| Sumario: | Webmasters' traditional approach to search engine optimization was long based on matching query terms with word tokens. The result was a machine-oriented reflection of presumed relevance among retrieved items. Yet humans interpret content differently, focusing more on meaning than match, prompting programmers to focus on semantics, applied ontologies and predictive machine learning. Google Panda upended tradition with a focus on internal content quality and user engagement as well as the external influences of social media interaction, comments and reviews. Information architects can support a better search user experience through page layout, a flatter architecture, simpler site navigation and strong semantic connections between content and external authority resources.
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