Semantic search Technology
Search has changed dramatically over the past year and semantic technology has been at the center of it all. Consumers increasingly expect search engines to understand natural language and perceive the intent behind the words they type in, and search engine algorithms are rising to this challenge. This evolution in search has dramatic implications for marketers, consumers, technology developers and content creators — and it’s still the early days for this rapidly changing environment. Here is an overview of how search technology is changing, how these changes may affect you and what you can do to market your business more effectively in the new era of search.
What Is Semantic Technology?
The word “semantic” refers to meaning. According to Search Engine Journal, semantic search (also known as “entity search”) “uses machine intelligence to determine the intended meaning of words so searches become more relevant.” Semantic technology has been gradually introduced in recent years, offering users easier access to the information and connections they’re seeking. Without even knowing it, consumers are using more natural speech in their search queries and they EXPECT to be understood. As Search Insider puts it, the goal is to “focus less on keywords and more on intent-based collective intelligence.”
No longer focused on just keywords or even phrases, Internet search has evolved to employ a new level of sophistication, the so-called semantic search engine. From now on, Internet surfers will be able to search based on “entities”; in simple terms, persons, places and things. These entity searches will reveal far more about the topic being researched than was possible before. For example, instead of just directing you to a prominent contemporary person you may be researching, Bing’s “Satori” will link you to any and all ”Talks” that person has delivered.
Google’s new “Hummingbird” algorithm allows the user to conduct what Google calls “conversational searches”. By this they mean that the search engine will take an entire sentence into account, not just the words in the sentence. So, instead of directing you to the nearest pizza restaurant, you’ll be directed to the nearest pizza restaurant that’s currently open, has the special ingredients you want and offers a promotion to new and returning customers, or whatever else you type into the search bar. The search engine strives to understand not just the words, but their context, hence the term semantic search.