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Search Today and Beyond: A Guide to Optimizing Digital Marketing

for the “Semantic Web”

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INTRODUCTIONSearch 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.

Learning how to navigate the new world of search with NTENT’s Guide #Search

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uses machine intelligence to determine the intended meaning of words so searches become more relevant.

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.

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Search has EVOLVED.

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Hummingbird offers a greatly increased comprehension of the meaning behind the search terms.

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The New World of Search Engines

Bing, Yahoo and Google recognize that in order to adapt to the new search landscape, they would have to put competition

aside and engage in some collaboration. In 2011, they jointly launched the Schema.org initiative. Schema defines a new set

of HTML terms which can be added to a web page’s markup. They will be used as clues to the meaning of that page, and will

assist search engines to recognize specific people, events, attributes, and so on. For example, if a webpage contains the word

“pentagon,” a Schema definition will clarify whether it’s about the geometric five-sided figure or the Department of Defense

headquarters building.

Google has been increasing the scope of its Knowledge Graph results, which offers users a box on the right hand side of

the search results page that provides images and facts that are applicable to the searcher’s intent. Bing’s Snapshot, which

functions similarly, was enhanced in 2013 by the advent of “Satori,” which will assist with understanding the relationship

between people, places, events and objects.

In September 2013, Google announced the arrival of Hummingbird, its new search algorithm. According to Google search

chief Amit Singhal, Hummingbird represents the most drastic change in search algorithms that Google has made since 2001.

He explains in Search Engine Land that Panda and Penguin were updates to the old algorithm, and some aspects of them

will continue to apply, but Hummingbird is actually an entirely new search engine, designed for the search needs of today.

Hummingbird offers a greatly increased comprehension of the meaning behind the search terms. Instead of just taking a few

words from the query and trying to find pages with those words on them, Hummingbird is actually trying to decipher the

meaning behind the query and offer results that match users’ intent.

Rising StarsWith the advent of semantic search, an array of new search engines are being freshly constructed. Although their user numbers

are microscopic when compared to the major search engines, these new players have the advantage of being able to make a

fresh start without worrying about modifying earlier structures. Examples of natural language search engines include: Powerset

(now owned by Microsoft), Hakia and a handful of others.

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Graph Search will grow to about a quarter of Facebook’s revenue, or $3 billion to $4 billion in 2015.

Applications for Semantic SearchAugmented Reality (AR)With Google Glass, an overlay (of a map, for instance) is layered on top

of the landscape that is being physically seen by the viewer. This will lead

to more image tagging and visually based searches. This has a natural

tie-in to marketing, since shoppers will be able to look at something

and then learn about it (and where to buy it) based on its appearance.

However, Google Glass still faces some challenges: It uses a combination

of image, facial and voice recognition technology, and that means that a

continuous network connection is required because you can’t pack enough processing power into just a few ounces. However,

this obstacle is likely to be overcome before too long, and wearable technology of all kinds is just over the horizon.

Search and MobileAccording to Search Insider, mobile search and the birth of Siri have been the biggest catalysts

for consumers changing approach to search. Since Siri encourages natural language questions,

and people have gotten accustomed to having immediate access to the information that they

want, voice recognition technology is increasingly driving Search. The mobile search utility

Google Now is powered by natural language, and fits into the user’s life by supplying them with

the information they want before they even realize they want it. The expectation of this kind of

responsiveness has circled back to text-based online searches, and all the major search engines

have made adjustments to meet this demand.

Social Media and Semantic TechnologyFacebook has announced that its new Graph Search is equipped with semantic search technology

so that users can find the connections they want more easily, and advertisers can achieve more

intuitive understanding of users’ preferences. Graph Search also enables far more accurate

targeting of marketing, since it can make new connections. For example, a user (or advertiser) can

find friends who like X who live in Y. Basically, the new technology provides a treasure trove for

data mining, although it too has a few challenges to overcome. The new deeper data levels are

based on people spending more time on Facebook, with broad networks of friends and connections.

Also, the public concern with Facebook privacy continues and these concerns may prevent people

from “Liking” certain things. Overall, however, the prospects are bright; Michael Pachter, an analyst at Wedbush Securities in

Los Angeles, predicts in Bloomberg Businessweek, “Graph Search will grow to about a quarter of Facebook’s revenue, or $3

billion to $4 billion in 2015.”

