12 février 2023

SEO and SEA: How to Create Synergy?

How are emerging trends such as voice search and semantic web influencing SEO and SEA?

Voice search and the semantic web are two emerging trends that are significantly impacting the landscape of online search engine optimization (SEO) and search engine advertising (SEA). These trends are changing how users interact with search engines and thus influencing how businesses must approach SEO and SEA.

Voice search, in particular, is becoming increasingly popular thanks to technologies such as voice assistants like Siri, Google Assistant, and Amazon Alexa. With voice search, users ask questions to their device rather than typing keywords into a search bar. This means that businesses need to adapt their SEO strategy to address the more conversational and natural search queries of users.

For SEO, this means optimizing website content to answer frequently asked questions and longer search queries. This may involve creating content in the form of FAQs, practical guides, and direct answers to user questions. Additionally, businesses need to ensure that their site is well-structured and easily navigable, as voice search tends to favor sites that offer an optimal user experience.

Regarding SEA, voice search also presents opportunities and challenges. Voice ads are becoming more common on voice assistants, providing businesses with the opportunity to target users who perform voice searches with relevant ads. However, competition for voice keywords can be intense, and businesses need to ensure they target the right keywords and create ads that address the specific needs of voice search users.

As for the semantic web, this trend aims to make online content more understandable for machines using metadata and semantic tags. For SEO, this means structuring website content in a way that is easily understandable by search engines and can be contextually presented in search results. This may involve using structured data tags, schemas, and other markup techniques to help search engines understand the content of the site.

Regarding SEA, the semantic web can also play a significant role in helping businesses target users with more relevant and contextual ads. By using semantic data to understand user intentions, businesses can create ads that directly address the needs and interests of users, which can increase click-through rates and conversions.

In conclusion, voice search and the semantic web are two emerging trends that are significantly impacting SEO and SEA. By adapting their SEO strategy to address these trends, businesses can improve their online visibility, attract more qualified traffic, and increase conversions.