- Automate time-consuming tasks
- Increase efficiency and productivity
Digital Marketers are known to have a handful of extremely time-consuming and repetitive tasks; to name a few, Search Engine Optimization (SEO), Data Analysis, Search Engine Marketing (SEM), Social Media Marketing (SMM), Content Marketing, Paid Marketing, Email Marketing, video and photo editing, AB testing. To be able to automate these tasks can greatly improve our efficiency and productivity.
SEO Automation with Natural Language Processing (NLP)
In 2019, Google announced BERT, a neural network-based technique for natural language processing (NLP) pre-training. It helps Google’s bots (that crawls web content and rank web pages) to understand the context and search intent better to display more accurate results.
Natural Language Processing (NLP) is a rapidly growing digital technology. It is a branch of Artificial Intelligence (AI) that helps the machine to understand and extract meaning from human languages. It can apply in different fields, such as sentiment analysis, chatbots conversation, advertising, and market intelligence.
With BERT, Google not only can understand the context and search intent but also assess the sentiment from the website’s content. With such sophisticated content understanding technology, it therefore means content quality and its value to users now play a much more important role in your web page’s search engine ranking.
NLP opportunities
NLP is not an easy task for digital marketers. It is difficult for us to know how it works and how to apply it. Thanks to Google and Facebook NLP, even if I am not good at programming languages, I still can make use of their NLP to summarize text and generate meta descriptions to speed up SEO tasks. Here is an example:
I input an article with 2,000 words and output a summary with 250 words. The result is quite good, but it is just the beginning.
Artificial Intelligence (AI) for Marketing
As illustrated above, we can see how NLP can play a role in our daily tasks. We all know today’s marketing decision-making happens in real-time. The quicker we are able to respond to the market, the more advantage we can take. Leveraging new technologies is imperative for us to make our work faster and better.
In addition to NLP in SEO, AI is also widely used in other aspects of Digital Marketing, but we may not be aware of it. For example, Google’s AI algorithms use machine learning / NLP to learn what we search and predict our behaviors to provide more accurate results. Besides, Google uses AI to help us target the right audience and optimize our return on investment for advertisement.
About the author
Karen Lau is a Web3, Metaverse and NFT enthusiast. She has a passionate interest in applying the latest technology, such as augmented reality (AR), artificial intelligence (AI), NLP, and business intelligence (BI), to digital marketing for long-term growth. She successfully developed and evolved the company’s digital activities across online platforms.
Connect on Linkedln
