Semantic Content Optimization Basics

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© Searchmetrics. All rights reserved. Do not distribute without permission.
Unwrapping the
Secrets of SEO
Understanding the Basics of Semantic Content Optimization

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About Us
Searchmetrics is an SEO & Content Optimization platform
We own all of our own data (Research Cloud)
A data and knowledge repository that contains over 250 billion data elements
that are continuously updated like keywords, search topics, social and PPC
data—reaching back to 2009.
We have two products, the Searchmetrics Content Experience
and the Searchmetrics SEO Suite that services a variety of
customers (F500, enterprise, eCommerce)
Established in 2005

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AboutMe
Sebastien helps Fortune 500 companies better
optimize their web presence as an in-house SEO expert
at Searchmetrics. With experiences leading SEO efforts
for brands abroad (e.g. InterNations.org) and helping
Silicon Valley startups kick-start their search efforts, he
loves digging into data to interpret and shape the story
it tells.
He’s also a regular contributor to the Searchmetrics
blog.
Sebastien Edgar
Professional Services Manager
s.edgar@searchmetrics.com
linkedin.com/in/sebastienedgar

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#1. Old SEO vs. Evolving SEO
#2. Understanding informational retrieval systems used by
Google to make us better SEOs
#3. Content Structure vs. Content Quality
WorkshopOverview

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Increase Revenue
Increase Traffic &
User Signals
Improve Rankings
Optimized
Content
WhyContentOptimization?

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Content
Optimization
Increasing
Content Relevance
WhyContentOptimization?

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Backlinks
Keyword Density /
Stuffing
Search engine optimization in the “old days” of a few years ago used to
be much more tactic-basedthan strategy-based.
OldSEO
ContentOptimization

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ü KW in Domain
ü KW in Title
ü KW in H1
ü Adlinks
ü 300 Words
ü Links
ü Etc.
1Keyword =1LandingRelevance
Factors,
OldSEO

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ü Content Quality
ü User Intention
ü Content Experience
ü Data Driven Approach
Relevance
Factors,
EvolvingSEO
1Topic =1Landing

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50%
55%
60%
65%
70%
75%
80%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
RANKING FACTORS
2016
Ø Top10 2016: 55%
Ø Top10 2015 : 75%
-20%
Data June 2016
KeywordinTitle

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Movie where they make fun of Star Wars
Example: “Movie where they make fun of Star Wars”
KeywordinTitle

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10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Ø Top10 2016: 38%
Ø Top10 2015 : 48%
-10%
KeywordinH1
RANKING FACTORS
2016
Data June 2016

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The keyword itself is therefore no longer
the decisive factor in determining the
actual ranking for a search query:
• Synonyms
• Closely related terms
• Semantically related terms
Content Relevance
ContentRankingFactors

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LSI is simply a co-occurrencebased method where search engines look
for terms that naturallyoccurin conjunction with other terms.
LatentSemanticIndexing(LSI)
Vintage cars
orem ipsum dolor sit
view more classic
car pictures here
amet, consectetur
adipiscing elit.
dignissim have a
look a some old
school cars below,
id semper lorem
tincidunt sit.
“Vintage Cars”
cheap classic
cars for sale
list of classic
cars
vintage car
pictures
nice old
school cars

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You are able to analyze which keywords hold the mostweight
and therefore are more important to the topic you are writing about.
TermFrequency*InvertedDocumentFrequency
(TF*IDF)
• “..It is NOT OK to leave out the mother of all information retrieval algorithms, TF-
IDF, known affectionately to search geeks as Term Frequency-
Inverse Document Frequency.”
• “this primary ranking algorithm uses the presence, number of occurrences, and
locations of occurrence to produce a statistical weight on the importance of a
particular term in the document.”
https://www.portent.com/blog/seo/3-google-algorithms-we-know-about-200-we-dont.html

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(TF*IDF)
• https://www.google.com/patents/US7711668

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(TF*IDF)
Article about Cars
orem ipsum dolor sit
carmaker amet,
consectetur
adipiscing elit.
dignissim
automated driving,
id semper lorem
tincidunt sit.
Term
Found
Term
Not
Found
Term
Found
• Carmaker:
TF*IDF = 0.8
• Automated Driving:
TF*IDF = 0.6
IDFTF TF*IDF

