Machine Learning Search and SEO - Zenith; Duluth, MN.

Eric Enge @stonetemple www.stonetemple.com

Machine Learning, Search & SEO


Who Am I?

Columnist & Contributor

CEO & Founder

60+ person Digital Marketing and SEO agency


Nationalselfrelianceassociation.com

Eric Enge – Fun Fact 1


Eric Enge – Fun Fact 2

ntier.org


Machine Learning and Deep Learning

Our Best Student!


Simple Learning

Problem


With a Simple

Solution


Much More Complicated Problem


And, Now the

Complexity Went

WAY up


Machine Learning is a 2 Step Process


Sample Problem:

Recognizing a Face


Example of

UnSupervised

Learning Data

Set


A Program Might

Discover Some

Things it Can

Group Together


Then Develop an

Algorithm to

Match the Data


Related Stories Auto-

Discovered by Machine

Learning

Google News Uses Unsupervised Machine Learning


Neural Networks Making Key Advances

Scientists Have

Developed New

Techniques to

Train Networks

With Many Layers


DeepMind’s AlphaGo Program Beat the World Champion

10 atoms in the

known universe

10 possible

positions in the

game of Go

100

171


Enter RankBrain


Bloomberg Broke the News in

October 2015


“(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


Some Basic Language Analysis Concepts


Basic Concept: Stop Words


Query That Doesn’t Work Well With Stop

Words


Top Organic Results for the Query

“Office”


“The” and “Office” are capitalized


Another Example of Frequence of Word Usage

About 5 Uses in Every 330,000

Words


Sometimes this word refers to a

brand


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”


“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


What Does High Dimensional Vector

Space Mean?


Convert Phrases to

Tokens


Notice Patterns in Language Usage


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


What Does RankBrain Do?


What Does RankBrain Do?

Can result in

selecting

different

algos


Example Queries Cited by Google


What is the label of a consumer at the highest level of a food chain?

“Name”To eat, not

to buy

“The”“Top”


Can You Get 100% Score on SuperMario Without Walkthrough?

Negatives

Eric Enge @stonetemple www.stonetemple.com39

“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


Our RankBrain Study


Built a DB of 500K queries

from Google and Bing Suggest


June/July 2015 Google Result January 2016 Google Result

Pulled Results from Google on Two Different Dates


Aggregate Results


How Did The Results Improve?


Why Are PDFs So Weak?

July 2015 Answer


Now Relates “Weak” to Security

January 2016

Answer


Where is Celtics Bench?

July 2015 Answer


Now Applies Meaning of “Where is” Better

January 2016

Answer


Youtube plus

July 2015 Answer


Google Connected YouTube and Plus as a Name

January 2016

Answer


Tourist Map of Mdina Malta

Pre-RankBrain – July 2015


Example of How RankBrain

Impacted Algo Selection


Specific Types of Improvements


Machine Learning Summary Thoughts


Very Hard to Test Edge Cases You Can’t Define


Deriving and Testing Machine Learning Algorithms Takes a Long Time


When Do We Apply Machine Learning?

When coming up

with human

algorithms proves

to be impossible


Human Needs Evolve and Change


How Do I Gain an Advantage?


It’s Just a Tool in the Toolkit


What Are Google’s Objectives?

Strong Correlation Between Satisfaction and Revenue


She Has Options

Texting Facebook

Siri


Brand Authority (e.g. Search Volume)

Home Depot vs. Lowes Brand Search Volume


Which of These Authors Would You Trust More?

Danny SullivanGlobal and World Renowned Search

Marketing Expert

People You Don’t Know


Leverage Search History

Oil filter wrench

Oil

Car Owner’s Manuals

Windshield wipers


You Just Got Thrown Into a World With This Group of

People


They Don’t Know You


Go Become a Leader(DO IT NOW)


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

[email protected]

@stonetemple

+Eric Enge

(508) 962-8474

www.stonetemple.com

Thank You!

Machine Learning Search and SEO - Zenith; Duluth, MN.

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Transcript of Machine Learning Search and SEO - Zenith; Duluth, MN.