Natural Language Processing and SEO: Why The Words On Your Page Matter For Ranking and How To Improve

This article will help a non-technical person understand natural language processing and its importance for helping your page rank better in the search engines (SEO)

Already know about Bots and SERPs? Skip to Natural Language Processing.

What Search Engines Do On A Web Page?

In simple terms, a bot (a piece of scanning software) crawls a web page capturing the content (words) and other information about the page.

bot and natural language processing

Then, an algorithm (mathematical weighting formula) is applied to the captured content from the page, and a rank is assigned to that page for any given keyword in comparison with other pages.

When someone searches, Google or whatever search engine spits out these ranked results.

 

Search Engine results NLP

(Of course, other elements are present in the algorithm like the number of high authority pages that link to a page, but for today we are dealing with on-page issues).

Enter Natural Language Processing

Natural language processing (NLP) uses artificial intelligence to help computers understand, interpret, and manipulate the intricacies of human language.

NLP has the capabilities to analyze the syntax of a page to understand things like sentence content and the context of your phrasing.

NLP can analyze:

  • the syntax of a page
  • sentence structure
  • word usage in context
  • and more

NLP is able to determine whether or not a piece of content is well written — from a topical and grammatical standpoint.

Search engines rely on NLP to help them understand what any given page is about. They can then match the page to a searcher’s intent. The better the match, the higher the page will rank for that term (theoretically).

The search engine has to decipher the meaning and intent of the words on a page.

NLP is vital for search engines because individual words can have multiple meanings, many of them unrelated.

An Easy To Understand Example

Take the word diamond.

Let’s use it in a sample sentence…

The diamond was clear.

The word diamond can have multiple meanings:

  1. a geometric shape
  2. a gemstone
  3. a field on which baseball is played

 

 

The sentence above might have a search engine leaning towards gemstone. But that might be incorrect. There isn’t a lot of contextual information.

But what if additional entity words were located in the sentence or on our sample page to provide the search engine algorithm more clues?

The rain delay ensured the diamond was clear of players.

 Other known entities are introduced:

  1. rain delay
  2. players

By cataloging common words and, more importantly, common phrases and defined entities that tend to occur with each type of diamond, the bot can see if those occur on a given page.  This helps the search engine’s algorithm determine which kind of diamond is intended. Now it would lean away from the gemstone meaning.

Let’s include even more defined entities into the sentence…

Hank Aaron’s grand slam ended the game, and the diamond was clear of its previous base runners.

We now have:

  1. Hank Aaron
  2. grand slam
  3. game
  4. base runners

 Now, NLP allows the search engine to clearly disambiguate what type of diamond is being referenced – a field on which baseball is played.

There is no ambiguity. Even though it’s using machine learning, the search engine knows this is definitely a BASEBALL DIAMOND.

 While this sounds simple, Natural Language Processing is quite a difficult feat. It requires artificial intelligence, machine learning, and massive amounts of data storage and computing horsepower.

The earliest phases of NLP used only single words in its comparisons. But now with powerful methodologies like BERT and ELMo (hello, Sesame Street), the ability to gather common phrases is becoming massively more important. Phrases provide more context than isolated words.

How Do We Use NLP to our Advantage in SEO?

In SEO, we are dealing with a bot and an algorithm. Human quality assessors do grade pages and give them quality scores, but it’s rare and they inform the algorithm rather than hand ranking pages. Most of what is decided about ranking occurs in the world of bots & algorithms.

The words on a website’s page provide key signals to the bot and algorithm to help them understand our page’s intended topic. The more we help the search engine reduce the confusion, the better potential our page has to rank.

How do we do this? One way is to…

Match the Best Ranking Pages with Page Tuning

Use Common Phrases

One of the things that works very well when optimizing a page is to examine the common phrases that the top ranking pages use.

These will typically be phrases that are entity related.

The phrase and then holds little disambiguating potential in most cases But a phrase like pitcher’s mound is a known entity.

Once we ascertain these top common entity related phrases, we can reverse engineer Google’s algorithm to see which phrases it considers essential to be included on a web page to help to clarify the topic of the page and the meaning of surrounding words.

For example, if we want to notate that our diamond means baseball diamond, these are common phrases the top 10 pages use.

 

NLP and SEO common phrases tuning

 

We ascertain these common phrases through powerful page tuning software that does a comparative analysis.

It would be wise to ensure these common phrases are woven into our article.

Common phrases are a newer method of NLP. Previously, scanning and storing common phrases and all the mathematical combinations required tons of processing horsepower and storage.

We used to use a program that looked at only common words between the top ranking pages. With the newer page tuning software available, we can now look at common phrases. This is a better approach.

Use Common Words

While common phrases are now given more importance, common words can also help with NLP and SEO rankings. Here are the common words used in articles about:

 

natural language processing SEO common words usage

 

 

Using NLP on Key Elements of the Page for Better Rankings

We can also use software to see if the main keyword, a variant of that keyword, or partial keywords are used in elements of the high ranking pages. Then, we can reverse engineer our page.

