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The semantic search Google journey to the intentional search

The search engine applies a layer of artificial intelligence to their algorithms to create supersinonimos, which would affect 30% of the annual searches.

Google is now 20 years old and still decrease their pace of innovation. The Mountain View giant lives obsessed with maintaining maximum quality of its search service, not only for the obvious economic benefit that report you its advertising systems, but also by its eagerness to maintain and increase market share: cmore uanta is the quality of the results that are returned to searches, better will be the user experience and, therefore, they will have greater loyalty from other search engines index.

Is in this line that has worked over the last 10 years, in a particularly intense way, with the successive updates to their search algorithm (Panda, Penguin, Hummingbird, Pigeon, Phantom, etc.). In all cases, the objectives were, on the one hand, driving out of the SERP)search engine result pages) the least relevant results, deceptive or artificially positioned)black hat SEO)... and on the other hand, treat of better understand what they are looking for the user.

The intentional Search semantic search

Danny Sullivan, head of communications for Google search, through a thread of conversation on Twitter, addressed the problem of synonyms in the search engines and how Google already them is partnering from the intention to search and not only from its semantics. Such information reflects what can be known as an evolution of the semantic search (what brought Hummingbird in 2013) the intentional search (2018), which is a great leap in value for money, thanks to the application of the principles of analysis of natural language.

The importance of understanding synonyms

This thread of Twitter is fundamental to understanding where we go in the area of SEO, the popular discipline of search engine marketing. In his second TweetSullivan commented how much important is to understand synonyms for Google algorithms:

This is a look back at a big change in search but which continues to be important: understanding synonyms. How people search is often different from information that people write about solutions.

And is that, finally and after, synonyms are not that? From the point of view of a linguist, a synonym or synonymous expression is not but a term belonging to the same Communicative intention.

According to information shared by Sullivan, for Google synonyms are not synonyms for its semantics, but correspond to the same intention of search. This change in approach is determined by the business strategy of the own Google, based on the premise of creating a flawless user experience. The most difficult of the entire process is in the capacity to quickly and accurately process details that the technology giant stores daily.

Hummingbird... do over a layer of IA?

In the third Tweet thread, Sullivan says that they have a layer of artificial intelligence (AI) to what would become the Hummingbird (2013) update overlay:

Last few months, Google has been using neural matching,-AI method to better connect words to concepts. Super synonyms, in a way, and impacting 30% of queries. Don't know what "soap opera effect" is to search for it? We can better figure it out.

This new layer of IA is dealing with grouping synonyms for intentions of search to build "supersinonimos". It is obvious that artificial intelligence each day gains more weight in assets of large technological and, of course, also in the composition of the Google algorithm.

The change is not at all trivial, while it will affect 30% of the current searches in Google, a huge amount of traffic that increasingly the big players SEO is possibly addressed in each sector. Cannot be excluded that this movement causes also some "cleaning" of low quality results in the SERP.

And what about the searches by voice?

The large number of combinations of searches by voice from these methods will be associated for intentions of search in supersinonimos, thus solving the problems in the quality of the SERP that may result in that paradigm shift that will search written)search typed) to search by voice)voice search).

It is a strategy totally user centric that denotes an ongoing obsession for the quality of its search engine and, of course, also has implications in payment results.

PPC and exact match

September 6, 2018, the US company published an update on its algorithm for Ads in virtue of which were included in certain exact concordance campaigns keywords that basically have the same intention of search to the keyword accurate. More spending advertising, in Exchange for a higher conversion rate, according to the own company:

Variations in terms of exact match will begin to include slight variations that have the same meaning as your keywords. According to the first tests performed, the advertisers who mainly use exact match keywords obtained one average of 3% more conversions and clicks, coming mostly from queries that fail is currently.

Google has given many steps towards its goal of improving the quality of search results. And in that mission has begun to use new "technological weapons", such as Artificial Intelligence, which allow you to tackle more ambitious challenges and process its big data in order to place them at the service of its growth strategy.

In this scenario it is clear that the hacks and dubious techniques increasingly will have less place and raison d ' être, forcing the market to digital activities pursue the quality, the good user experience and brand visibility.


Author: Francisco Marra, SEO specialist


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