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Machine Learning and Search -State of Search 2016

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Machine learning is the next great computer revolution, one that is already here. We don’t have to wait for the future; Google has been using machine learning to solve many complex search-related problems for years, and the applications keep growing, including last year’s announcement of the addition of RankBrain to the search algorithm, the impact of machine learning on search. Google's #RankBrain algorithm caused major confusion in the digital marketing community. This presentation will show you what RankBrain really is about, what else Google is likely to do with machine learning, and how it impacts your SEO strategy. 

This presentation is shown by Eric Enge at State of Search Conference in November 2016

Publicada em: Marketing
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Machine Learning and Search -State of Search 2016

  1. 1. Eric Enge @stonetemple Machine Learning, Search & SEO
  2. 2. Eric Enge @stonetemple ERIC ENGE, CEO STONE TEMPLE CONSULTING NOTABLE SPEAKER, BOOK AUTHOR & ENTREPRENEUR 2016 US Search Awards 2016 Search Personality of the Year 2016 Landys Search Marketer of the Year
  3. 3. Eric Enge @stonetemple Nationalselfrelianceassociation.com Eric Enge – Fun Fact 1 October 2010
  4. 4. Eric Enge @stonetemple Eric Enge – Fun Fact 2 ntier.org February 2011
  5. 5. Eric Enge @stonetemple Machine Learning and Deep Learning Our Best Student!
  6. 6. Eric Enge @stonetemple Simple Learning Problem
  7. 7. Eric Enge @stonetemple With a Simple Solution
  8. 8. Eric Enge @stonetemple Much More Complicated Problem This is an Example of “Supervised” Machine Learning
  9. 9. Eric Enge @stonetemple And, Now the Complexity Went WAY up
  10. 10. Eric Enge @stonetemple Machine Learning is a 2 Step Process
  11. 11. Eric Enge @stonetemple Supervised Machine Learning Sample Problem: Recognizing a Face
  12. 12. Eric Enge @stonetemple Related Stories Auto- Discovered by Machine Learning Google News Uses Unsupervised Machine Learning
  13. 13. Eric Enge @stonetemple DeepMind’s AlphaGo Program Beat the World Champion 10 atoms in the known universe 10 possible positions in the game of Go 100 171
  14. 14. Eric Enge @stonetemple Enter RankBrain
  15. 15. Eric Enge @stonetemple Bloomberg Broke the News in October 2015
  16. 16. Eric Enge @stonetemple Basic Concept: Stop Words
  17. 17. Eric Enge @stonetemple Query That Doesn’t Work Well With Stop Words
  18. 18. Eric Enge @stonetemple Top Organic Results for the Query “Office”
  19. 19. Eric Enge @stonetemple “The” and “Office” are capitalized
  20. 20. Eric Enge @stonetemple “Yeah -- being able to represent strings of text in very high- dimensional space and "see" how they relate to one another.” Google Spokesperson’s Answer to a Question I Asked About RankBrain
  21. 21. Eric Enge @stonetemple Notice Patterns in Language Usage
  22. 22. Eric Enge @stonetemple Notice Patterns in Language Usage The • Classic stop word • But in some cases critical to phrase meaning • e.g. “The Office” Graphic • Could relate to violence • Could relate to language • Could relate to design • Meaning determined by context Without • Negatives traditionally ignored by Google • But in some cases critical to meaning of page
  23. 23. Eric Enge @stonetemple What Does RankBrain Do?
  24. 24. Eric Enge @stonetemple What Does RankBrain Do? Can result in selecting different algos
  25. 25. Eric Enge @stonetemple Can You Get 100% Score on Super Mario Without Walkthrough? Negatives
  26. 26. Eric Enge @stonetemple Our RankBrain Study
  27. 27. Eric Enge @stonetemple June/July 2015 Google Result January 2016 Google Result Pulled Results from Google on Two Different Dates Did This for 500K Queries
  28. 28. Eric Enge @stonetemple 28 Aggregate Results
  29. 29. Eric Enge @stonetemple Why Are PDFs So Weak? July 2015 Answer
  30. 30. Eric Enge @stonetemple Now Relates “Weak” to Security January 2016 Answer
  31. 31. Eric Enge @stonetemple Where is Celtics Bench? July 2015 Answer
  32. 32. Eric Enge @stonetemple Now Applies Meaning of “Where is” Better January 2016 Answer
  33. 33. Eric Enge @stonetemple Tourist Map of Mdina Malta Pre-RankBrain – July 2015
  34. 34. Eric Enge @stonetemple Example of How RankBrain Impacted Algo Selection
  35. 35. Eric Enge @stonetemple Machine Learning Summary Thoughts – What Will Such Algorithms Look For?
  36. 36. Eric Enge @stonetemple Quality Content
  37. 37. Eric Enge @stonetemple 37 Ways to Measure Authority (Links)
  38. 38. Eric Enge @stonetemple Source: Chartbeat How About Social Media as a Signal?
  39. 39. Eric Enge @stonetemple No Correlation Between Shares and Links Source: Moz and BuzzSumo Zero (or Near Zero) Means NO Correlation
  40. 40. Eric Enge @stonetemple BUT, They Will Look for Some Form of Social Proof
  41. 41. Eric Enge @stonetemple Need to Have the Right Training Data
  42. 42. Eric Enge @stonetemple Very Hard to Test Edge Cases You Can’t Define
  43. 43. Eric Enge @stonetemple Deriving and Testing Machine Learning Algorithms Takes a Long Time
  44. 44. Eric Enge @stonetemple When Do We Apply Machine Learning? When coming up with human algorithms proves to be impossible
  45. 45. Eric Enge @stonetemple
  46. 46. Eric Enge @stonetemple How to Prepare for This?
  47. 47. Eric Enge @stonetemple Machine Learning is Just a Tool in the Toolkit It’s Not Going to Blow Up SEO as We Know it
  48. 48. Eric Enge @stonetemple Personal Assistants More Likely to Drive Disruptive Change
  49. 49. Eric Enge @stonetemple What to Do? Align With the Search Engines 1. Work on Content Quality 2. Work on Your Authority 3. Increase User Satisfaction With Your Site 4. Create Demand for What You Do
  50. 50. Eric Enge @stonetemple Some Practical Ideas 1. Are you working on building your brand? 2. Do you have recognizable experts working with you? 3. Review engagement data on major pages. 4. Check your site search. 5. Review competitor sites for ideas. 6. Perform advanced content comparison analysis. 7. Design your site for Smartphone users. 8. Make your site as fast as possible.
  51. 51. Eric Enge @stonetemple Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!