1. Decoding Semantic Search: Beyond Keywords

For years, SEO revolved around keywords – identifying the right terms, strategically placing them in content, and hoping search engines would recognize relevance. However, search engine technology has advanced significantly. We’ve moved from simple keyword matching to semantic search, a process that aims to understand the meaning and context behind search queries, not just the words.

Semantic search leverages technologies like:

• Artificial Intelligence (AI): Powering algorithms to process and understand natural language.
• Natural Language Processing (NLP): Enabling computers to understand, interpret, and manipulate human language.
• Machine Learning (ML): Allowing search engines to learn from vast amounts of data and continuously improve their understanding of search queries and content.
• Knowledge Graphs: Databases of interconnected entities (people, places, things, concepts) and their relationships, helping search engines understand the world and context.

This shift is crucial for crafting effective SEO strategies. In the era of semantic search, simply targeting keywords is no longer sufficient. You need to focus on understanding the user’s intent behind those keywords and providing content that comprehensively addresses that intent. Think about what the user is really trying to find, not just the words they type.

Example:

Imagine a user searches for “best Italian restaurants near me.”

• Keyword-based search (old): Might prioritize pages that simply mention “Italian restaurants,” “best,” and geographical terms like “near me.”
• Semantic search (current and future): Understands the user’s intent is to find a highly-rated Italian restaurant in their current vicinity. It considers factors like:

  • Location: Utilizes GPS data or IP address to pinpoint the user’s location.
  • “Best”: Interprets this as a desire for highly-rated or top-reviewed restaurants.
  • “Italian Restaurants”: Understands the category and can differentiate between types of Italian cuisine (e.g., Neapolitan pizza vs. Tuscan pasta).
  • User History & Preferences: Might factor in the user’s past restaurant searches or dietary preferences if known.

Semantic search aims to provide results that are not just relevant in terms of keywords but are genuinely helpful and satisfying to the user’s underlying need.

Learn more about Semantic SEO.

2. User Intent: The Cornerstone of SEO Trends For 2025

In the shifting landscape of SEO trends for 2025, understanding user intent will become even more critical. Semantic search algorithms are designed to prioritize content that best satisfies the user’s underlying goal behind their search query. This means moving beyond simply targeting keywords and focusing on the ‘why’ behind the search.

User intent can be broadly categorized into four main types:

1. Informational Intent: The user is looking for information. They want to learn about a topic, answer a question, or understand something.

   • Example Queries: “What is semantic search?”, “SEO trends for 2025”, “How to bake a cake”, “History of the internet”.
   • Content Types: Blog posts, articles, guides, tutorials, definitions, FAQs, infographics.

2. Navigational Intent: The user wants to find a specific website or webpage. They already know where they want to go, or have a specific brand or resource in mind.

   • Example Queries: “YouTube”, “Facebook login”, “Rank Up Digital contact page”, “Amazon homepage”.
   • Content Types: Homepage, contact page, product page (brand related), dedicated landing pages.

3. Transactional Intent: The user wants to complete a transaction – buy something, sign up for a service, make a booking, download something. They are in a buying or conversion mindset.

   • Example Queries: “Buy SEO services”, “Discount laptops”, “Book flights to Sydney”, “Download Photoshop trial”, “Best online marketing courses”.
   • Content Types: Product pages, service pages, e-commerce category pages, landing pages with clear CTAs, pricing pages.

4. Commercial Investigation Intent: The user is researching before making a purchase decision. They are comparing products, reading reviews, looking for recommendations, and exploring options. This is a stage between informational and transactional intent.

   • Example Queries: “Best CRM software reviews”, “Compare iPhone 14 vs Samsung Galaxy S23”, “Top digital marketing agencies”, “SEO pricing guide 2025”, “Alternatives to Google Analytics”.
   • Content Types: Reviews, comparison articles, best-of lists, case studies, testimonials, product demos, expert opinions.

Actionable Insight: For effective SEO in 2025, you must map your target keywords to user intent. For each keyword you target, ask:

• What is the user really trying to achieve with this search?
• What type of content will best satisfy this intent?
• Is it informational, navigational, transactional, or commercial investigation?

Your content strategy and content formats should be driven by the dominant user intent for your target keywords. Tools like Ahrefs Keywords Explorer, SEMrush Keyword Magic Tool, and even Google Search Console can help you analyze keyword intent and performance.

