Definitely, SEO never gives us a break. From algorithm to algorithm, we are constantly reviewing our strategies. So we are also learning new techniques, and adapting to the demands of the great master Google. We need to know natural language processing in SEO.
Well, after all, it’s always intending to improve the Web. And we are ensuring that the results offered to Internet users are well oriented!
So that suits us too …
Google recently announced its intention to expand its use of algorithms to include natural language understanding.
This shows us how Google has evolved in the way. It views content and its process for determining which of us will be at the top of search results.
As a web agency specializing in SEO, we stay abreast of these new developments. We offer our clients the best optimization for their websites. We know perfectly how to adapt to new changes in algorithms for our customers, whatever their market.
But we’ll still see together how NLP (or “Natural Language Processing”) can help your SEO efforts. And how to produce content that ranks at the top of search results.
Go! We are going to do a yoga session. Then we discover what improvement the king of the Web has (yet) planned for us.
First of all, you have to know this famous new algorithm. They respond to the name of BERT (yes, it’s not the classiest name we’ve seen, but good in English it does).
Natural language processing in SEO-WHAT IS BERT?
Deployed at the end of 2019, BERT, which stands for Bidirectional Encoder Representations from Transformers (we told you that in English it does), is a natural language learning technique that Google has adapted to discern a context of words.
It uses NLP to understand the intent behind a search to improve results and helps Google understand what the words in a sentence mean, but with all the nuances of context.
Its real advantage is to understand longer and more conversational requests, such as those of voice devices example.
BERT will improve the results of voice searches of people using the conversation function using artificial intelligence (AI) assistants like Siri and Alexa for their searches and, as we know, this point will become more and more crucial, as more and more people search on their smartphones.
The other benefit of BERT is that it will force businesses to publish better quality content.
Indeed, any relevant, well-written content that offers precise answers to search queries will rank well from an NLP point of view.
Brands that have already produced high-quality content can therefore already see an SEO boost with the arrival of BERT.
Unfortunately, the businesses most affected by this new change will be those that have targeted unrelated keywords, posted large amounts of irrelevant content, have a multilingual web presence, or have not started leveraging the operation of requests on voice-activated devices.
At FIDESIO, we have been applying this theory for a long time, starting from the principle that we do not write only for robots, but especially for humans.
Although BERT is making changes to the specifics of SEO, the best strategy is still the same as it always has been: publish valuable and relevant content to your audience.
NLP: THE BASIS OF BERT
NLP “Natural Language Processing” or in French “Natural Language Processing” is what makes possible communication between humans and computers in a natural-sounding language.
It is a technology-based on Artificial Intelligence which consists of the machine learning of natural language.
And this is nothing new because this technology is also used by:
Word processors such as Word Grammarly to check the grammatical accuracy of the text
Language translation applications such as Google translate
Interactive Voice Response (IVR) applications used in call centers to respond to requests from certain users
Personal assistants OK Google, Siri, or Alexa, among others
NLP is therefore the structure that allows Google BERT to function.
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WHAT IS BERT BASED ON?
We saw who BERT was and understood its principle-based on NLP.
Now you have to know what it will analyze, scrutinize and study and what improvements to make to put you on the side of the good students.
With this new algorithm, Google is deploying passage-based indexing (“passage indexing”), a change that allows it to identify individual passages on a page and treat them as most relevant to a given query, and this, even if they are not part of the main theme of the page.
The technology used to fuel the indexing of passages allows Google to identify pages that have an individual section that matches a query particularly well, even if the rest of the page is slightly less relevant.
Some may interpret the way Google is touting passage indexing as another milestone in the click-free search trend.
But in fact, Google is mostly hoping that only 7% of queries will be improved by indexing passages, which means that keyword research will remain an important part of SEO, at least for the foreseeable future.
In addition to potentially more search volume, these updates can also lead to better quality traffic, as the results would be more relevant to users.
And that is great for you!
According to Google, one in ten requests is entered incorrectly or misspelled.
To better adapt to this problem and improve the search experience as a whole, Google began to develop advances in language comprehension to model extreme cases in misspellings.
For SEOs who may have tried to optimize for misspellings, this change means they can finally focus on something else.
With NLP, informative content becomes even more crucial.
Some brands will therefore have to rethink their tactics to create high-quality content that answers very specific questions.
Creating FAQs to anticipate conversational questions is a good idea to optimize your content in this direction.
The long-tail keywords-natural-language-processing-in-SEO
Focus on long-tail keywords to rank higher for voice searches or to reap the SEO benefits of BERT.
This is because when people search using voice, they speak normally, like a human, using longer sentences rather than short keywords, as they would in a text search.
So in your content, you need to vary your keywords and long-tail key phrases to meet the requests no matter how worded they are.
Podcasts and videos.
Podcasts are starting to rank better and better on Google and therefore also on voice assistants.
This means that the transcripts of your podcasts or videos can also be indexed and ranked by Google.
Podcasts contain more information and ideas than any blog post, no matter how long. So you can deliver more value without too much extra effort by transcribing that content.
THE BERT ADVANTAGE FOR THE FUTURE OF SEO
Advances in terms of algorithms demonstrate the shortcomings of search engines today and the direction Google is taking to remedy them.
If search engines continue to prioritize targeted content the way they do, delivering a complete user experience while aiming for high visibility in search results is going to require trade-offs.
For example, creating a large number of pages optimized for a single keyword to answer various questions from your users.
Having different pages on very similar topics and excess content is hard for you to maintain and difficult for users to navigate, ultimately hampering the experience you were trying to improve in the first place.
If Google can continue to advance its understanding of natural language, it will be better equipped to assess the relevance. You won’t have to approach content so rigidly.
You can make some changes to your content, but in the end, it’s still the good old recipe that works.
High-quality content is best for search engines and readers.
It is the winning duo of SEO combined with the user experience. Therefore, part of the success of your site.
SEO has become a state of mind. Where the user and the search engine are just as important when creating content.
Our SEO agency can meet all your needs. And we develop a real digital strategy from your idea to the launch of your product.
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