“Investigate the Effect of Semantic Search on Search Engine Optimization” A dissertation submitted in partial fulfillment of the requirements for the degree of Bachelor of Science (Honours) in {Software Engineering} By Mahdi Mashrafi Cardiff Metropolitan University April 2017 Cardiff School of Management Department of Computing & Information Systems 1 Declaration I hereby declare that this dissertation entitled ‘Investigate the effect of Semantic Search on Search Engine Optimization’ Is entirely my own work, and it has never been submitted nor is it currently being submitted for any other degree. Supervisors Name: Imtiaz Khan Candidates Signature: ………………………………… Date: ……………………… 2 Abstract This Bachelor’s thesis aims to provide a sense of understanding on the influences semantic search has on the modern day search engine optimization techniques for a website. SEO is a key component for marketing especially in this digital world therefore businesses must understand the implications of semantic search to make the most out of the internet. A substantial part of this paper aims to discuss about the SEO strategies estimated to last a long time when attempting to gain a high ranking in search engines, in particular Google. Google currently has 77% share of the search engine market (Netmarketshare, 2017) so it was fair to justify the effects on SEO from the actions conducted by Google search engines. By reviewing the findings, it gives a good overall view on the future of SEO, why search engines heading towards semantics and the connections to SEO. Furthermore, the importance of SEO on businesses is outlined. Acknowledgement This dissertation was the biggest challenge for me in my academic years as a Cardiff Metropolitan University student. I would like to express my special thanks to Dr Imtiaz Khan my dissertation supervisor who has assisted me throughout the course of this process by offering valuable help. Secondly I would like to thank my family and friends who have supported me during this year, without them this would not be achievable. 3 Contents 1.1|Introduction ..................................................................................................................................... 4 1.2| Background Research ...................................................................................................................... 5 1.3| Purpose of Study ............................................................................................................................. 6 1.4| Literature Review ............................................................................................................................ 7 1.5| Search Engine Optimization (SEO) .............................................................................................. 7 1.6 | Google Search Engine Algorithms ............................................................................................ 10 1.7| Semantic Search ........................................................................................................................ 12 1.8| Future of SEO ............................................................................................................................ 14 1.9| Relation Between Semantic Search and Content Creation ....................................................... 17 2.0| Case Studies .............................................................................................................................. 18 2.1|Summary .................................................................................................................................... 24 2.2| Methodology ................................................................................................................................. 24 2.3|Introduction ............................................................................................................................... 24 2.4|Research Philosophy .................................................................................................................. 25 2.5| Methodology Summary ............................................................................................................. 27 2.6|Results ............................................................................................................................................ 27 2.7|Introduction ............................................................................................................................... 27 2.8| Comparative analysis of Case Studies ....................................................................................... 27 2.9|Discussion ....................................................................................................................................... 30 3.0|Findings Analysis ........................................................................................................................ 32 3.1|Findings Summary ...................................................................................................................... 33 3.2|Conclusion ...................................................................................................................................... 34 3.3|Review of Aims and Objectives .................................................................................................. 34 3.4|Reflection of Study ..................................................................................................................... 35 Reference Section ................................................................................................................................. 36 Appendix ............................................................................................................................................... 39 4 Table of Figures Figure 1 KEYWORD SEARCH .................................................................................................................... 9 Figure 2 SEARCH RESULT FOR KEYWORD "WEB DESIGN" ...................................................................... 9 Figure 3 SEMANTIC SEARCH EXAMPLE ................................................................................................. 14 Figure 4 ACTUAL VIEW OF SEMANTIC SEARCH ..................................................................................... 15 Figure 5 GRAPH COMPARING AMP AND MOBILE FRIENDLY WEBSITE CLICK THROUGH RATE ............ 16 Figure 6 EXAMPLE OF KNOWLEDGE PANEL .......................................................................................... 17 Figure 7 EXAMPLE OF ANSWER BOX ..................................................................................................... 17 Figure 8 LONG TAIL KEYWORD EXAMPLE 1 .......................................................................................... 19 Figure 9 CLICK THROUGH RATE GRAPH ................................................................................................ 19 Figure 10 CLICK THROUGH RATE GRAPH .............................................................................................. 20 Figure 11 SEO CAMPAIGN ..................................................................................................................... 21 Figure 12 KNOWLEDGE GRAPH ............................................................................................................. 22 Figure 13 COSMETICSURG PAGE ........................................................................................................... 23 Figure 14 KEYWORD CONVERSION ....................................................................................................... 29 Figure 15 HEADLINE PREFERENCE......................................................................................................... 29 Figure 16 COSMETICSURG KNOWLEDGE GRAPH .................................................................................. 31 Figure 17 COSMETICSURG RESULT ....................................................................................................... 33 1.1|Introduction Search Engine Optimization (SEO) is the process of increasing the number of users visiting a particular website by ensuring the website is optimized with various strategic methods in order to secure a high visibility in the list returned by a search engine however recently Semantic Web is becoming a big factor in the development of web, in this paper it aims to analyse Semantic Web, the effect it has on search engine optimization because a newer thus more technical approach may be on the rise due to the gradual progress of semantic search. The main principal of this research is to evaluate the possible changes semantic search brings to the search engine optimization strategies and whether businesses need to make significant changes to their online marketing tactics. Information related to the study will be discussed in this paper, delivering a general grasp of the subject in question and to understand why it may be a concern for organisations executing SEO as a part of their internet marketing strategy. The aims and objectives of this study which hopes to be achieved and answered are also detailed in this section. The next chapter will create a foundation for the study to work off. It will contain information about the past literature works associated with search engine optimization, the materials used mostly are journals, articles, and academic books. This section will aim to provide an insightful knowledge of SEO, how it began, the changes and