Why does content need to be optimized for NLP?

In the world of SEO, one of the most common reasons websites struggle to rank in Google is that their content isn’t optimized for Natural Language Processing (NLP). In fact, studies show that 96.55% of webpages get zero search traffic from Google. Why? Because the content doesn’t align with how Google processes language.

At Pecan Street Digital, we’ve audited thousands of websites and have noticed that about 90% of them lack NLP optimization. To address this, we created a framework,  to help our internal team understand NLP and optimize content effectively. After diving into patents, research papers, and SEO case studies, we’re now making this framework public to help you create content that performs.

Why Does Content Need to Be Optimized for NLP?

Google uses NLP to understand search queries and content more deeply, moving beyond keywords to grasp the meaning and context of words on a page. Tools like BERT and MUM use NLP to interpret both search queries and webpage content, helping Google make better connections and deliver relevant search results. By optimizing for NLP, you can help your website rank higher on targeted queries and reach the right audience.

The Three Pillars of NLP Optimization

NLP content optimization can be broken down into three key areas:

1. Phrase-Based Approach
2. Entity-Based Approach
3. Sentence-Based Approach

Let’s dive into each one and how you can apply it to your content strategy.

1. Phrase-Based Approach

A phrase-based approach means using specific phrases that Google will recognize as relevant to your topic. Here are the key steps to make it work for you:

• Use Relevant and Contextual Phrases: Include phrases directly related to your topic, and avoid using vague or distant phrases that could confuse the content’s focus.
• Don’t Overuse Phrases: Keep it natural. Overusing similar phrases makes content feel forced, potentially flagging it as spammy to Google.
• Choose Good Phrases: Each piece of content has “context zones,” or areas that contain relevant or irrelevant phrases. Select phrases that are both clear and aligned with your topic while avoiding “bad” phrases that might dilute your content’s focus.

Example: If you’re writing about “Texas hill country wineries,” phrases like “wine tasting,” “vineyards,” and “Texas Hill Country” add clarity. But stuffing in unrelated phrases like “Napa Valley tours” or even overusing “best wineries” can backfire.

2. Entity-Based Approach

In NLP, an “entity” is a person, place, thing, or concept – essentially the core of your content. Here’s how to focus on entities in your writing:

• Focus on One Main Entity per Page: Each page should be clearly dedicated to one main topic or entity, like a product, service, or subject.
• Include Related Entities: Bring in supporting terms and topics related to the main entity to strengthen its relevance.
• Avoid Entity Stuffing: Don’t overuse related terms. This could look like “keyword stuffing” and doesn’t improve your content’s relevance. Instead, use related entities to reinforce the main topic naturally.

Example: In a page about “Austin real estate,” the main entity might be “Austin housing market.” Supporting entities might include “home prices,” “neighborhoods,” and “market trends,” all related without overwhelming the main focus.

3. Sentence-Based Approach

Sentence-level optimization helps Google understand the relationships between words in your content. Here’s how to make your sentences SEO-friendly with NLP:

• Be Clear in Sentence Structure: Structure sentences so that the meaning is easy to grasp. Aim for clarity and avoid ambiguous wording.
• Use Strong, Contextual Words: Words that are closely tied to the topic can signal the importance of an entity within a sentence.
• Avoid Vague Language: Words like “might,” “could,” or “maybe” add uncertainty to your statements, which can dilute their impact.

Example: Instead of saying, “This neighborhood might be a good place for families,” use stronger language, like, “This neighborhood is a top choice for families due to its schools and community amenities.”

Bottom Line

Optimizing for NLP gives your content a better chance of ranking higher and appearing in the right searches. The more Google can understand your content, the more likely it is to connect with users looking for your services.

At Pecan Street Digital, we’re passionate about helping businesses create content that not only ranks but also resonates. By following this NLP framework, you’ll bring structure, clarity, and relevance to your content – all essential for today’s SEO success.