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Key Takeaway: Always review user intent and check the SERP! 3. Use natural language processing to understand content (just like Google does) Dan Shankle gave a great talk on this concept, so I wanted to share some highlights to help further explain the intricacies of Google's interpretation. What is NLP? Natural language processing is how Google understands intent. It ultimately boils down to how to segment users who ask “why is this happening” and “why me?” and highlights the neural matching required to dig deeper into intent. How is it done? Ultimately, Google crawls content for entity and prominence.


Entities are people, numbers, indicators, etc. in facebook database the content, while salience relates to summarizing the content in order to provide links to understand their relationships. To explain entities, recipe as an example: “Entity of cookie recipe: all ingredients and instructions (flour, eggs, milk, mix, bake time, bake temperature). How can we leverage this for SEO? Connect the question to the answer If someone asks how to make a paper airplane, don't start with a lengthy account of how you learned about the art form. Instead, answer the question first and then expand on it.