3. Entity-Based SEO: Understanding Things, Not Just Strings

Semantic search engines are moving towards understanding the world in terms of “entities.” Entities are real-world objects, concepts, or things that can be uniquely identified and distinguished. This could be anything – a person (e.g., “Elon Musk”), a place (e.g., “Sydney Opera House”), a concept (e.g., “quantum physics”), or even an abstract idea (e.g., “digital marketing”).

Understanding and optimizing for entities is a critical aspect of SEO Trends For 2025. Instead of just seeing keywords as strings of text, search engines now leverage knowledge graphs to understand the relationships between entities and the broader context of a search query.

Key Aspects of Entity-Based SEO:

• Knowledge Graphs: Google’s Knowledge Graph (and similar databases from other search engines) are vast repositories of information about entities and their connections. They help search engines understand the meaning behind words.
• Entity Recognition and Disambiguation: Search engines can identify entities mentioned in text and distinguish between different entities with the same name (e.g., “Apple” the company vs. “apple” the fruit).
• Contextual Understanding: By recognizing entities, search engines can understand the context of content more deeply, leading to more accurate and relevant search results.

Implications for SEO:

• Beyond Keywords: Focus on building content around core entities related to your topic. For example, if writing about “digital marketing,” entities could include “SEO,” “Social Media Marketing,” “Content Marketing,” “Google Analytics,” etc.
• Entity Co-occurrence: Search engines look for related entities to understand the topical relevance of content. Ensure your content naturally mentions entities that are semantically connected to your main topic.
• Structured Data and Schema Markup: Use schema markup to explicitly tell search engines about the entities you are discussing on your page. This helps them understand the context and relationships more effectively. For example, using schema like `Person`, `Organization`, `Product`, `Event` etc.

Example:

If you are writing a blog post about “SEO Trends For 2025,” think about related entities you should include:

• Primary Entity: SEO Trends For 2025
• Related Entities: Semantic Search, Artificial Intelligence, Machine Learning, User Intent, Entity-Based SEO, Voice Search, Mobile-First Indexing, Core Web Vitals, E-A-T (Expertise, Authoritativeness, Trustworthiness), Structured Data, Content Marketing Strategies, Google Algorithm Updates.

By naturally incorporating these related entities into your content, you are signaling to search engines that your content is comprehensive, contextually relevant, and deeply understands the topic of “SEO Trends For 2025.”

Learn more about Entity Based SEO.

4. Crafting Content for Semantic Search: Quality, Depth, and User Experience

Content remains the cornerstone of SEO, but the rules of creating effective content are evolving in the age of semantic search. In the context of SEO Trends For 2025, content must be more than just keyword-rich; it needs to be semantically rich, user-centric, and deeply valuable.

Key Principles for Semantic SEO Content Creation:

1. Focus on Topical Authority: Aim to become a trusted and comprehensive resource on a specific topic or cluster of related topics. Create content that covers all facets of a subject, demonstrating deep expertise.
2. Long-Form, In-Depth Content: Semantic search algorithms often favor longer, more comprehensive content that thoroughly addresses user intent. Aim for depth and detail, providing complete answers.
3. Answer User Questions Directly: Anticipate the questions users might have related to your topic and answer them directly and clearly. Use question-based headings and FAQs to address common queries.
4. Structured and Well-Organized Content: Use headings, subheadings, bullet points, lists, and tables to structure your content logically and make it easy to read and scan. This aids both user readability and search engine understanding.
5. Multimedia and Rich Media: Incorporate images, videos, infographics, charts, and interactive elements to enhance user engagement and content comprehension. Visual and interactive content can often explain concepts more effectively than text alone.
6. Natural Language and Conversational Tone: Write in a natural, conversational tone, avoiding overly technical jargon where possible. Focus on clear and concise language that resonates with your target audience.
7. E-A-T (Expertise, Authoritativeness, Trustworthiness): Demonstrate your expertise in the topic, establish your authority as a credible source, and build trust with your audience. This is particularly crucial for “Your Money or Your Life” (YMYL) topics, but important across all niches. Google’s guidance on E-A-T.

