How NLP and AI are revolutionizing Search engine marketing-friendly content material [Five tools to help you]
30 second summary:
- Natural language processing (NLP) is a factor that you need to consider when doing search engine optimization on your website.
- If your content is optimized for NLP, you can expect it to climb to the top of the search rankings and stay there for some time.
- As AI and NLP evolve, machines may also do a lot of other SEO-related work, such as: B. inserting H1 and image alt tags in HTML code, creating backlinks via guest posts and reaching e-mails with other AI-based content editors.
- It seems far-fetched right now, but it's exciting to see how SEO, NLP, and AI will play out together.
- May Habib, Co-Founder and CEO of Writer.com, has an in-depth discussion on SEO content and shares top tools to help you create content.
Modern websites are delivered with algorithms that determine the content they display in search results for certain keywords. These algorithms are getting smarter every day, thanks to a technology called machine learning, also known as artificial intelligence (AI).
If you want your website to rank in search results, you need to know how these algorithms work. They change frequently. So if you continually revise your SEO to reflect these changes, you are in a good position to dominate the rankings.
Natural language processing (NLP) is a factor that you need to consider when doing search engine optimization on your website. If your content is optimized for NLP, you can expect it to climb to the top of the search rankings and stay there for some time.
The evolving role of NLP and AI in content creation and search engine optimization
Before we can understand how NLP and AI have increased their impact on content creation and SEO processes, we need to understand what NLP is and how it works. NLP has three main roles: recognizing text, understanding text, and generating text.
- Recognition: Computers only think in numbers, not in text. This means that any NLP solution must convert text to numbers in order for computers to understand it.
- Basics: Once the text has been converted to numbers, algorithms can perform statistical analysis to identify the words or topics that come together most often.
- Generation: The NLP engine can use its results to ask questions or suggest topics for an author to create content on. Some of the more advanced machines are already starting to gather content information.
With the help of NLP and Artificial Intelligence (AI), authors should soon be able to generate content in less time, as all they have to do is put together keywords and key ideas and then let the machine do the rest. Although an AI is way smarter than the proverbial thousand monkeys that mess around on a thousand typewriters, it will be some time before we see AI and NLP generated content that is actually readable.
As AI and NLP evolve, we may also see machines doing a lot of other SEO-related work, such as: B. pasting H1 and image alt tags in HTML code to create backlinks over Guest Postsand email contact with other AI-powered content editors. It seems far-fetched right now, but it's exciting to see how SEO, NLP, and AI will play out together.
Important implications of the Google BERT update
In late 2019, Google announced the launch of its Bidirectional encoder representations of transformers (BERT) Algorithm. BERT helps computers understand human language using a method that mimics the processing of human language.
According to GoogleThe BERT algorithm understands contexts and nuances of words in search strings and maps those searches to results that are closer to the user's intent. Google uses BERT to generate the featured snippets for practically all relevant searches.
An example that Google gave was the search query "2019 Brazil travelers to USA need a visa". The old algorithm would return search results for US citizens planning to travel to Brazil. BERT, on the other hand, provides results for Brazilian citizens traveling to the US. The main difference between the two algorithms is that BERT recognizes the nuance the word “to” adds to the search term, which the old algorithm couldn't capture.
Rather than looking at individual keywords, BERT looks at the search string as a whole, making user intent more perceptible than ever. Users become more specific with the questions they ask and ask more new questions. BERT breaks down these questions and generates search results that are more relevant to users.
This is great news for search engine users, but what does it mean for SEO practitioners? While longstanding SEO principles aren't exactly thrown out the window, you may need to make adjustments to accommodate the intricacies of the new algorithm and create more content with long-tail keywords (longer and more specific). Let's move on to the next section to learn more about creating BERT-optimized content.
Developing SEO-friendly content for improved Google
When doing SEO on our content we need to consider Google's intentions to introduce BERT and give NLP a bigger role in determining search rankings. Google uses previous search results for the same keywords to improve results. However, according to the company, 15% of all searches are used for the first time. This implies that Google needs to decipher these new questions by reconstructing them the way it understands.
With this in mind, your SEO should consider the following criteria:
Core understanding of search intent
While keywords still play an important role in Google search, BERT also pays close attention to the user's intent, which only means a user's desired end goal for performing a search. We can divide user intent into four categories:
- Navigation: The user switches to Google to get to a specific website. Instead of using the address bar, they do a Google search and then click the website link that appears in the search results. These users may know where they are going but have forgotten the exact URL for the page.
- Information: The user has a specific question or simply wants to learn more about a topic. This is about getting better informed or getting the correct answer to your question.
- Commercial: The user may not know what they want right now, so they are just looking for options. You may or may not make a purchase right away.
- Transaction: The user is ready and willing to make a purchase and uses Google to find the exact product they want.
In contrast to old search algorithms, the new Google algorithm captures user intent better because it takes into account the entire context of the search terms, including prepositions like "from", "in", "for" and "to" or interrogative words like "when", "where", "what", "why" and "how". Your SEO strategy should produce content that:
- Answers a user's question or immediately addresses a need
- Offers the reader added value
- Is comprehensive and focused
You may need to do more research on website rankings for your keyword and find out what type of content is among the top results. It's also a good idea to check out the searches Google suggested at the bottom of the results page. These will give you a better idea of user intent and help you develop an SEO strategy that will meet those needs.
Term frequency-inverse document frequency
You may never have heard of the term "conceptual inverse document frequency" (TF-IDF), but you'll learn more about it now as Google begins to identify relevant search results. TF-IDF increases with the frequency of a search term in a document, but decreases with the number of documents that also contain it. This means that very common words like articles and questioning words have a very low rank.
