Natural Language Processing and how it can be used for SEO, as presented at WTSFest 2023 :)

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What is
NLP?
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3. How machines
understand language.
3
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Or, in SEO terms:
Takes unstructured
data and attempts
to structure it.
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5
What can
NLP do
for you?

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A content strategy led by NLP
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A content strategy led by NLP
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8
What did we
do?

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01
Prioritised key
pages based
on potential
traffic

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02
Optimised them
(based on
prioritised order)

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03
Watched the
line go up

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How does
NLP
work?

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INPUT TOKENISATION
Processing

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TOKENISATION
POS TAG
SALIENCE
STEMS
DEPENDENCY
Processing

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NLP in action

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Alice is swimming against the current.
Noun (aux) V Verb Preposition Determiner Noun
Parsed by Google’s NLP tool
Parsed manually
What do we know about Alice?

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BERT
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BERT
NLU icon
Token masking
Next sentence
prediction

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“In autumn the ______
fall from the trees.”

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At dinner, Ernie
ordered a pizza
and tiramisu.
Do we still call
it link juice?
After a long
day of work,
Ernie went
out to dinner
with friends.
IsNext
NotNext

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How to optimise
content with
NLP

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“First-time
buyer”
Adjective (first-
time) supporting a
noun (buyer)
Maximum
three word
phrase
Noun is not also
an adjective
No numbers in
the keyword

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In the rugged Colorado Desert of
California, there lies buried a
treasure ship sailed there hundreds
of years ago by either Viking or
Spanish explorers. Some say this is
legend; others insist it is fact. A few
have even claimed to have seen the
ship, its wooden remains poking
through the sand like the skeleton of
a prehistoric beast. Among those
who say they’ve come close to the
ship is small-town librarian Myrtle
Botts. In 1933, she was hiking with
her husband in the Anza-Borrego
Desert, not far from the border with
Mexico.
Text Relevance
rugged
Colorado
Desert of
California
0.89
treasure ship 0.78
Anza-
Borrego
Desert
0.75
Spanish
explorers
0.6

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Holidays in Spain are always a good
idea, full of gorgeous beaches and
lovely countryside. A Spanish
holiday will definitely be one to
remember.

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Topic Original Updated Difference
holidays 0.00 0.58 0.58
Spanish
holiday
0.64 0.69 0.05
In Salient, salience is measured as a
score out of 1.

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Changes go through

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Introduce
focus
keywords
in the first
paragraph
Experiment
with
sentence
structure
Look at
what the
tool sees
as relevant
DO

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DON’T
Write for
robots
Keyword
stuff

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So why
use NLP?
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01
Because
you can
02
Because
Google is
03
Because
it works!

34. Thank
you
34

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Appendix
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Tools mentioned:
SALIENT (+ How to use Salient)
Google’s natural language API demo
Understanding BERT:
● Open Sourcing BERT: State-of-the-Art Pre-training for Natural Language
Processing
● BERT Explained: State of the art language model for NLP
● What’s My Line? Next Sentence Prediction in RunwayML with BERT
● BERT For Next Sentence Prediction