Will Semantic Search help Google battle Social Media?
2010/08/03 4 Comments
Social Media vs Google, will Semantic Search help?
Semantic usually refers to the study of meaning and the Semantic Web is a term coined by W3 is meant to describe the tools and techniques needed to add meaning to the content on the internet rather than a thing. This is an important distinction to keep in mind.
Semantic SEO is the natural progression of SEO or Search Engine Optimization and a shift to creating value from words to using concepts which is critical as there is so much content, text, images, audio and vido to sort through on the internet before your find what you need.
Google needs new mojo to fight off social media and with the Metaweb acquisition it looks like semantic search is Google’s choice.
Is Mathematics Enough?
The principle behind semantic search is brutally simple but very hard to execute mathematically, “different words used in similar situtations or contexts tend to have similar meaning”.
Where are Stories?
Searchers all start with unique perspectives at the start of a search and while they may end their search at the same place, they found their way according to their own reasons. This simple truth cannot be reasoned out mathematically but can be inferred or determined by understanding the stories important to searchers during their search process.
Stories and Semantic Search
The purpose of semantic search is to provide searchers what they need fast and this is done by delivering the context that is important to them though currently LSI or latent semantic indexing is how it’s done. Stories also have an important role to play the the link to stories is simple, when we look at numbers we think stories and when we listen to stories we measure with numbers.
Social Media and Search Don’t Mix
The social media sites are terrible at search, even if they use Google, for two reasons;
- Too much content
- Too many perspectives
Keywords, Search and Semantic Meaning
Where there are hundreds of thousands of social media platform users, or event millions, it is impossible to measure perspectives or value using conventional measures. One blog post can be good, bad or ugly for thousands of people, at the same time. The same blog post may switch from good to bad for the same person days, hours or even minutes after it was flagged as ‘LIKE’, which is a big problem for search which depends on mathematics and can’t deal with dynamically changing value very well, if at all. Semantic search offers the promise of being able to measure the context of searchers which then allows the search engines to look for content with similar contextual meaning, good bad or ugly. ‘LIKE’ doesn’t matter anymore and good riddance.
Mathematicians, Academics and Storytellers
Now we have a problem as we know that stories impact searcher context or perspective but how is it measured? Currently the mathematicians who earn very good wages use mathematics related to the text or content on websites to determine semantic meaning. Google has an advantage that it can also connect the dots from the beginning of a search to its conclusion.
Searcher Perspectives are the Secret
Searcher perspectives are difficult for Google and semantic mathematicians or academics to determine and this represents a huge opportunity for entrepreneurs. We find user perspectives by letting searchers declare the stories important to them as they search.
The 3 step process is proven over seven years of application;
- Create semantic behaviour maps or Neuropersona Masks of searchers or customers
- Map content linked to products, web and social media sites
- Align semantic maps of searchers to product semantic maps for semantic SEO
We use the semantic maps for simple, practical and profitable work;
- Blog with semantic signatures to attract the semantic signatures needed by search engines
- Create semantic links and backlinks to boost link quality with semantic signatures
- Offer searchers better quality results with semantically oriented wayfinding options
Join us here and at http://isemanticblog.wordpress.com to find your own way to semantic profit.