NLP is constantly used by software & computers. For SEO, understanding how this affects your keywords and phrases is vital for success. NLP (Natural Language Processing) is the process of computer science that allows computers the ability to understand the text and spoken words as closely to the human language as possible. NLP is constantly used by software and computers – think Siri, Alexa, translation software, voice assistance, social media monitoring tools, chatbots, spam filters, and more importantly search engines.

1. SEO + NLP - REDEFINING
THE COMPUTER & HUMAN
Relationship

2. NLP (Natural Language Processing) is the process of computer
science that allows computers the ability to understand the text and
spoken words as closely to the human language as possible.
It's constantly used by software and computers – think Siri, Alexa,
translation software, voice assistance, social media monitoring tools,
chatbots, spam filters, and more importantly search engines.
Intro

3. Natural Language Processing is redefining the computer/human
relationship by allowing machines to better understand the human
language and behaviour.
This artificial intelligence allows the search engine user to have the
best experience possible – by finding exactly what they are looking
for when they search a particular term, sentence, or word.

4. This has become more important recently particularly with many
now utilising voice commands in searches. This type of technology
allows search engines like Google to not only understand the words,
but also the context and tone.
It’s all about the computer being able to process and understand
the natural components of the human language to give the user the
best possible search results.

5. For SEO, understanding how these algorithm updates affect your
keywords and phrases is vital for success.
To stay ahead of the curve, especially with the Search Engine
Results Page (SERPs) it’s vital that your keywords and content
address the search engine user’s needs.

6. Why Does
Google Use
Natural
Language?

7. Back in 2011 Google began its NLP journey to better understand if
this type of technology would ultimately be beneficial to their
search engine and the results of their users.
By 2019 BERT (Bidirectional Encoder Representations from
Transformers) algorithm update was launched onto the platform
and was seen to improve searchability in around 10% of their
searches.

8. BERT was able to better analyse the meaning of individual words and how
they fit into a sentence – allowing the searcher to be directed towards a
website or answer efficiently regardless of how long the sentence was.
BERT interprets sets of words rather than the specific order of those
words – reading the surrounding words for cues and context.
However it may have been the expert in short sentences, but not very
capable of understanding full passages or larger documents in
searches….

9. Bye BERT,
Hello SMITH?

10. SMITH (Siamese Multi-Depth Transformer-based Hierarchical) was then
implemented in approximately 2020 – however, the platform didn’t
actually say when it was released but presented a research paper defining
its advantages.
SMITH was an upgrade from its predecessor BERT, with better
capabilities, in particular, to understand larger documents and search
queries.

11. SMITH is able to compare an entire document – comparing sentences
before and after rather than just words.
PLUS: SMITH does it quicker. Together they combine to make the Google
search engine the most reliable and efficient to date.
For SEO and optimising, websites that understand these important
aspects are able to rank better in search engines.

12. SEO &
SMITH/BERT

13. When it comes to your SEO it is vital you keep up-to-date with the
algorithm changes and what is occurring when it comes to changes in top
search engines like Google.
Understanding that Google is not there to promote your website, they are
there to offer their search engine users and visitors the most efficient
and effective search engine experience possible.
Linking them to the websites they are looking for, quickly and easily.

14. For businesses to have a website that Google will represent and take note
of, it needs the keywords, possible phrases, and information that will
ultimately link your website to potential customers.
It’s also important to create quality content. It’s not just about throwing as
many keywords (long or short) into your work.
Google wants to see you answering questions, developing strong content,
and is linked to additional educational information of reputable sites.

15. Having quality keywords, inspirational and educational blogs and
information on your website is paramount for Google recognising you as
an authority and a good source of the material.
Understanding how SMITH and BERT work, can help you better
understand the types of things your website should contain.
As these algorithms progress with smarter technology, it’s imperative
that SEO specialists keep updated and ahead of the game.

16. Is Google
Translate NLP?

17. Translating language is no easy feat! It is much harder than word
replacement methods as it requires much more context than a dictionary
is able to provide, not to mention how many of the same words have
completely different meanings.
NLP is able to address some of these challenges when it comes to
translating languages. In November 2016 Google developed the Google
Neural Machine Translation system or GNMT as it is known for short. It
was designed to help with the fluency and accuracy of the Google
Translate platform.

18. GNMT is able to translate whole sentences at once rather than word for
word, with this is able to memorise phrases to translate making the
system much more reliable.
This system of deep learning has millions of examples and has improved
the quality of translation. Results are able to be re-arraigned to better
understand grammatically when it comes to the complexity of the human
language.

19. If your website is international and you promote globally, understanding
these phrases is a good way forward to ensure your website is being
translated accordingly.
Checking on how your website looks when it is translated is advised. What
phrases are not working? Consider re-writing to ensure your page looks
good no matter what language it is representing – this is particularly true
for your customers.

20. With a little research and keeping ahead of the game, you can not only
increase visibility on search engines but also allow customers ease when
finding you.
Doreen Brown
Let's Get Visible

21. Thank you!
#letsgetvisible
letsgetvisible.com.au