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How do synonyms
in Google results affect your rankings?
Google has announced a major change in the way that they handle
search results by including synonyms for some words that may be
used in queries. How does this affect the position of your web pages
in Google's search results?
Why is it important that Google can deal with synonyms?
Google aims to display the best results for your search. For that
reason, it is important that Google's algorithm understands the
words that are used in the search query. An important part of understanding
the words is to understand synonyms.
Synonyms are words that can mean the same thing, for example "pictures"
and "photos". People searching for "sunset pictures"
are probably also interested in web pages that contain the words
"sunset photos".
A problem is that words that can have different meanings. For
example, the word "case" can mean "occurrence",
"instance" or "example". It can also mean "box"
or "container".
The word "guitar box" might be a synonym for "guitar
case" but "O.J. Simpson box" is not a synonym for
"O.J. Simpson case". Google's measurements show that synonyms
affect 70 percent of user searches across the more than 100 languages
Google supports.
What has changed?
According to the posting in Google's official blog, Google has
improved the way that they detect synonyms. For example, the algorithm
can now find 20 possible meanings of the search term "GM".
GM can mean General Motors, George Mason in [gm university], gamemaster
in [gm screen star wars], Gangadhar Meher in [gm college], general
manager in [nba gm] and even gunners mate in [navy gm], etc.
Google also made a change to how the synonyms are displayed. The
searched words and the synonyms are now displayed in bold in the
search results. Web pages that contain only synonyms of the searched
word can also be displayed in the search results.
Do you have to change your web pages?
If you optimized your website as explained in previous issues
of our newsletter and as explained in the IBP manual then you don't
have to change anything. Here's a reminder:
1. Think out of the box.
Don't just use the technical terms that you use in your company.
Think about the words that other people would use to describe your
product. For example, don't just use "rhinoplasty" but
also "nose job" and "nose surgery".
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