SEO is a dynamic industry. What worked a few weeks ago may not work anymore.
As an SEO professional, you need to know the latest trends and emerging technologies, to meet the ever changing demand of the industry. In this way, you can stay on top of your game and become more efficient in your business.
In this article, I'll share with you seven emerging technologies in the SEO industry and how they impact your work as an SEO expert. Finally, I'll show you how to apply them in your business for optimal results.
If you want to develop your SEO processes in 2021 and beyond, youshould pay attention to these technologies and start implementing them in your business.
1. Natural Language Processing (NLP)
In December 2019, Google officially rolled out the The BERT (Bidirectional Encoder Representations from Transformers) algorithm is updated worldwide. This update brought NLP to the fore, and it has been a technology to watch in the SEO industry ever since.
With NLP, Google can understand what a word in a sentence means by looking at its context.
This means that Google no longer relies on specific words or phrases that users are looking for to provide them with the correct answers. Rather, they examine the intent behind each search.
Here is an example of how BERT (an offshoot of NLP) affects a search query according to Google .
Before NLP, if someone searches the query "Brazil 2019 travelers to the United States need "a visa," Google thinks this is an information request to confirm whether a US citizen can travel to Brazil without a visa. Therefore, it shows a Washington Post article that responds to the question in addition to SERPs.
As you can see, the context behind this research is a person who wishes to travel to the United States from Brazil and needs a visa. that it was difficult for Google to understand what these types of queries meant in the past, with BERT the algorithm understands the context ofback every search and provide the user with the correct information.
How to Use NLP in Your SEO Processes
With NLP, informational content is more crucial than ever. However, optimizing for BERT is not something you can do as an SEO.
Instead, you should focus on creating high quality content that accurately answers search queries. When you do, you will definitely rank well.
This Moz article shows you how to write amazing content for search engines and people.
2. Natural Language Generation (NLG) for short form content
With NLG, SEOs can now produce meaningful sentences and phrases like natural language, but using technology.
Instead of grappling with blocking writers and spending hours thinking about what to write, NLG removes that burden through automation. And if you are a content creator, it helps you focus only on tweaking the content and improving its readability.
While there are many use cases for NLG, at the moment it is best to get used to writing shortened content such as titles, product deions, meeting memos, etc.
How to use NLG as SEO
There are many use cases for NLG technologies. With a tool such as Copy.ai , you can create landing page hero text, Facebook main text, blog layouts, email subject lines, lists, -deions, etc.
Here is an example of some listes that I create for the topic "quality blog content" using this tool:
As you can see, if I wanted to write an article on this topic, I can use some of these suggestions as a blueprint of my post. With these I can instead focus on finding the individual subtopics.
Here is another example of some website slogans I created for Moz by entering the brand name and a brief deion of "The ultimate SEO tool you can trust" the tool:
If you started a new brand as SEO, you can use NLG tools like this, to find catchphrases to use for your brand.
3. TF * IDF
TF * IDF stands for "Term Frequency times Inverse Document Frequency". This measures how you use a term on a particular page and how it compares to a collection of pages for that specific keyword.
While TF * IDF may seem like a measure of keyword density, it actually measures how important a keyword phrase is by comparing it to the frequency of that keyword. key in a large set of documents.
Although it is not yet clear whether Google uses TF * IDF in its algorithm, it is recommended to include it in your SEO on-page .
Before apply TF * IDF, you need to create content targeting a particular keyword. Once done, plug the content into a tooll TF * IDF. Some recommended options are Text tools , SEO PowerSui te , Ryte and Surf SEO .
How to Use TF * IDF in Your SEO Processes
With technology and some information about your keyword, TF * IDF tools usually suggest phrases that you can add or delete from your pages. As an SEO, you can optimize your page based on these suggestions to achieve the required TF * IDF score for that keyword.
This way you can find phrases that are closely related to the word-key that you 'rewrite on, but not present in your content. When you add these phrases and words to your content, it makes your article topically relevant and helps your page rank higher in the SERPs.
4. GPT-3 for automated content creation
In September 2020, The Guardian posted a story on their website that was written by a robot. Since then the number 3 transformer pre-trained generator (GPT-3) has been a hot topic in the SEO industry.
The GPT-3 API works in an interesting way because it was formed with a large dataset pool to mimic human handwriting. This includes the Common Crawl dataset , Wikipedia, relevant historical books, and so on.
When you provide the GPT-3 API with a write prompt, it tries to predict exactly what would come after that, based on information read from the internet.