Example: Is ball field used in a sub-header and if so what level of sub-header and how many times?

Example: is diamond used with another word in an image alt tag on the top ranking pages?

Example: is the keyword used in the page title and, if so, is it also used in the URL and the meta description or are variants used?

If we find these to be the case in the top ranking pages, then logic would suggest we should also include these phrases in similar elements on our page.

Word Count and SEO: How it Affects NLP

We know that long-form content is currently ranking better than shorter content in a majority of cases, but why?

Two reasons, one technical and one user-focused. Let’s start with the technical.

Technical Reasons

The more words that are on a page, the more disambiguating common phrases and entity–related terms can be included on a page. A page with 1,500 has a lot more opportunity to use the words above in a natural way than a page with 100 words.

These words do need to be incorporated into the page in the manner a typical human would use them in writing.

Copy and pasting the list of common phrases at the bottom of your post isn’t going to work because the search engine’s algorithm is smart enough to know that’s not natural usage, and it is going to flag it quickly. There is a reason it is called Natural Language Processing.

(Interesting SEO history: Long before NLP, when all the algorithm could do was raw word matches, web developers used to stuff a page with keyword variants. Some even put tons of the keyword in white font on white backgrounds so the bot would see it but not the human page viewer. That definitely doesn’t work anymore because of NLP.)

When there are a lot of expected matches of phrases and entities, the algorithm’s NLP capabilities say, “Oh, look at all these nice matches. We can clearly tell what this page is about.”

This tends to push the page up in rankings.

End-User Reasons

The second reason is the user benefits from more comprehensive articles than thin content. Google knows this and tends to reward longer form content.

A search engine would rather send the user to a single page that answers all of his or her questions than have the searcher have to flitter around to 5 different pages seeking the answer.

If the experience of getting an answer is made difficult on a particular search engine, the searcher may ultimately abandon that engine for a different one which they perceive offers better results.

Objectifying Word Count

The good news is you don’t have to guess how many words your page should contain.

We use tuning software to see the word count on each of the top ranking pages and compare your page’s length to the top ranking pages.

The best practice is to match the word count on the pages in the top 10 (or those that rank above us if you are in the Top 10 already.)

Of course, there might be off-page elements (strong backlinks, etc.) affecting rankings allowing a 200-word page to rank or a 19,000-word article to perform poorly. We are speaking in on-page general terms. With the tuning software, we can quickly see these type pages as outliers and ignore them in our tuning recommendations.

“But I Don’t Want Long Pages, Those Seem Ugly to Me”

 We hear this all the time.

Enter the accordion–a beautiful design feature.

using accordions for SEO and NLP

 

This longer form of content can be placed in an accordion that gets clicked open by the user.

accordion natural language processing word count

 

But even if it isn’t clicked open, the bot still crawls all of it in the source code of the page. (Don’t believe us? Click here to see that they do.)

Note, this is NOT junk content. We never advocate filler or junk content.

It’s just content that is not AS IMPORTANT as the copy that sits on the main section of the page. That should be conversion first copy. The accordion copy is for those folks who want to research more or like more details.

This is definitely not the white text on white background approach. We aren’t trying to game the system, but simply put the most important content in the most visible place on the page.

By using dynamic accordions in the CSS code, your pages appear more concise upon a visitor’s first visit.

Designing with accordions delivers the best of both worlds, cleanly designed pages with longer forms of content available.

Page Tuning using Natural Language Processing Works To Improve Your Rankings

Moon and Owl regularly and systematically tune clients’ pages on their site. We have consistently seen a rise in ranking performance on the tuned pages.

We sometimes perform wholesale tuning on a page if we feel it is heavily under-optimized or overly-optimized and it isn’t ranking in the top 20.

For pages in the top 20, we go at a more conservative rate, tuning one element at a time (body content, sub-headers, alt-tags) and watch how each tuned element affects the page’s ranking.

We keep careful notes, to inform future page tunings on that site.

This scientific approach, combined with the volume of page tuning we do, allows Moon and Owl to develop a prioritized list of tunings to apply. We are constantly retesting to make sure the order of the tunings is correct.

In the future, we’ll be presenting how we use Natural Language Processing and Entity in structured data Schema markup, anchor texts, and other key elements to get your site more easily found, liked and trusted by potential customers.

If you would like help with page tuning using natural language, on-page SEO, or search engine optimization in general, we would love to help you. Give us a call for an SEO audit or ongoing help.

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Natural Language Processing and SEO: Why The Words On Your Page Matter For Ranking and How To Improve

This article will help a non-technical person understand natural language processing and its importance for helping your page rank better in the search engines (SEO)

Already know about Bots and SERPs? Skip to Natural Language Processing.

What Search Engines Do On A Web Page?

