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Eric Enge @stonetemple www.stonetemple.com
Machine Learning, Search & SEO
Eric Enge @stonetemple www.stonetemple.com
Who Am I?
Columnist & Contributor
CEO & Founder
60+ person Digital Marketing
and SEO agency
Eric Enge @stonetemple www.stonetemple.com
Nationalselfrelianceassociation.com
Eric Enge – Fun Fact 1
Eric Enge @stonetemple www.stonetemple.com
Eric Enge – Fun Fact 2
ntier.org
Eric Enge @stonetemple www.stonetemple.com
Machine Learning and Deep Learning
Our Best Student!
Eric Enge @stonetemple www.stonetemple.com
Simple Learning
Problem
Eric Enge @stonetemple www.stonetemple.com
With a Simple
Solution
Eric Enge @stonetemple www.stonetemple.com
Much More Complicated Problem
Eric Enge @stonetemple www.stonetemple.com
And, Now the
Complexity Went
WAY up
Eric Enge @stonetemple www.stonetemple.com
Machine Learning is a 2 Step Process
Eric Enge @stonetemple www.stonetemple.com
Sample Problem:
Recognizing a Face
Eric Enge @stonetemple www.stonetemple.com
Example of
UnSupervised
Learning Data
Set
Eric Enge @stonetemple www.stonetemple.com
A Program Might
Discover Some
Things it Can
Group Together
Eric Enge @stonetemple www.stonetemple.com
Then Develop an
Algorithm to
Match the Data
Eric Enge @stonetemple www.stonetemple.com
Related Stories Auto-
Discovered by Machine
Learning
Google News Uses Unsupervised Machine Learning
Eric Enge @stonetemple www.stonetemple.com
Neural Networks Making Key Advances
Scientists Have
Developed New
Techniques to
Train Networks
With Many Layers
Eric Enge @stonetemple www.stonetemple.com
DeepMind’s AlphaGo Program Beat the World Champion
10 atoms in the
known universe
10 possible
positions in the
game of Go
100
171
Eric Enge @stonetemple www.stonetemple.com
Enter RankBrain
Eric Enge @stonetemple www.stonetemple.com
Bloomberg
Broke the
News in
October 2015
Eric Enge @stonetemple www.stonetemple.com
“(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
Eric Enge @stonetemple www.stonetemple.com
Some Basic Language
Analysis Concepts
Eric Enge @stonetemple www.stonetemple.com
Basic Concept: Stop Words
Eric Enge @stonetemple www.stonetemple.com
Query That Doesn’t
Work Well With Stop
Words
Eric Enge @stonetemple www.stonetemple.com
Top Organic Results
for the Query
“Office”
Eric Enge @stonetemple www.stonetemple.com
“The” and
“Office” are
capitalized
Eric Enge @stonetemple www.stonetemple.com
Another Example of Frequence of Word Usage
About 5 Uses in
Every 330,000
Words
Eric Enge @stonetemple www.stonetemple.com
Sometimes this
word refers to a
brand
Eric Enge @stonetemple www.stonetemple.com
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”
Eric Enge @stonetemple www.stonetemple.com
“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
Eric Enge @stonetemple www.stonetemple.com
What Does High
Dimensional Vector
Space Mean?
Eric Enge @stonetemple www.stonetemple.com
Convert
Phrases to
Tokens
Eric Enge @stonetemple www.stonetemple.com
Notice Patterns in Language Usage
Eric Enge @stonetemple www.stonetemple.com
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
Eric Enge @stonetemple www.stonetemple.com
What Does RankBrain Do?
Eric Enge @stonetemple www.stonetemple.com
What Does RankBrain Do?
Can result in
selecting
different
algos
Eric Enge @stonetemple www.stonetemple.com
Example Queries
Cited by Google
Eric Enge @stonetemple www.stonetemple.com
What is the label of a consumer at
the highest level of a food chain?
“Name”
To eat, not
to buy
“The”“Top”
Eric Enge @stonetemple www.stonetemple.com
Can You Get 100% Score on Super
Mario Without Walkthrough?
Negatives
Eric Enge @stonetemple www.stonetemple.com
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
Eric Enge @stonetemple www.stonetemple.com
Our RankBrain Study
Eric Enge @stonetemple www.stonetemple.com
Built a DB of
500K queries
from Google and
Bing Suggest
Eric Enge @stonetemple www.stonetemple.com
June/July 2015 Google Result January 2016 Google Result
Pulled Results from Google on Two Different Dates
Eric Enge @stonetemple www.stonetemple.com
43
Aggregate Results
Eric Enge @stonetemple www.stonetemple.com
How Did The Results Improve?
Eric Enge @stonetemple www.stonetemple.com
Why Are PDFs So Weak?
July 2015
Answer
Eric Enge @stonetemple www.stonetemple.com
Now Relates “Weak” to Security
January
2016
Answer
Eric Enge @stonetemple www.stonetemple.com
Where is Celtics Bench?
July 2015
Answer
Eric Enge @stonetemple www.stonetemple.com
Now Applies Meaning of “Where is” Better
January
2016
Answer
Eric Enge @stonetemple www.stonetemple.com
Youtube plus
July 2015
Answer
Eric Enge @stonetemple www.stonetemple.com
Google Connected YouTube and Plus as a Name
January
2016
Answer
Eric Enge @stonetemple www.stonetemple.com
Tourist Map of Mdina Malta
Pre-RankBrain – July 2015
Eric Enge @stonetemple www.stonetemple.com
Example of How RankBrain
Impacted Algo Selection
Eric Enge @stonetemple www.stonetemple.com
53
Specific Types of Improvements
Eric Enge @stonetemple www.stonetemple.com
Machine Learning
Summary Thoughts
Eric Enge @stonetemple www.stonetemple.com
Very Hard to Test Edge Cases You Can’t Define
Eric Enge @stonetemple www.stonetemple.com
Deriving and Testing Machine Learning
Algorithms Takes a Long Time
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
When Do We Apply Machine Learning?
When coming up
with human
algorithms proves
to be impossible
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
Human Needs Evolve and Change
Eric Enge @stonetemple www.stonetemple.com
How Do I Gain an
Advantage?
Eric Enge @stonetemple www.stonetemple.com
It’s Just a Tool in the Toolkit
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
What Are Google’s Objectives?
Strong
Correlation
Between
Satisfaction and
Revenue
Eric Enge @stonetemple www.stonetemple.com
She Has Options
Texting Facebook
Siri
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
Eric Enge @stonetemple www.stonetemple.com
Brand Authority (e.g. Search Volume)
Home
Depot vs.
Lowes
Brand
Search
Volume
Eric Enge @stonetemple www.stonetemple.com
Which of These Authors Would You Trust More?
Danny Sullivan
Global and World Renowned Search
Marketing Expert
People You
Don’t Know
Eric Enge @stonetemple www.stonetemple.com
Leverage Search History
Oil filter wrench
Oil
Car Owner’s Manuals
Windshield wipers
Eric Enge @stonetemple www.stonetemple.com
You Just Got Thrown Into a
World With This Group of
People
Eric Enge @stonetemple www.stonetemple.com
They Don’t Know You
Eric Enge @stonetemple www.stonetemple.com
Go Become a Leader
(DO IT NOW)
Eric Enge @stonetemple www.stonetemple.com
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.
Eric Enge @stonetemple www.stonetemple.com
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!

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