How Google reads content?

The New Way that Google is Reading Content

How Google Reads Content

People use different languages to search for content online. Search engines are trying to comprehend the language of users to provide optimum results. This process is described as the linguistic approach to SEO.

In this article, we will be explaining how Google reads content in order to help you rank on search engines. Read on to find out more.

Different aspects of language

Speech sounds or written letters come together to form words. These words are framed to make phrases and sentences which has meaning – language.

Using language, we often try to pass a message. For instance, when someone says ‘it’s hot in here,’ they may not only mean they are hot but could be making a request to open the window or put on the air conditioner. In studying the aspects of language, we need to know the difference in language levels within linguistics.

Levels of language in linguistics

What Google can understand

Now, let’s see the levels of language Google can understand

Like we mentioned earlier, search engines want to understand language just like humans. Yeah, and they are doing so with significant progress. Some years ago, search engines only understood the basic elements of language. Plus, they could identify keywords in content, and for that reason, it was a norm to optimise for keywords alone. But things are different now. Search engines have become smarter, and their understanding of levels of language is on a hike. Do you know that Google is making an attempt to understand language at higher levels, including morphology, syntax, semantics, and pragmatics? Check this out.

Every update presents an opening as Google attempts to understand language like humans do. Pages with low-quality content jammed with keywords could not rank high as addressed by the Panda update (2011). Lean content and too many keywords increased Google’s effort to understand the semantic and pragmatic levels of language. Google wants to identify what people consider as premium content — original content that provides precise information on the search term.

Next came the Hummingbird update (2013). This time Google intensified its efforts to understand semantics. The focus of this update was to spot connections between search queries. Google began to interpret every single word in a search query, in a bid to understand the entire search phrase, instead of specific words. All they needed was an understanding of your search query every time you typed. It was not enough. In 2015, Google introduced the RankBrain algorithm that could interpret neologisms (words still outside mainstream language), colloquial expressions like ‘wanna’ and ‘gimme,’ and process dialogues (conversations).

When it comes to morphology (different word forms or phrases), Google has a better understanding. Keywords stuffing is no longer necessary. In fact, if you are writing an article about ‘website design,’ Google now identifies various word forms such as ‘web design,’ ‘web development,’ ‘websites,’ and ‘web designing.’ Do you also know that Google understands the use of synonyms? Oh yes, search for content writing, graphic design, and web develpment, and Google will rank it for web design. When you use different word forms, your content appears way more interesting to read; even Google finds it relevant.

Google is not only attempting to understand content by text analysis. They employ user signals such as CTR (click-through rate), bounce rate, and time users spend on a website to know the results people find useful. There is even research on users’ emotions as a basis for adapting search results.

Google is using the latest big update, BERT (2019), to gain an in-depth understanding of language like the human brain. This update BERT, is a Natural Language Processing (NLP) model that uses the entire relation and context of all the words contained in a sentence instead of specific words in a sequence. Using this update, Google can decode the complete context of a word by analysing its surrounding words. This enables users to get more precise and valuable results.

Optimise your content for SEO

A linguistic approach to SEO

Remember that Google is making efforts to understand language like humans. Every update brings them closer to achieving this aim. Their objective is to give users an improved online experience with precise, high-quality results for every search.
This paradigm shift means you should create content for your audience rather than search engines. How? Get to know your audience more, find out their needs, and provide valuable solutions to these needs.

Still not sure?

Since Google understands the context of words, synonyms, and different word forms, take advantage of these elements when you write. For example, should you want to rank high for ‘dog’, don’t repeat the word ‘dog’ everywhere in your writing. Instead, make use of synonyms like puppy, pet. Also, use plural forms like ‘dogs’ and related phrases like canine, hound, pooch, etc.

All of these put together will make your content language optimised for SEO. This implies that Google can crawl over and read your content easily than before.
For more information about content optimisation on Google or should you need a Expert SEO company to help out, do contact us today at SunCoast Media on 043 0148 779