In simple terms, a bot (a piece of scanning software) crawls a web page capturing the content (words) and other information about the page.

bot and natural language processing

Then, an algorithm (mathematical weighting formula) is applied to the captured content from the page, and a rank is assigned to that page for any given keyword in comparison with other pages.

When someone searches, Google or whatever search engine spits out these ranked results.

 

Search Engine results NLP

(Of course, other elements are present in the algorithm like the number of high authority pages that link to a page, but for today we are dealing with on-page issues).

Enter Natural Language Processing

Natural language processing (NLP) uses artificial intelligence to help computers understand, interpret, and manipulate the intricacies of human language.

NLP has the capabilities to analyze the syntax of a page to understand things like sentence content and the context of your phrasing.

NLP can analyze:

  • the syntax of a page
  • sentence structure
  • word usage in context
  • and more

NLP is able to determine whether or not a piece of content is well written — from a topical and grammatical standpoint.

Search engines rely on NLP to help them understand what any given page is about. They can then match the page to a searcher’s intent. The better the match, the higher the page will rank for that term (theoretically).

The search engine has to decipher the meaning and intent of the words on a page.

NLP is vital for search engines because individual words can have multiple meanings, many of them unrelated.

An Easy To Understand Example

Take the word diamond.

Let’s use it in a sample sentence…

The diamond was clear.

The word diamond can have multiple meanings:

  1. a geometric shape
  2. a gemstone
  3. a field on which baseball is played

 

 

The sentence above might have a search engine leaning towards gemstone. But that might be incorrect. There isn’t a lot of contextual information.

But what if additional entity words were located in the sentence or on our sample page to provide the search engine algorithm more clues?

The rain delay ensured the diamond was clear of players.

 Other known entities are introduced:

  1. rain delay
  2. players

By cataloging common words and, more importantly, common phrases and defined entities that tend to occur with each type of diamond, the bot can see if those occur on a given page.  This helps the search engine’s algorithm determine which kind of diamond is intended. Now it would lean away from the gemstone meaning.

Let’s include even more defined entities into the sentence…

Hank Aaron’s grand slam ended the game, and the diamond was clear of its previous base runners.

We now have:

  1. Hank Aaron
  2. grand slam
  3. game
  4. base runners

 Now, NLP allows the search engine to clearly disambiguate what type of diamond is being referenced – a field on which baseball is played.

There is no ambiguity. Even though it’s using machine learning, the search engine knows this is definitely a BASEBALL DIAMOND.

 While this sounds simple, Natural Language Processing is quite a difficult feat. It requires artificial intelligence, machine learning, and massive amounts of data storage and computing horsepower.

The earliest phases of NLP used only single words in its comparisons. But now with powerful methodologies like BERT and ELMo (hello, Sesame Street), the ability to gather common phrases is becoming massively more important. Phrases provide more context than isolated words.

How Do We Use NLP to our Advantage in SEO?

In SEO, we are dealing with a bot and an algorithm. Human quality assessors do grade pages and give them quality scores, but it’s rare and they inform the algorithm rather than hand ranking pages. Most of what is decided about ranking occurs in the world of bots & algorithms.

The words on a website’s page provide key signals to the bot and algorithm to help them understand our page’s intended topic. The more we help the search engine reduce the confusion, the better potential our page has to rank.

How do we do this? One way is to…

Match the Best Ranking Pages with Page Tuning

Use Common Phrases

One of the things that works very well when optimizing a page is to examine the common phrases that the top ranking pages use.

These will typically be phrases that are entity related.

The phrase and then holds little disambiguating potential in most cases But a phrase like pitcher’s mound is a known entity.

Once we ascertain these top common entity related phrases, we can reverse engineer Google’s algorithm to see which phrases it considers essential to be included on a web page to help to clarify the topic of the page and the meaning of surrounding words.

For example, if we want to notate that our diamond means baseball diamond, these are common phrases the top 10 pages use.

 

NLP and SEO common phrases tuning

 

We ascertain these common phrases through powerful page tuning software that does a comparative analysis.

It would be wise to ensure these common phrases are woven into our article.

Common phrases are a newer method of NLP. Previously, scanning and storing common phrases and all the mathematical combinations required tons of processing horsepower and storage.

We used to use a program that looked at only common words between the top ranking pages. With the newer page tuning software available, we can now look at common phrases. This is a better approach.

Use Common Words

While common phrases are now given more importance, common words can also help with NLP and SEO rankings. Here are the common words used in articles about:

 

natural language processing SEO common words usage

 

 

Using NLP on Key Elements of the Page for Better Rankings

We can also use software to see if the main keyword, a variant of that keyword, or partial keywords are used in elements of the high ranking pages. Then, we can reverse engineer our page.

Example: Is ball field used in a sub-header and if so what level of sub-header and how many times?

Example: is diamond used with another word in an image alt tag on the top ranking pages?

