Semantic Content Optimization for E-Reputation: on-Page Search Engine Optimization (SEO) Framework Using Information Retrieval (IR)

Enhancing a company's visibility in search engine results is crucial for establishing a robust online reputation. Search Engine Optimization (SEO) plays a key role in this process by using a combination of content-focused (on-page) and external (off-page) strategies. On-page efforts include refining website content, structure, and keyword placement, while off-page methods aim to establish credibility, often through the acquisition of backlinks. Central to effective SEO is content enrichment, which involves adding contextually related terms to improve relevance. Traditional approaches, such as Latent Semantic Analysis (LSA), are frequently used to support this task by identifying terms that co-occur within a textual corpus. While LSA can boost relevance by associating related words, it struggles with more complex semantic connections and performs less effectively with sparse data. In recent years, deep learning (DL), particularly through Transformer-based models, has advanced the ability to understand and generate language in a more nuanced way. Large Language Models (LLMs), for instance, excel at capturing domain-specific and context-rich expressions. Despite their strengths, these models require substantial computational power and large datasets and may lack flexibility for real-time content updates, which limits their practicality for dynamic SEO tasks. Given these constraints, there is a growing need for a hybrid method that balances the precision of AI models with the efficiency of classic Information Retrieval (IR) techniques. This paper introduces a two-phase semantic optimization framework. The first phase utilizes Query Expansion (QE) to semantically enhance content, while the second phase applies Re-Ranking to reorganize content by relevance and impact. This strategy not only improves search visibility but also increases user engagement, supporting the broader goal of reinforcing corporate e-reputation through intelligent, adaptive SEO.