change to Google search since 2001. Hummingbird is the beginning of a more semantic search process. The move is from words to meaning. Words matter; meaning is critical.
Let me explain. The semantic concept of search goes beyond keywords by digging down to the meaning behind the search itself. It’s the context and meaning of the search instead of the mere definition of the words used in the search. It’s the contextual why behind the words and not just the keywords or keyword categories. It’s the meaning behind the words and not just words themselves. It’s the search engine’s attempt to understand such meaning. In short, Google search engine is seeking to understand the meaning of web pages and not just the important keywords used on web pages.
John O’Connor, President of JSO Digital, summarizes it well when he says “the takeaway is not that keywords are irrelevant, but that they’re no longer as segmented as they used to be. It’s the meaning race now, not the keyword race.”
Conversational search is another way that Google’s new Hummingbird is being described. The search engine takes every word in a spoken question or phrase and attempts to place it in a more accurate context. It’s not just a word to page approach; it’s a meaningful conversation connected to a meaningful page. The full search string or question seeks a full web page that matches the context of meaning rather than just keywords. Keywords will always be important, but they have their limitations. It’s like saying, “nice house,” instead of saying “that’s a large, beautiful two story home that’s located near quality schools, shopping centers, and parks.” Without the full context of the description one misses out on important nuances of meaning.
Mobile smartphones are also a key part of the semantic web. If you add GPS, location-based factors, plus social media, you have an even greater context for a semantic search and web to draw from. The semantic, mobile web will revolutionize the internet because it’s an internet in and of itself. It’s a brave new channel for marketing.
It’s not what you say, it’s what you mean that counts…
By Stuart Atkins
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