Example: is the keyword used in the page title and, if so, is it also used in the URL and the meta description or are variants used?

If we find these to be the case in the top ranking pages, then logic would suggest we should also include these phrases in similar elements on our page.

Word Count and SEO: How it Affects NLP

We know that long-form content is currently ranking better than shorter content in a majority of cases, but why?

Two reasons, one technical and one user-focused. Let’s start with the technical.

Technical Reasons

The more words that are on a page, the more disambiguating common phrases and entity–related terms can be included on a page. A page with 1,500 has a lot more opportunity to use the words above in a natural way than a page with 100 words.

These words do need to be incorporated into the page in the manner a typical human would use them in writing.

Copy and pasting the list of common phrases at the bottom of your post isn’t going to work because the search engine’s algorithm is smart enough to know that’s not natural usage, and it is going to flag it quickly. There is a reason it is called Natural Language Processing.

(Interesting SEO history: Long before NLP, when all the algorithm could do was raw word matches, web developers used to stuff a page with keyword variants. Some even put tons of the keyword in white font on white backgrounds so the bot would see it but not the human page viewer. That definitely doesn’t work anymore because of NLP.)

When there are a lot of expected matches of phrases and entities, the algorithm’s NLP capabilities say, “Oh, look at all these nice matches. We can clearly tell what this page is about.”

This tends to push the page up in rankings.

End-User Reasons

The second reason is the user benefits from more comprehensive articles than thin content. Google knows this and tends to reward longer form content.

A search engine would rather send the user to a single page that answers all of his or her questions than have the searcher have to flitter around to 5 different pages seeking the answer.

If the experience of getting an answer is made difficult on a particular search engine, the searcher may ultimately abandon that engine for a different one which they perceive offers better results.

Objectifying Word Count

The good news is you don’t have to guess how many words your page should contain.

We use tuning software to see the word count on each of the top ranking pages and compare your page’s length to the top ranking pages.

The best practice is to match the word count on the pages in the top 10 (or those that rank above us if you are in the Top 10 already.)

Of course, there might be off-page elements (strong backlinks, etc.) affecting rankings allowing a 200-word page to rank or a 19,000-word article to perform poorly. We are speaking in on-page general terms. With the tuning software, we can quickly see these type pages as outliers and ignore them in our tuning recommendations.

“But I Don’t Want Long Pages, Those Seem Ugly to Me”

 We hear this all the time.

Enter the accordion–a beautiful design feature.

using accordions for SEO and NLP

 

This longer form of content can be placed in an accordion that gets clicked open by the user.

accordion natural language processing word count

 

But even if it isn’t clicked open, the bot still crawls all of it in the source code of the page. (Don’t believe us? Click here to see that they do.)

Note, this is NOT junk content. We never advocate filler or junk content.

It’s just content that is not AS IMPORTANT as the copy that sits on the main section of the page. That should be conversion first copy. The accordion copy is for those folks who want to research more or like more details.

This is definitely not the white text on white background approach. We aren’t trying to game the system, but simply put the most important content in the most visible place on the page.

By using dynamic accordions in the CSS code, your pages appear more concise upon a visitor’s first visit.

Designing with accordions delivers the best of both worlds, cleanly designed pages with longer forms of content available.

Page Tuning using Natural Language Processing Works To Improve Your Rankings

Moon and Owl regularly and systematically tune clients’ pages on their site. We have consistently seen a rise in ranking performance on the tuned pages.

We sometimes perform wholesale tuning on a page if we feel it is heavily under-optimized or overly-optimized and it isn’t ranking in the top 20.

For pages in the top 20, we go at a more conservative rate, tuning one element at a time (body content, sub-headers, alt-tags) and watch how each tuned element affects the page’s ranking.

We keep careful notes, to inform future page tunings on that site.

This scientific approach, combined with the volume of page tuning we do, allows Moon and Owl to develop a prioritized list of tunings to apply. We are constantly retesting to make sure the order of the tunings is correct.

In the future, we’ll be presenting how we use Natural Language Processing and Entity in structured data Schema markup, anchor texts, and other key elements to get your site more easily found, liked and trusted by potential customers.

If you would like help with page tuning using natural language, on-page SEO, or search engine optimization in general, we would love to help you. Give us a call for an SEO audit or ongoing help.

The article Natural Language Processing and SEO: Why The Words On Your Page Matter For Ranking and How To Improve is republished from: Moon and Owl

SEO Weekly News May 17, 2019

Fort Worth SEO news to keep you updated on all the latest developments to help get you found, liked, and trusted online to grow traffic and customers, patients and clients. We love helping Fort Worth businesses large (Fortune 20) small (start-ups) as the premier SEO agency in North Texas. Here is what is happening in the world of Search Engine Optimization this week!

