Background to On-Page SEO
For most people, clicking on a link on a web page is the first indication they have of the presence of that page. In fact, as of 2016, 63% of all page views come from links. When someone clicks a link on your page, they are likely to visit the page that is linked to yours. On-page optimization aims to ensure your page is as favorable as possible to those clicking through links.
On-page optimization can take many different forms. One common technique is ensuring the text on your page is well-composed and easy to read. This includes using clear and concise language and avoiding cliches and redundant phrases. Another technique is to optimize and match the search intent of the target keyword to the specific topic or landing page.
On-Page SEO is the most important activity of an SEO campaign as it optimizes the website per the Google Webmaster Guidelines, which is most important for appearing in the Google SERP.
All other activities help in gaining traffic and website authority which serves to improve keyword rankings and hence organic traffic.
The Shift of Google from Keywords to Entities
The shift in search engine optimization from relying solely on keywords to using entities is a key factor. With this shift, Google seeks to understand the semantic context of the query instead of just the literal meaning of the words.
This shift has enabled search engine algorithms to create a much more sophisticated and accurate understanding of a website’s content and value. For example, when searching for basketball shoes, Google can now identify that this refers to a specific type of footwear, not a sport or physical activity.
In order to take advantage of this shift in Google search engine optimization, it is important to understand the different types of entities. Three main entities are keywords, anchors, and snippets. Keywords are the actual words that are being searched for. Anchors are references to other websites or information that help you better understand the topic being searched. Finally, snippets are small summaries of information.
By using these entities in your content, you can ensure that Google understands the context of your page and can give it a higher ranking.
Importance of Semantic Search in Modern SEO
Semantic search has become increasingly important in modern SEO. By taking into account the context of a query, search engines can more accurately return results that match what the user is looking for. This has become even more important with the rise of voice search, as voice queries are often much more contextual than text-based queries.
Semantic search helps ensure that users see results specifically tailored to their needs, making their experience much more efficient and enjoyable.
What To – Do?
In this article, we will only point out how to use the Google NLP Tool via the demo shared in the following link: https://cloud.google.com/natural-language
Step 1: Identify the Top 3-5 Potential Keyword Terms to Target currently ranking on the second or third Page.
Step 2: Take one keyword and shortlist the top 3 ranking pages on the SERP.
Step 2: Run the page urls in textile and copy the displayed on-page content.
Step 3: Paste the Text in Google NLP Tool > https://cloud.google.com/natural-language
Step 4: Go to the Entity Section and copy all relevant entities that are not on the currently mapped landing page. (Copy all Entities with a salience of more than 0.01)
(Make sure to avoid stopwords or irrelevant words. Identify words that qualify as an entity. Eg: Person, service, product, feeling, activity, etc.)
Step 5: Rinse and repeat the process for the other two top-ranking competitor pages and create a list of entities to be included in the target landing page. Suggest them to the client.
Step 6: Repeat Steps 1-5 for other low-hanging keyword opportunities.
We performed the above exercise on an example website: indiarep.co
back office services india
Present organic position: 18
Top 2 Ranking Pages:
Important Entities Obtained From: https://www.backofficepro.com/
Video Audio Editing
Data Visualization Audio
Geotagging Engineering Services
Important Entities Obtained From: https://www.truppglobal.com/services/back-office-support
Live Chat Support Technical Support
Data Entry Internet Research
Live Chat Support Technical
BPO Charge Entry Payment
SOFTWARE DEVELOPMENT Web
Need to revamp the on-page content of the target landing page and input the above entities into the content to enrich it and make it more semantically relevant to the keywords that we are targeting.