Suggested Content Types for Semantic SEO:

• Pillar Pages and Topic Clusters: Create comprehensive pillar pages covering broad topics and link to supporting cluster content that delves into specific subtopics. This demonstrates topical authority and semantic relationships.
• “Ultimate Guides”: Develop in-depth, step-by-step guides on complex topics. These often perform well for informational intent queries.
• FAQ Pages and Dedicated Answer Sections: Create detailed FAQ pages or incorporate FAQ sections within your content to directly answer common questions.
• Glossaries and Dictionaries: For technical niches, create glossaries defining key terms and concepts. This can establish you as an authority and help users understand complex jargon.
• Original Research and Data-Driven Content: Conduct original research, surveys, or data analysis and present your findings in reports, infographics, and articles. Unique data adds credibility and value.
• Interactive Content: Quizzes, calculators, configurators, and other interactive tools can engage users, provide value, and improve dwell time and user experience metrics.

Explore semantic content marketing strategies.

5. Technical SEO in a Semantic World: Schema and Structure

While content is paramount, technical SEO remains a crucial foundation, especially within the framework of SEO Trends For 2025 and semantic search. Technical SEO for semantic search focuses on making it as easy as possible for search engines to understand the meaning, context, and structure of your website and content.

Key Technical SEO Elements for Semantic Search:

1. Structured Data and Schema Markup: Implementing schema markup is arguably the most important technical SEO tactic for semantic search. Schema markup is code (JSON-LD is recommended) that you add to your website to provide search engines with structured information about your content. It helps them understand the entities, relationships, and context on your pages.

   • Example Schemas: `Article`, `Product`, `FAQPage`, `HowTo`, `LocalBusiness`, `Organization`, `Person`, `Event`, `Recipe`, and many more.
   • Benefits: Enhanced search result snippets (rich snippets), better understanding of content by search engines, improved visibility for relevant queries.
   • Schema.org – Official Schema Markup Vocabulary.

2. Website Architecture and Internal Linking: A well-organized website architecture helps search engines crawl and understand your site structure and the relationships between different pages. Strong internal linking reinforces these relationships and distributes link equity throughout your site.

   • Semantic Siloing: Grouping content into topical silos and interlinking within those silos can further enhance semantic understanding.
   • Clear Navigation: Ensure a clear and intuitive website navigation (menus, breadcrumbs) so both users and search engines can easily find their way around.

3. Mobile-First Indexing and Website Speed: Google primarily uses the mobile version of websites for indexing and ranking. Ensure your website is mobile-friendly, loads quickly, and provides a seamless user experience on mobile devices. Page speed is a ranking factor and impacts user experience, both crucial for semantic SEO.
4. XML Sitemaps and Robots.txt: Submit an XML sitemap to search engines to help them discover and crawl all important pages on your site. Use robots.txt to guide search engine crawlers and prevent them from accessing unimportant or duplicate content.
5. Clean and Semantic HTML: Use semantic HTML5 tags (e.g., `
   
   `, `

   `, `

Example of Schema Markup in Action (FAQPage Schema):

            <script type="application/ld+json">

            {

              "@context": "https://schema.org",

              "@type": "FAQPage",

              "mainEntity": [{

                "@type": "Question",

                "name": "What is Semantic Search?",

                "acceptedAnswer": {

                  "@type": "Answer",

                  "text": "Semantic search is a search methodology that aims to understand the meaning and context of search queries, rather than just matching keywords."

                }

              }, {

                "@type": "Question",

                "name": "Why is Semantic Search important for SEO in 2025?",

                "acceptedAnswer": {

                  "@type": "Answer",

                  "text": "Semantic search is becoming increasingly important for SEO as search engines like Google are prioritizing user intent and providing more contextually relevant results.  Preparing for semantic search is a key SEO trend for 2025."

                }

              }]

            }

            </script>

            

This JSON-LD script, when implemented on a FAQ page, explicitly tells search engines that the page is an FAQ page and provides structured information about the questions and answers. This can lead to rich results in search, improving click-through rates.

6. Voice Search and Semantic Search: A Conversational Future

The rise of voice search is intrinsically linked to the development of semantic search. As users increasingly interact with search engines through voice assistants like Siri, Google Assistant, and Alexa, search queries are becoming more conversational and natural language-based. This has significant implications for SEO Trends For 2025.

