‘Smarter’ might not be the right term, but the search engine giant will update its algorithm over the next few months to make Google.com more ‘human’ (insert obligatory reference to Skynet here). Last week, Google announced its plans to embed ‘Semantic Search’ capabilities (through a new system called a ‘Knowledge Graph’) that will help the search engine understand the context of normal human language to provide better results. For those of you out there with an iPhone 4S, this should sound familiar. It’s what Apple did with its Siri assistant and it feels like it’s the direction the industry is taking.
So what does this mean for B2B marketers that have worked long and hard to propel their business to page one using keywords, content etc.? It’s still to be determined but it may change your keyword strategy. Here are a few things that you should know about the shift, before making any significant changes:
There’s still much more to be revealed about ‘Semantic Search’ but you can absolutely expect the other search engines like Bing, Yahoo etc. to quickly follow suit and work to stay ahead of this emerging trend.