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 and 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 slide was presented at Zenith Conference in Duluth, MN.
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Google News Uses Unsupervised Machine Learning
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Neural Networks Making Key Advances
Scientists Have
Developed New
Techniques to
Train Networks
With Many Layers
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DeepMind’s AlphaGo Program Beat the World Champion
10 atoms in the
known universe
10 possible
positions in the
game of Go
100
171
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“(Rankbrain) interprets language, interprets your queries, in a way that
has some of the gut feeling and guessability of people”
Notable Quote From the Video
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The bags xxx xxxx xx Coach xxx xx x xxxxxxx
xxxxx xx handbags.
Capitalized in the
middle of a
sentence
Mentioned on a page
that discusses beads
and handbags
Mentioned on a page that
discusses bags and
handbags
Taking a Deeper Look at “Coach”
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“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
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What Does High
Dimensional Vector
Space Mean?
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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
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What is the label of a consumer at
the highest level of a food chain?
“Name”
To eat, not
to buy
“The”“Top”
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Can You Get 100% Score on Super
Mario Without Walkthrough?
Negatives
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39
“Our old query parsers actually
ignored the ‘without’ part.
RankBrain did an amazing job of
catching that and instructing our
retrieval systems to get the right
results”
Gary Illyes in February 11th Virtual Keynote
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Built a DB of
500K queries
from Google and
Bing Suggest
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June/July 2015 Google Result January 2016 Google Result
Pulled Results from Google on Two Different Dates
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Brand Authority (e.g. Search Volume)
Home
Depot vs.
Lowes
Brand
Search
Volume
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Which of These Authors Would You Trust More?
Danny Sullivan
Global and World Renowned Search
Marketing Expert
People You
Don’t Know
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Leverage Search History
Oil filter wrench
Oil
Car Owner’s Manuals
Windshield wipers
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You Just Got Thrown Into a
World With This Group of
People
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Some Practical Ideas
1. Are you working
on building your
brand?
2. Do you have a
recognizable
expert working
with you?
3. Review
engagement data
on major pages.
4. Check your site
search.
5. Review
competitor sites.
6. Perform
advanced content
comparison
analysis.
7. Design your site
for Smartphone
users.
8. Make your site
as fast as possible.
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Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!