AI that helps search engines understand human language and intent, powering features like BERT.
Natural Language Processing (NLP) in SEO is the use of machine learning to understand, interpret, and generate human language in a way that helps search engines provide more relevant results. It goes beyond simple keyword matching to understand the semantic meaning, context, and sentiment of a piece of content. NLP helps search engines understand a page’s topical authority and its relevance to a user’s query. This is a foundational concept behind modern search engine algorithms, and it’s a key part of how search engines provide a high-quality, human-friendly search experience.
Why NLP Matters
NLP is a foundational part of modern SEO. In the past, a search engine’s algorithm would look for a specific keyword. Today, it’s about a deeper, more sophisticated understanding of content. NLP helps search engines:
- Understand Search Intent: It allows algorithms to interpret the nuances of a user’s query, moving beyond simple keywords to understand their true intent.
- Assess Content Quality: It helps search engines evaluate the quality of a page by looking at its semantic relevance, its sentiment, and its topical authority.
- Provide Better Results: It allows search engines to provide more relevant and helpful results, which can lead to a lower bounce rate and a higher click-through rate.
Across Different CMS Platforms
The management of NLP in SEO is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can optimize for NLP by creating high-quality, in-depth content that is relevant to a user’s search intent. A good SEO plugin like Yoast SEO or Rank Math can help you analyze your content and ensure you are using a variety of keywords that are relevant to your content.
Shopify
On Shopify, NLP is a key part of how search engines understand a website’s authority. You can optimize for it by providing clear, consistent, and accurate information about your products. You should also ensure your Google Business Profile is complete and up-to-date, as Google often pulls information from there.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for NLP. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated SEO strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use NLP in SEO will depend on your industry and your goals.
E-commerce
E-commerce sites can optimize for NLP by providing high-quality, in-depth content that is relevant to a user’s search intent. This can lead to a rich result in search results.
Local Businesses
Local businesses can optimize for NLP by providing clear, consistent, and accurate information about their business. This can lead to a prominent Knowledge Panel in search results.
SaaS Companies
SaaS companies can optimize for NLP by providing high-quality, in-depth content that is relevant to a user’s search intent. This can lead to a rich result in search results.
Blogs
Blogs can optimize for NLP by providing high-quality, in-depth content that is relevant to a user’s search intent. This can lead to a more prominent listing in search results.
Do’s and Don’ts of NLP in SEO
Do’s
- Do focus on topical authority. Create a comprehensive and authoritative body of content that covers a topic from all angles.
- Do use a variety of keywords. A good SEO strategy includes a mix of short-tail, long-tail, and user-intent keywords.
- Do write for your target audience. The best content is written with the reader in mind.
Don’ts
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t use a keyword that is not relevant to your content. A keyword should be relevant to your products or services.
- Don’t focus on a single keyword. This is a risky and outdated approach.
Common Mistakes to Avoid
- Failing to create high-quality, in-depth content: This is the most common mistake. A low-quality page can be seen as a negative signal by machine learning algorithms.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
How does NLP in SEO affect a website’s rankings?
Natural Language Processing in SEO affects a website’s rankings by helping search engines understand a page’s true topical relevance and its authority. A page that is optimized for NLP is more likely to be seen as a high-quality resource and is more likely to rank higher in search results.
What is the difference between NLP and keyword matching?
Keyword matching is the process of a search engine looking for a specific keyword. NLP is a more sophisticated process that looks at the semantic relationships between words and concepts to understand the true context of a webpage.
What is a good way to optimize for NLP in SEO?
The best way to optimize for NLP is to create a comprehensive, in-depth article that covers a topic from all angles. You should also use a variety of keywords that are relevant to your content.
What is the difference between NLP and RankBrain?
RankBrain is a specific machine learning algorithm used by Google. Natural Language Processing is a broader field of computer science that is used to understand human language. RankBrain is a type of natural language processing.
How can I test my website’s NLP performance?
You can test your website’s NLP performance by using a variety of tools. You can also use a tool that can provide a list of related terms and phrases that you should consider using in your content.
