SEO is a dynamic industry. What worked a few weeks ago might not work again now.
As an SEO professional, you need to know the latest trends and technologies that appear, to follow industrial demands that continue to change. That way, you can stay on top of your game and become more efficient in your business.
In this post, I will share with you seven technologies that appear in the SEO industry and how they influence your work as SEO experts. Finally, I will show you how to apply it in your business for optimal results.
If you want your SEO process scale in 2021 and so on, you must be careful with this technology and start implementing it in your business immediately.
1. Processing natural language (NLP)
In December 2019, Google officially launched a two-way encoder representation of the Transformer (Bert) algorithm renewal throughout the world. This update brings NLP to the future, and it has become a technology to pay attention to the SEO industry since then.
With NLP, Google can understand what the word means in the sentence by looking at the context.
This means that Google no longer depends on the specific words or phrases that users look for to give them the correct answer. Instead, they see the intention behind each search.
Here is an example of how Bert (NLP branch), affected search requests in accordance with Google.
Before NLP, if someone searched for a request “2019 Brazilian Traveler to the US requires a visa”, Google thinks that this is a request for information to confirm if citizens u.s can travel to Brazil without a visa. Therefore, this shows the Washington Post article that answers the question above the SERP.
As you can see, the context behind this search is someone who wants to travel to the US from Brazil who needs a visa. Although it is difficult for Google to find out what is meant by this kind of question in the past, with Bert, the algorithm understands the context behind each search and gives users the right information.
How to use NLP in your SEO process
With NLP, information content is more important than before. However, optimizing for Bert is not something you can do as SEO.
Instead, you must focus on making high-quality content that answers search requests accurately. When you do it, you will definitely rank well.
This Moz article shows you how to write amazing content for search engines and people.
2. Natural Language (NLG) for Short Shape Content
With NLG, SEO can now produce significant phrases and sentences such as natural language but use technology.
Instead of struggling with the author’s block and spending hours thinking about what to write, NLG eliminates the burden through automation. And if you are a content maker, this helps you focus only on polishing content and make it better.
Although there are many cases of use for NLG, currently, it is better to use to write short-form content such as headlines, product descriptions, meeting memos, and so on.
How to use NLG as SEO
There are many cases of use for NLG technology. With a tool like copy.ai, you can create a page landing page, Facebook main text, the introduction of blogs, email subject rows, lists, meta descriptions, and so on.
3. TF * IDF
TF * IDF stands for “Times Frequency Frequency Frequency Inverse Documents”. It measures how you use the term on a particular page and how to compare it with a collection of pages for certain keywords.
While TF * IDF may look like a keyword density measurement, it actually measures how important the keyword phrase by comparing it with the keyword frequency in a large set of documents.
Although it is not yet clear whether Google uses TF * IDF in its algorithm, this is a good practice to put it in the SEO strategy on your page.
Before applying TF * IDF, you need to make a piece of content that targets certain keywords. When finished, install the content into the TF * IDF tool. Some recommended options are text tools, SEO Powersuite, Rates, and Surfer SEO.
4. GPT-3 for automatic content making
In September 2020, Guardian published a story on his website written by robots. Since then, the Generative Pre-trained transformer number 3 (GPT-3) has become a hot topic in the SEO industry.
The GPT-3 fireworks in an interesting way because it has been trained with a large collection of datasets to imitate the way human writing. These include the Common Crawl dataset, Wikipedia, relevant historical books, and so on.
When you provide a GPT-3 API with a writing prompt, he tries to predict exactly what will happen after that, based on information read on the Internet.
The screen catch below is an example of the GPT-3-Generate content that became viral on hacking news a few months ago. Most users comment on it, just like them on regular posts, without knowing that it was written by a robot.
5. Testing SEO A / B
Most SEO focuses more on testing A / B users and fewer on SEO testing A / B. While user testing involves randomly assigning your website visitors to various versions of your page, and finally deciding which will be used based on performance. In testing SEO A / B, users are google bots and not end-users and are usually indicated by the same page version.
What this means is when you apply SEO / AB testing, you only display users or Google only one version of the page and not a few pages.
6. Automatic content optimization on the page
When creating long-term form content, you are usually:
- Check the top-ranked page on the SERP
- Go through every content ranking on the SERP
- Find out certain titles and subtitles are covered on pages
- Identification of missing points on the page
- Create a better outline of our own pieces.
- Etc
This usually requires a lot of time. You have to spend hours manually checking one content after another and records the most important points to put in your own part.
Conclusion
In this blog you learn about the 7 Emerging Technologies in SEO and Their Applications.
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