What are the Recent Advancements in SEO?

Martech Outlook | Friday, November 26, 2021

SEO is a rapidly evolving industry. What worked a few weeks ago may not work anymore.

FREMONT, CA: As an SEO specialist, you must stay current on developing trends and technology to keep up with the industry's ever-changing demands. This way, you can be on top of your game and improve your business's efficiency. This article will discuss some developing technologies in the search engine optimization sector and their impact on your work as an SEO specialist.

Natural Language Processing (NLP): Google officially launched the Bidirectional Encoder Representations from Transformers (BERT) algorithm upgrade worldwide in December 2019. This update elevated NLP to prominence, and it has been a technology to watch in the SEO market ever since. Google's natural language processing (NLP) capabilities enable it to deduce the meaning of a word in a phrase based on its context, which means that Google will no longer rely on the particular words or phrases users enter to find the relevant results. Rather than that, they're examining the purpose of each search.

How to incorporate NLP into your SEO operations

Informational content is more critical than ever with NLP. However, optimizing for BERT is not a task that an SEO can take on. Rather than that, it would be best if you concentrated on providing high-quality content that accurately answers search queries. When you do, you will undoubtedly rank highly.

TF*IDF: TF*IDF is an acronym that stands for "Term Frequency multiplied by Inverse Document Frequency." This metric indicates the frequency with which you utilize a term on a particular page and how it differentiates from a collection of pages containing that keyword.

While TF*IDF may appear to measure keyword density, it measures the importance of a keyword phrase compared to the frequency of that keyword phrase in a large set of documents.

Although it is unknown whether Google uses TF*IDF in its algorithm, incorporating it into your on-page SEO approach is an intelligent practice.

Before implementing TF*IDF, you must generate a piece of content targeted towards a specific keyword. After that, upload the content to a TF*IDF tool. Text Tools, SEO PowerSuite, Ryte, and Surfer SEO, are all excellent solutions.

How to incorporate TF*IDF into your SEO strategies

TF*IDF tools typically advise some phrases to add or remove from your pages based on technology and some facts about your keyword. As an SEO, you may use these ideas to optimize your page to achieve the required TF*IDF score for that keyword.

In this manner, you'll be able to identify specific phrases closely related to the topic you're writing about but aren't included in your text. By including these terms and words in your content, you may increase the topicality of your post and help your page rank higher in the SERPs.

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