As a G2Blog reader you know that having a blog on your event site is essential to building pre-event buzz. It is also critical for gaining and maintaining interest in your marketing agency. What you may not know (unless you live and breathe blogging) is how Google's newest algorithm for page ranking works.
Rank Brain is Google's algorithm that measures dwell time and click thru rate (CTR) of your content and ranks it accordingly. This new brain pretty much ignores a post engorged with basic keywords and instead looks for LSI keywords.
Latent Semantic Indexing (LSI) keywords are essentially keywords related to the keyword that you search for on search engines such as Google. In a nutshell, they are keywords that are semantically linked to your main keyword.
For some practical examples, try this generator here.
Semantics Beyond the Acronyms
Any blog post that deals with SEO inevitably delves into exotic acronyms. And if you are like us, you never want to be left out of the conversation. The key takeaway from this post , however, should be how well you understand semantics. While acronyms come and go, semantics are timeless.
Semantics are nothing more than the meaning behind your words and sentences - and the relationship between them. From an algorithmic perspective it's easy for a spyder (the thing that crawls your blog post to rank it) to spot fluff.
For example, while "Why Marcia Brady Hated Her Gym Teacher" might get people to click, the content that supports it is usually uncorroborated, and, as such, has little real value to the reader. On the other hand, a short post like the one you are reading now is both topical, meaningful, and easily corroborated by other trusted sources online.
And while you might not hear it from Google, as long as you write posts that are semantically "tight", you will increase your search engine results page (SERP) whether you use LSI keywords or not. It also helps (and is essential for Facebook posts) to add photos and videos to your posts and to occasionally write a really long post (2000+ words) to establish your authority.
After that, it's a no brainer. Till the next acronym hits.
In the end, we get it - semantics, semantics. To learn more about how to unleash the strategic value of your event itself, check out our free e-book that you can download by clicking on it's cover: