Google wants to rank content from experts. This session investigates how Natural Language Processing can be used to identify where you should be targeting your content and what happens if you don’t.

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

32. Connect with us
/company/spike-seo/
hello@spike.digital