How to make NLP SEO attractive for small business owners? Why care about ML SEO, NLP SEO and knowledge graphs? Everything in one place.

1. APPLIED NLP SEO
Emilija Gjorgjevska | emmagjorgjevska@gmail.com

2. 1. Computer Science Engineer.
1. Technical SEO Engineer in the
past 3 years.
1. Mixed background in IT,
marketing, product
development, writing, research.
@emilijagjorgjevska1

3. Who can benefit from this talk
Understand how things work
and pursue growth
Able to adapt and eager to develop
a skill to “see a bit longer in the future”
Familiar with NLP & know
about some use of it in SEO
@emilijagjorgjevska2

4. My strategies helped grow businesses
@emilijagjorgjevska3

5. Ways to use NLP in SEO
@emilijagjorgjevska
1. Text preprocessing (removing characters, stemming, lemmatization...).
2. Word vectors (Word2Vec, GloVe).
3. BERT fluff.
4. Mapping URLs to new ones (semantic similarity).
5. Entity optimization by using Google NLP Cloud.
6. Natural language generation for generating meta descriptions and content for
thin pages...
4

6. Use NLP to scale problem-solving,
not just for the sake of geekiness.
@emilijagjorgjevska5

7. I believe in the power of IT to enhance SEO
@emilijagjorgjevska6

8. OUTLINE
1. How Machine Learning Revolutionized Search
Algorithms
2. Why User Experience is important for SEO
3. How to boost User Experience for better SEO
ENTITIES
ONTOLOGY
RDF
PHRASES
TOPIC
URIs
LINKS
RELATIONSHIPS
@emilijagjorgjevska7
SEMANTIC SEO

9. Big platforms are a bit privileged
when it comes to NLP SEO.
@emilijagjorgjevska8

10. Defining priorities
Site size
Importance
Technical
Content
@emilijagjorgjevska9

11. How to make NLP SEO attractive for small
businesses with limited resources
(content, budget)?
@emilijagjorgjevska10

12. Defining priorities
Site size
Importance
Technical
Content
@emilijagjorgjevska11

13. Defining priorities
Site size
Importance
Technical
Content
@emilijagjorgjevska12

14. Our client’s blog had 150+ pages
@emilijagjorgjevska13

15. Our client’s blog had 150+ pages
@emilijagjorgjevska14

16. Wasted time
@emilijagjorgjevska15

17. Architecting topic clusters algorithmically
@emilijagjorgjevska16

18. Tell me more!
@emilijagjorgjevska17

19. @emilijagjorgjevska18

20. @emilijagjorgjevska19

21. Tim Berners-Lee’s 5-star rating system
@emilijagjorgjevska20

22. What is this about?
Which topic?
Which concept?
Which intent?
@emilijagjorgjevska21

23. Remember?
Site size
Importance
Technical
Content
@emilijagjorgjevska22

24. An entity can be:
Person, Organization, Event, Product, Location, Abstract Object….
@emilijagjorgjevska23

25. Include IDs!
@emilijagjorgjevska24

26. ENTER Semantic Enrichment
@emilijagjorgjevska25

27. @emilijagjorgjevska26

28. @emilijagjorgjevska27

29. Example
<script type="application/ld+json">
{"@context": "https://schema.org",
"@type": "Webpage",
"abstract" : "How to live frugal by me means that you need to make a lot of sacrifices and in the same time
“to cheat” the life and manage your finances on the best possible way.",
"mentions":[{"@type": "Thing", "name": "blog", "sameAs": "http://en.wikipedia.org/wiki/Blog"},
{"@type": "Thing", "name": "life", "sameAs": "http://en.wikipedia.org/wiki/Life"},
{"@type": "Thing", "name": "money", "sameAs": "http://en.wikipedia.org/wiki/Money"},
{"@type": "Thing", "name": "Baby food", "sameAs": "http://en.wikipedia.org/wiki/Baby_food"},
{"@type": "Thing", "name": "quilt", "sameAs": "http://en.wikipedia.org/wiki/Quilting"},
{"@type": "Thing", "name": "Simple life", "sameAs": "http://en.wikipedia.org/wiki/Simple_living"},
{"@type": "Thing", "name": "happy life", "sameAs": "http://en.wikipedia.org/wiki/The_good_life"},
{"@type": "Thing", "name": "material", "sameAs": "http://en.wikipedia.org/wiki/Materialism"},
{"@type": "Thing", "name": "values", "sameAs": "http://en.wikipedia.org/wiki/Value_%28ethics%29"},
{"@type": "Thing", "name": "Positive attitude", "sameAs": "http://en.wikipedia.org/wiki/Optimism"},
{"@type": "Thing", "name": "contentment", "sameAs": "http://en.wikipedia.org/wiki/Contentment"},
{"@type": "Thing", "name": "Gratitude", "sameAs": "http://en.wikipedia.org/wiki/Gratitude"},
{"@type": "Thing", "name": "minimalism", "sameAs": "http://en.wikipedia.org/wiki/Minimalism"},
{"@type": "Thing", "name": "simplicity", "sameAs": "http://en.wikipedia.org/wiki/Simple_living"},
{"@type": "Thing", "name": "mind", "sameAs": "http://en.wikipedia.org/wiki/Mind"},
{"@type": "Thing", "name": "frugality", "sameAs": "http://en.wikipedia.org/wiki/Frugality"}]}</script>
@emilijagjorgjevska28

30. PROVIDE
MEANING
@emilijagjorgjevska29

31. Worked with multiple SEO professionals
to test this concept on 3 continents,
covering 8+ industries on 3+ platforms.
@emilijagjorgjevska30

32. @emilijagjorgjevska31

33. @emilijagjorgjevska32

34. @emilijagjorgjevska33

35. Still testing, so message me on LinkedIn :)
P.S. not limited to English.
@emilijagjorgjevska34

36. These concepts are NOT NEW:
NLP SEO, ML SEO, knowledge graphs…
@emilijagjorgjevska35

37. Karen Sparck Jones
(TF-IDF),
information retrieval
(1950-1990)
@emilijagjorgjevska36

38. @emilijagjorgjevska37

39. @emilijagjorgjevska38

40. really close to the x-axis
Date: 29/June/2020
@emilijagjorgjevska39

41. X
@emilijagjorgjevska40

42. Even in our best case, we are
30+ years behind!
@emilijagjorgjevska41

43. @emilijagjorgjevska
Don’t wait.
Understand how things work.
Pursue growth.
42

44. @emilijagjorgjevska
Because this is the future.
43

45. @emilijagjorgjevska

46. @emilijagjorgjevska