The Connection Between Voice Search and Semantic Search:

• Natural Language Queries: Voice searches are typically phrased as complete questions or natural conversational phrases, not just keywords. Semantic search excels at understanding these nuanced, long-tail queries.
• Context and Intent are Paramount: Voice search relies even more heavily on context and user intent. Users often expect direct, concise answers spoken back to them. Semantic search algorithms are designed to deliver precisely this kind of relevant and direct information.
• Focus on Featured Snippets and Direct Answers: Voice assistants often read out featured snippets or direct answers from search results. Optimizing for featured snippets becomes even more crucial in the voice search landscape.
• Local Search Importance: Many voice searches are location-based (e.g., “Where is the nearest coffee shop?”, “What are the opening hours of the local library?”). Local SEO and semantic search are intertwined for voice optimization.

Optimizing for Voice Search in the Semantic Era:

• Target Long-Tail Keywords and Question Phrases: Focus on long-tail keywords that reflect conversational queries and questions users ask in voice search. Think “who, what, where, when, why, how” questions related to your niche.
• Create FAQ-Style Content: Develop FAQ pages and sections that directly answer common questions in a concise and conversational manner. This type of content is ideal for voice assistants to extract direct answers from.
• Optimize for Featured Snippets: Structure your content to increase your chances of earning featured snippets. This involves:

  • Answering questions directly and concisely early in your content.
  • Using clear headings (H2s, H3s) that are phrased as questions.
  • Providing answers in lists, tables, or short paragraphs.

• Local SEO Optimization: For businesses with a local presence, ensure your Google Business Profile is fully optimized, accurate, and up-to-date. Voice search heavily relies on local business listings for location-based queries.
• Website Speed and Mobile-Friendliness: Voice search often happens on mobile devices. A fast-loading, mobile-friendly website provides a better user experience for voice search users.

Example Voice Search Query and Semantic SEO Optimization:

Voice Search Query: “Hey Google, what are the best SEO tips for small businesses in Sydney?”

Semantic SEO Strategies to Target This Query:

• Content Topic: Create a blog post titled “Top SEO Tips for Small Businesses in Sydney in 2025.”
• Content Format: Use a listicle format with actionable tips.
• Target Keywords: Incorporate long-tail keywords like “SEO tips for small businesses,” “local SEO Sydney,” “voice search optimization for small business.”
• Location Focus: Clearly mention “Sydney” and “small businesses in Sydney” throughout the content.
• FAQ Section: Include a FAQ section addressing common questions small businesses in Sydney have about SEO.
• Structured Data: Consider using `ItemList` or `Article` schema to structure the list of tips and improve semantic understanding.
• Local SEO: Ensure your Google Business Profile is optimized for “SEO services Sydney” and related local keywords.

7. Measuring Success in Semantic SEO: Beyond Rankings

Measuring SEO success in the era of semantic search requires a shift in perspective. While traditional ranking metrics are still relevant, they don’t tell the whole story in the context of SEO Trends For 2025. Semantic SEO success should be evaluated by a broader set of metrics that reflect user engagement, intent fulfillment, and overall business impact.

Key Metrics for Semantic SEO Success:

1. Organic Traffic Growth: While rankings are less critical, overall organic traffic growth remains a fundamental metric. Track the trends in organic sessions and users over time.
2. Keyword Rankings (for a Broad Set of Keywords): Monitor rankings for a diverse set of relevant keywords, including long-tail keywords and question phrases. While ranking #1 for a single keyword might be less important, consistently ranking well for a cluster of related semantic keywords indicates strong topical relevance.
3. Click-Through Rate (CTR) from Search Results: Semantic search aims to deliver more relevant results, ideally leading to higher CTRs. Monitor CTR from search results in Google Search Console. Rich snippets and enhanced search listings from schema markup can significantly boost CTR.
4. User Engagement Metrics: Focus on user engagement metrics on your website:

   • Dwell Time (Time on Page): Indicate if users are finding your content valuable and spending time consuming it.
   • Pages per Session: Higher pages per session might suggest users are exploring your website and finding related content.
   • Bounce Rate: A high bounce rate could indicate that your content is not meeting user expectations or intent. Analyze bounce rates in conjunction with other metrics.
   • Scroll Depth: Track how far users scroll down your pages to gauge content engagement, especially for long-form content.

