Connect with us

SEO

Is It A Google Ranking Factor?

Published

on

Is It A Google Ranking Factor?


What the eff is TF-IDF, and can it really help your SEO strategy?

You’d be forgiven for thinking, “Those crazy SEO people… what will they think of next?”

But this one isn’t a case of this thought leader or trying to coin a new phrase.

In this chapter, you’ll learn what TF-IDF is, how it works, why it’s part of the SEO lexicon, and most importantly – whether Google uses it as a ranking factor.

The Claim: TF-IDF Is A Ranking Factor

If you go looking to learn more about this topic, you’re going to see some wild headlines designed to make you feel like you missed out by not allocating budget to TF-IDF this year:

  • TF-IDF for SEO: What Works & What Doesn’t Work.
  • TF-IDF: The best content optimization tool SEOs aren’t using.
  • TF IDF SEO: How to Crush Your Competitors With TF-IDF.

Is TF-IDF the SEO tactic you’ve been missing?

The Evidence For TF-IDF As A Ranking Factor

Let’s start with this: what is TF-IDF?

Term frequency–inverse document frequency is a term from the field of information retrieval.

Advertisement

It’s a figure that expresses the statistical importance of any given word to the document collection as a whole.

In plain language, the more often a word appears in a document collection, the more important it is, and the heavier that term is weighted.

What’s that have to do with search?

Well, Google is one giant informational retrieval system.

Say you have a collection of 500 documents and you want to rank them in order of relevance to the term [rocking and rolling].

The first part of the equation, term frequency (TF), is going to:

  • Ignore documents that don’t contain all three words.
  • Count the number of times each term appears in each remaining document.
  • Factor in the length of the document.

What the system ends up with is a TF figure for each document.

But that figure alone can be problematic.

Depending on the term, you could still end up with a pile of documents and no real clues as to which is most relevant to your query.

Advertisement

The next step, inverse document frequency (IDF), gives your TF a little more context.

Document frequency = counting terms across the document collection.

Inverse = Inverting the importance of most frequently appearing terms.

Here, the system removes the term [and] from the equation because we can see that it occurs so frequently across all 500 documents as to be irrelevant to this specific query.

We don’t want documents with the most instances of [and] being ranked highest.

Documents highest weighted for [rocking] and [rolling] while normalizing for text length are more likely to be relevant to people looking for information on [rocking and rolling].

The Evidence Against TF-IDF As A Ranking Factor

As the document collection grows in size and variety, the utility of this metric shrinks.

Google’s John Mueller has spoken about this and explained that

Advertisement

“this is a fairly old metric and things have evolved quite a bit over the years. There are lots of other metrics, as well.”

I don’t think this says it’s not a factor; I think he’s pretty plainly saying it’s just not that important anymore.

And as much as people like to believe Mueller is trying to pull one over on them, there’s no way he’s fibbing on this one.

Identifying which documents contain the words a searcher is querying is a necessary first step in returning a response.

But with that said, it’s an old metric that just isn’t useful on its own.

In an index the size of Google’s, the best that TF-IDF could do is bring back millions or billions of results.

Can you optimize for it?

No.

Trying to optimize for TF-IDF means trying to achieve a certain keyword density, and that’s called keyword stuffing.

Advertisement

Don’t do that.

Still, that doesn’t mean this concept doesn’t matter to SEO pros.

TF-IDF As A Ranking Factor: Our Verdict

Does Google use TF-IDF in its search ranking algorithm – even potentially as a foundational part of its algorithm?

We’re saying definitely not.

Why? Because it’s an ancient (in technological years) information retrieval concept.

Today, Google has far superior ways to evaluate webpages (e.g., word vectors, cosine similarity, and other natural language processing methods).

Knowing whether the word a user is searching for appears in a document and how often is only a first step.

Advertisement

TF-IDF just doesn’t account for much without myriad other layers of analysis to determine things, like expertise, authoritativeness, and trust, for starters.

That means TF-IDF isn’t a tool or tactic you can use to optimize your site.

You can’t do any useful sort of analysis with TF-IDF, or use it to improve your SEO, because it requires the entire corpus of search results to run the calculation against.

Additionally, we’ve graduated beyond simply wanting to know what keywords are used to how they’re used and what related topics come up, to ensure the context and intent matches our own.

SEO pros who use the terms TF-IDF and semantic search interchangeably are misunderstanding TF-IDF.

It’s just a measure of how often a word appears in a collection of documents.

Bottom line: It’s important to understand how content is being evaluated, but that knowledge doesn’t always have to result in another item on your SEO checklist.

Unless you’re building an information retrieval system of your own, TF-IDF is one you can chalk up as an interesting factoid of days gone by and move on.

Advertisement

Featured Image: Robin Biong/Search Engine Journal





Source link

Advertisement

SEO

Tips To Improve Your Relationship

Published

on

Tips To Improve Your Relationship

Historically, the tension between chief financial officers (CFOs) and marketing heads has often resulted from misalignment around long-term vs. short-term goals.

While CFOs are required to submit quarterly financial reports to shareholders, marketers are more often fixed on long-term objectives, such as brand value – which can be abstract.

Thankfully, the role of the CFO has evolved over the past few years, as most CFOs are no longer business hall monitors concerned with cost-cutting and oversight.

