SEO onpage 2018: How to optimize RankBrain and semantic search

By Cường Blogger Updated: 09 Jul, 2018

Semantic search has been mentioned in many SEO circles. We have heard about entity (entity) SEO, content conversations, optimization topics (other than keywords) and even exploit classic SEO tactics such as build links and target keywords, create the most relevant and useful content, and let Google do the rest.

Does Google really give up keywords, SEO people should do so? How exactly does "optimize relevance" how to implement it, and can only trust it alone? After all, how do optimize search language meaning and where to start? This article will help Vietad answer those questions.

 semantic search

What is semantic search?

Semantic search aims to improve search accuracy by Understand the intent of the searcher, the context of the phrase, and the relationship between the words to get relevant search results.

Everything starts with Google's Hummingbird update in 2013. Hummingbird uses The context and intent of the searcher (other than individual keywords in a query) are to ensure that "pages are more relevant than meaningful pages that only match certain words."

RankBrain (launched October 2015) is part of Google's Hummingbird algorithm. Its purpose is similar to Hummingbird but the mechanism behind is different. RankBrain is an artificial intelligence system consisting of two parts: a query analyzer and a ranking section. Previously, RankBrain tried to explain better queries (especially rare or unfamiliar long tail queries) by combining them with popular queries to produce good search results. Best. RankBrain's ranking element analyzes pages in the Google index and searches for specific features (such as how to use certain related terms) to help match those pages. with queries .

These features are determined by analyzing the best-looking search results (based on Google's user satisfaction metrics, such as the clickthrough rate mouse on the SERP, percentage of users click Back button and exit the search page, time on the page ...) and look for similarities between these pages . As a result, pages that are considered good responses to the query may not even contain exact query words, but are still relevant. Google recently said that RankBrain "participates in every query" and influences the actual rank "probably not for every query but for a lot of queries" 19659015]

There are many aspects to consider if you want to look for semantics, from choosing content focused pages to keyword research, topics and improving relevancy. Let's start with the first step.

1. The focus of the page: keywords and topics

The first question that you should set out when thinking of capturing SEO semantics that is: how to build content? Should (a) create pages around individual keywords or (b) focus on broad topics and redo them in depth?

From the SEO point of view, there are currently 2 methods for creating content: (a) classical methods that you can use, (b) new methods that are increasingly popular with Increase semantic search.

To understand how these methods work, let's say you have a website that sells used vinyl records, you are looking to write a series of articles. On the blog to answer questions of target customers. You have studied these questions, and clearly, the most common questions would be:

  • Where to Buy Used Vinyl

  • Buy Cheap Vinyl

  • Price of Used Vinyl Best

  • Where to buy rare vinyl

  • How to choose the best vinyl

  • Buy the best vinyl

  • Buy vinyl online

  • Buy vinyl

  • Buy vinyl

  • How to test vinyl

  • Buy a vinyl jazz disc

If you use the classic method, you have to create dozens of similar pages: a separate page (even if it only has a few sentences long). ) to answer for all queries above. The problem is that by 2017, this kind of content will not be considered comprehensive, or even useless, especially on niche competitions. Most likely you will be defeated by competitors offering more comprehensive answers.

Read Now: 5 Steps to Optimizing Content for SEO for Sales .

The new theme-based approach creates a single page that covers all of these topics, or the "Basic Guide to Buying Vinyl." The basic idea behind this new approach is that you do not have to worry about keywords, instead you should build a comprehensive, original, high quality resource and Google will do the rest.

You see, your "basic guide" may rank for more general terms such as "how to buy vinyl." This is an extended term that searchers will not search for a particular aspect of the process, instead searching for the whole process and steps. Even if you include paragraphs for "where to buy rare discs," Google does not always recognize what you want to rank - simply because you're focusing on too many things on one page. , and finally, the prominence of the concept (or the frequency of keyword phrases) will be diminished by the length of the content and the number of small threads you are trying to add.

The best way to target keywords in 2017 is to combine old and new methods. When you look at your keyword list, you should first think about the intent of the searcher, and group the keywords with the same intent into a group. Let's see how it looks with keywords related to vinyl.

 SEO Semantics

SEO wise, the best method to build content is to focus around the intent of the searcher. . In the example above, you will have 4 separate articles instead of 10 (or just 1).

In summary : Create content around groups of semantic keywords with clear intent. of searchers, not individual keywords or broad subject.

2. Relevance 1.0

We just realized that we need keywords to understand the intent of searchers and create relevant content, now it's time to move on to finding out the role of keyword search and Targeted Keywords in SEO semantics .

The first thing that Google does when receiving a query is to check its index to find pages that match the query, for example. Like using the TF-IDF algorithm.

This process is not always easy: The query may have to go through some screening tests before Google retrieves possible search results from the index, links This can be further filtered based on suitability and different quality signals ... And rightly so, by 2017, you can rank for a keyword that is not even mentioned on your page in Google, it only makes sense if you want to have things in an unreasonable way.

