Semantic Writing Targets Two Goals
The goal of content on your website or in social media posts is to draw potential customer interest in order for them to make a purchase. This is the ultimate aim of content creation. Semantic copywriting enhances content by also targeting words for search engine recognition so content shows up as a result for relevant future buyer queries. The goal of semantic writing is to answer questions future customers have about your business.
The writer has two aims as content is created.
- writing in the voice of the business
- using vocabulary that search understands is a related word set to help search engines understand the context
The Creation Process
Semantic writing uses the strong power of latent semantic indexing to enhance the search value of content by using words seen as contextually related within the content.
Dynamic clustering of words within the content matrix makes it clearer to search engines that the words are related and clustered around a topic theme.
Several steps comprise the construction of semantic writing
- Theme selection
- Selection of theme concept
- Selection of related words to make up the cluster to signal content relevancy to search
- Know the specific target market for the business and the article
- Write in tone using vocabulary resonant to the target market
- Incorporating the cluster words within the content
The finished piece contains distinct but interconnected elements:
- Natural language for reader comprehension
- Context related to the business
- Readability related to target market sophistication (normally between grade levels 6-12)
- Entity clarification to distinguish the business from all other businesses in the same category (bakeries, motor shops, travel service, etc.)
In addition, semantic writing also incorporates basic search functions such as metatags and image optimization for all written content.
In late May of 2015 Actation Now! began creating optimized content for an international client. Before creating content we performed an SEO assessment of the site using Google Analytics, Search Console, and proprietary search tools. The current content was broad based without attention to keywords nor were images optimized. The client was a new business determined to bring in high net worth buyers for large ticket sales. The business website was initiated in January, 2015.
Initial conversations revolved around long-term strategy and patience with the search optimization strategy.
Initial bounce rate for the site hovered around 72%, and 52% for the desired audience. Actation Now! created a business page on Google+, created social media accounts, and began writing weekly semantically optimized articles for the site, and daily postings to all social media sites (5 days/week). The Google business page linked to the website and all social media sites.
By the end of June, in 4 weeks time, the overall bounce rate was reduced to 52%, and the bounce rate for the target audience was 18%. In addition, target visitor time on the site increased from less than one minute to 6-8 minutes.
All website articles were relatively short in length 600-1000 words. They were not designed as slow read material as described by David Kutcher for Confluent Forms. Visitor time on site was a surprising result.
The client was pleased with the stunning results in a short period of time.
An integrated, comprehensive approach to content creation through semantically optimized content and can bring dramatic results from both search engine recognition and increased targeted visitor engagement.
More information about semantic writing is at Words for Sale. Create an enquiry for your business to add semantic writing to your website for visitor relevance and search optimization. Discover the power of intentional unification of theory and practice.