By Praminder Bhuller | best SEO agency in London | August 25, 2022

The ultimate guide to semantic SEO for higher rankings

Search engines like Bing, Google, and others are working hard to cut down on spam, deliver the most relevant results, and improve user experience.

Do you ever wonder how Google displays relevant content in response to your queries? How can Google know what you are looking for with such accuracy?

Semantic SEO is the answer.

With this, Google can comprehend search behaviour, user intent, and context more precisely than ever. Plus, it gives a significantly better understanding of the underlying meanings behind search queries and content.

So, the best SEO agency in London will apply semantic SEO tactics to increase your website’s visibility in SERP.

What is semantic search?

Instead of only matching the terms in a search query, semantic search is the process through which search engines provide results that match a search query’s intended and potential meanings.

Semantics can be used to analyse words at their most fundamental level by drawing on the definitions of individual terms. It can also be seen on a larger scale, such as how context can change what words mean in search queries.

Moreover, Google also shows social media posts in search results affected by semantic search. Hence, hiring an efficient social media management agency is crucial to level up your social media strategy and increase visibility.

What is semantic SEO?

The process of developing more meaningful and relevant online content around specific themes is known as semantic SEO.

By focusing on meanings and subjects rather than keywords, semantic SEO explores the value that goes beyond what is stated in the search query. In order to add additional value, depth, and relevance to a particular topic, a semantic approach links entities, terms, and subtopics across your website.

The best SEO agency in London started changing their attention from producing content for the web to utilising semantic web technologies to aid in understanding their content as search platforms became more intelligent.

In light of this, semantic SEO’s journey has been accelerated by creating the vocabulary, which started using a data schema structure to define online sites.

Google’s journey to develop semantic capabilities

  • 2012 – The knowledge graph

In 2012, Google unveiled the Knowledge Graph, a database that allowed the company to start connecting entities. It also allowed comprehending the connections between various objects, movies, people, works of art, places, and numerous other pieces of detail.

  • 2013 – Hummingbird

In 2013, Google released Hummingbird. Semantic search strategies began to appear due to matching results to the meaning of search queries rather than keywords.

As a result, pages with more contextual information outperformed pages with less contextual information.

  • 2015 – Rankbrain

Google unveiled Rankbrain in 2015 as a machine learning AI technology. Similar to Hummingbird, Rankbrain sought to enhance Google’s semantic linguistic comprehension.

  • 2019 – BERT

BERT observed a significant improvement in Google’s capacity to represent search intent and provide more precise results accurately.

This update allowed pages to rank for long tail search queries, which helped Google account for more sophisticated and conversational search inquiries.

  • 2022 – MUM

With the use of an AI-based system, Google’s 2022 MUM update enables users to answer their queries more quickly.

Finding the information we need can occasionally require many searches, but MUM intends to do it much more quickly by better comprehending complex inquiries.

Regardless of the language, MUM can search for information on websites and comprehend data from non-text items like photos.

Why is semantic SEO beneficial for your business?

The production of content with a greater goal is made possible by semantic SEO. The websites that employ this SEO tactic typically rank higher in search results and offer users more in-depth material.

  • Get featured snippets

Google utilises semantic analysis to find the most significant and useful portions of online content before showcasing them as featured snippets.

Therefore, the best SEO agency in London adds more significance to your content using a semantic approach to obtain featured snippets.

  • Present your website as an expert

Google views material that covers several connected issues as having topical authority, and users will view content as more trustworthy if it addresses more relevant questions.

The semantic SEO’s comprehensive nature allows website content to be seen as specialists in the subject matter to Google and visitors as well. As a result, the authority of your website increases.

  • Your website ranks for more keywords

You will rank for more keywords as a result of semantic SEO, which is another significant advantage.

Semantic SEO also focuses on using words related to keywords. So, when you employ more of the semantically related keywords linked with a topic in your content, it will appear in numerous searches.

