Search by the same keywords can be social, product, by images, audio, video, etc. To understand what the user is interested in, Google began to implement semantic search. It is designed to connect and organize the gigantic array of information accumulated on the Internet.
The basis for semantic search was laid by Facebook, and later Google borrowed it, developing the "Knowledge Graph", in which each object is surrounded by information and is interconnected with other objects.
For the principle to work effectively, webmasters need to structure all the data contained on their sites using micro-markup. It helps the search engine recognize the content and rank it in the search results. Microformats are actively supported by search engines, because thanks to them, algorithms accurately determine the type of content, its content.
For Yandex, the keywords themselves are important, first of all. Google is more focused on the context of the request and the relevance of the result. We can say that the concept of search engines is changing — they strive not only to provide answers, but to satisfy users' requests as much as possible and speed up the process by providing many opportunities, including making purchases directly from search results.
The Kolibri algorithm changes the very concept of an index. Now it includes not individual sites and pages, but arrays of objectively existing data. The user becomes an important element of the search engine, which analyzes his behavior and tries to understand his needs. In connection with this, the authority of the factor is an important for promotion and identification of quality pages.
Voice search, search visualization, when queries are constructed more naturally, lemmatization (converting word formation to dictionary formation) play a large role. People are not looking for separate products and documents, but want specific and complete answers to information queries. To form them, Google uses Freebase and Wikipedia. Optimization for the "Knowledge Network" is a separate vector of work for SEO specialists. The most important tool in this work is internal cross-linking, i.e. placing links leading to related pages on the same resource. From the point of view of promotion, this allows you to increase the depth of viewing the site, keeping the visitor on it.
In addition, when creating content, you should take into account the peculiarities of oral speech, in particular, use from 50 to 60 characters in the title tag. This is especially important for optimization for mobile devices for accessing the Internet. It is their owners who most often use voice search. Queries are built completely differently. For example, the queries of a person who decided to go to the cinema this evening would look like “movie listings” in the line, but with voice search the question will become much more specific and longer: What to go to the cinema to see today?
What should an SEO specialist do? Transfer information about the content of images to Google using markup or EXIF files, create extended snippets, expand the semantic core, earn positive organic reviews.