The foundation of using schemas, knowledge graphs and NLP to develop a long-tail SEO strategy
With advancements in Artificial Intelligence happening everyday and Google pushing search results into the realm of conversational user interfaces, web publishers can benefit from deep learning (DL), structured linked data and natural language processing (NLP)
Building the knowledge graph using schema.org is foundational and enables organizations to exploit their data in modern SEO and digital marketing. Adding semantic markup helps search engines understand the content we write and helps us re-organize content to fit the needs of our audience
In this workshop, we will learn how to use knowledge graphs to discover new search-demand areas and build dynamic pages that can target long-tail queries. Long-tail are “unpopular” (i.e., low volume) and highly-focused search queries that tend to convert exceptionally well
After this workshop participants will be more aware of structured linked data and Semantic SEO. They will be equipped with concrete strategies and techniques to leverage on existing data - within their organization - for improving their publishing workflow and for discovering new long-tail queries. We will also cover some essential elements of natural language generation using Google’s T5 Text-to-Text Transfer Transformer Model
The use case we’ll focus on is applicable across different industries and fits with SEO challenges where Knowledge Graphs can play a role. Topic areas include:
This workshop will be lecture-based and ensure that all participants share some common understanding and mindset about Semantic SEO, structured data, and NLP/NLG. We will introduce the concept of long-tail SEO strategy and how a schema.org Knowledge Graph can scale traffic on an enterprise website.
This session will bring practitioners having different backgrounds and roles (Marketers, SEOs, Content Creators, Information Architects, Data Scientists, etc.) at the same level of understanding.
This workshop will be lecture-based.
Google Colab and WordPress will be used