Hijacking Semantics for Search Engine Optimization
May 26, 2015
I am just too old and cranky to get with the search engine optimization program. If a person cannot find your content, too bad. SEO has caused some of the erosion of relevance across public Web search engines.
The reason is that pages with lousy content are marketed as having other, more valuable content. The result is queries like this:
I want information about methods of digital reasoning. What I get is a company profile.
How do I get information for my specific requirement? I have to know how to work around the problems SEO puts in my face every day, over and over again.
This query works on Bing, Google, and Yandex: artificial intelligence decision procedures.
The results do not point to a small company in Tennessee, but to substantive documents from which other, pointed queries can be launched for individuals, industry associations, and methods.
When I read “Semantic Search Strategies That Work,” I became agitated. The notion of “forgetting about content” and “focusing on quality” miss the mark. Telling me to “spend time on engagement” are a collection of unrelated assertions.
The goal of semantics for SEO is to generate traffic. The search systems suck in shaped content and persist in directing people to topics that may have little or nothing to do with the information a person needs to solve his or her problem.
In short, the bastardization of semantics in the name of SEO is ensuring that some users will define the world from the point of view of marketing, not objective information.
What’s the fix?
Here’s the shocker: There is no fix. As individuals abrogate their responsibility to demand high value, on point results, schlock becomes the order of the day.
So much for clear thinking. Semantic strategies that erode relevance do not “work” from my point of view. This type of semantics thickens the cloud of unknowning.
Stephen E Arnold, May 26, 2015
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