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http://www.reuters.com/article/us-usa-trump-germany-autos-idUSKBN1500VJ
“The article says BMW, GM’s Vauxhall brand
and others are being put on notice by
President Trump to produce more in the U.S.
He cites Daimler and Renaul-Nissan for
assembling products in Agauscalientes,
Mexico, and threatens them with an import
tariff if they don’t invest more in US-based
manufacturing.”
https://alchemy-language-demo.mybluemix.net/
Entities

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Version 1:
“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras
venenatis mi eu urna tristique, id dictum ligula aliquet.
Pellentesque non dignissim leo. Ut dignissim accumsan
lectus, at maximus quam lobortis sit amet. Donec pharetra
placerat mauris, sit amet molestie diam dictum ac. Vivamus
quis ex quis arcu malesuada rhoncus vel eget ex. Sed eget
tortor ut augue mattis aliquet in ac nunc. Vestibulum non arcu
id quam egestas tristique. Suspendisse fringilla id risus nec
dictum. Nunc finibus risus id odio vulputate, at pretium nisi
ultricies. Integer imperdiet velit ligula, vitae pulvinar elit
malesuada vitae.“
Content
Qualityvs.
Content
Structure

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Version 2:
“Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Cras venenatis mi eu urna tristique, id dictum ligula aliquot:
• Pellentesque non dignissim leo. Ut dignissim accumsan
lectus, at maximus quam lobortis sit amet. Donec pharetra
placerat mauris, sit amet molestie diam dictum ac.
• Vivamus quis ex quis arcu malesuada rhoncus vel eget ex.
• Sed eget tortor ut augue mattis aliquet in ac nunc.
Vestibulum non arcu id quam egestas tristique. Suspendisse
fringilla id risus nec dictum.
Nunc finibus risus id odio vulputate, at pretium nisi ultricies.
Integer imperdiet velit ligula, vitae pulvinar elit malesuada vitae.”
Content
Qualityvs.
Content
Structure

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ContentQualityvs.ContentStructure

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CSS Display: None
http://us.myprotein.com/range/protein-powders/whey-protein.list
HiddenContent

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searchengineland.com/seo-optimized-ui-friendly-e-commerce-frankenstein-250586
HiddenContent

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HiddenContentvs.VisibleContent

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CategoryPageContent
Best Practice

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• Clear font
• Above the fold – but not
excessive
• Internal links
• Unique on each page
CategoryPageContent,BestPractice

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• Font blending in with
background
• Content hidden with
”SEE MORE” Button
CategoryPageContent,BadPractice

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• In May 2014, website went from a single page layout structure
to tabbed layout structure
• Visibility / traffic was negatively affected until the homepage
return to a single page layout
X
Change to tabbed content
HiddenContent

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• In June 2015, a website went from tabbed layout structure
to single page layout + new landing pages
• Traffic was extremely positively affected
✓
Change to non-tabbed content
HiddenContent

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✓ Lower bounce rate
✓ Higher time on site
✓ Increased pages per sessions
✓ Better Rankings
✓ Increased Traffic
ContentQuality+ContentStructure

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So…howdoyou
semantically
OptimizeContent?

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HowtoSemanticallyOptimizeContent

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Takeaways
#1 Keyword driven SEO is out – long live topic driven SEO. Keywords
should be regarded as helping relevance, not defining relevance.
#2 Understanding various information retrieval such as LSI, TF*IDF will
make you a better SEO by understanding Google better.
#3 Content structure is almost just as important as content optimization.

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Suite Tools | Searchmetrics Content Experience
• http://www.searchmetrics.com/content/
Semantic Content Optimization, LSI & TF*IDF
• http://blog.searchmetrics.com/us/2017/03/14/unwrapping-the-secrets-of-seo-optimizing-topics/
• http://lsigraph.com/
• https://www.quora.com/How-does-TF-IDF-work
IBM Watson
• https://alchemy-language-demo.mybluemix.net/
• https://natural-language-understanding-demo.mybluemix.net/
• https://speech-to-text-demo.mybluemix.net/
Resources

ThanksforDownloadingourContent!
s.edgar@searchmetrics.com
linkedin.com/in/sebastienedgar
Be sure to check out our blog:
http://blog.searchmetrics.com/us/

Semantic Content Optimization Basics

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