TF-IDF is calculated by multiplying the following metrics:
- Term frequency: This can either be a raw number of instances of a keyword, the raw number adapted to the length of the document, or the raw frequency of the most frequently used word.
- Inverse Document Frequency: This can be calculated by dividing the total number of documents by the number of documents with the keyword and then retrieving it algorithm. If the word occurs very frequently in different documents, the TF-IDF approaches 0. Otherwise, it will move closer to 1.
If we multiply the above metrics, we get the TF-IDF score of a keyword in a document. The higher the TF-IDF score, the more relevant the keyword is to that particular page. As an end user, you can use TF-IDF to extract the most relevant keywords for a piece of content.
Google also uses TF-IDF scores in its NLP engine. Because the metric measures the relevance of a keyword to the rest of the document, it is more reliable than simple word count and helps the search engine avoid irrelevant or spammy results.
Consumer opinions about brands can be found all over the internet. If you can find a way to aggregate and analyze those feelings about your brand, you will have some great data on hand about general feelings about your company.
This process is known as sentiment analysis, and it uses AI to help you understand the emotional tone of the things your customers are saying about you. It includes three main activities:
- Know where your customers are saying their thoughts on your brand, including social media, review sites like Yelp or Better Business Bureau, forums, feedback left on your website, and reviews on ecommerce sites like Amazon.
- Using AI and NLP to pull data from these websites in bulk instead of collecting a random sample consisting of just a few comments from each platform. This gives you a clearer overall picture of customer sentiment.
- Analyze data and assign positive or negative values to customer sentiments based on tone and choice of words.
Developing an SEO strategy that values customer sentiment fixes common complaints and weaknesses. We have found that addressing issues directly, rather than bypassing or denying them, increases a brand's credibility and improves its image with consumers.
Salience and Category
If you want to better understand how natural language processing works, you should first familiarize yourself with the concept of salience.
In short, Salience is about measuring how much of a piece of content has to do with a particular subject or entity. Entities are things, people, places, or concepts that can be represented by nouns or names. Google measures importance when trying to establish relationships between the various entities present in an article. Imagine Google asking what the page is about and whether it is a good source of information on a particular search term.
Let's use a real-life example. Imagine doing a Google search to learn more about how to create great Instagram content over the holidays. You click on an article that claims to be a guide on how to do this, but you soon find that the article has a short paragraph on the subject and ten paragraphs on new Instagram features.
While the article itself mentions both Instagram and the holidays, it is not very relevant to the purpose of Searching to learn how to document the holidays on Instagram. These are the types of search results that Google wanted to avoid when it launched BERT. Rather than trying to play the system to get your content to the top of search results, you need to consider importance when creating your online content.
Five tools to help you develop SEO-friendly content
Given the changes Google has made to its search algorithm, how can you make sure your content stays SEO friendly? We've rounded up six of the most useful tools you can use to create high value content that meets user intent.
Frase (frase.io) claims to help SEO specialists create content that is easily tailored to the user's intent. It streamlines the SEO and content creation processes by offering a comprehensive solution that combines keyword research, content research, content briefs, content creation and optimization.
Frase Content, its content creation platform, suggests useful topics, statistics, and news based on the keywords you enter. When you're working with a team, the Content Descriptions feature lets your authors know exactly what they need to create, reducing the need for revisions and freeing up time for more projects.
Writer (writer.com) recognizes that we all write for different reasons. When you sign up you will be asked a few questions about what you would like to use it for. For example, you might be interested in improving your own work, creating a style guide, promoting an inclusive language, or unifying your brand voice.
The author's text editor has a built-in function Grammar check and gives you useful real-time suggestions that focus on tone, style, and inclusivity. Writer also provides a reporting tool that allows you to keep track of your writers' progress over a period of time, such as: B. Spelling, Inclusivity, and Writing Style.
Surfer (surferseo.com) uses data extensively to create ranked content. It analyzes over 500 ranking factors such as text length, adaptable web design, Keyword density and referring domains and points out general factors on the top pages to give you a better idea of what works for a particular keyword.
You can see the analysis of Surfer at work using the web based text editor. You'll see a dashboard that tracks what the app calls "content rating". You will also get useful keyword suggestions.
4. Alli AI
Alli AI (alliAI.com) gives you a quick and painless way to do SEO on existing content. All you need to do is add a single snippet of code to your website, review the code and recommendations from Alli, and approve the changes. Once you've approved the changes, Alli implements them in minutes.
Alli will find the easiest links to create. If you prefer to do things manually, the tool will show you too Link building and contact options. If you're struggling to keep up with all the Google algorithm changes, Alli can adjust your website's SEO strategy automatically.
5. Can I rank?
Can I Rank (canirank.com) compares the content of your website to other websites in its niche and gives you useful suggestions for growing your website and improving your search rankings. The interface is easy to understand and the suggestions are presented as tasks, including the estimated time it will take to do them.
What do we like about Can I Rank? is that everything is in plain English, from the menu to the suggestions it gives you. This makes it friendly for those who are not technical experts. In addition, data is presented in graphical form, which makes SEO-related decisions easier to justify.
Google is changing their search algorithms significantly, and getting your page ranked is a constant challenge. Since the latest update, BERT, is heavily influenced by AI and NLP, it makes sense to use SEO tools that are based on the same technologies.
These tools – like Frase, Writer, SurferSEO, AlliAI and Can I Ranking? – help you create content that has rank. Some of them check grammar and SEO usability in real time, while others crawl your website and your competitors' websites and make suggestions for content. Trying these tools out will only help you determine which ones will work best for you. Stick with it and you'll always stay one step ahead of the game and create content that will perform well for years!
May Habib is the co-founder and CEO of Writer.com.