Insights into Search Engine Optimization using Natural Language Processing and Machine Learning

Abstract

Among the potential tools in digital marketing, Search Engine Optimization (SEO) facilitates the use of appropriate data by providing appropriate results according to the search priority of the user. Various research-based approaches have been developed to improve the optimization performance of search engines over the past decade; however, it is still unclear what the strengths and weaknesses of these methods are. As a result of the increased proliferation of Machine Learning (ML) and Natural Language Processing (NLP) in complex content management, there is potential to achieve successful SEO results. Therefore, the purpose of this paper is to contribute towards performing an exhaustive study on the respective NLP and ML methodologies to explore their strengths and weaknesses. Additionally, the paper highlights distinct learning outcomes and a specific research gap intended to assist future research work with a guideline necessary for optimizing search engine performance.