5. Conversions and Goal Completions: Ultimately, SEO success should tie back to business objectives. Track conversions (e.g., leads, sales, sign-ups) originating from organic search traffic. Set up goals in Google Analytics to measure specific user actions that contribute to your business goals.
6. Brand Mentions and Share of Voice: Monitor unlinked brand mentions and sentiment across the web. A strong brand presence and positive sentiment are indicators of topical authority and user trust, which semantic search algorithms value.
7. Featured Snippet Performance: Track how often your content appears in featured snippets for relevant queries. Featured snippets provide increased visibility and valuable organic traffic.

Tools for Measuring Semantic SEO:

• Google Analytics: Track organic traffic, user engagement metrics, conversions, and goal completions.
• Google Search Console: Monitor keyword rankings, CTR, search performance, and identify opportunities for improvement.
• SEO Tools (Ahrefs, SEMrush, Moz): These tools offer comprehensive keyword tracking, rank tracking, site audits, backlink analysis, and competitor analysis, helping you monitor various aspects of semantic SEO performance.
• Brand Monitoring Tools (Mention, Brand24): Track brand mentions, social media mentions, and sentiment to assess your online reputation and share of voice.

Shifting Mindset: Move beyond solely focusing on keyword rankings as the ultimate measure of success. Embrace a holistic view that encompasses user engagement, intent fulfillment, and how organic search contributes to overall business goals. Semantic SEO is about building valuable, user-centric experiences, and your metrics should reflect that.

8. Actionable Strategies: Preparing Your SEO for 2025

As we approach 2025, preparing for the rise of semantic search is no longer optional – it’s essential for sustained SEO success. Here are actionable strategies you can implement now to future-proof your SEO efforts and align with the evolving SEO Trends For 2025:

1. Deep Dive into User Intent:

   • Conduct thorough keyword research, but focus on understanding the user intent behind those keywords.
   • Categorize keywords by intent (informational, navigational, transactional, commercial investigation).
   • Analyze search results for your target keywords – what type of content is ranking? What questions are being answered?

2. Develop a Topical Authority Content Strategy:

   • Identify your core topics and create pillar pages to cover them comprehensively.
   • Develop supporting cluster content that delves into related subtopics.
   • Build a content calendar focused on creating high-quality, in-depth, and user-centric content around your chosen topics.

3. Embrace Entity-Based SEO:

   • Identify key entities related to your niche and target topics.
   • Naturally incorporate related entities into your content, demonstrating contextual understanding.
   • Use structured data and schema markup to explicitly tell search engines about the entities you are discussing.

4. Optimize for Voice Search:

   • Target long-tail keywords and question phrases related to voice search queries.
   • Create FAQ-style content and optimize for featured snippets.
   • Focus on local SEO if your business has a local presence.

5. Enhance Technical SEO Fundamentals:

   • Implement comprehensive schema markup across your website.
   • Optimize website architecture and internal linking for semantic understanding.
   • Ensure your website is mobile-friendly and fast-loading.
   • Maintain a clean and semantic HTML structure.

6. Focus on E-A-T:

   • Demonstrate expertise and authority in your niche through well-researched, high-quality content.
   • Build trust by providing accurate information, citing credible sources, and being transparent.
   • Showcase author bios and credentials to establish expertise.

7. Continuously Analyze and Adapt:

   • Track key semantic SEO metrics (organic traffic, user engagement, conversions, brand mentions).
   • Regularly analyze your SEO performance in Google Search Console and Google Analytics.
   • Stay updated on the latest SEO trends and algorithm updates.
   • Be prepared to adapt your strategies as search engine algorithms and user behavior evolve.

By proactively implementing these strategies, you can position your website and content for success in the semantic search era and capitalize on the SEO Trends For 2025, ensuring long-term online visibility and sustainable organic growth.

Usage Cases for Semantic Search in SEO

Understanding how semantic search is applied in practical SEO scenarios can further illuminate its importance. Here are some usage cases illustrating the impact of semantic search:

1. Improved Content Relevance Matching:

   Scenario: A user searches “recipes for gluten-free vegan chocolate cake.”

   Semantic Search Impact: Instead of simply looking for pages with keywords “gluten-free,” “vegan,” “chocolate cake,” semantic search understands the specific dietary restrictions and dessert preference. It prioritizes recipes explicitly labeled gluten-free and vegan chocolate cake recipes, providing highly relevant results. Keyword-based search might return pages loosely related to any of these terms individually.

