Semantic Technology for Global SEO

Using Stanbol for Global SEO

MarkTheGlobe is a Global Search Engine Optimization (SEO) start up that develops technology to manage multilingual SEO campaigns. One important aspect of SEO is keyword research to identify phrases that are searched frequently and have the potential to drive relevant traffic to a website.

The existing technology currently used in our Global SEO platform Satural already uses several syntactic and statistical approaches to generate keyword proposals. The integration with Stanbol should provide additional keyword candidates through semantic search. These keyword ideas will be used as input to our platform Satural to further enrich them with SEO specific metrics like search volume and competition. Another use case is to group keywords. Existing keywords should be classified into different topics using Stanbol to improve reporting for large campaigns.

Current Results

After installing Stanbol on a server and including the dbpedia index (multiple languages), we developed an API to deliver related keywords. The specific methods in the API searches for related keywords by using the Stanbol-Entityhub (find and ldpath). We used the categories and hierarchy options of Stanbol-Entityhub (categories/broader/narrower in the ldpath) to receive familiar topics/words. After finding the best number of broader/narrower hierarchies and further settings, the results were tested. The results delivered many unrelated results and the categories were only available in English. Receiving only English keywords is a major limit of the current setup. After integrating the API in the Satural tool, we also demonstrated, that results from other integrated resources provide better keywords than Stanbol, especially when using other languages than English.

The screenshot below shows the start site of the Satural tool. To give an example, the German Marktheglobe website with the keyword “Salzburg” and the language “German” will be analyzed.

startsite satural

start site Satural

As you can see in the screenshot below, if you are searching for the keyword Salzburg, and the language German, the best result-word has a potential of four smiling smileys.

analyzing page satural

analyzing page satural

However the best keyword from Stanbol has a potential of two.

results from stanbol

results from stanbol

So the result-words from Stanbol aren’t part of the best ten results, displayed in the keyword list. Summing up it’s possible to use Stanbol for keyword research, however the result set of Stanbol needs to be tuned further to provide more relevant keywords and support for more languages.

Next Steps

As the strategy above isn’t the best way to receive related words, we want to use dc:subject in the ldpath (f.e. (.|dc:subject)/^dc:subject;) . So we don’t want to go up and down in the hierarchy but use the horizontal way. We also want to include more resources than dbpedia. In order to receive the right languages we want to build our own indices in different languages.

Look out for an update blog with the next round of results.

Author: Wernher

Wernher Behrendt is senior researcher at Salzburg Research and the coordinator of the IKS project

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