Using natural language processing to support E.A.T - Steve Bailey
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The document outlines how natural language processing (NLP) impacts website rankings and can enhance content strategies by improving expertise, authority, and trust (E.A.T) assessments used by Google. It discusses the significance of NLP in determining the quality of medical-related searches and stresses the importance of categorizing content accurately to optimize rankings. Additionally, it provides insights on using NLP tools to identify expert areas and prune irrelevant content for better online visibility.
Using natural language processing to support E.A.T - Steve Bailey
- 1. Using Natural Language Processing to support E.A.T Steve Bailey, Head of Technical SEO /steve-bailey-75616977/ steve@spike.digital
- 2. What you’ll learn • How Natural Language Processing (N.L.P) interacts with your website rankings • How you can use N.L.P to strengthen your content strategy
- 3. What is E.A.T? • Assessment of Expertise, Authority & Trust • Used by Google to determine the quality of your website
- 4. What is Natural Language Processing? • How a computer reads your content, understands its tone, meaning and purpose • Feeds directly into the Google Search Algorithm
- 5. Welcome to our online chemist store. We provide a wide range of treatments and medications. Our staff are available for consultation to help you choose the treatment that is right for you. /Health/Pharmacy/Drugs & Medications Confidence: 0.67 https://cloud.google.com/natural-language/ Natural Language API demo
- 8. Google & Ranking Content Updates A bit of history
- 9. Google E.A.T updates hit domain traffic Confidence…
- 10. • Before update ranked #4 • After update no rankings Search “Anaphylactic shock”
- 11. Before E.A.T Google Updates Medical Advice / Research Diagnosis Medical Advice & Medication Cure/Treatments Medication Products
- 12. Before E.A.T Google Updates User Search: “Anaphylactic Shock” Check index for content N.L.P Search Results
- 13. After E.A.T updates – a better reflection of expertise Medical Advice Diagnosis Medical Advice & Medication Treatments Medication Products
- 14. User Search: “Anaphylactic Shock” Check index for content N.L.P Does it come from an expert? E.A.T Search results Yes Exclude from Search results No
- 15. /Health/Medical Facilities & Services/Physical Therapy /Health/Pharmacy/Drugs & Medications /Health/Nursing/Assisted Living & Long Term Care /Health/Substance Abuse/Drug & Alcohol Treatment /Health/Men's Health /Health/Public Health /Health/Nutrition /Health/Substance Abuse/Smoking & Smoking Cessation /Health/Mental Health /Health/Public Health/Occupational Health & Safety /Health/Nutrition/Special & Restricted Diets /Health/Substance Abuse/Steroids & Performance-Enhancing Drugs /Health/Mental Health/Anxiety & Stress /Health/Reproductive Health /Health/Nutrition/Vitamins & Supplements /Health/Vision Care /Health/Mental Health/Depression /Health/Substance Abuse /Health/Oral & Dental Care /Health/Women's Health /Health/Nursing /Health/Substance Abuse/Drug & Alcohol Testing /Health/Pharmacy /News/Health News Natural Language Processing Categories
- 16. How does this help us? KnowwhereGoogle considersyouanexpert Writeforthose categories
- 17. Not considered an expert in this category Experts in this category
- 18. Does it hold true for other sectors?
- 19. What content works in the travel sector?
- 20. What we did… From one travel sector website we took; • 100 RANKING blog posts • 100 NON-RANKING blog posts • Does N.L.P category matter to rankings?
- 21. 100 page 1 ranking travel sector blog pages 85% of ranking content categorised within Travel Top 100 ranking articles 85% 15% Travel Other Expert In Lane Content Ranks
- 22. 23% 77% Travel Other 100 non-ranking travel sector blog pages 77% of non-ranking content falls outside of Travel Random 100 non-ranking articles Out of lane content struggles
- 23. Category matters Pages Ranking Travel 108 78.70% Other 92 16.30%
- 24. What we could do with that information
- 27. What to use the N.L.P for? • Find appropriate categories – where we are experts • Identify & prune out of lane content – it dilutes your messaging • Assess confidence score – are we giving strong signals?
- 28. Using Natural Language Processing
- 29. The basic online tool – OK but limited Welcome to our online chemist store. We provide a wide range of treatments and medications. Our staff are available for consultation to help you choose the treatment that is right for you. /Health/Pharmacy/Drugs & Medications Confidence: 0.67 https://cloud.google.com/natural-language/
- 30. How can we process more content?
- 31. Resources Online API Demo https://cloud.google.com/natural-language/ Screaming Frog https://www.screamingfrog.co.uk/seo-spider/ J.R Oakes Google NLP API https://github.com/MLTSEO/MLTS/blob/master/Tutorials/ Google_Language_API_Intro.ipynb