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SEARCH

ENGINESPAGES

RSS FEED

BLOG

LINKSWEB

PPC

OPTIMIZATION

ATTRIBUTE

SEARCH ENGINE

SERP

INTERNAL LINK

INDEXED PAGES

SOCIAL MEDIA

JAVASCRIPT

ATTRIBUTE

DIRECTORYDOMAIN

TRAFFICREFERRER STRING CONTENT CREATOR

META KEYWORDS

LINK BUILDING

THE FOLD

META DESCRIPTION

RANKING FACTOR

301 REDIRECT

SPIDER

PAGE TITLE

LANDING PAGE

CONVERSATION FORM

METADATA

TITLE

Applications for Semantic SearchWhat are the Implications for Marketers and Content Creators?In their introduction to Hummingbird, Google states that the new algorithm doesn’t really usher in any SEO changes. SEO success will

still depend on simply presenting original, high-quality content. However, the science of marketing is undergoing change in response

to semantic search, because improved perception of user intent opens new doors. Users will have far greater success in finding what

they’re looking for, and marketing campaigns can drill down to finer and finer demographic sectors based on intent as well as device

type, location, history, and so forth. Graph Search, and its inevitable flock of cousins on other social media platforms, will intensify

the networking aspects of consumption, as friendship and commerce become less and less distinguishable from one another. On the

semantic web, each user’s identity and intent will become clearer, with the dual outcomes of being more successful at finding what

they want and being more findable by the commercial entities who can provide what is wanted.

Penny Herscher, CEO of First Rain, a B2B customer intelligence firm, describes her vision of B2B marketing in the semantic search

world. She presents a scenario in which you could see someone at a conference and, with the use of facial recognition software,

instantly call up their identity and learn what business they’re in and who their clients and competitors are. Not only that, but you

could have instantly available suggestions about whether it will be productive to go over and introduce yourself. Basically, augmented

reality is a new relationship between the physical world, including physical face to face interactions, and a world of information that

lies behind what you’re seeing. This information influences the way that you will interact with all the worlds you inhabit.

Toward a More Connected FutureThe Semantic Technology and Business Conference is one vibrant engine driving the new Web landscape, bringing thought

leaders together from the tech and corporate worlds to share visions and tools for building the future. The intersection of

more accurate, natural input from users with the growing analytic capacity of big data presents unlimited opportunities. As

connectivity becomes more intuitive, all of the varied search trends will converge in a future where all of us -- consumers and

marketers alike -- can understand each other better on every level.

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What does this all mean?

Shape Up Your Marketing for the New World of SearchFor marketers, what does this all mean? Will these new technological advances in search make you

more effective, or will they provide a technology trap, an overload of sophistication in a keyword-

oriented digital marketing world? That depends on you. It’s time to stop thinking of your SEO

strategy as a word-planting exercise and more as a way to provide answers to the questions that consumers will be asking (and they

will be questions, not just strings of words or phrases). To begin this process, it’s time to ask yourself the following questions:

1. Who are your prospective customers?The first step in marketing is determining to whom you want to market. The salesman who can sell the proverbial

refrigerator to an Eskimo is now obsolete, because an Eskimo now knows he or she can return the product for a

refund. Knowledge of who your customers and prospects might be is not just the ticket, it is the ballgame.

2. What questions will they be asking?You have to design your Web content to answer the right questions, and to do that

you have to determine what questions the consumer will be asking. For example,

technology companies know that software documentation is all-important to their

consumer base, so many of them today will include eBooks and eManuals for the

software they sell. Hence, a search for “How do I implement so-and-so software in a

Linux environment?” brings them to the company’s website.

3. Are you concentrating on content creation?That’s what will bring consumers to your Website in 2014 and

beyond; that’s what will turn visits into conversions, and that’s

what will give you the edge over your competitors. If you claim

to have a product that is simply better than all the others on the

market, your Web content MUST convince the consumer that

you are correct. Again, by anticipating who your consumers are

and what they want to know, you’ll attract visitors whom you can

transform into customers. And this says nothing about attracting

current customers to come back, purchase more and increase

their loyalty to you.

You have to design your Web content to answer the right questions, and to do that you have to determine what questions the consumer will be asking.

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Shape Up Your Marketing for the New World of Search4. Have you given your keyword manipulation practice its proper respect?In other words, have you thrown it in the trash yet? That’s where they belong. SEO

“gaming” is now detectable by the search engines, and punishment can be harmful to your

digital marketing health. With semantic search, the way to draw visitors to your site will

be to provide relevant content; ergo, you must concentrate a good deal of your energy and

resources to determine what is important to the consumer.

