Case Study:
Google’s understanding of the Marketing sector

September 2020

Executive Summary

Google uses Natural Language Processing (NLP) routines to convert its understanding of text into topics and concepts (Entities). We looked out how much understanding Google misses using this approach in the Marketing sector.

InLinks analyzed the page content of the top 10 Google results (in the UK Market) ranking for the phrase reverse marketing and compared the Named Entities recognized by Google’s NLP API with the proprietory routines designed by Inlinks to uncover gaps in Google’s machine learning in the Marketing sector

The results showed that 22.7% of entities seen on the results in the Marketing sector SERPS (search engine results pages) were positively identified by Google.

This compares to 21.4% average across all analyzed industry sectors.

How the Sector Compares

Different sectors tend to be analyzed with a different degree of accuracy by the search engines. This stems from two main challenges.

  1. the more demand there is by consumers within a given sector, the more the need for search engines to apply more sophisticated entity recognition to better answer user queries.
  2. the more sophisticated the industry is in creating search-friendly content, the more search engines can surface topics and concepts.


Marketing Industry Google Analysis InLinks Analysis
Avg. Number of words per page 610
Avg. Number of Topics per page 9.2 40.5
Benchmark - Avg. nb of entities/page (all sectors) 9.6 45.9
Of which, Topic types are:    
- Persons 3 0
- Organizations 24 17
- Cities & geo. areas 32 24
- Concepts 18 240
Semantic Density   5.1

How the research was conducted

Google’s Search API returned URLs for the following sites competing for this phrase:

#met1,, #uk.advfn, #amazon, #glassdoor, #manchestercommunitycentral, #net-effect, #wisdomrecruitment

The texts of each page are then sent to Google’s NLP API, in order to determine which entities are identified by the search engine. These are important for search since Google is then able to link these to its Knowledge Graph to feed its services including Google Discover, Google search, Voice Search and Google News. (Although, correct identification does not guarantee inclusion in these results)

Here is first of all the synthesis of the results returned by Google:

  • 25 geographical areas, including the United Kingdom (detected 4 times) Malaysia (2) Zimbabwe (2)
  • 24 organizations, including British American Tobacco (2) Apple Inc. (2) TUI Group (2)
  • 18 concepts, including Android (operating system) (2) English language (2) Telecommuting (2)
  • 7 cities, including London (2) Walton-on-Thames (1) Crawley (1)
  • 3 persons, including Walter Drenth (1) Scopus (1) German language (1)

Errors in Google’s Detection Rate

Here are some errors in the categorization of entities:

  • Surrey categorized as a concept instead of a geographical area
  • England categorized as a concept instead of a geographical area
  • California categorized as a concept instead of a geographical area

Most important entities (provided by InLinks), compared to those identified by Google:

  • Marketing (seen 7 times) => NOT detected by Google
  • Business (6) => NOT detected by Google
  • Website (5) => NOT detected by Google
  • Email (5) => NOT detected by Google
  • Application software (4) => NOT detected by Google
  • United Kingdom (4) => detected by Google
  • Internet (4) => NOT detected by Google
  • Customer (4) => NOT detected by Google
  • Product (business) (4) => NOT detected by Google
  • Reverse marketing (4) => NOT detected by Google
  • Web search engine (4) => NOT detected by Google
  • Machine (3) => NOT detected by Google
  • User (computing) (3) => NOT detected by Google
  • Information (3) => NOT detected by Google
  • Information privacy (3) => NOT detected by Google

How can the Marketing Industry benefit from this report?

By understanding where Google is failing to recognize important concepts within the industry, there is an opportunity for companies in the sector to write clearer content that Google can better understand.

Another option is to explicitly state these concepts in Webpage schema for machine learning algorithms to take into account. This would require using and the "about" and mentions" properties for important concepts such as Marketing, Website, Email, Internet, Reverse marketing, Web search engine, User (computing).


Internal linking of topics to pages dedicated to each important topic will also help to reduce cannibalisation of content in Google’s understanding of context within your content.

In Summary

Google's understanding of the Marketing market, based on its NLP algorithms remains limited at 22.7% for this industry. Businesses either need to improve their schema or make their content more understandable by Google to improve its level of understanding.


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