Web Engagement: Realizing the Power of Effective Semantic Structure

Web Engagement: Realizing the Power of Effective Semantic Structure

Semantic structure is becoming increasingly important. A web content management system looking to achieve unilateral success should be investing serious time optimizing data content for semantic relevance.

Many people instantly think of the Semantic Web when hearing the term ‘semantics’. But there is another key element of web engagement that requires greater relevance to be placed on a more rudimentary form of semantic structure: Content Semantic Relevance (or CSR for short).

Web Engagement

CSR Promotes Efficient Web Engagement

CSR encourages the promotion of content discovery and optimized linking structure by providing search engines and customers with topically relevant semantic content. CSR is content driven and designed to provide optimal visibility for online business presence.

Promotion, brand establishment, and the multitude of related visibility strategies have diminished efficacy if content and data is unobtainable to target audiences. The sole purpose of CSR is to establish a web-based connection allowing search engines and consumers to readily locate desired content and any, or all, related subject matter.

This semantically related structuring of data and content brings enhanced visibility through increased availability. A webpage targeting one primary keyword may only appear once in SERPs for that sole keyword. A semantically optimized webpage may appear in multiple search engine listings for many of the semantically related words and phrases contained within the same page.

A CSR strategy allows businesses to target numerous keywords on a sole webpage without reducing the effectiveness of the primary keyword, or being penalized for keyword stuffing. The use of CSR also increases the productivity and impact of the primary keyword, the webpage, and the parent website itself. The importance of this will be discussed in more detail in the following section.

Search engine and customer engagement is an integral part of any effective web engagement strategy. Efficiently utilized CSR provides businesses with an increased likelihood of achieving the maximum level of online exposure for any web-based content-driven project.

Semantically Based Content Increases Relevance and Reputation

Whether or not they admit it, many major search engines do employ some form of phrase relevancy algorithm into their result population protocols. There is a lot of speculation whether this may be some form of Latent Semantic Indexing (LSI) but it has yet to be positively proven. These phrase recognition search algorithms may be far from perfect but they do provide a useful bridge between human user and machine-based content compatibility issues – as well as providing a very effective linking mechanism for topically relevant content.

Whatever the form of phrase relevancy protocols used, they still have a big impact on ranking and content relevancy. This is why a positive CSR strategy should be employed.

Anyone familiar with the workings behind the Semantic Web will already know the problems with word sense disambiguation (WSD). In simple terms, this is a human-machine word comprehension problem. For instance, take the word ‘bass’. On its own it is quite ambiguous and could be pronounced one of two ways, each with its own specific meaning. Place it in a sentence i.e. ‘the stereo has a heavy bass dynamic’, or ‘the angler caught a 20lb bass’, and the pronunciation and meaning becomes instantly recognizable to a human reader. But machines struggle to make this simple distinction and often the word ‘bass’ could be perceived to mean either of the alternative meanings. So search engines use semantic-based algorithms to make the distinction and establish topical relevance for content.

They do this by scanning all content for subject related words, terms, and phrases. They may not be able to ascertain that the word ‘bass’ specifically relates to sound reproduction just by crawling the word, or the sentence ‘the stereo has a heavy bass dynamic’. So the search engine crawls the content for assistance and if it locates semantically related terms such as: music, treble, speakers, or sound reproduction, it deduces that the word ‘bass’ is related to sound reproduction. The search engine also attributes the webpage itself to be relevant to that subject.

Using CSR on-page strategy greatly increases the overall topical relevance of a webpage, and website. The ranking power of any targeted keywords can be improved and continuous topical relevance is known to be a contributing factor when establishing site reputation. Prolonged use of CSR in content strategy convinces consumers and search engines the online presence of a business is directly linked to a particular field. This encourages improved online reputation, an increase in overall web rankings and quality score, and assists in promoting consumer confidence.

CSR Promotes Advanced Internal Linking Architecture

The use of a semantically related content strategy allows a business to provide a highly optimized linking structure between different data sources. Using CSR, a business can include relevant links within all its content, directing search engine robots and readers to other valuable resources the business has to offer.

This system creates a web within a web. This helpful linking strategy is similar to the system used by supermarkets to increase sales of topically related or alternative products. A consumer is almost guided by the hand to wherever the business wants them to go.

If a consumer is reading the company’s take on the latest in virtual hosting it is a sound bet that the same consumer will be very interested in cloud computing. So the content provider ensures the content has mention of cloud computing and that term is anchor-linked within the content. All the reader need do is click the link and they are taken to the next piece of content. The cloud computer piece then links to hosting providers, domain name solutions, web development services etc. The scope for internal linking structure is unlimited once correct CSR is in place. A business is potentially sending customers away if they are not providing an easy path to locate each section of their content.

This system is not restricted to internal links. Any links within content can direct a consumer to a company’s other external resources. This can include additional websites, social networking profiles, mobile websites, blogs, online stores, to name just a few.

Using CSR strategy to interlink a website, websites, and external resources provides a business with increased visibility and consumer satisfaction. The system of optimized navigation and site architecture offers the potential of maximizing web engagement efforts by increasing the time each reader spends on a company’s online resources. This can result in a more diversified revenue stream and enhanced profit generation.

Content Semantic Relevance – A Final Word

Many content strategists and web engagement specialists often overlook the importance of semantic relevance within online content. But it seems pointless spending great time and effort on ensuring that data loads correctly, or that the various facets of a business’s online presence work in harmony – if online content semantic structure is non-optimized.

A well-structured system that utilizes semantic content for increased visibility and resource linking is not something to brush aside as an afterthought. Websites with balanced semantic content outperform many that concentrate on limited keyword targets.

In the new world of user-focused search results and improved consumer interaction relevance is king!


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