Today I am lucky to interview Björn Darko from Searchmetrics. Good morning, Bjorn. Congratulations on your new “baby,” SeoPresso. What will SeoPresso ...
Natural Language Generation boosts SEO
For many organisations with an online presence, search engine optimisation (SEO) has become simply non-negotiable. It is a way of increasing a website’s search engine exposure, and thus opening the door to more visitors, more engagement, and in the case of profit-making businesses, more conversions.
The battle for brilliant SEO is well and truly on, and one of the ways that SEO specialists are staying ahead of the game is to follow the latest changes which can be detected to the Google algorithm. There are so many favoured strategies out there – from backlinking to keyword campaigns and website optimisation – but what will be most effective is subject to the way in which Google calculates search engine rankings, and this is something we can never be 100 per cent accurate about.
One common component of an SEO campaign is content, and this requires manpower to write the right kind of content, for the right audience, with the right SEO values… or does it? Thanks to a technique of automated content known as Natural Language Generation, you can now create content on a large scale to meet your SEO objectives, while using far less of your precious resources.
In this article, we look at the various ways in which Natural Language Generation can boost on-page SEO:
As a general rule, websites which regurgitate content across several pages do not rank well on Google when compared to websites with more original content. In particular, sites which are copying or replicating content are understood to perform less well. By that token, ‘fresh is best’ is a mantra which has certainly rung true in SEO, offering the search engine user a perspective which they cannot find elsewhere. So how can Natural Language Generation help your SEO drives when it comes to achieving the content freshness which is accepted to be valued by Google?
This type of automated content can be a time and cost-saving solution when it comes to presenting the same information in a different way. For example, if you are a wallpaper company which wishes to offer a page on how to apply wallpaper to a wall, it is likely that you will be giving largely the same instructions as a similar page on the internet – after all, how many ways are there to wallpaper a wall? What the Natural Language Generation software can provide you with is an automated way of making content fresh and unique from similar information on the web, using the same data set.
Length of content
There is a reason why content writers from all over the world are in high demand. It’s because not only do we like to read resourceful pages on the web which can offer us a more in-depth angle, but also that Google is understood to value content-rich pages. Plentiful content, and, crucially, content which offers insight, may not be that easy to come by on a world wide web in which taking the short cut is so prevalent.
In this regard, Natural Language Generation can be a winner again. Why? Because automated content can pad out copy so that it is more in-depth, more insightful, and offers more potential of an SEO boost. And the beauty is that you don’t need to assign your content or marketing team members to a week-long research project, because the hard yards are done for them. It could be website pages, product descriptions or blog articles – Natural Language Generation can prove to be a priceless artificial intelligence (AI) tool.
One element of SEO which is certainly considered ‘old hat’ at this stage in the SEO timeline is keywords. With the intelligent identification and placement of certain words or phrases, web pages can act like a fishing line to search engines such as Google, and become prominent in results. Keyword strategy can be used in anywhere from website structure to blog articles and social media. They must be used in the right way – i.e. without being crammed in, and as a part of content which is relevant.
If you are implementing a keyword strategy across multiple pages, be prepared to spend time and money on it. Because you will need a professional or team of copywriters to create suitable content and assimilate the keywords within it appropriately. That is, of course, unless you use Natural Language Generation, which can offer an automated method of using keywords in large volumes of unique content. Because it is able to interpret the kind of data which lends itself to SEO optimisation, Natural Language Generation can offer the advantage of doing your keyword placement for you, giving you the right density, avoiding cramming, and fitting in the keywords in the right way. So when it comes to testability exercises, you can be more confident that your content is ticking all the boxes.
While we can’t read about exactly how the Google algorithm works (what some people would give to be able to!), we can hazard pretty good assumptions about elements of content which it is receptive to. One of these accepted values is new or updated content. That makes the consistent creation and delivery of unique content all the more important. It goes for anything from news and blogs to web pages which might typically be updated less regularly, such as descriptions of products or services. If you are allowing your web pages to ‘gather dust’, you might be missing a trick when it comes to SEO.
Where does Natural Language Generation come in? The latest automated content techniques give you the fast track to keep churning out content which is original, updated, and contains the right keywords. That could significantly cut your costs when it comes to hiring writers on a freelance basis or making a new addition to your team. And the good news is that with Natural Language Generation you won’t necessarily have to spend a long time briefing any human content providers, because you’ll be using AI technology which is capable of providing updates and managing content all on its own. Among the variables which you can factors in are trends specific to your sector, as well as your current, updated product range.
So those are some of the big reasons why Natural Language Generation can play such an important part in your SEO strategy. If you are a large scale content creator, why not see how automated content can help?
Have you ever thought about changing the way your target group is addressed in the texts on your website or in your shop? Then you have certainly thought about how to reach your target group even better and how they will feel even more addressed.
Read our 5 SEO tips to write successful search engine optimized texts that also improve the text quality.