Semantic SEO

NLP SEO - What it is, and how it can boost your Site

Yes, we all know that Google is a semantic search engine. 

What this means is…

Using Natural Language Processing, Google attempts to understand the meaning of your content rather than just looking for literal keyword matches.

The reason is, that Google is attempting to improve the user experience by attempting to bring results that more accurately satisfy the searcher’s intent.

In this post, I’ll attempt to answer:
  • What is natural language processing?
  • How does natural language processing work?
  • How do you use natural language processing in SEO?

To do this, I’ll be focusing on theoretical knowledge as well as putting on my scientist hat and doing a little experimentation. (Yes, I love tinkering.)

My goal for this experiment is to have a deeper understanding of how to create on-page SEO for NLP.

What is Google's Knowledge Graph?

There is no question that semantic SEO is the future of SEO.

The reason?

As search engines evolve towards semantic search your SEO strategy should evolve with them.

The problem is the barrier to entry is high. In other words, to do semantic SEO you must have a basic understanding of how semantic search works.

Unfortunately, as things stand at the moment, if you do a Google search for simple easy-to-understand resources for the layman you’ll find yourself scratching your head.

To deal with that, I’ve attempted to create some semantic SEO resources that anyone can understand.

In this post, I’ll be dealing with the question: What is Google’s Knowledge Graph?

What Are Content Clusters and How to Create Them

Semantic SEO is the most exciting area in SEO.

There is no doubt that it's the future of SEO and that means no matter what area of SEO you are in, it pays to spend time learning semantic SEO strategies. One of the main SEO goals is to achieve topical relevance by creating a thorough network of content about your main topic.


Just writing a lot of content is not likely to bring your site traffic. There is another piece of the puzzle.

Content clustering.

In this post, I’ll cover:
What content clusters are and I'll show you two opposite approaches to creating cluster content.

Site Architecture for SEO

What is site architecture? How does it affect SEO?

Site architecture is one of those best practices that makes sense on so many levels. It not only helps search engines crawl and categorize your content, but it also helps your users find exactly what they're looking for.


At the end of the day, your content exists for your users.

In this post, I’ll get into:
  • What site architecture is
  • What the two main benefits are
  • The relationship between site architecture and semantic SEO

How to use Python for NLP and Semantic SEO

Nowadays SEO is seeing the rise of concepts such as semantic SEO, Natural Language Processing (NLP) and programming languages. Speaking of which, Python is a huge help for optimization and most of the boring tasks you may want to carry out while working. Don’t worry, coding can seem daunting at first but it’s way more straightforward than you think thanks to some specialized libraries.

We have already discussed semantic search, as well as topical authority, and Python is a good solution to explore new insights and for faster calculations, compared to the usual Excel workflow.

It’s no secret that Google relies a lot on NLP to retrieve results and that is the main reason why we are interested in exploring natural language to get more clues about how we can improve our content.

In this post I clarify:
  • The main semantic SEO tasks you can carry out in Python
  • Code snippets on how to implement them
  • Short practical examples to get you started
  • Use cases and motivations behind
  • Pitfalls and traps of blindly copy-pasting code for decision making

Google Search Console SEO - Picking Google Entities

When looking at Google Search Console search queries, you might see something interesting.

When you scroll through the queries, you’ll sometimes notice that your content is ranking for queries that don’t actually appear in your content or your metadata.

Ever wonder why?

The answer is semantic search.

In this article, I’ll be sharing a simple Google Search Console SEO strategy that can easily be implemented to improve your topical relevance and scale your ranking potential. 

What are Google Entities?

When starting your journey into semantic SEO, there are many concepts that you need to understand before getting started.

But, many of the resources online are painfully difficult to understand. 

So, to help you out, I decided to create content that spells everything out in simple English.


I generally try to give practical tips and strategies in my blog posts. But, since I was confused, I assume others are too. This is my attempt at giving you a clear understanding of some important concepts.

And, that brings us to the subject of this post.

If you were wondering what a Google entity really is, this post is for you.

In it, I hope to clarify:
  • What an entity is
  • What the various component parts are
  • What the Topic Layer is

Once you understand these points, you’ll have both the knowledge and vocabulary to research the topic on your own. And since semantic SEO is not just a few tactics and best practices, having a real understanding can really help you get more traffic.

How to Create a Topical Map

As Google and other search engines progress, SEO is constantly evolving.

One of the biggest evolutions is semantic SEO.

Semantic SEO is a branch of SEO that seems to have flown under the radar for many. What’s interesting is that semantic search is here to stay as Google is doubling down on semantic search with many of its algorithms.

For instance:
  • Hummingbird
  • Rank Brain
  • Bert
  • Mum

This means understanding how Google structures entities in its Knowledge Graph and incorporating that knowledge into your site structure is becoming more important every day.

In this post, I’ll cover what a topical map is and how you can use it to structure your content so that your site content can be easily understood by both users and search engines.

Related Entities vs Related Queries in Semantic SEO

Topical authority is a semantic SEO strategy that could bring massive traffic to your site.

To achieve topical authority, you must create authoritative content that covers an entire topic. However, to be successful it really pays to first understand what entities exist in Google’s Knowledge Graph and how they are structured.

In my previous post, I covered how to research entities in Google's Knowledge Graph. 

The point of this analysis is to give you the information to figure out not only what content assets to make but also how to create a structure that not only makes sense to your readers but also to Google.

I explained that you are looking for:
  • Related Entities
  • Related Topics
  • Related Queries

In this post, I want to clarify the difference between related entities and related queries and why the difference makes a difference to how you do SEO.

Topical Authority Research - A Semantic SEO Strategy

There is a basic semantic SEO strategy that can help your site gain massive traffic.

That strategy is called topical authority.

This SEO paradigm shift is a result of search engines attempting to understand the meaning of search queries to bring the best results for those queries.

This has changed SEO as we know it. Instead of optimizing content around keywords, we should now focus on optimizing content around entire topics.

When we do that successfully we achieve topical authority.


How do you actually research your chosen topic?

In this post, I’ll show you some clear actions you can take to easily understand how Google organizes entities in its Knowledge Graph so that you can design a semantic SEO strategy that could position you as the authority in your chosen topic.

Keywords vs Topics - Understanding Semantic SEO Strategy

Okay, so you’re getting into semantic SEO. Great idea.

In my last blog post, I explained what semantic search is. It’s now time to understand how to build a semantic SEO strategy.

In this post, I’ll get into the difference between keywords and topics and explain why focusing on topics could revolutionize your SEO and potentially bring you way more traffic. 

I don’t intend this post to be my final word on covering topics. It’s intended to be a general overview that will give you a solid understanding that you'll need to build content silos that get massive traffic.

What is Semantic Search? (Semantic SEO Basics)

We all feel it.

SEO has changed dramatically.

What used to work when I started out (when the world was still in black and white), is not working like it used to.

And, as the search engines evolve we SEOs have to evolve with it.

When trying to find answers, I discovered semantic SEO. 

I discovered that semantic search influences all of the SEO basics, including:
  • Keyword research
  • Search intent
  • Content creation
  • Site architecture
  • Internal linking
  • And more

In this blog post, I’ll be giving you an overview of semantic search. My goal is to give you a solid foundation to work with so that when you learn semantic SEO strategies you’ll understand why they work.

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