The Promises and Pitfalls of Black Hat SEO Practices

FOX Business|42 minutes ago
The science of ensuring your web properties rank well here is called Search Engine Optimization (SEO) and it’s become something of a mystic art in web developer circles. Exactly how SEO works …

User-Centric Optimization: 3 Ways to Improve Your Website Experience

Search Engine Journal|44 minutes ago
SEO is multifaceted and each optimization factor is dependent on the others. This is the mindset we need to have when we approach any performance optimization work because the most meaningful …

How startups can use Amazon’s SEO best practices to dominate new shopping verticals – TechCrunch

TechCrunch|21 hours ago
Eli Schwartz is currently a growth advisor and the former Director of Growth at SurveyMonkey where he led the SEO strategy. Eli has been a columnist on the Huffington Post, the Y Combinator …

Competitor Keyword Analysis: 5 Ways to Fill the Gaps in Your Organic Strategy & Get More Traffic

Search Engine Journal|2 hours ago
If you manage the organic search presence of a website, at one point or another, your client or boss is going to ask you for competitive SEO insights. Diagnosing performance issues: They want …

10 Essential On-Page SEO Factors You Need to Know

Search Engine Journal|3 days ago
Editor’s Note: This post is from Search Engine Journal’s new ebook The Complete Guide to On-Page SEO. This in-depth guide will teach you the essentials of on-page SEO. Succeeding in organic …

How to Spy on Competitors with Python & Data Studio (Advanced SEO)

Search Engine Journal|5 days ago
Whether you’re new to SEO or a seasoned pro, investigating random drops in keyword rankings is just part of the trade. There are many methods to investigating why your targeted keywords may …

Business Plan for a Profitable SEO Agency

iLounge|3 days ago
SEO or search engine optimization is a technique for promoting your business online and it is a very effective one. Digital marketing’s one of the most prominent parts is SEO or search engine …

User-generated content for SEO: The cost-benefit analysis you need

Search Engine Land|4 days ago

A simple way to do that could be to let people comment,” Google’s John Mueller told an SEO looking to optimize image-heavy pages during a Reddit AMA last year. Providing more context for search …

The Best Free SEO Tools to Increase Your Rankings

Stamford Advocate|7 days ago
You don’t have to pay to boost your website’s Google rankings with these free SEO tools. Whether you want to see who’s backlinking to your site or dive deep into keyword research, these are …

Council Post: Stop Trying To Be Good At Many Things, And Focus On Mastering One

Forbes|1 day ago
President and Partner of MYLE Agency, one of Oklahoma’s largest marketing firms that provides design, SEO, web, photo/video, and more. Getty Anyone who has ever achieved greatness at anything …

Local SEO for enterprises: Optimizing for the Local 3-Pack

Search Engine Watch|4 days ago
Now that most of us are walking around with tiny computers in our pockets, much preliminary research is taken care of in a matter of seconds via mobile search. Securing one of those top three …

What You Should NOT Do When Writing a Title Tag

Search Engine Journal|3 days ago
Editor’s note: “Ask an SEO” is a weekly column by technical SEO expert Jenny Halasz. Come up with your hardest SEO question and fill out our form. It was never seen on the SERP. As we took a …

The Top 15 Free SEO Tools You Should Be Using

Search Engine Journal|4 days ago
Search engine optimization (SEO) is more important today than ever before. If you’re looking to get started with SEO or want to achieve better results with minimal financial investment, here …
Search Engine Journal|3 days ago
A report on direct-to-consumer (D2C) marketing in 2019 finds that SEO is a top acquisition channel for most brands. Paid search came in fourth place (26%), and physical stores were a distant …

Google Shares Top 3 SEO Factors – Search Engine Journal

Search Engine Journal|1 day ago
Google’s Martin Splitt shared the top 3 SEO factors. Then he answered an unexpected question about Google.

Google: Top Three Things A Developer Can Do For Search Rankings Doesn’t Include Links

Search Engine Roundtable|1 day ago
Google’s Martin Splitt posted the first SEO Mythbusting series and in there, a developer asked him what can to help his sites and apps do better in search. Martin answered in the form of being …

Drive Traffic To Your Website With These 3 SEO Tips

Forbes|2 days ago
Your web presence can have an impact on your small business but it’s up to you whether that impact is positive or negative. It’s almost unheard of with how easy it is to start a site with services …

Google’s First SEO Mythbusting Video Didn’t Have Mythbusting

Search Engine Roundtable|1 day ago
Watching the comments about Google’s first mythbusting video reminds me of the comments around the final season of Game of Thrones. To be fair, the Googlers who put this together are not film …

SEO Test Proves New GoogleBot Is Live

Search Engine Roundtable|3 days ago
Valentin Pletzer didn’t want to just take Google’s word that the new evergreen GoogleBot is live, so he tested it. In short, Google’s word was the truth and the new GoogleBot is indeed live.He basica

How To Recover From The Google Medic Update

WFMJ Youngstown|4 days ago
On August 1st, 2018 Google rolled out a new core update to their search ranking algorithm, dubbed by the SEO community as The “Google Medic Update”. As always, the purpose of the update was …

SEO Weekly News May 17, 2019 was originally published on: www.moonandowl.com

SEO Weekly News April 20, 2019

As an SEO agency in Fort Worth, we are constantly devouring the latest news in addition to being a member of several exclusive Mastermind groups. We even read the Google patents to keep you (and us) ahead of the curve. Here is this week’s search engine optimization news.

