Exploring the Role of Content Groups & Search Intent in SEO

Patents show us what strategies Google chooses to research and put money into, which gives insight into how to create a website for indexation using Google.

However, analyzing a patent can sometimes be intricate as our assumptions might not be real, and the license itself may have no longer been used.

Search Intent SEO: Your Definitive Guide To How People Search

As Gary Illyes has said, a few human beings take Google’s patents for granted. And then, there is just pure speculation about how personal searchSo, with that caveat, permits’s to see what information we can retrieve from the patent: “Optimized internet domain names classification based on revolutionary crawling with clustering” (PDF).
The Patent

This patent proposes a mechanism to technique and classify URLs using particular crawling strategies to obtain information about them.

Rather than classify each URL for my part, thematic clusters of content are created and refined, and elements consisting of textual analysis and similar content material topics are considered.

Thematic content material clusters can then be published as answers to search queries, using unique analytic strategies to decide and enhance the bunch that suits the question’s cause in keeping with the patent.

For SEO professionals, this is pretty thrilling because it suggests how machine learning may be used to understand the content of an internet site and, consequently, offer approaches to ensure that the internet site’s subjects and purpose are successfully picked up using search engines.

The Mechanism


The proposed URL processing mechanism is described as being composed of 3 components:

A crawler.
A clustered.
A writer.

1. Crawler

The crawler fetches the host (example.Com), the subdomain (different.Instance.Com), and the subdirectory (example.Com/any other).

We distinguish two forms of moving slowly:

Progressive crawling: Collects facts from a subset of pages in a cluster within a selected domain.
Incremental crawling: Focuses on the additional pages in the recognized move slowly frontier earlier than fetching (as new pages can be located while crawling).

To avoid introducing any bias in the crawling method, the patent lists various strategies that may be used, including:

Classifying crawled pages into category clusters, figuring out whether to put up those pages as consequences for one or more categories.
Determining a sub-access point to randomly select the subsequent page to be crawled using a diffusion algorithm that uses an information base that could include beyond crawling records.

When no new hostnames are observed, the crawl cycle features a limitless loop, continuously adjusting the probability that every web page category is correct.

This tells us that crawl behavior on a website serves purposes beyond the discovery of web pages. The cyclical nature of crawls required to determine the class of a web page means that a web page that is in no way revisited won’t be considered by Google to be useful.

2. Clusterizer

The clustered function adds pages to clusters until the cluster is mature or until there are no new pages to categorize.

Mature clusters: A cluster is considered to be grown while the cluster’s class is reasonably certain. This can occur when certain thresholds are met, or exclusive groups containing the same URL are categorized identically.
Immature clusters: A cluster is considered naive when the necessities above aren’t met.

The class of a cluster as mature or immature converges while no new hostnames are located. This expiration duration is extended with the discovery of unique URLs. It is also weighted based entirely on a confidence degree derived from the cluster’s growth fee.

The perception of clusters goes beyond determining which cluster a selected page may belong to. Groups correspond to internet site intentions or pursuits. Consequently, clustering produces:

Primary clusters: Twitter.com belongs to a social bunch whose purpose is barely regarded.
Secondary clusters: The jobs section of LinkedIn is a sub-cluster belonging to an activity cluster in the number one social cluster.
Geographic clusters: Depending on the subscriber location, a specific clusterization may be applied depending on exceptional variables, including the sort of enterprise, coverage requirements, etc.

This method that searches cause, whether informational (looking for a job), navigational (locating the website of a nearby commercial enterprise), or transactional (searching for footwear), can play an increasingly critical position: clusters and sub-clusters identify and group URLs that meet these types of intentional queries.

As clusters are composed of related content, an evaluation of a website using an algorithmic manner can indicate the chance of relevant clustering on the internet site and help expect which additional content can encourage cluster growth and growth of the wide variety of mature clusters.

3. Publisher

The publisher is the gateway to SERP content. “Publishing” is used to intend various strategies to approve, reject, or modify clusters:

K-manner clustering set of rules: The purpose here is to find agencies associated but have no longer been explicitly categorized as associated in the statistics. In the case of content clusters, each paragraph of textual content will shape a centroid. Every correlated centroid will then be grouped together.
A hierarchical clustering set of rules refers to a similarity matrix for the extraordinary clusters. The model reveals the nearest pair of groups to merge, so the range of collections tends to lessen. This common sense may be repeated as usually as necessary.
Natural Language Processing (including textual evaluation): Though NLP isn’t new, this analysis technique has gotten loads of recent attention. It consists of classifying files using over seven hundred common entities.
Bayes verifications: These seek advice from classifying a questionable input (often a signature, however, in this case, a URL) as an identical or unrelated subject matter. Confirming a matching URL method comparing each known URL inside the cluster to every different one to gain a near distribution. In a separate manner, having to area the questionable new URL further from the others to attain exceptional distribution. A matching result shows a mature cluster and an unrelated end result signals a young group.
Bayes classifier: This is used to limit the risk of misclassification. The Bayes classifier determines a possibility of error T. This T function may vary with the type of mistakes, so the classifier determines the exchange fee.

The system makes use of those particular techniques to regulate the clusters. It attempts to recognize the concept, or subject matter, of the pages within the group, after which to evaluate whether the bunch can solve search queries.

The various techniques and more in-depth analysis make it hard to gain the gadget using older techniques like keyword placement and keyword stuffing.

On the other hand, regular technical SEO audits are critical to allow Google to get admission to the most usable information.

The Implications for Search Engine Optimization

Here are the main factors to keep in mind:

Pages may be part of multiple clusters, and clusters can be associated with more than one category.
The move slowly schema may be completed using past crawling statistics.
More pages on a comparable subject matter tend to mature a cluster.
Clusters can circulate from one status to another as new URLs are located. (This patent approximately crawl scheduling is well worth a study.)
Several groups will exist in the same area, as a site can include multiple business and provider aims. Clusterization is also stimulated with the aid of geographic vicinity.
The publisher determines if a cluster may be promoted to its greatest insurance: this is an answer on the SERPs.

This reinforces the present-day expertise that seeks motive, and the life of more than one page of content on a given subject can be used by Google to decide whether to offer a website as a first reaction to a search question.

Whether or not this patent’s mechanism is used shows that Google researches and invests in methodologies like the ones we’ve tested here.

So, what precious and optimistically actionable data can we retrieve from this patent?
Monitor Crawl Behavior

Google’s slow URL move is not just used to find a web page to see if it changed. It can also classify URLs through rationale and subject matter and refine the possibility that a URL is superbly healthy for a given seek. Therefore, monitoring moves slowly and can monitor correlations to look at rankings.
Include Semantic Analysis

The categorization of web pages is based on the similarity among the words that shape the page’s concepts.

Here, using NLP strategies to analyze pages can be useful for grouping pages primarily based on their family members and entities.
Encourage Content Strategies Around Topic Hubs

Creating pages on the same subject matter will develop a cluster to maturity and help promote the pages on the SERPs.

Related content on a given subject matter may be tremendous because it will increase the chance that categorization is correct and permits a cluster to be made available as an answer to go-looking queries.

More Resources:

What Are Entities & Why They Matter for SEO
Google’s Site Quality Algorithm Patent
PageRank Patent Update – How it Impacts SEO


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.