Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence

by David Amerland

Overview

Optimize Your Sites for Today’s Radically New Semantic Search

 

Breakthrough “semantic search” techniques are already transforming Google™’s search results.  If you want to be found, yesterday’s SEO techniques won’t cut it anymore. Google Semantic Search tells you what to do instead—in plain English.

 

David Amerland demystifies Knowledge Graph™, TrustRank™, AuthorityRank™, personalized and mobile search, social media activity, and much more. Drawing on deep knowledge of Google’s internal workings and newest patents, he also reveals the growing impact of social networks on your SEO performance. Whether you do it yourself or supervise an agency, this is your complete playbook for next-generation SEO!

 

• Learn how Google is delivering answers, not just links—and what it means to you

• Profit from Google Now™ and the fragmented, personalized future of search

• Prepare for Knowledge Graph™ by growing your online reputation, authority, and trust

• Stop using 10 common SEO techniques that no longer work

• Discover the truth about Trust Ranking™—and 10 steps to take right now

• Go way beyond keywords in today’s new era of content marketing

• Strengthen the “social signal” you create on Twitter, Facebook, Google+, and LinkedIn

• See why the “First Page of Google” is rapidly become obsolete

• Drive unprecedented business value from your online identity and influence

• Learn how Google captures meaning in unstructured data—and give it what it wants

• Plan for all “4 Vs” of semantic search: Volume, Velocity, Variety, and Veracity

• Rapidly transition from technical to strategic search optimization

 

http://helpmyseo.com/google-semantic-search.html

 

 

Product Details

ISBN-13:	9780133434170
Publisher:	Pearson Education
Publication date:	06/27/2013
Series:	Que Biz-Tech
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	8 MB

About the Author

David Amerland’s involvement with the Web goes back to the days when the number of websites in existence could fit in a printed 80-page directory and SEO consisted of keyword stuffing and pixel-wide hidden text.

 

Since those less enlightened days he has worked with blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social media marketing strategies that work with their internal cultures and deliver value to their target audience.

 

He writes for Forbes, HP UK, Social Media Today, and blogs on his own website, HelpmySEO.com. When he is not writing or surfing the Web he spends time giving speeches on how social media is changing everything.

Table of Contents

Introduction    1

1  What Is Semantic Search?    5

The Shift to Semantic Search    6

How Search Works    8

How Semantic Search Works    11

No More Games    14

The Semantic Search Preparation Checklist    18

2  What Is the Knowledge Graph?    21

A Knowledge Engine Rather Than a Search Engine    22

How the Knowledge Graph Works    25

Making the Connections    28

Your Business and the Knowledge Graph    31

The Knowledge Graph Preparation Checklist    37

3  What Is New in SEO?    39

What Is the “New SEO”?    40

How SEO Is Changing Business Practices    43

Your Business in a Semantic Search World    46

How Semantic Search Is Creating New Economies    50

The New SEO Preparation Checklist    51

4  Trust and Author Rank    55

Trust in a Semantic Web    56

Creating an Identity in a Connected World    58

Trust and Authority    61

Ranking and Reputation Scores    64

The Author Rank Preparation Checklist    72

5  What Is TrustRank?    73

The Concept of Trust on the Web    74

Building a Web of Trust    78

Building Up Your TrustRank in the Semantic Web    82

Reputation on the Semantic Web    86

The TrustRank Preparation Checklist    89

6  How Content Became Marketing    91

The Currency of the Semantic Web    92

Content Marketing and Semantic Indexing    94

How to Think Like a Publisher    99

Getting Technical with Content    102

The Content Creation Preparation Checklist    104

7  Social Media Marketing and Semantic Search    105

The Social Signal and Its Power    106

Social Media Marketing and Search    109

How to Make Your Content Go Viral    114

Context and Relevance in the Semantic Web    117

The Social Media Marketing Preparation Checklist    123

8  There Is No Longer a “First” Page of Google    125

“Get Me on the First Page of Google”    126

The Fragmented World of Search    128

Capturing Online User Attention and Search    132

The New Rules of SEO    138

The First Page of Google Preparation Checklist    140

9  The Spread of Influence and Semantic Search    143

The Building Blocks of the Web    144

Trust and Influence    150

How to Identify Influencers    156

Owned, Paid, Earned, and Shared Media    158

Influence Marketing Preparation Checklist    160

10  Entity Extraction and the Semantic Web    163

Entities and Your Website    164

How a Semantic Entity Is Extracted    168

Semantic Search Is Personalized    172

Content, Intentions, and Search Queries    174

Search Query Intent Preparation Checklist    177

11  The Four Vs of Semantic Search    179

Volume    180

Velocity    183

Variety    186

Veracity    188

The Four Vs Preparation Checklist    191

12  How Search Became Invisible    195

The Disappearing Search    196

Trust Agents in Semantic Search    201

Continuity and Flow, Context and Relevance    205

Continuity    206

Flow    207

Context    208

Relevance    209

The Search of Tomorrow    209

The Final Semantic Search Checklist    211

Bibliography    213

Index    219