New Technological Trends in SEO Industry
Search engine optimization (SEO) is a living industry. What worked a few weeks ago may not work this time. As an seo marketing technology expert, you need to better understand the latest trends and emerging technologies to stay informed about the inherent needs of the business. In this article, we will tackle some of the emerging technologies in the SEO industry and how they affect your work as a search engine optimization professional. If you want to scale your SEO in 2021 and beyond, you need to be on the lookout for these technologies and start implementing them in your business now.
Natural Language Processing (NLP)
In 2019, Google rolled out the BERT (Bidirectional Encoder Representations from Transformers) algorithm update worldwide. This update brought NLP to the forefront, and it’s a technology to keep an eye on in the search engine optimization space. With NLP, Google can determine the meaning of a word in a sentence by looking at the context.
As a result, Google no longer looks at individual phrases or sentences that consumers are searching for to provide them with the right answers. Instead, they use a look at the reason for each search. While it used to be difficult for Google to determine the importance of these types of queries, the algorithm along with BERT knows the location behind each search and gives the ideal details to the customer. With NLP, informative articles are more important than ever before. But, optimizing for BERT is not something to mess around within an SEO. Instead, you should focus on creating quality articles that answer search queries correctly. Whenever you do this, you are sure to rank well.
Generative Pre-Trained Transformer Number 3 (GPT-3)
Since September 2020, GPT-3 has been a hot topic in the SEO industry. The GPT-3 API works fascinatingly because it was trained using a huge dataset to mimic the way humans write. When you give the GPT-3 API a typing prompt, it tries to predict exactly what would come after it based on what it has read on the Internet. For automated content creation, you can apply:
Email copywriting: as an SEO, you probably know that writing good emails is a skill that can help your business grow, but you struggle to say what you want to say.
First draft writing: Creating a draft is the most challenging part of writing. By using GPT-3, you can create the draft of your content, and then edit it to meet your brand voice. This saves you a lot of time and makes you more efficient.
Natural Language Generation (NLG)
NLG is designed for short-form content and SEOs now can produce phrases and sentences just like a natural language using technology. Generally, NLG removes the burden of spending hours thinking of what to write through automation. And if you’re a content creator, then you can just focus on making the material shine and look much better.
Although there are many use cases for non-linear language, in today’s world it’s used more for writing short messages like reports, product descriptions, assembly notes, etc. In case you are starting a new brand within an SEO, you can use NLG tools in this way to find amazing taglines that you can use for your brand.
TF*IDF
TF*IDF stands for “Term Frequency times Inverse Document Frequency”. It measures how a word is best used on a particular web page and how it stands out from a selection of pages for that particular keyword. Although TF*IDF appears to be a dimension of keyword density, it measures the importance of a word phrase by comparing it to the frequency of the keyword in a large set of rows. While it’s not yet clear if Google will use TF*IDF in its algorithm, it’s a great practice to incorporate into your search marketing program.
Before using TF*IDF, start by creating a small amount of content around a specific keyword. With technologies and some information about your keyword, TF*IDF tools will usually suggest some phrases that you can add or remove the exact pages you own. In this way, you can determine some phrases that are closely related to the important words you write about but may not be present in your posts.
