What Is Natural Language Processing? (Components and Tips)

By Indeed Editorial Team

Published June 6, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Artificial intelligence (AI) and its systems are disrupting many industries with its enhanced capabilities that make work more efficient. It helps the marketing industry understand customers better and provide them with the precise services they require. Understanding natural language processing (NLP) can help you learn how to use it and apply it to improve a marketing campaign.

In this article, we discuss what NLP is, outline its various components, provide some tips for using it, and highlight its potential benefits to a marketing campaign.

What is natural language processing?

Natural language processing (NLP) is a technology that enables a computer system to translate, read, or understand a user's language. It helps computer systems understand the nuances of human language such as slang, regional terms, or spelling errors. It uses semantics and syntax to analyze human language and enables computers to think like humans before producing an appropriate response. An example of NLP usage is a search engine that understands your inaccurate search queries and produces relevant results.

Components of NLP

Here's an overview of various components in NLP:

Response generation

An essential assessment part of artificial intelligence is the ability to provide relevant responses to queries from humans. NLP allows the computer system to analyze human nuances effectively and provide meaningful replies to the queries. Such replies may be in text, images, or spoken words.

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Coreference resolution

A well-developed artificial intelligence can recognize an entity even if there's a change in its identifying word. NLP enables a computer system to identify situations where multiple words refer to an entity because of variety in human language. Such a situation may occur when the first word for the entity is a noun, and its subsequent mention is in the form of a pronoun.

Word disambiguation

It's an expectation for artificial intelligence to recognize the most reasonable interpretation of a word with multiple meanings in a particular context. NLP helps a computer system understand various definitions of a specific word and determine the best for accurate interpretation of the query. For example, a search engine can select the most appropriate meaning of "sink" in a search query that deals with bathrooms.

Speech recognition

One of the standard capabilities of an artificial intelligence system is converting spoken words into text. NLP enables a computer system to listen to spoken human language and relay the comments into text. The computer system analyzes the text as initially in written form. The conversion of speech into text is impressive when it encompasses natural pauses and slang in the speech.

Tone identification

A hallmark of an advanced artificial intelligence system is its ability to discern the user's tone. NLP allows a computer system to perform the tricky operation of understanding user sentiment. The computer system can then analyze the words and provide relevant results per the user's desire.

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Entity identification

An artificial intelligence system can recognize subjects and their true identities. NLP enables a computer system to parse text to identify an entity whose only descriptors are names or titles. The ability helps understand the importance of the entity in the text without its proper identification tag. For instance, when someone uses names or titles, this feature allows the system to identify the descriptor and recognize its position within a sentence.

Grammatical tagging

A common ability of artificial intelligence systems is that they can understand the part of speech of words. NLP allows a computer system to associate words with their parts of speech and their position in the text. This ability helps get an accurate interpretation of the text as it creates a better understanding of the context.

Tips for using NLP

Consider following these tips when using NLP:

Analyze customer feedback

Collecting customer feedback is a helpful technique to improve a company's operations and services. NLP can arrange feedback into categories such as customers desiring a product's total change and those wanting only modifications. The categorization enables you to quickly assess the customers' responses and produce timely improvement according to their wishes.

Improve content

It's essential to enhance the website content because high-quality content can help you get new users and retain old users. It's also important because search engines optimize the browsing experience for users by showing them the most relevant web pages. Search engines reduce the ranks of websites that don't have valuable information that the user requires, and ranking determines visibility. You can use NLP to improve your content by generating an automatic summary of the content. Such a summary enables users to glance at the content on the web page and see if it contains their needs.

Likewise, you can use NLP to improve your content by inserting a translation feature that helps the user convert the content to their language. The feature helps to keep the user on your website, which increases your ranking in return. You can also use NLP by incorporating a chatbot into the website. The chatbot can understand users' requests and direct them to the relevant web pages. Similarly, you can use NLP to analyze popular search queries relating to your content and understand the users' intent.

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Tag hyperlinks

Tagging links is a fantastic technique for increasing the rankings of your web pages. When creating a hyperlink, you can use NLP to choose the appropriate word to put in the link. NLP can analyze users' queries and page content to determine the most relevant terms. Getting an excellent hyperlink text can help your web page attract a high ranking, resulting in higher visibility and more unique visitors.

Understand NLP in search engines

It's essential to understand that search engines also use NLP, and it's necessary to know its application in their operations. Search engines' NLP helps them analyze users' search queries and produce relevant results for the users. NLP enables search engines to determine the duration of users on websites and rank the websites according to the time. Websites that make users stay longer get a higher ranking than those that don't have what the users require. When you understand the processes of the search engines' operations, you can modify your content to achieve the best results.

Voice search

Voice search is a valuable feature that helps to navigate websites better. You can use NLP to include a voice search feature on a website to help visually impaired people or those without solid writing skills. It can also ease navigation stress for average people and make their browsing experience seamless. NLP ensures the feature can understand the accents, natural pauses, and slang in speech.

Recommend internal articles

Linking related articles on your website to content on another web page is a great way to increase site visibility and satisfy more users. You can use NLP to know the good articles to link by using it to analyze other content that viewers of certain content may like. Linking your content to ones that may be useful to viewers can help them stay on your website for a longer time. The longer they stay, the higher your ranking increases and the more viewers you can reach.

Benefits of NLP

Here's an overview of how NLP can improve your marketing campaign:

Higher search ranking

NLP can help you obtain a high rank on a search engine. When you use NLP to recommend related internal articles and create an efficient voice search feature on your site, you can get a high search rank. You can also get it by using NLP to discover appropriate words for your hyperlinks and understand NLP's role in search engines. Similarly, you can get a higher rank by using NLP to analyze your viewers' feedback and develop better content based on the input. Getting a high rank ensures that you gain a larger audience for your marketing campaign.

Seamless user experience

The success of a marketing campaign usually depends on the viewers' experience. NLP can help you create a seamless experience for your viewers and make them responsive to your marketing tactics. NLP can help viewers get instant directions from chatbots on your website. It can also help them find results quickly by using intuitive search engines.

Related: 10 Tips for Creating a Positive Customer Service Experience

Moderate content

Advanced NLP systems can help you moderate web content on your campaign. The content may include user comments on your website or competitor ads. NLP can help you filter unwanted, controversial, or suspicious content and leave your viewers with only a positive experience. It can filter the content by checking it for offensive words or analyzing the emotional context to determine if it's unwanted.

Saves cost

Reducing costs while increasing revenue is the goal of every serious business. NLP can help you reduce business costs while increasing customer satisfaction, leading to more revenue. For instance, NLP through chatbots helps companies interact with viewers and direct them to helpful content on the website. The chatbots can help cut back on expenses for customer service operators.

NLP also helps you save costs by eliminating cost-intensive upgrades. Improving the NLP system only requires you to feed it more data. You can upgrade these systems by providing more data from customer feedback, search engine rules, and human language terms. Additional data ensures that the NLP system can better analyze search queries to understand human language and produce better results.

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