SEO Agency Versus In-House Team: What’s Better For You?

Forbes 3 days ago
To be successful online, companies need to take SEO seriously, and it must be a priority. As the founder of an SEO agency, I have dedicated the last 20 years to helping companies improve their …

Is link building dead? Depends on who you talk to – Search Engine Land

Search Engine Land|20 hours ago
Sure, link building used to be plagued by a morass of black-hat tactics like link farms, paid link schemes, hidden links and spammy content. Some SEOs argue any form of proactive link building …

Look Out for These 5 Signs of Black Hat SEO

Entrpreneur|2 days ago
Black hat SEO refers to unethical practices to help a website rank higher in Google. Often times, a website doesn’t even know it’s suffering from black hat search engine optimization — and being penalized for it.

Using Python to recover SEO site traffic (Part three)

Search Engine Watch|23 hours ago
When you incorporate machine learning techniques to speed up SEO recovery, the results can be amazing. This is the third and last installment from our series on using Python to speed SEO traffic …

7 Terrible, No-Good SEO Tactics to Abandon Forever

Despite the evolution of Google and the internet, bad and outdated SEO tactics still proliferate. On April 10, I moderated an SEJ ThinkTank webinar presented by Julia McCoy, CEO of Express Writers …

Lounge Lizard, Top NYC Web Design Firm, shares Tips for Improving Internal Links for Better UX and SEO

Internal links are important for both SEO and the user experience of a website, however, internal links are not always optimized to maximize their use due to a lack of understanding about the …

What These SEO Experts Want You to Know About Being Seen As the ‘Top Choice’ For Your Service

To do that, and simplify the decision-making process overall, consumers are turning to the one place so many of us deem the most credible, trustworthy source in the world: Google. Your job is …

Navigation Removal Trick Impacting Google Rankings Algorithm?

An SEO, I believe his name is Alexander, asked John Mueller of Google in this morning’s video hangout if Google is aware of a trick some sites are using to combat any negative impact from the …

8 Ways You’re Wasting Money on SEO Without Knowing It

Because SEO is a longer-term investment than other digital marketing channels, it can have hidden challenges, issues, and costs. The rime and resources invested in SEO were wasted due to specific …

Yoast SEO Becomes First WordPress Plugin to Offer Proper Schema Implementation – Search Engine Journal

Popular WordPress plugin Yoast is releasing an update which offers complete implementation of Schema.org markup. For example, if a page has five pieces of Schema markup its often unclear to …

5 SEO Skills That Give You a Huge Advantage on the Internet

WFMJ Youngstown|4 days ago
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Seznam SEO: An Interview with Seznam’s Search Division Director

There is however another search engine competing with Google – one that, for the most part, a lot of SEO professionals never encounter as it’s limited to the Czech market, Seznam. Seznam was …

Why accessibility works for SEO

The Drum|2 days ago
Website accessibility is about much more than due diligence and ‘doing the right thing’ – it can seriously boost your bottom line. Viewed from a cold hard business perspective it simply doesn …

Building and scaling global SEO Centers of Excellence

How can you ensure that your SEO is built to scale as you expand into new global markets? Instead, I’ve long been an advocate for the development of Centers of Excellence inside enterprise brands …

The Most Epic SEO Guide for Competitive Small Business Owners

WFMJ Youngstown|4 days ago
When Scott Paxton entered a competition to see who could get their new website to the front of Google the fastest, he decided to look at what his competitors were doing. What he learned can …

How to Set up Your Local Business Listing for Success

WFMJ Youngstown|2 days ago
A local business listing can be one of the best ways to gain authority in your area and get an influx of local clients, and the more listings you have the better for the SEO (search engine optimisation …

Boost Your Website’s Visibility With This SEO Course

Anyone who works in marketing knows: unless your website reaches the first page of the search results for your desired keywords, it’s highly unlikely you’ll get the traction you need to reach …

Why You Must Stop Obsessing About These 5 Things in SEO

As SEO professionals, we tend to obsess over every detail. Really, though, not everything in SEO is worth our full time and attention. What follows is a list of trends that many in SEObelieve …

Responsive Web Design: What is it?

TG Daily|4 days ago
Responsive web design is a term that SEO experts use regularly. Responsive web design is directly responsible for resizing websites so that they fit in the display for viewing. Large desktop …

Fake Amazon reviews handing unknown brands an SEO bump, says Which?