Using keywords in content helps search engines know that your site is relevant to that term. In other words, it increases the chance of ranking for the query. Here is a slide of the presentation of SMX West last year by Paul Haahr - Google search engine ranking engineer:

 keyword targeting

According to some practical evidence for see keyword targeting is still important most of the time, take a look at the following 2 SERPs:

 semantic query and rankbrain

"Aglaonema" and "Chinese evergreen" are two words Meaning, they are all names of a plant. However, two different SERPs are returned for these two queries (although they share a Knowledge Graph list). This is a smaller problem in search results, but it only occurs on pages that refer to both words in content.

In the age of semantic search, keyword search can be It should be simpler but equally important. Two keyword ideas are rarely used, but they can offer the best suggestions, especially in the semantic search context, which are Google Autocomplete and Google Related Searches. . You will find both in the Keyword Research module of Rank Tracker.

  • Launch Rank Tracker (if you do not, you can download the free PowerSuite SEO here) and create a new chapter. submit to your site

  • Go to the module Keyword Research and click Suggest Keywords .

  • Select Google Autocomplete or Google Related Searches

 Keyword query and rankbrain

  • Enter key terms based on your search, wait a while while the search engine is looking for the subject.

  • Now, check out the keywords and groups of keywords that Rank Tracker has found, pick the best term to target. You can move the best terms to the rankings panel by selecting them and clicking the Move to Target Keywords Module .

  • In Target Keywords, you can analyze in depth More terms (eg: Keyword Difficulty ) and build keyword diagrams by specifying keywords for specific pages on your site.

The next step is . ] make sure important keywords are used on your landing page . To do this, you will need to use the WebSite Auditor (also available in the free PowerSuite SEO edition).

  • Launch WebSite Auditor and create a new one for your website.

  • When Process Get the original site crawl done, go to the Content Analysis module, select a page that you are optimized and enter the primary keyword that you are targeting for the page. The widget will analyze your page and 10 of your top ranking rivals to compare your keyword goals with theirs. When the analysis is over, you'll see your overall optimization score (for all the keywords you specify) in the top left corner, along with a list of the elements on the page that you need. (elements with Error or Warning status). For any problematic factor, open the Competitors tab to see how the top ranking pages handle it.

 semantic query

  • You can make the changes suggested Export directly into the WebSite Auditor, by going to the Content Editor dashboard. Here, you can edit the content in a WYSIWYG or HTML editor, as well as rewrite the title and meta description with a snippet preview of Google. When you make a change, the SEO tips and elements on the left will be updated in real time.


Once you have made the edit, just hit the save button in the corner. top right to save optimized HTML to your computer so you can upload it to your site.

Summary: When Google receives a query, the first thing it does is retrieve it. Export search results related to that query. You want to use keywords in your content to tell Google your page is one of those results.

3. Meta relevance, latent semantic index, and RankBrain.

At present, Google has a series of pages that it initially selected as query relevant results (with relevance 1.0 ). But how do you determine which results better match the searcher's needs and better with the intent behind the keywords? LSI, or latent semantic indexing, is a technology that Google uses.

LSI, or latent semantic indexing, is a technology that Google uses. to understand the relationship between words, concepts, and web pages. By analyzing the billions of web pages and terms used in it, Google knows which terms are relevant, which ones are synonyms, and which often appear in the same context. This allows the search engine to render search results in a specific context.

 Optimized for rankbrain
Source: -Two-algorithm-world

With RankBrain, Google can decide which links are important to a context of a given query.

Suppose you are writing a full SEO tutorial. Layout - an article you want to rank for "comprehensive SEO guide" . Obviously just using this keyword in your content, RankBrain may have a better way to know what works best for this query: since it looks at your content, it will find out that the results Best often have a few things in common.

 Most of the high ranking pages for

So in a sense, RankBrain and LSI are all aiming to find out whether a page includes topics. comprehensive or not. But does comprehension work with rankings? Backlinko has done a great research to determine this. In that study, they used MarketMuse to test Google's 1 million results and the relevance of their permissions (ie, comprehensiveness and depth) and rank. Here is what they found:

 optimization semantic search

Impressive? So the question is: How do you find related terms and concepts that you can use to improve the relevance and rank of your page? This is A simple template using WebSite Auditor and its TF-IDF tool.

  1. Launch WebSite Auditor and create a program for your website (or open an existing page).

  2. Go to Content Analysis> TF-IDF select a page you will optimize and enter the main target keywords. The app will select up to 10 competitors that rank high for your keywords in Google search results, analyze the content of each competitor, and calculate TF-IDF for each use of each phrase. on each page.

  3. In a moment, you will see a table of keywords related to the topic (both single and compound words), sorted by the number of pages using them best. 19659118] Column Recommendation will give you suggestions using keywords that appear on pages of 5 or more opponents:

    • Add - if you do not use any important keywords.

    • Use more - If the TF-IDF of the keyword on your page is lower than the lowest value of the competition.

    • Us e less - If the TF-IDF of the keyword is higher than the highest value of the competitor.

