Looking for inspiration for my new article on QuestionPro about marketing semantics, I came across this gem “Words are really important. The future of Marketing is Semantics”. This title of an article on the site masterstation.net caught my attention because it brings together my two passions, writing and marketing, and affirms what I have always maintained, words are extremely important when it comes to marketing.
The semantics of marketing
Words are transforming marketing in every area. In the world of marketers, semantics is the key to understanding customers' interests and being able to offer them results that align with what they really need.
Now, what is semantics? It is the science of linguistics that studies the meaning of each word, phrase or sentence.
This rediscovery of the importance of words gave rise to “semantic marketing,” which is nothing more than identifying the right keywords and the true intention behind them, and applying this knowledge to marketing strategies .
An example of this can be seen in the keywords used in search engines, where semantics and context are closely linked, and are an extremely important part of digital marketing.
Words and semantics: the future of marketing
Marketing and everything that surrounds it is evolving by leaps and bounds. As technology advances and new tools are created that are capable of analyzing large volumes of data and online content, only words will make it possible to discover correlations and relationships between different searches, hence the success of semantic marketing.
You may be interested in learning more about sentiment analysis .
Signs that the future lies in marketing semantics
1.- Semantics is smarter
When the SEO boom began , search engine robots only used text and indexed the web for keywords. Now, searches can be performed using voice commands. Popular programs such as Siri or Cortana are commonly used by users when searching.
Here, natural language is used to achieve the result. These programs are able to understand and contextualize your search objective. They even make suggestions based on other searches. This is simply a semantic search that uses a wide variety of information about the user.
For example, if a user searches for “Italian food,” search engines will go to their location to provide context for that search: “Italian food in your city.” Semantic search goes further by looking at structured data about the content it finds, such as categories, tags, images, and more. It does this in order to better understand the results and provide quality information.
Adam Fridman, who founded creative branding agency Mabbly, says: “Not too long from now, we’re going to see a shift: sentiment and buyer intent analysis will replace predictions of these behaviours because we’ll be able to analyse them more easily.”
2.- Semantics is more social
Search engines don't just analyze large volumes of data to deliver relevant jordan phone number content, semantic search aims to deliver quality information. For example, when searching for “Italian food” Google's latest search algorithm, Hummingbird , details your location and offers results from social sites like Yelp, highly rated to help you find the best ranking for Italian food in your area. This leaves out a site's ranking, just because it is identified as “the best Italian food.”
3.- Semantics is simply better
Marketing semantics delivers better results for both marketers and customers. The benefits of this relationship include better alignment between search and results, improved user experience, and better insight into customers and trends.
Better relationships are also built when marketers understand what language customers are using, how they move, and what words they use. Studies show that using semantic tactics, as simple as adding structured data to your page, can result in 30% more clicks. All it takes is improving the customer experience , understanding what customers want, and targeting content to those needs.