How To Use Natural Language Processing for SEO and Marketing

By Indeed Editorial Team

Updated August 19, 2021 | Published July 15, 2021

Updated August 19, 2021

Published July 15, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The increasing use of artificial intelligence technologies—such as natural language processing—is a meaningful development for the future of many industries. Understanding how these technologies may affect the future of an industry is an important part of staying current and setting yourself up for professional success. Search engine optimization and marketing is a field with significant ties to the application of artificial intelligence and natural language processing. In this article, we discuss what natural language processing is and provide tips for using it in search engine optimization and marketing.

What is natural language processing?

Natural language processing is when artificial intelligence is used to understand and provide logically consistent responses to the language provided by a user. There are many components that go into creating effective natural language parsing, including:

  • Speech recognition: When provided with spoken text, natural language processing can allow artificial intelligence to interpret the words and convert them into written text. This allows artificial intelligence to process and analyze the text as if you typed it into the service.

  • Grammatical tagging: To interpret text accurately, artificial intelligence must be able to associate words in a sentence with their corresponding part of speech correctly. This may be relevant for words used as two or more parts of speech depending on the context, in order to allow for accurate interpretation.

  • Word disambiguation: Similar to grammatical tagging, word disambiguation occurs when a word has multiple interpretations and allows the artificial intelligence to determine in what sense the individual used the word to more accurately parse the meaning of a sentence.

  • Entity identification: When an individual uses titles or names, entity identification allows the intelligence parsing the text to identify the descriptor, so it can understand its place within a sentence.

  • Coreference resolution: This enables the intelligence to determine when two different words refer to the same entity. Often, this occurs when an individual first references a noun, then refers to it at a later point using a pronoun, with coreference resolution correctly linking the two for accurate interpretation.

  • Tone identification: Originally, one of the largest challenges facing artificial intelligence developers was the ability to understand tone and sentiment, which is often complex and difficult to represent in text. Tone identification allows the intelligence parsing the text to assess in what way the individual meant the words provided.

  • Response generation: As artificial intelligence develops, a major assessment point is their ability to respond with logical messages after being prompted by an individual. Natural language processing can allow the intelligence to assess the written or spoken words correctly and craft a meaningful response.

Related: 11 Speech-To-Text Apps For Your Transcription Needs

Tips for using natural language processing in SEO and marketing

Here are some tips to keep in mind when using natural language processing to help you improve your search engine optimization and marketing efforts:

Understand its application in search engines

Natural language processing allows search engines to more accurately parse search requests from users and deliver relevant results. Delivering relevant links is the primary goal of a search engine, so as artificial intelligence technologies improve, the importance of providing relevant and useful content to browsers becomes more important to maintain a high ranking.

Related: What Is Artificial Intelligence?

Apply your traditional metric analysis

Implementing natural language processing works best alongside traditional marketing and SEO analysis. By monitoring the results of your marketing and SEO efforts before implementing changes using natural language processing and after, you can determine which updates are effective. This can help you apply techniques to other pages as well to maximize the benefit.

Related: Complete Guide To Digital Marketing

Use contextual tagging on hyperlinks

Internal linking has been an important component of search engine optimization for many years, however the use of natural language processing in search engine artificial intelligence increases the importance of choosing the right words when tagging links. Internal links can help build relevance rankings for the pages you link to. With search engine algorithms capable of implementing natural language processing to more accurately parse texts on your pages, using relevant text for all links increases their relevancy ranking and raises your SEO performance.

Related: Guide: What Is SEO?

Generate recommended articles and topics

Providing a user with the opportunity to click on links within your site is an effective way to build your SEO ranking and get more eyes on your marketing materials. Another way to accomplish this is by sharing related articles at the bottom or side of a page to entice the reader to click on them. This can increase traffic and help rank them higher in the future.

A natural processing language artificial intelligence may take the provided search term data that search engines include when a visitor finds your site through a web search and parse their search to gather more contextual information about what they are looking for. It can, then, apply the same processing power to articles on your site to identify others that are likely to appeal to the reader. This makes it more likely that they stay on your site clicking related articles and increase your SEO ranking.

Improve your page content with NLP

Time on page is another critical component for effective search engine optimization. The goal of search engines is to deliver the most relevant articles to users every time, in order to provide them with a positive experience that makes them keep using the engine. For this reason, when someone clicks on a link and then hits the back button quickly because it doesn't have the information they want, this has a negative effect on your site's search ranking.
Natural language processing artificial intelligence can increase user engagement and time on page through:

  • Automated translation: When a user visits your web page on a browser that is configured for a specific language, you can use natural language processing in a translation feature in order to convert the text on your page into a language they understand automatically. This prevents them from clicking off your page quickly and allows you to share the information you have with them.

  • Chatbots: A chatbot uses artificial intelligence to have a conversation with a user. Websites often use them in customer service roles to help direct users to pages that can answer questions for them. Natural language processing allows a chatbot to understand a user effectively and provide useful resources to them.

  • Sentiment analysis: The ability to understand the tone of a piece of spoken or written text is a key feature of natural language processing. It allows you to better understand the intent of users on your site and create more relevant content for them.

  • Text summaries: Providing an accurate text summary of a longer piece of writing can be an effective way to appeal to users. Text summaries summarize your page to help them determine if it has the information they need to keep reading. Natural language processing in artificial intelligence may generate brief summaries of content on a website automatically.

Implement voice search capabilities

The ability to perform a voice search on your website makes it more navigable for users, particularly those with visual impairments. Using natural language processing can improve the accuracy of your voice search options.

Analyze and classify customer responses

Customer feedback can be an excellent source of information when seeking to make improvements in a company. Smart artificial intelligence with natural language processing capabilities can perform sorting duties on customer responses to classify them into different groups. This makes it easier for staff to assess responses and provide timely care to those most in need of an urgent response.

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