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Semantic Content is not creative, but its effective for SEO


Hi guys. And welcome to another edition of the Zupo SEO Talk and Tea. 

This conversation is about semantic content. It not being creative, but it's effective. The reason why this is important is because a lot of people ask for what our SEO recommended content that we should put on the site. And often the SEO recommended content is not very creative, but at the end of the day, it's very effective. So I want to kind of talk about that today. But before we begin, I want to introduce the tea we have today because this is Zupo SEO Talk and Tea. The tea we have is a Darjeeling Black Tea from BLK & Bold. Again, this is a gift from my housemate for the whole entire house, so we're enjoying it for our [inaudible 00:00:39] day. So let's go ahead, get brewing, and get talking.

So, semantic content. Semantic content... We have another video about what semantic content is. So if you need to kind of do a refresher, just go ahead and look that one up. And I'll... In that video, I explain what semantic content is. What I want to discuss more is how semantic content usually has the content recommendations that don't sound very sexy. So a good example is, if you wanted to... Let me use one I actually dealt with before. If you were a dentist, I would usually recommend you write a blog posts about, what is a dentist? What is an orthodontist? What is the difference between a dentist and orthodontist? What is a cavity? What do you expect in a check up?

These are topics that [inaudible 00:01:18] off the bat, they just sound so not creative. Like if you were a dentist who had gone through years of dental school, and then your marketing company, or SEO companies is telling you, "Hey, can you write a blog post about what is a dentist?" There's a little [inaudible 00:01:31] part of you that's like, "What? Why would I write that, right?"

But the reason being is that a lot of semantic content is just about understanding what your site is. Your website doesn't know that you went through years of dental school, and your website doesn't know who you are. [inaudible 00:01:43] your website. Google doesn't know who you are. So Google doesn't know that you went to school for years, it doesn't know your background. All it knows is you have this one website with a couple pages on it.

If you can add some semantic content on your website like, what is a dentist? What makes a dentist good? What's the difference between a dentist and an orthodontist? What's the difference between a dentist and a pediatric dentist? It will give Google a better understanding that you are a dental website and that you have enough content that kind of gives you a good library of content that separates you from other websites.

Because you have to think about it in this way. If you are a dental website and there's like five more in your city and the average dental site has like, five pages and the content on each page is like 500 words, but your website has like 200 pages worth of a lot of content on there. Let's say like a thousand words for each content. And they're also magically related. You will have a much more thorough library to start ranking in Google, right?

So, of course, Google and rankings are not all about content. It's about link building content, technical [inaudible 00:02:51], SEO. But again, where a lot of websites I feel fall short in things that they can directly control, is their content on their website. And I think where they fall short is that they try to be too creative with their content at times. They try to brainstorm on a whiteboard, what's a groundbreaking piece of content we could write that can go viral.

When it comes to SEO, engagement and exposure is good, but also, there is content to supplement your SEO in the sense that it just shores up what your site talks about. So there will be times when your content seems so basic, but that's okay because that basic content doesn't need to be read by too many people, but it's read by the crawlers of Google who can say, "Okay, this website wants to rank for this keyword." And they talk about all these relevant semantic related topics. We can have more confidence that that's what this site is actually about. And so when it comes to SEO rankings, it's not always about business consumers. There's a third layer to it. It's also business, to Google crawlers, to consumers.

So again, when you're doing semantic content, expect it to be not so creative. And that's okay. When you're thinking about, especially for SEO purposes, you're trying to shore up your portfolio of content. So Google has better confidence about what your website's about. And that's what semantic content really revolves around. And then after a while, once you kind of fill in those gaps, you can then start going to more creative ones. But what I always encourage with SEO, if creativity is causing procrastination, then it's okay to go for the basic content.

Creativity has nothing bad about it, but when you're letting it stop you from writing a piece for months, we need to start moving, right? So hopefully that will help you in understanding content, the content side of SEO. Semantic content is a big part of SEO nowadays, so it's important for businesses to understand that.

If you found that video valuable, please like and subscribe. I hope to see you guys again soon. Thanks everybody.

Jason Khoo

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.