  • Your content appears in ‘People also ask’

When you thoroughly cover a topic, your work is more likely to be chosen as a source for the “People Also Ask” features. Therefore, using this tactic can significantly improve your website traffic.

  • Boost internal linking opportunities and CTR

Since semantic SEO and topic-oriented methods provide rich content, there are more opportunities to include internal links, which can help to boost SERP ranking and ultimately move customers down the purchasing funnel.

Due to the utilisation and relevance of particular long tail keywords, semantic SEO frequently produces more engaged visitors, which leads to greater clickthrough rates.

Also Read: Why is graphic design important in social media marketing?

Semantic SEO best practices

  • Keyword research

The most crucial thing to remember while conducting keyword research for semantic SEO is that you are targeting concepts, not keywords.

The best SEO agency in London will optimise your web pages for several keywords in the same semantic cluster because Google doesn’t rely on just one term per page.

Before studying more precise keywords, identify broad search queries using conventional keyword research methods.

Then, you can map your subjects in a hierarchical order, with more general topics taking precedence over more detailed issues.

The main goal of keyword clustering is to increase the overall number of keywords that your content ranks for by taking advantage of Google’s robust semantic capabilities.

  • Write content with greater topical depth

Creating pages for the keywords with the most promising search volumes was the traditional process of planning content for SEO.

However, considering how your content will integrate into the broader semantic framework of your site is now crucial.

The simplest semantic SEO tactic is to lengthen your online content by providing a more in-depth explanation of your subject.

Even though it isn’t a recognised ranking criterion, longer content is more likely to exhibit potent semantic signals.

Hence, it’s crucial to think carefully about whether you should focus on general or more specialised issues. For example,

Comprehensive content

Top-performing pages will likely use broad and in-depth content to cover comprehensive themes.

Here, the core topic and any semantically related subtopics are typically combined into one substantial piece of content.

Topic clusters

Topic clusters across several linked pages cover a topic and a variety of subtopics. You can focus on semantically related subtopics on certain pages while giving your site’s semantic structure depth and breadth.

Most importantly, there should be a connection from each of these pages to the primary topic page.

  • Answer “people also ask” questions

You may have noticed that Google includes these “People Also Ask” boxes in the search results. So, you can boost your semantic signals and offer your page a chance to rank highly in the SERPs by responding to those queries in the text of your website.

Answering the frequent queries consumers have regarding your main keyword is another technique to increase the semantic richness of your content.

  • Use structured data

Despite not being frequently considered a semantic SEO technique, structured data is all about explicitly communicating the meaning of content to Google crawlers.

It gives more context to your website content. Additionally, Rich Snippets, which can increase your site’s organic CTR, can be connected to structured data to help you.

  • Internal linking

Internal linking is among the most substantial elements of semantic SEO.

They are utilised by users as well as search engine bots to explore relevant site pages. It assists them in navigating between pages on your website.

Therefore, internal linking can aid in creating semantic links between various website pages and help identify which topics are topically connected.

Consider the following internal linking tactics while developing your semantic SEO strategy:

  • Link to pages within content clusters:

Topical clusters are quite helpful for giving your site additional context.

  • Use descriptive anchor text:

The words that direct readers to a link will be the anchor text. This needs to be clear and state what the linked page is about.


SEO is unquestionably a dynamic industry. Every year, it gives industry experts more challenging tasks to complete while also opening up new chances.

But, the future is undoubtedly semantic SEO, which has been the case for some time.

Semantic SEO covers a wide range of tactics and ideas, but it all revolves around meaning, language, and search intent.

Hence, the best SEO and social media management agency will use practical semantic SEO tactics to highlight the semantic signals that Google algorithms are trained to recognize.

Praminder Bhuller / About Author

I started work as a freelance Graphic Designer for print-based media. This moved over to Graphic Design for the Internet. I have now moved over to online marketing. This includes working with Graphic Designers, Website Developers, SEO Marketers and many more experts. This journey has been going for 20 years.