Every day businesses make investments in their company by spending money on their websites, their online marketing strategy, and search engine optimization. They read marketing journals and blogs, hire a consultant, or hire an entire firm to assist them - and the success rates aren't always so encouraging in terms of results. Now imagine you are a company that sells a commodity online, in direct competition with much larger competitors who benefit from scale and greater resources. How would you approach this investment?
Since the release of Google Hummingbird with its emphasis on "Semantic Search" and promise of "Rich Snippets" content developers have been trying to figure out the keys to marketing via this new indexing scheme. After months of review and analysis, some light is starting to be shed on how Google awards placement and result presentation enhancements under the new system. One good article on this was found on searchenginejournal.com - authored by Rich Benci and entitled Rich Snippets: The Now-You-See-Them-Now-You-Don’t Phenomenon. Mr. Benci doesn't dwell on the meaning of "semantic search" - so for those who are a bit behind the curve on this it is important to understand that semantic search focuses more on the meaning in the phrase being searched for and the content returned. The objective is to return more meaningful search results and reduce the time required to locate whatever the user is seeking. Examples - not just "plumbers" but "plumbers in Dodge City, Kansas" , not just "SEO Speakers" but "SEO Speakers at Omnidex in July, 2013" (See Mike Arnesen's article Structured Data & Semantic SEO – The New Frontier).