It Concerns Concerns of your Concern: Homonyms in SEO and SEM

Posted By: Netfe Shop Administrator In: Marketing On: Tuesday, December 5, 2017 Comment: 0 Hit: 283

Homonyms in SEO and SEM

One of the most frequent mistakes people make when creating SEO or SEM (Google AdWords etc.) campaigns is targeting keywords with two or more meanings. Such words are called homonyms.

Here, we will tell you how to avoid this mistake and how Search Engines understand the correct meaning of your keywords.

Even we have problems with them; nobody is able to think of all possible meanings of keywords that they want to rank for. Putting the word “concern” meaning “trust” to one of your Google AdWords campaigns may lead to your site people with anxiety in form of different “concerns”, or people needing consultants for their enterprise and searching for “business consultant for my concern”.

How to make it clear what meaning the homonym keyword has in each particular case?

Fortunately, it is not only our “concern”; search engines also try to resolve it for a long time. Here is how they do it (still, you need to help them, find out how in the end).

How do Search Engines Understand the Correct Meaning of your Keyword

So, SEO used to be about density of one particular keyword that you want to rank high for, but those times have passed long ago. Now, it is often the case that the text contains the target keyword just once or doesn’t contain at all.

So, how does Google understand, what the text is about?

Here, the LSI (Latent Semantic Indexing) comes into play. It is the term meaning a group of semantically related keywords. They form a semantic base that is used by search engines to understand the whole topic of the text.

There are also words that Google regards as synonyms, while we may not, that rank high for the same keywords, although being spelled differently. It is especially the case in popular (online) languages and popular (online) topics.

For example, in travel industry “things to do”, “attractions” and “sightseeing” have almost the same meaning for Google. So, you might name your article “Things to do in Zurich”, and rank on the first position for the search term “attractions in Zurich”

So, that is how Search Engines understand the meaning of your text and particular keywords in SEO, but you need to help them (and yourself), especially in case of search engine marketing. Here is how.

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