Alcaraz Rene

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The mere use of keywords has long been no longer enough for a successful SEO strategy, which is based on the meaning and added value that the text provides to the user.

As search engines advance, the content we publish on our sites also evolves. A more complex approach, beyond the simple use of keywords, requires more complex texts that are more relevant to both the user and the algorithms that massively comb through content and then place it in search results. The use of NLP (Natural Language Processing) algorithms allows search engines to extract meaning in a semantic way, similar to how humans understand it.

What is semantics?
The semantic approach, as in linguistics, stems from the study of meaning based on words, phrases, sentences, the relationships between them, and the structure of the text itself. The main guideline is the intention of the communicator, expressed through the text - this is often hidden in the whole and not in individual parts. For example, the sentence "I have problems with the cat" can be fresh mobile database understood in two ways, depending on the context in which it is uttered, while the code 01 100 1 001 will always be read in the same way by a computer.

Quality text is clear and easy to read, without ballast and fillers. This is where content marketing, which overlaps with sales, often gets stuck, because we want in-depth content even where there is none - not every topic is equally complex, quantum physics is very different from presenting a simple product.

We therefore sometimes compensate for the lack with text that contains the appropriate number of words, but does not say much. In fact, we are spitting into our own bowl, as increasingly powerful search engines recognize this more and more quickly and punish us with poor rankings. Even Google itself says in its instructions for successful content that it is better to remove everything that is not of high quality than to clog the page with poor content. One great piece of content that ranks highly will not outweigh five sub-average posts.

The problem often occurs in online stores that offer a large number of products, with descriptions that are not well thought out, as they correspond to purchasing and other parameters, but not to the user or search engines. This can only be solved by a detailed review of the products and a sensible arrangement into sales categories that are more user (and search engine) friendly.

So what do we need to pay attention to when it comes to semantic SEO strategy?
Text structure, i.e. how the content is arranged into chapters, paragraphs, etc.; polysemy (remember the cat!); web semantic entities (a computer-understandable set of information that defines the topic of the text); synonyms (different words with similar meanings); and the relationships between the terms themselves. The topics covered in the text are grouped into blocks of meaning after semantic analysis, which also affects the result of thematic authority.

And then comes in... generative artificial intelligence
The power of tools like Chat GPT and Bard is based on the remarkable progress of NLP algorithms , which are increasingly closer to recognizing meaning and not just raw numbers. Although the tool responds to us in the way we would talk to another person, for now it is a bare natural language generator, it does not really understand the meaning it creates - from the point of view of consciousness we are still at zeros and ones. However, because it also quickly learns the semantic aspects of the text, i.e. searching and composing textual thematic balls, it is able to present the information it finds on the web in an “original” and human-understandable way.

But extreme caution is needed here; the enthusiasm currently surrounding these tools is not justified from a linguistic perspective.

Why?

It is precisely the absence of real text understanding that prevents tools from creating semantically superior products, which search algorithms will easily recognize in the upcoming flood of generic content , quickly written with tools like Chat GPT.
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