2. Enhanced Featured Snippet Generation:

   Scenario: A user voice searches “What are the symptoms of flu?”

   Semantic Search Impact: Semantic search efficiently extracts concise and accurate answers from authoritative sources (like medical websites) and presents them as featured snippets. Voice assistants often read these snippets directly. This improves user experience by quickly providing answers and increases the visibility of websites that are structured for featured snippet optimization.

3. Contextual Understanding for Ambiguous Queries:

   Scenario: A user searches “Apple.”

   Semantic Search Impact: Semantic search uses context, user location, and past search history to disambiguate the intent. If the user is browsing tech news in Silicon Valley, the results are likely to be about Apple Inc. If searching from a recipe website, results might include apple recipes or information about apples as fruit. Keyword-based search would likely be overwhelmed and less accurate for such ambiguous, short-tail queries.

4. Effective E-commerce Product Search:

   Scenario: A user searches “comfortable running shoes for flat feet under $100.”

   Semantic Search Impact: Semantic search understands product attributes (“running shoes,” “comfortable”), specific needs (“flat feet”), and price range (“under $100”). E-commerce sites optimized for semantic search (using product schema, detailed descriptions with attributes) are more likely to surface relevant product pages, directly matching user needs and budget. Keyword-based search may require extensive filtering and might miss nuanced product features.

5. Local Business Discovery based on Intent:

   Scenario: A user searches “best coffee near me open late.”

   Semantic Search Impact: Semantic search considers location (“near me”), product/service (“coffee”), quality (“best”), and availability (“open late”). It identifies local coffee shops that actually match all criteria, including real-time operating hours. This surpasses simple keyword matching and leverages local business listings data for superior local search results.

Examples of Semantic SEO Content Formats

To effectively leverage semantic search, your content format should align with user intent and be optimized for semantic understanding. Here are examples of content formats that perform well in a semantic SEO landscape:

1. In-Depth Guides and Pillar Pages:

   Example Topic: “Complete Guide to Content Marketing in 2025”

   Format: Long-form, comprehensive pillar page covering all aspects of content marketing – strategy, types of content, tools, SEO, measurement, future trends. Use internal links to cluster content on specific content marketing subtopics. Structure with clear headings, subheadings, bullet points, and visual aids.

   Semantic Advantage: Establishes topical authority and provides deep, valuable information, satisfying informational intent for broad topics.

2. FAQ Pages and Answer Sections:

   Example Topic: “Frequently Asked Questions about SEO Trends For 2025”

   Format: Dedicated FAQ page or FAQ section within relevant articles addressing common questions related to “SEO Trends For 2025.” Use question-based headings, concise answers, and schema markup (`FAQPage` schema).

   Semantic Advantage: Directly answers user questions, optimized for voice search and featured snippets, ideal for capturing informational intent queries.

3. Comparison Articles and “Best Of” Lists:

   Example Topic: “Best SEO Tools for Keyword Research: A 2025 Comparison”

   Format: Detailed comparison article evaluating top SEO tools based on features, pricing, pros, cons. “Best of” list showcasing top-ranked tools and resources. Use tables for comparison, structured lists, and highlight key features. Target commercial investigation intent.

   Semantic Advantage: Addresses commercial investigation intent, helps users compare options, optimized for “best,” “compare,” “alternatives” type of queries. Schema markup for reviews and product listings can be beneficial.

4. How-To Guides and Tutorials:

   Example Topic: “How to Implement Schema Markup for Semantic SEO: Step-by-Step Guide”

   Format: Step-by-step tutorial with clear instructions, screenshots, and code examples explaining how to implement schema markup. Organize content with numbered lists and process-oriented headings. Use `HowTo` schema.

   Semantic Advantage: Addresses informational and “how-to” intent, provides practical, actionable information. `HowTo` schema enhances visibility for relevant “how-to” queries.

5. Glossaries and Dictionaries:

   Example Topic: “SEO Glossary: Key Terms You Need to Know in 2025”

   Format: Alphabetical list of key SEO terms with clear and concise definitions. Use semantic HTML tags like `

   `, `

   `, `

   ` to structure definitions. Link terms to relevant articles for deeper exploration.

   Semantic Advantage: Establishes authority in a niche, helps users understand complex jargon, optimized for informational queries seeking definitions. Schema markup for definitions can be used.