The Internet has evolved a lot since its inception. New technologies like Artificial Intelligence and Machine Learning have increased the capabilities of search engines in an unprecedented way.
NLP (Natural Language Processing) is one of the linguistic capabilities of AI by which AI can identify letters and words. Other linguistic abilities are NLU (Natural Language Extraction), which summarizes a long text into a paragraph. The third capability is NLG(Natural Language Generation) that converts data into a natural language. These are potent techniques that can be used by SEOs. Here are a few strategies that you, as an SEO expert, can use to improve your website’s or your client’s reach and ranking
- Content Recommendation:
By machine learning, you can classify users, and the time they spend on your site. This can help you predict what the user will do next. Accordingly, content that is most likely to be clicked can be recommended to the visitor.
The site description is in the meta tags of the HTML stored as metadata in the form of JSON-LD or RDF, which can be easily read by machines. This gives them the capabilities to recommend content.
Dwell time, often used by SEOs, is the amount of time a user spends on the website before proceeding to the next one. With good content recommendations, dwell time can be significantly improved.
- Automatic Data Markup:
Google uses structured data to understand the contents of a webpage. This helps Google to index the page. When designing a webpage, in the meta tags in the header of HTML, you define fields like name, type and context. These identifiers describe the content and help a search engine understand the contents of the page.
By using NLP, you can automatically get the best meta tags for your website. This way, you don’t miss out on any identifiers that can potentially keep you from getting ranked higher. There are many cases where structured data improved organic web traffic significantly.
- Topic Targeting:
There has been a shift from targeting specific keywords to topic clusters. This is because search engines are increasingly becoming smarter to understand the context of the search query.
Disambiguation arises when two words with the same spelling have different meanings in different contexts. Many SEO agencies are already targeting clusters instead of specific keywords.
With word-vectors, it is possible to map user behaviour to the search queries. This way, you can build context around the keywords.
- SERP Analysis:
SERP is the best way for keyword research. It helps you evaluate your options whether to bid for a keyword or how to rank higher for a keyword. When you start researching many keywords, it becomes difficult to keep track of all your competitors.
Using NLP, you can find what keywords are driving the organic traffic so that you can focus on then to rank higher.
As there will be more advancements, SEOs will depend more and more on NLP for their mechanical work so that they can focus on the creative part of the work.