    You can make these suggestions and edit your page right in Content Editor. In order to master the thematic relevance in the era of semantic search, the in-depth analysis of competitors has something High rank is essential. Commonly among the best performing results (for example, concepts and terms that most of them use in content) will give you a good idea of ​​how to cover the topic in total Can improve the relevance and ranking.

    4. Become a Knowledge Graph.

    Google Semantic Search is provided by Knowledge Graph in many ways. Knowledge graphs include entities - specific objects that Google knows, such as people, places, and things. The impact of the Knowledge Graph on search results far beyond the list is remembered sometimes shown to the right of the free listings. Knowledge Graph data is used in free rankings, rich answers, and various types of search results for different queries. One kind of look ... is that the rotation is displayed for queries named for a certain category containing entity groups:

     entity knowledge diagram

    Before we learn how Access Knowledge Graph, first check that the entity of your business already exists. To do this, visit the Google Knowledge Graph Search API, enter your brand name or product name into Query, and click Execute . Search semantic for seo " width="600" height="400" />

    Next, check the feedback you receive. If no entity is found, item itemListElement will be empty. However, if there is a Knowledge Graph entity for your brand, you will see the information as shown below:

     Optimizing semantic search for seo

    If you find an entity but You are not satisfied with it, go to Wikidata and use the search bar to find a list of your company. Here, you can edit the details of your business, as described, the official website, ...

    Knowledge Graph process is not simple but not stressful. Following the following steps will increase your chances of becoming an entity:

    1. Use chart structured marking that has data for organization for your site. Use a specific mark for your product (drag down to the bottom for a list of product types.)

    2. Create a Wikidata entry for your business and products. friend. Here is a tutorial on Wikidata for getting started.

    3. Get a Wikipedia article. Wikipedia is one of the major sources of Knowledge Graph. You can create a Wikipedia page for your brand, but it is better to hire an experienced editor. Make sure your item contains a link to Wikidata.

    4. There are social media accounts verified by social networks.

    In summary : Google is on Take advantage of Knowledge Graph and incorporate it into your search in new ways. Invest time and effort to become a Knowledge Graph by using charts and listed on Wikidata, and Wikipedia.

    5. UX (User Experience).

    The role of user signals in SEO is controversial, and this article is not a place to debate it. In the context of semantic search, it is important to understand that the most fair measure of the effectiveness of any new elements in Google's ranking algorithm (be it RankBrain, Hummingbird, LSI, or whatever Any other) is the satisfaction of the user. Satisfaction can be measured by indicators such as SERP click rate, time on page, and bounce rate. There are two ways Google can get these metrics: through Search Quality Rating and field testing in Google search. The scale of the second way is quite large, Google's Paul Haahr has mentioned that whenever you run a Google search, you will have at least one test.

     user experience

    If you think about those indicators and the factors that they depend on ... surely, it's the quality and comprehensiveness of the content that we've discussed. But this list is more than that: page speed, usability, readability, and mobile-friendly are also important. See how you can make sure your pages deliver the best user experience.

    • Speed ​​test with WebSite Auditor (Google's PageSpeed ​​Insights is built right into the tool). To do this, open your program and go to Content Analysis . Click Add page namely the URL you want to test, and enter the target keyword. In a moment, your page will be analyzed on page optimization as well as technical SEO. Go to Technical factors and drag to the Page Speed ​​(Desktop) section of the elements on the page to see if any problems are found.

     Meaning for rankbrain

    • Conduct mobile device-friendly testing. Just under Page Speed ​​(Desktop) in the WebSite Auditor you'll find Google's mobile-friendliness test. Check each of these elements and make sure they have the Correct green color.

    • Track the user experience elements on your page in Google Analytics, especially Bounce. Rate and Session Duration . Although not universally valid, this is the average of many different industries reported by KissMetrics.

     semantic search optimization

    • Performing A / B Testing for Improvements good level of interaction. Last but not least, test different page options on your site; Check out the design, layout, use of images, etc. A / B testing is a science in its own right, but you can see the tutorial for beginners here.

    In summary : User satisfaction signals are likely to impact your ranking indirectly in a number of ways, so it's important to track engagement metrics on your pages. and continue to improve them. In particular, pay attention to page speed and mobile-friendliness, and check out A / B pages to find out which designs work best.

    No doubt, search prospects are changing, but it is important to realize that these changes are very slow. Keywords are important, but there are equally important things: relevance, comprehensiveness, and usability. In 2017, optimizing pages for proprietary engines will not leave it, but just focusing on users is not something that search engines can accept .

    Focus on serving both people and tools, create good quality content and provide the best user experience, but do not forget to search for keywords and analyze your competitors to incorporate the Relevant phrases in your content.

    As always, I look forward to receiving your questions and views. How does semantic search impact rankings? What tactics are you using, and which strategy do you find most effective? Join the discussion below. Please share with your friends to read and do not forget to write nhé. Or refer to more attractive articles in SEO Knowledge and SEM Knowledge.

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    Nguồn bài viết: Masha Maksimava – Editby: Việt Anh Trần

    The post SEO onpage năm 2018: Làm thế nào để tối ưu hóa RankBrain và tìm kiếm ngữ nghĩa appeared first on Vietads.

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