The screenshot below is an example of Content generated by GPT-3 which went viral in the Hacker news a few months ago. Most users commented on it, just like they would on a regular post, not knowing it was written by a robot.
How to use GPT-3 for automated content creation
- Copywritingemails: As an SEO, you probably recognize that writing good emails is a skill that will help your business grow, but you are struggling to do so. With GPT-3, you can compose emails easily. All you have to do is provide some bullets describing everything you want to cover in the email, and it will automatically write it for you.
- Writing the first draft: Creating the first draft is the most difficult part of writing. With GPT-3, you can create the first draft of your content, then edit it afterwards to respond to your brand's voice. It saves you a lot of time and makes you more efficient.
5. SEO A / B testing
Most SEOs focus more on A / B user testing.eurs and less on SEO A / B tests. Whereas user testing involves randomly assigning your website visitors (users) to different versions of your pages, and ultimately deciding which one to use based on performance. In SEO A / B tests, users are Googlebots, not end users, and they typically view the same version of the page.
This What this means is that when you implement SEO / AB testing, you are only showing users or Google one version of the page, not multiple pages.
How to implement SEO / AB testing
There are different waysres to implement SEO A / B t depending on what you want to achieve for your business. If you are just starting out there are a few things you can try:
For example, Etsy made an SEO title tag A / B testing for some of their pages, and within a few days they started to see significant traffic changes on their pages.
If you are an intermediate / advanced SEO, you may test other elements such as:
- AMP Pages
- Texts of internal anchors
- Schema markup
- New content
- And so on
For example, SearchPilot performed an SEO A / B internal link test for a grocery store and found one at25% increase in organic traffic.
Performing SEO A / B tests like these will help you find out exactly what is working well for your brand and what is not. This way, you can make more informed decisions when optimizing your pages for SEO.
For example, if your traffic dropped to a particular page after making changes to it during SEO A / B testing, this shows that the test did not work.
As a general rule, you should expect to see the results of your SEO A / B tests as soon as Google crawls your variations page. If Google crawls your test page within 7-14 days, you can compare it to the main page.
Some SEO A / B testing tools that you can use for this purpose include: Google Tag Manager , Rankscience , Optimizely , etc.
6. Automated on-page content optimization
When creating a long content element, you typically:
- Check the top ranking pages on the SERPs
- Go through each content ranking item on the SERP
- Determine the specific headers and subheadings that the pages cover
- Identify missing points in the pages
- Create a better overview of our own article.
- And so on
It usually takes a long time. You have to spend hours manually checking one piece of content after another and taking note of the most important points to include in your own article.
How to use auto optimizationatic of content on the page
Instead of spending hours creating content briefs and researching the information you want to include in your content, you can use SEO tools like Frase AI and Content Harmony .
With Frase AI, you can shorten the time you use for content search. Suppose you want to write about "how to lose weight fast", you can input the main keyword into the tool.
When done, it will automatically check the top ranking pages in the SERPs and provide you with some useful information that you can use while creating your content. These include best results for keyword, stats et the data you can add to your content, the questions your target audience is asking on Quora, Reddit and Google 's People also Ask.
With a tool like Content Harmony, you can automatically create content briefs that meet search intent in less time.
All you need to get started is your keyword. Once you enter it into the software, it automatically analyzes the SERPs using different data points. Then you can create your content briefs from there.
7. Non-textual content factors
Non-textual content factors are increasingly important in SEO as they help you create a more enjoyable user experience on your websites ite pages.
If you read content with blocks of text all over the place, you will probably find it unappealing to look at. And with the upcoming implementation of Core Web Vitals by Google in March 2021, content factors Non-textual content will have a huge impact on SEO.
Some of these non-textual content factors include:
- Audio samples
- Downloadable files such as PDF
How to use non-text content factors for SEO
- Canva : with this tool, you create non-stock images for your pages.
- Venngage : if you want to create infographics that grab the attention of your readers you must use Vennpledge.
- Invideo : Invideo helps you create and edit online videos in minutes with various ready-made templates.
- Animaker : if you don't have one and want to create animated videos, this tool will help you greatly.
With these tools you can make your pages and posts more attractive. As a result, your readers will spend more time on your website and your bounce rate will end by drastically decrease.
As we look to the future of the SEO industry, new technology developments will certainly play an important role. While some 'among them are already in use, others are still under developmentdefinitely.
If you are an SEO who wants to stay on top of the industry then you should keep an eye out for these emerging technologies and start applying them to grow your business. Got more SEO technology to add to this list? Let me know in the comments.