Rather, many CFOs now actively participate in organizational growth strategies designed to counteract losses in any economic environment.

Ideally, this shared goal should naturally align with many marketers’ objectives and create synergy down the road.

However, many organizations struggle to create proper symmetry between C-suite executives and keep data in silos.

What’s more, I’ve dealt with many CFOs in the past who simply didn’t understand the merits of SEO and how it differed from traditional marketing.

Advertisement

Unfortunately, for many agencies, this has caused their fair share of frustration when renewing clients and getting proper budget allocation for projects.

Therefore, educating CFOs and SEO pros about each other’s roles and processes is important to break the disconnect that prevents them from aligning around the same business goals and objectives.

The Importance Of CFO And SEO Alignment

According to a study by Deloitte, at least 73% of organizations that report C-suite alignment around marketing performance metrics received positive revenue growth in the past year.

The data shows that clear CFO and marketing alignment around goals, key performance indicators (KPIs), and language leads to greater business growth.

As CFOs begin to prioritize long-term growth over cost-cutting, this creates an opportunity for SEO pros to educate them about their goals and strategies and plead their cases for higher budget allocation.

With this in mind, we need to identify obstacles that inhibit this natural pairing and explore ways to overcome these pitfalls for better symmetry.

How To Improve The Relationship Between SEO And CFO

Create A Shared Language

As SEO pros, we understand that marketing offers better long-term stability to any organization over short-term, one-time sales.

However, qualitatively communicating brand value and loyalty to a CFO is like explaining how your favorite football team will win the Super Bowl next year.

Advertisement

Without real numbers or a shared understanding of marketing performance metrics and terminology, CFOs cannot comprehend the SEO team’s objectives.

Further, it can be impossible for SEO pros to translate these strategies into results without tangible financial metrics to present to CFOs.

Ultimately, it’s up to the SEO team to educate CFOs about their strategies and how this benefits their business financially.

Otherwise, CFOs might be reluctant to pour money into campaigns that are abstract in their view.

SEO professionals need to find ways to translate broad metrics from customer acquisition and lead generation into value-based business impact.

For example, assigning values to leads and forecasting their revenue allows CFOs to plan budgets. SEO pros can also assign value to intangible assets like brand equity to better convey their value in terms CFOs understand.

Another way SEO pros need to educate CFOs is around budget processes.

For example, marketing budgets are often used throughout multiple campaigns, which amortize over time. However, this is not often reflected in profit and loss statements from CFOs.

Advertisement

In this example, SEO pros must clearly outline these considerations to CFOs to avoid budget cuts because of unused or misallocated funds.

Nevertheless, if SEO pros and CFOs want to speak the same language, they must start tracking the same goals and KPIs.

Create Shared Goals

If you truly want to create alignment around shared goals and language, coordinate with your CFO by using the same metrics and KPIs to track performance data.

While marketers are free to get as granular as they wish, ultimately, it’s up to department heads to agree on a few key metrics.

For example, these key metrics can be translated directly into financial terms that create a shared language between SEOs and CFOs:

  • Return on investment (ROI): The overall profit generated from an SEO marketing campaign.
  • Customer lifetime value (CLV): The estimated net profit a customer will contribute throughout its relationship with a company. This roughly tells CFOs the values of a brand’s loyalty.
  • Conversion Rate: The number of people who visit a website and complete a sale. This number estimates the efficiency of a marketing campaign.

However, as CFOs look to extract more insights from data, adding quantitative value to KPIs will also greatly help both teams align on common goals – namely, long-term growth. These KPIs may include market penetration, lead acquisition, and brand exposure.

Connecting The Data

Unfortunately, one of the biggest stumbling blocks for CFOs and SEO pros is that financial officers often don’t view SEOs as the top money-makers in an organization.

Additionally, many CFOs simply don’t understand how SEO makes money or connects to their long-term goals.

Thankfully, analytics software has made it easier than ever to physically assign a quantitative value to campaigns that prove the marketing team’s value.

Advertisement

For example, by assigning sales to individual marketing campaigns at the top of sales funnels, marketers can show how they physically add value to a business.

Further, to assist with communicating ROI to CFOs, marketers can incorporate dotted line reporting that shares the financial performance of the SEO team directly to the financial team.

Look At Campaigns As A Financial Portfolio

Finally, our focus tends to skew toward changing how CFOs think – not how we act or distribute information.

Since financial experts tend to think in investment terms, why not present marketing campaigns like an investment portfolio?

With this approach, SEO pros can tie individual campaigns to investments in a portfolio and report any profits and losses from each investment directly in a statement to CFOs.

SEO pros would also be wise to illustrate how these investments contribute to long-term financial goals and feed their business.

Again, most of these considerations hinge upon resolving differences in perspectives.

By assigning financial value to individual campaigns and metrics, SEO pros can better align around shared business goals and growth strategies that increase their business.

Advertisement

And by proving the growth potential of the SEO team, they can acquire the necessary budget they need to perform their best and thus make the CFO look good.

More resources:


Featured Image: fizkes/Shutterstock

if( typeof sopp !== "undefined" && sopp === 'yes' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'seo-cfo-relationship', content_category: 'enterprise seo' }); } });



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish