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Improve Your Site’s Relevance To Search Engines

 

The age of semantic search is upon us and search engines like Google are looking for ways to make higher quality search engine results. “Higher quality” meaning more relevant and useful information within search results. This new type of search is also predictive in nature and places a strong emphasis on the user’s experience.

Google+
To fully take advantage of semantic search, there are a few steps that must be taken in order to ensure your site’s relevance. First and foremost, it’s recommended that you create a Google+ page for your business/website and set up reciprocating links between your Google+ page and your site. Doing this “authenticates” your site and proves that it is a trusted authority within the Google database. Following this step gives you almost instant relevance in the form of what Google calls “authorship.” With semantic search, relevance is everything and this is one way that you can boost your site’s relevance.
Creating a Google+ page will also help your site gain entrance into the Knowledge Graph. The Knowledge Graph provides structured and detailed information about a specific topic in addition to providing a set of links of related topics. It makes it much easier for users to find the answers they need without having to navigate to other sites. Gain entrance, and that furthers your site’s relevance as well. This “graph” is found in the upper-right hand side of the SERPs (Search Engine Results Pages)…

Knowledge Graph

 

Schema.org and Structured Markup
Implementing Schema.org markup on your site is another way to increase its relevance. Schema.org is a universal markup language that organizes and structures data in a way that helps search engines understand information on webpages better so that they can provide the most useful search results. This makes it easier for users to find the most relevant information on the web.
If structured markup like Schema.org is implemented properly, Google may award a particular page or product within a site a “Rich Snippet.” If awarded a “Rich Snippet,” that particular search result includes “enhancements” such as symbols (usually stars), colors, ratings, reviews, etc. Most importantly, a site’s click-through-rate (CTR) is also increased and so are conversions.
Here is an example of a Google-awarded “Rich Snippet”:

The Bottom Line
Google intends to provide users with the most relevant and useful results for their queries. It’s this basic idea that’s at the forefront of semantic search.
Creating a Google+ page, becoming a member of the Knowledge Graph, and implementing Schema.org markup on your website and its products are all great ways to increase your relevance to the search engines. Although Google and other search engines are constantly updating their algorithms and ranking factors, these three basic ideals haven’t changed. They are safe and won’t hurt your website’s current rank. For the time being, they help to improve your rankings and visibility.
For all websites, especially ecommerce sites and others that sell products, goods or services, it’s definitely recommended that website owners begin to focus on semantic search and how to position their sites. In an increasingly-crowded and competitive marketplace, following the basic ideals of how to improve your site’s relevance is very important.

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