Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
- Part 1 Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
- Part 2Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
Show Notes
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02:11SEO at Riot GamesSEO at Riot Games focuses on providing a seamless search experience for players across all their websites from game downloads to contacting support. Theres an enthusiasm for tech and related topics within the gaming industry, fostering an eagerness to adopt SEO practices.
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03:56Gaming SEO and the interconnected nature of search practicesGaming SEO aligns closely with other SEO teams, prioritizing a seamless search experience. SEO collaborates with paid search and app store optimization teams recognizing that search extends beyond the search engine.
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04:53Topic modeling in SEOTopic modeling is a natural language processing technique that identifies and organizes topics within large volumes of text. It establishes relationships between headings, subheadings, URLs, and keywords, informing website design and structure while helping to detect duplicate content.
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07:50The integration of topic modeling in SEO toolsMany third-party SEO tools integrate topic modeling into their crawling and analysis processes. Recent advancements emphasize not only page structure but also the comprehensive organization of content across entire websites.
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09:27How topic modeling fits into the AI worldTopic modeling is a type of AI and machine learning that helps machines analyze a corpus of text. By understanding how the model works, SEOs can effectively organize website topics, avoid duplicate content, and optimize for search engine indexing and ranking.
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12:24The significance of topic modeling in SEOLDA, one of the algorithms under topic modeling, identifies relationships between topics and words within documents. In SEO, it guides keyword placement on pages and aids in understanding our site's keyword relationships and how competitors are relating keywords.
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15:24The importance of topic modeling in technical SEOTopic modeling aids in reorganizing content for improved web vitals and ensures mobile-first optimization. During site migrations and audits, it's also useful for reorganizing backend content and asset dams to ensure assets are living in the right folders under the correct categorizations.
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18:40The applicability of topic modeling for different types of websitesTopic modeling isn't exclusive to large websites; it's valuable for bloggers and moderate-sized sites. It aids in internal linking strategies, ensuring meaningful connections between topics and pages and optimizing how search engines perceive relationships through follow and nofollow internal links.
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21:07HTML and topic modelingSince the BERT update, topic modeling's relevance has surged, emphasizing keyword relationships and content structure. In addition to strong content, ensuring good HTML on your pages is crucial for search engines to understand content relationships and relevance.
Quotes
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"We should be using topic modeling to understand the relationship between keywords that appear on our websites, but also to understand how other websites and competitors are using those relationships." - Natasha Ghosh"We organized the entire asset dam on our site, sticking all the media under specific folders with clear names and categorizations. That helped us increase our rankings across the site without touching anything else." - Natasha Ghosh
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"Topic modeling is incredibly important if you have a blog or a moderate-sized website because one of the things it informs is internal linking." - Natasha Ghosh
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"My 2018 blog post on topic modeling continues to rank well today because I looked at other websites use of keywords and what the connection was. And then I made sure that the HTML and content on the page were strong." - Natasha Ghosh
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"For people working on a page, writing a blog post, or working on a microscopic level, remembering the HTML, how a search engine is looking at the HTML, and parsing it is where topic modeling comes into play." - Natasha Ghosh
- Part 1 Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
- Part 2Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
Up Next:
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Part 1Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
Natasha Ghosh, SEO Manager at Riot Games, delves into topic modeling and structured data. Search engines like Google use topic modeling to understand what topics are on a webpage and rank that page in search results. For SEOs, topic modeling offers an opportunity to align their content strategy with search algorithms, enhancing visibility and rankings in search engine results pages. Today, Natasha discusses expanding topic modeling into technical SEO.
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Part 2Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
Natasha Ghosh, SEO Manager at Riot Games, delves into topic modeling and structured data. In 2023, there has been a trend of structured data experiences being diminished or losing significance in SERPs. These changes in the search landscape have raised questions regarding the continued relevance of structured data and schema markup as we head toward 2024. Today, Natasha discusses structured data and microformats in a changing search landscape.
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