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Definition of semantic analysis
Semantic analysis is the first step in an SEO strategy. It makes it possible to determine the keywords, queries, and search intentions around a theme, to be used in web content. In the form of an Excel list, it contains all the queries sought by Internet users, with the search volume, the competition index, and the current position.
SEO impact of semantic analysis
To attract traffic to a site, it is necessary to rely on an inbound marketing strategy. But beware, writing texts and blog posts by repeating a keyword is no longer enough to become visible.
With the emergence of voice search, users have new search habits. Their queries become longer and more accurate, pushing them to move towards conversational search. It is, therefore, necessary to write content with high added value, and this, by drawing on the lexical field that relates to the main keyword. This not only helps Google and other search engines to better understand the content but also to satisfy the visitor.
Content with a real semantic richness is much more efficient and allows you to better position yourself in the search results (SERP). A semantic analysis, therefore, makes it possible to strengthen natural referencing by finding main and secondary keywords that enrich the content. If this strategy is frequently used by an SEO agency, it is quite possible to adopt it yourself.
Doing a semantic analysis makes it possible to precisely define the expressions, words, and terms used by Internet users on search engines. This is the concept of research intent, which is fundamental. When a user types a query, they expect in return to receive a relevant result, responding to their request. Search engines like Google will no longer rely on the primary meaning of the keyword but will determine the meaning behind the query to provide a precise answer to the user. By determining the search intent behind each search, it is easier to produce relevant content and thus creates pages that will reach the podium of the SERPs.
Depending on the user's purchasing behavior, there are four search intentions:
- Commercial: the user is looking for information about a targeted product or service. In general, he is looking for opinions or comparisons. Typical searches are for example: "best SEO agency Nice" or "which is the best smartphone 2022".
- Transactional: the user has the firm intention to proceed to the act of purchase, so it is necessary to place keywords that convert. The content-type corresponds to the product or service pages. Keeping the examples, it can be "PRICE SEO service" or "buy a cheap smartphone".
- Informational: the visitor is looking for information, he wants to learn something. The content he prefers is therefore blog articles, guides, or tutorials. He formulates his request in the form of a question "how to become visible on Google?" or "reset his smartphone".
- Navigational: the user searches for a particular site, but does not know its exact URL. It is sent to the home or category page. Often, the brand name is included. For example: "HubSpot CRM".
How to do a semantic analysis?
Determine relevant semantic keywords
The first step in a semantic analysis is to establish a list of expressions that represent the potential for the positioning of the site.
For this, it is necessary to define the terms used by Internet users. Tools like Google Keyword Planner, Yooda, Ahrefs, or Semrush give valuable information about monthly search volumes.
It should not be forgotten that the objective is to answer a question from the audience. It is therefore necessary to succeed in finding one's concerns. It is possible to use free tools such as Ubersuggest or AnswerThePublic, to complete the starting list. At this stage, it is also necessary to define the user's search intentions.
Looking at the competition is also interesting to extract keywords and the lexical field referring to the desired theme.
And finally, it's important to work on long-tail keywords, as these are less competitive but more relevant. They, therefore, offer more chances to come out in the SERPs and bring back qualified traffic.
Write content that responds to the problems of the target
In web writing, the important thing is to create content with high added value, which interests users and provides an answer to their questions. Keyword stuffing is over, texts must now be rich in vocabulary.
This requires extending the semantic field around the main keyword, using synonyms to avoid repetition, and developing long-tail expressions.
The more content is enriched at the semantic level, the better it will be able to position itself in the SERPs.
Prioritize a silo structure and internal mesh
Building a silo architecture reinforces the themes within the site. The content of the daughter pages will be used to send traffic to the parent page. These pages will therefore have a complementary semantic consistency. They will form what is called a semantic cocoon.
The silo structure organizes on-site content, in order to link the pages together and help the user to better find himself on the site.
3 Best SEO Semantic Analysis Tools
This tool makes it possible to reinforce the optimization of the contents to achieve better positions in the search engines. It mainly focuses on Google and Bing. It allows you to add or remove keywords according to their level of relevance and offers a rich lexical field depending on the query.
Cotech Agency is an editorial assistance tool that meets the expectations of search engines, available from 60 $ excluding tax per month.
This tool makes it possible to conduct an effective semantic study to optimize its contents. From a keyword, SEO Quantum establishes semantic reports to help with the production of content. It provides information on the habits of Internet users to define the search intent and offers a semantic universe so as not to forget any important word. It also suggests semantic cocoon trees and analyzes the semantics of competitors.
It is available in several languages and from 89 $ per month.
YourTextGuru offers many features to generate keywords. Its semantic analysis algorithm makes it possible to optimize written content. It proposes ideas for topics, analyzes the competition, and makes it possible to identify the missing expressions in the texts.
This tool, available in 12 languages, is popular with web writers and content creators. Its subscription starts at 90 $ per month.