Fortunately, you’re not alone in your quest to increase your site’s traffic and optimize results. There are tools out there to help

you, such as Google Structured Data Markup Helper. Your site’s vocabulary must be mapped to relevant semantics, taxonomies

and ontologies. Remember, driving traffic in the world of semantic searches isn’t about tricking the search engine anymore; it’s

about populating your Website with relevant content, and building your site to maximize exposure to the right people.

The Priority of “Now” and Building Smarter AdsIt’s not just what content you provide, it’s how fast and efficiently you can provide it. Search Engine Results Pages (SERPs)

are being reconstructed to take into account data that, until the very recent past, has not been searchable; in other words,

unstructured data (like Facebook and Twitter posts, email, notes, etc.). If you aren’t agile, and you can’t update virtually in real

time, your SERP ranking will suffer.

Simply buying a paid search space on Google, Yahoo and Bing is not going to cut it anymore. Ads must be smarter, must be

integrated amongst Facebook, Twitter, Instagram and any and all social media sites. Campaigns and promotions must be cross-

platform, and social media must be current and frequently updated, as well as blogs, online articles and any communications

vehicle you are using on the web.

Mobile, Mobile and MobileMore and more searches are being done on mobile devices today. Indeed, the tablet would seem to be

on the path to largely displacing or replacing the desktop and laptop. Your Website and ads must be

optimized to display and function on mobile devices. They must be as attractive, as functional and as

interactive as what the consumer sees on his or her Mac or PC. And, they must be as easy to build and

modify. The mobile site must be constructed with the same thought processes as your main site; that is,

who are the consumers doing searches on their mobile devices, why are they doing them that way, are

they buying more, or buying less of your particular product or service. Again, you’re not just trying to be

“out there,” you’re not even attempting to drive traffic for the sake of driving traffic; your goal is to convert

visits into actions, and visitors into customers.

driving traffic in the world of semantic searches isn’t about tricking the search engine anymore; it’s about populating your Website with relevant content

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ConclusionDespite the billions and billions of searches, Google reports that 20 percent of all searches in 2012 were new. It seems

quite staggering, but it’s a product of the semantic search rather than the simple keyword search. And the trend will

continue. Searches will become faster and more relevant information will be delivered to the consumer. Today, 96 percent

of consumers’ time on the Web is spent on content sites. Will that percentage someday reach 100 percent, with time

searching reduced to a statistically insignificant number? And, with 35 percent of searches occurring outside of search

engines, will your site and/or ads be properly structured to attract traffic from off the search world’s “beaten path”? There

is no definitive answer to all of these questions, just as there is no definitive forecast as to what the future of Internet

searching and digital marketing will hold. Will your mobile device detect that you need a haircut and generate a text when

you drive past a barber shop? Will your Internet habits allow new algorithms to be developed that will predict your future

activities? Certainly, the future possibilities are endless for those studious enough to keep pace and agile enough to adjust;

for those whose digital marketing strategy is to utilize technology to its maximum potential!

About the Author:Kerstin Recker is the head of Marketing at NTENT, leading the team that helps define the company’s brand position to generate

awareness through ongoing marketing initiatives. In this role, she works with her team to define the overarching marketing

strategy, brand identity, product positioning, digital and on the ground marketing efforts, strategic partnerships and client

retention programs. She is an active contributor for the Search Scene, NTENT’s internet marketing blog and for Global Forces blog,

Bright Exchange, a non-profit organization. She has extensive experience working with Fortune 500 companies and technology

start-ups to build brands, foster strategic relationships and reach consumers through creative campaign executions.

About NTENTNTENT is a search technology company which leverages its proprietary products to deliver more valuable results for

advertisers, publishers and consumers across targeted vertical industries. Powered by patented semantic technology,

NTENT’s products leverage semantic intelligence to establish stronger connections between user intent and content

consumption. In doing so, NTENT is able to create better connections between words and their meanings in order to

provide more relevant online and mobile experiences for consumers and enhanced monetization opportunities for content

creators and advertisers. NTENT has already seen great success in the vertical search and digital advertising industries, as

demonstrated by partnerships with major online publishers and global brands such as Meredith Corporation and Taunton

Media. Learn more about NTENT at http://www.ntent.com/.

Contact us if you’d like further information and the opportunity to learn about more impactful ways to reach prospective clients.

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