Semantic Web And Web Marketing, third generation web, web 3.0. That the World Wide Web has evolved in dynamism, interactivity, and intelligence is undisputed, whatever the name by which we want to define it.
The term “semantic” refers to understanding and meaning, which is exactly what the semantic web implies: focusing more on the meaning of information than on how numbers and words are structured.
The focus shifts from the form to the meaning of the words people use online when looking for information.
What search engines do today is to find out what the user is looking for based on all the data stored, “intelligently” connected, and organized. An evolution that goes hand in hand with current web marketing strategies, which, before launching any product or online ad, analyze the respective target personas to grasp their needs, habits, and propensities.
Semantic web and web marketing (3.0): what to aim for?
In such an evolved and “intelligent” web context, the digital approach of companies cannot fail to innovate to grasp its new potential. All web marketing actions must start from an analysis of all the new and unpublished information on (potential) customers and on the market to plan their activities and adapt them to the different needs of the different personas to be reached.
The key? Web marketing strategies that provide personalized content based on interests, themes, and topics
The rules of communication have changed (and increased). Even those of Google in indexing websites. For this reason, online companies must invest in multimedia and multidevice optics in new channels. SEO, blogging, content marketing, email marketing, and so on. With the right resources and professionals, all those channels in which to place valuable content that satisfies both users (and potential customers) and Google.
Yes, because now these two target categories are more essential than ever to each other.
The target? Said both from a user and search engine perspective: be relevant.
The key? Web marketing strategies that provide personalized content based on interests, themes, and topics.
The value of a valuable content
While a good SEO skeleton, with a nice mobile-friendly label, can make a website, a company blog, or a product page shine in the eyes of Google or another search engine, on the other hand, they must be there. Internal content of value for the user who will visit it. The content is fundamental, from the technical time spent on the page to the “human” user perception of that product/service/brand and consequent reputation. Crucial.
In short, far from the days when search engines rewarded those who knew (only) the tricks of the trade, today, they want to offer the best user experience.
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