Search Query Processing: The Secret Life of Queries, Parsing, Rewriting & SEO
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The document discusses the intricacies of query parsing and rewriting in the context of SEO, emphasizing user intent, question templates, and semantic networks for optimizing search results. It illustrates the importance of building topical relevance and understanding how Google processes queries beyond the user-typed text. The authors highlight significant increases in website traffic through effective SEO strategies over specified periods.
![#brightonSEO @RebBerbel @KorayGubur
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Search Query Processing: The Secret Life of Queries, Parsing, Rewriting & SEO
- 1. The Secret Life of Queries: Parsing, Rewriting & SEO Rebecca Berbel | Oncrawl Koray Tuǧberk Gübür | Holistic SEO slideshare.net/Oncrawl @RebBerbel @KorayGubur
- 5. #brightonSEO @RebBerbel @KorayGubur WHAT THAT MEANT FOR SEO #brightonSEO @RebBerbel @KorayGubur
- 8. #brightonSEO @RebBerbel @KorayGubur NOT ANY MORE. #brightonSEO @RebBerbel @KorayGubur
- 10. #brightonSEO @RebBerbel @KorayGubur LET'S TAKE A LOOK. #brightonSEO @RebBerbel @KorayGubur
- 11. #brightonSEO @RebBerbel @KorayGubur PARSING #brightonSEO @RebBerbel @KorayGubur
- 12. #brightonSEO @RebBerbel @KorayGubur Parsing a query
- 13. #brightonSEO @RebBerbel @KorayGubur REWRITING #brightonSEO @RebBerbel @KorayGubur
- 14. #brightonSEO @RebBerbel @KorayGubur Query segments
- 15. #brightonSEO @RebBerbel @KorayGubur Keyword clustering
- 16. #brightonSEO @RebBerbel @KorayGubur Keywords → Questions
- 17. #brightonSEO @RebBerbel @KorayGubur Question Templates
- 18. #brightonSEO @RebBerbel @KorayGubur Query refinements
- 19. #brightonSEO @RebBerbel @KorayGubur CONTEXT #brightonSEO @RebBerbel @KorayGubur
- 20. #brightonSEO @RebBerbel @KorayGubur User Intent
- 21. #brightonSEO @RebBerbel @KorayGubur User Intent
- 23. #brightonSEO @RebBerbel @KorayGubur FINDING ANSWERS #brightonSEO @RebBerbel @KorayGubur
- 25. #brightonSEO @RebBerbel @KorayGubur Candidate Passages
- 26. #brightonSEO @RebBerbel @KorayGubur Candidate Passages
- 27. #brightonSEO @RebBerbel @KorayGubur Candidate Passages
- 28. #brightonSEO @RebBerbel @KorayGubur PHEW. LET'S TAKE A STEP BACK.
- 29. #brightonSEO @RebBerbel @KorayGubur THERE'S MORE (but we'll stop here)
- 30. #brightonSEO @RebBerbel @KorayGubur GOOGLE DOES NOT USE THE TEXT YOU TYPED TO SEARCH FOR RESULTS. #brightonSEO @RebBerbel @KorayGubur
- 31. #brightonSEO @RebBerbel @KorayGubur WHAT THAT MEANS FOR SEO #brightonSEO @RebBerbel @KorayGubur
- 32. #brightonSEO @RebBerbel @KorayGubur #brightonSEO @RebBerbel @KorayGubur
- 34. #brightonSEO @RebBerbel @KorayGubur REMEMBER NEURAL MATCHING Danny Sullivan (Twitter)
- 36. #brightonSEO @RebBerbel @KorayGubur THINK SEARCH INTENT Johanna Maier / Lidia Infante / Lazarina Stoy
- 37. #brightonSEO @RebBerbel @KorayGubur DOES IT WORK? #brightonSEO @RebBerbel @KorayGubur
- 39. #brightonSEO @RebBerbel @KorayGubur Semantic networks & topical relevance
- 40. #brightonSEO @RebBerbel @KorayGubur Semantic networks & topical relevance 10K to 70K clicks per month (5 months) 10K to 200K+ clicks per month (5 months) 0 to 330K+ clicks per month (6 months) +400% growth (6 months)
- 41. #brightonSEO @RebBerbel @KorayGubur Thank you! @RebBerbel rebecca@oncrawl.com @KorayGubur Holistic SEO ktgubur@holisticseo.digital #brightonSEO @RebBerbel @KorayGubur
Editor's Notes
- #5: http://norvig.com/ - Peter Norvig, Director of Research at GOogle (Levenshtein Distance)
- #6: 2011 / 2013
- #7: Keyword stuffing
- #8: Misspellings - 10% of queries ? Pre-2014 tool for "PPC" Digg, August 2008
- #9: 2011 / 2013
- #11: 2011 / 2013
- #12: 2011 / 2013
- #14: 2011 / 2013
- #20: 2011 / 2013
- #21: Probabilistic Graphical Model for the Keywords to Questions system’s “User Inquiry Intent Model” (K2Q)
- #22: Probabilistic Graphical Model for the Keywords to Questions system’s “User Inquiry Intent Model” (K2Q)
- #23: This is by Jakob Uszkoreit, whose work today is almost exclusively on attention-based transformers (NLP)
- #24: 2011 / 2013
- #28: "Candidate answer passages are generated from both structured content and unstructured content according to corresponding selection criteria. This allows the user to not only receive prose-type explanations but also to receive a combination of prose-type and factual information, which, in turn, may be highly relevant to the user's informational need."
- #30: MuM "Neural matching" SERP features Information retrieval processes Cost optimization
- #32: 2011 / 2013
- #33: Putting keywords on a page is not sufficient LSI keywords don't exist Websites are evaluated as a whole, not page-by-page