machine learning search and seo - zenith; duluth, mn
TRANSCRIPT
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
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Eric Enge – Fun Fact 2
ntier.org
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Machine Learning and Deep Learning
Our Best Student!
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Simple Learning
Problem
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With a Simple
Solution
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Much More Complicated Problem
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And, Now the
Complexity Went
WAY up
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Machine Learning is a 2 Step Process
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Sample Problem:
Recognizing a Face
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Example of
UnSupervised
Learning Data
Set
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A Program Might
Discover Some
Things it Can
Group Together
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Then Develop an
Algorithm to
Match the Data
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Related Stories Auto-
Discovered by Machine
Learning
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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Enter RankBrain
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Bloomberg Broke the News in
October 2015
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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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Some Basic Language Analysis Concepts
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Basic Concept: Stop Words
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Query That Doesn’t Work Well With Stop
Words
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Top Organic Results for the Query
“Office”
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“The” and “Office” are capitalized
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Another Example of Frequence of Word Usage
About 5 Uses in Every 330,000
Words
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Sometimes this word refers to a
brand
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The bags xxx xxxx xx Coach xxx xx x xxxxxxxxxxxx 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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Convert Phrases to
Tokens
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Notice Patterns in Language Usage
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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 Does RankBrain Do?
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What Does RankBrain Do?
Can result in
selecting
different
algos
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Example Queries Cited by Google
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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 SuperMario Without Walkthrough?
Negatives
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“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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Our RankBrain Study
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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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Aggregate Results
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How Did The Results Improve?
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Why Are PDFs So Weak?
July 2015 Answer
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Now Relates “Weak” to Security
January 2016
Answer
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Where is Celtics Bench?
July 2015 Answer
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Now Applies Meaning of “Where is” Better
January 2016
Answer
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Youtube plus
July 2015 Answer
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Google Connected YouTube and Plus as a Name
January 2016
Answer
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Tourist Map of Mdina Malta
Pre-RankBrain – July 2015
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Example of How RankBrain
Impacted Algo Selection
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Specific Types of Improvements
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Machine Learning Summary Thoughts
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Very Hard to Test Edge Cases You Can’t Define
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Deriving and Testing Machine Learning Algorithms Takes a Long Time
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When Do We Apply Machine Learning?
When coming up
with human
algorithms proves
to be impossible
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Human Needs Evolve and Change
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How Do I Gain an Advantage?
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It’s Just a Tool in the Toolkit
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What Are Google’s Objectives?
Strong Correlation Between Satisfaction and Revenue
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She Has Options
Texting Facebook
Siri
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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 SullivanGlobal 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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They Don’t Know You
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Go Become a Leader(DO IT NOW)
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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
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!