Search Engine Optimization has moved away from the typical keyword stuffing and spammy link building of the past, and instead moved towards providing top quality content that serves the users query and search intent. A great way to tackle the latest meta of SEO is to use topic modeling.
Every second, Google processes around 63,000 searches from people located all around the world.
With so much content to filter through, you’d be forgiven for wondering how Google manages to present its users with the most relevant responses to their queries.
In the past, SEO used to be simple. All you needed to do to rank at the top of the search engine results pages was use the right keywords the right number of times. Now, SEO is becoming increasingly complex thanks to the rise of the Hummingbird algorithm.
The Hummingbird Algorithm allows Google to determine whether your content is really what a searcher is looking for, by looking at the various subjects and contextual keywords discussed in your text. This is known as Topical SEO.
The Rise of Topic Modeling in Content Marketing
We all know that content marketing is a crucial factor in earning attention and brand awareness online. However, for your content to be genuinely compelling, it needs to appeal simultaneously to both your customers and the search engine bots.
When crawling your content, search engines aren’t just looking for specific words. Today’s AI-infused spiders are looking for hints that whatever you’re writing about answers the questions asked by your target audience. Topic modeling asks companies to think about not just their “focus topic” or central keyword, but also the related topics that might naturally occur when you’re talking about a specific idea.
For instance, if your focus topic is “Topic Modeling,” it’s natural that words like SEO, Content Marketing, Search Engine Optimization, and Conversion Rate Optimization would appear on the same page.
The infographic below, designed by the guys over at MarketMuse, will give you a fundamental insight into how search engines interpret your content (And its quality), so you can create a digital marketing strategy that adheres to searcher intent. Read on for your complete introduction to the power of topic modeling.