Search Engine Optimization (SEO) Strategies using Text Mining

Ph.d. Pham Dinh Ba– Toronto University – Canada

Search engine optimization is a set of strategies used to promote certain content in search results.

For example, you can use text mining techniques to identify discrepancies between what the users search for and what they actually find. You can then create the content that bridges that gap, so that it’s shown at the top of the relevant search results. Below, we briefly walk you through the process step-by-step using an example from the website InfraNodus, which produces tools to process and better understand textual data.(2)

Step 1: Identify the Relevant Search Queries

The first step is to identify the relevant search queries: What kind of audience you want to attract, what will they be searching for? How does it connect to your work and interests and what your objectives are?

In this example, we will focus on the notion of “text mining” as the people who search for these terms are very likely to be interested in Nodus Labs’ products and services. Assume we want the people who search for anything related to “text mining” to visit NodusLabs website and to find out about the related tools they can use in their work. In order to do that we need to create the content on text mining, however, we first need to identify the semantic field related to this query, so that we better know what the audience needs, what they already get in their search results, and what’s missing.

Step 2: Analyze whats in the existing Google search results

The next step is to get a better understanding of the kind of content that people get when they search for “text mining”. In order to do that we can import the first 40 search results for a certain query in Google and visualizes the most important topics and relations between them.

We analyzed the Google search results for the search query “text mining” and got the following clusters of words:

1) Text – mining – analytics

2) Process – analyze – large

3) Data – unstructured – analyze

4) Pattern – turn – interesting

So most of the content that is on the offer for the search query “text mining” is related to processing large volumes of unstructured textual data and to discover patterns in this data. We now have an idea what kind of content people get when they search for “text mining”, so now let’s see what they actually search for.

Step 3: Analyze what’s in related search queries

The next step is to better understand what kind of information people need when they search for “text mining”. Google Ad words has a Keyword Planner Tool, which shows exactly that; the related search queries, so that we can better identify what our target audience really needs. We can see that the people who search for “text mining” also search for

“Text analytics”

“Sentiment analysis”

“Text analysis” and so on…

Suggesting that they may look for “software tool” and “web techniques” that would allow them to do text and sentiment analyses.

Step 4: Compare Google search results to the information that users need

Compare the results of steps 2 and 3, you may notice that “software tools” and “techniques” were missing from what people see when they search for “text mining”. We now discovered a potential gap in what’s searched for and what is being found as well, as an interesting opportunity in the field of “text mining”.

Step 5: Create new content

We have identified the current lack in the field of “text mining”, so we can now create content that will fulfill this lack and propose innovative solutions to the field. In the case of NodusLabs, they create the content on “text mining” making a special emphasis on various software tools for text and sentimental analyses, especially tools to visualize the relationship between related words.

Chúng tôi hy vng rng ví d mà chúng tôi dùng  trên có th giúp bn hiu mt phn nh vSEO. One of the SEO strategies is the use of text mining, which essentially tries to make sense of textual content. As more and more people generating large volume of text when they use mobile devices and the internet, teaching computers to make sense of their writing would be very cool! Text mining or natural language processing seems to be a good field to study, with a good job at the end. Good luck if you’re interested in this field! There is a lot to learn however!

Pham Dinh Ba

References:

1. https://thanhnien.vn/cong-nghe/khai-pha-suc-manh-seo-trong-digital-985792.html

2. “Google SEO Strategies using Text Mining and Network Visualization”, dated July 20, 2018.https://noduslabs.com/cases/google-seo-strategies-text-mining/

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