The Drum|4 days ago
An investigation revealed tens of thousands of suspicious reviews appearing on the platform every day, handing unknown brands an unwarranted SEO bump in the process as consumers unwittingly …

The following article SEO Weekly News April 20, 2019 was first published on: Moon and Owl

SEO Weekly News March 22, 2019

As an SEO Fort Worth agency, we bring you this week’s search engine optimization news.

Council Post: Law Firm SEO: Six Tactics Attorneys Can Use To Start Seeing Results

Forbes|4 days ago
Lawyers in private practice face an extremely competitive environment in Google search. This post boils down some of the most basic law firm SEO tactics — specifically those that are most likely …

Council Post: Industrial SEO For B2B Companies: New Application, Same Strategy

Forbes|2 days ago
Marketing Strategist. In your quest to master business-to-consumer (B2C) digital marketing strategies, you may be overlooking some important business-to-business (B2B) opportunities. Industrial …

The Rise of On-Page SEO Tools: Pushing the Frontiers of SEO & Content

Let’s talk about cutting-edge SEO research that can truly transform your ranking success. While they are surely a part of the equation (and I am a deep believer of content quality, avoiding …

Robots.txt best practice guide + examples

The robots.txt file is an often overlooked and sometimes forgotten part of a website and SEO. What is a robots.txt file? A robots.txt file can be used for for a variety of things, from letting …

If it’s Not Just Keywords, How Does SEO Work?

WFMJ Youngstown|2 hours ago
Continued Google updates have all but eliminated any benefit gained from relying solely on keywords to rank well. Keyword stuffing for the purpose of ranking does nothing to enhance user experience …

Patent suggests how CTR, time on page could be used in search rankings (if Google did that sort of thing) – Search Engine Land

Earlier this month, Google was granted a patent for utilizing click-through rates as a potential ranking factor. As Google SEO patent expert Bill Slawski, the president of SEO by the Sea who …

SiteGuru improves your website with a detailed SEO audit

Building a website in this day and age is incredibly easy. No matter how much time you spend perfecting your website’s appearance, if it ranks low on search engines, nobody will see it. SiteGuru …

Excel Fuzzy Lookup for SEO: Effortless 404 and site migration redirects

In recent years, the nature of SEO has become more and more data-driven, paving the way for innovative trends such as AI or natural language processing. This has also created opportunities for …

Search Buzz Video Recap: More On Google March 2019 Core Update, Google Drops Rel Next & Prev & Neural Matching vs RankBrain

What a fun week in the SEO space – we had Google do some explaining or myth busting around the March 2019 core algorithm update, no – it wasn’t a reversal. Google just noticed that they have not sup

Why bother with user experience: UX tips for SEO experts and business owners

The times when ranking high in search results as the final goal have passed. As search algorithms are improving and there’s no place for keyword stuffing anymore, SEO experts should adopt for …

6 Actions You Must Take After an SEO Audit

Step one is commonly an SEO audit. An SEO audit can produce valuable insights. When investing time, energy, and actual dollars in an SEO audit, you are probably doing it with the goal of taking action afterward. The list of SEO items audited.

Tips to identify a solid SEO agency

TG Daily|4 days ago
It is a digital world. There are many ways in which you can enhance your search engine rankings and develop a good SEO strategy. One of them is to hire an SEO agency. There are many SEO agencies out there serving customers in multiple ways.

SEO Weekly News March 22, 2019 is available on: Moon and Owl Marketing

What is the Google March 2019 Core Update? (aka Florida 2 algorithm update)

You might be experiencing a drastic change in site traffic and/or rankings (positive or negative) in the next few weeks because of the newest Google Core Update.

what is google march 2019 core update

What is a Google Algorithm Update?

Users want the answer to their question or problem quickly. Google ranks billions of webpages in what they call their Search index to provide searchers the most beneficial and relevant search results.

To do this they use an algorithm. In it’s simplest terms, an algorithm is a set of instructions telling an entity what to do. A food recipe, is in a sense, an algorithm. It tells you the ingredients, the amount needed of each ingredient, then how to assemble those ingredients to result in a dish.

In the case of a Google algorithm, it is gathering information from a bot that crawls sites on the internet, giving each piece of information a certain of importance, and then combining the ingredients into a search ranking result. At times they change the “recipe.”

Google is always tweaking their algorithm which affects how your site ranks for certain keywords. Usually, these are minor tweaks. On March 12-ish, however, a major update was made. We saw radical swings in keyword rankings on client sites. This major update has been called March 2019 Core Algorithm Update or more popularly, Florida 2.0.

Google even confirmed this update. Something they don’t always do.

https://platform.twitter.com/widgets.js

How did the March 2019 Core Update change the results?

Some are calling this a softening of the Medic Update aka Query Intent Update. The Medic update was largely seen to affect health and medical sites. Sometimes you’ll see these referred to as YMYL (you money or your life) sites. Medic caused major ranking changes. We are hearing some in our Master Mind groups saying they think Florida might be a slight reduction in some of the heavy weighting that Medic gave to a sites E.A.T. score. E.A.T. stands for expertise, authority and trust.

