No matter what topic modeling technique you choose, all rely on discovering relationships between words and phrases. As content creators, how we organize words on a page greatly influences how search engines determine the on-page topics.
When we use keywords phrases, search engines hunt for other phrases and concepts that relate to one another. So our first job is to expand our keywords research to incorporate these related phrases and concepts. Contextually rich content includes:
- Close variants and synonyms: Includes abbreviations, plurals, and phrases that mean the same thing.
- Primary related keywords: Words and phrases that relate to the main keyword phrase.
- Secondary related keywords: Words and phrases that relate to the primary related keywords.
- Entity relationships: Concept that describe the properties and relationships between people, places, and things.
A good keyword phrase or entity is one that predicts the presence of other phrases and entities on the page. For example, a page about "The White House" predicts other phrases like "president," "Washington," and "Secret Service." Incorporating these related phrases may help strengthen the topicality of "White House."
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