Medic was thought to heavily rely not just on the content on a page for ranking, but the sites overall perceived authority. A site with strongly established credentials (good reviews and lots of parallel sites like LinkedIn, Facebook, even BBB solid ratings), citations on other expert sites (example: academic sites, high authority sites), and other means of trust were heavily rewarded. Some sites that had great content but weren’t as strong in the E.A.T department lost rankings.

Others are saying this is more Penguin or Panda related. A few are claiming the volatility is link quantity and quality related.

penguin algorithm update google

One SEO tweeted “Smaller sites who were seemingly ranking pretty much only based on content got smacked hard, while brand pages with 100 words got a boost. I count 25 brands entered the top 60 on one SERP after this update. Almost all with far inferior content” says SEOwner via twitter handle @tehseowner

Here is the simple truth. It’s TOO EARLY TO KNOW. Don’t believe anything you are reading quite yet. No one knows exactly what the algorithm rewards or punishes directly.

Over time, broad SEO agencies, like Moon and Owl, will have enough client data and specialized tools can reverse engineer the algorithm to see what triggered increases and decreases.

We do this by looking at the 6,000+ keywords we are tracking for a diverse portfolio of clients and the pages that each keyword refers to in its ranking. Then we can see which pages rose and which fell, looking for commonalities. We can also A/B a page that fell against a competitor page that rose to see the differences in the pages in every aspect including things like:

  • content length and other on-page elements
  • schema types used
  • keyword density in body copy and headers
  • site siloing
  • page crawl depth
  • backlinks to page and to site as a whole (quantity and quality)
  • site load speed
  • and many other factors

What can I do to improve my sites ranking and traffic in light of Florida 2.0?

Right this second (March 15 2019)…

DO NOTHING!

Let the algorithm do its thing and see where you rank once things settle.

One of the worst things you can is to make wholesale changes while your site does the Google ranking dance. Use a SERP tracker that shows you rank increases and decreases, and once things aren’t jumping around like a kid on a new pogo stick, then you can begin to make changes.

Website Ranking Volatility Pogo Stick

Of course, we are glad to help you in dealing with Florida 2 recovery or any search engine optimization endeavor.

 

Read More Here:
https://searchengineland.com/lets-clear-things-up-googles-florida-2-algorithm-update-is-not-related-to-original-florida-update-313981

https://www.seroundtable.com/google-3-12-broad-core-ranking-update-florida-2-27254.html

https://www.searchenginejournal.com/google-update-florida-2/297973/

 

 

The blog post What is the Google March 2019 Core Update? (aka Florida 2 algorithm update) is republished from: https://www.moonandowl.com

SEO Weekly News Mar 11, 2019

This bundle covers affiliate marketing, SEO techniques, and more

Boing Boing|5 days ago
You can learn how to optimize both the presentation and placement of ads on Facebook, Google AdWords, and MailChimp. Several courses touch on the invaluable skill of search engine optimization …

5 free online marketing tools to grow your influence

The Arab Tribune|6 days ago
Check out the following top 5 free online marketing tools and how to use them to grow your business online. The HOTH has a substantial number of free tools for SEO (Search Engine Optimization …

Storage in Big Data Market 2019 Global Industry Analysis by Size, Share, Emerging Trends, Sales Revenue, Development Status, Opportunities…

Market Watch|14 hours ago
The potential applications of big data technologies include price optimization, search engine optimization (SEO), business forecasting, business intelligence, better sample selection for analytics …

Henderson Chamber to hold businesses workshops

Water St. in Downtown Henderson. During the workshop, Kautzman will discuss how to market a business with cutting-edge Search Engine Optimization (SEO), social media and pay per click techniques …
2

The Death of the Internet

In the early 1960s, Paul Baran was an engineer at the RAND Corporation when he began thinking about the need for a communications network that could withstand a nuclear strike. It was supposed …

American Marketing Association’s Atlanta Chapter Announces the 2019 Amy Awards Finalists

Market Watch|6 days ago
…-Current Pixel Paid Search Optimization ATLANTA RISING STAR AWARD Amber Fawlkes-BrightWave SEO SEARCH ENGINE OPTIMIZATION AIS Media -AIS Media’s SEO Program Helps THRIVE Secure New High PR Captivate-Current Pixel …

Report: 51% of web site hacks related to SEO spam – Search Engine Land

A report released by Sucuri states that over half of sites hacked in 2018 were done so for SEO reasons. The report shows that 51.3 percent of all infection cases in 2018 were related to SEO …

Event to aid small businesses with online presence

Rome Sentinel|7 days ago
The event, to be held by the Mohawk Valley Small Business Development Center (SBDC), is geared to help local businesses learn about search engine optimization and best practices for creating …

SEO Weekly News Mar 11, 2019 is republished from: http://moonandowl.com