Malcolm Poynton's Social Presentation at SapientNitro iEX 2011
Ryan Jones of SapientNitro #SEJSummit: The Future is Today
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Transcript of Ryan Jones of SapientNitro #SEJSummit: The Future is Today
#SEJSummit@RyanJones
3 Takeaways1. Focus On Searcher Intent
2. Don’t ask “how do I..” ask “what do they..”
3. Don’t React To Change, Leverage It
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#SEJSummit@RyanJones
• Manager SEO & Analytics – SapientNitro• 2006 Time Person of the Year• Chief Evangelism Officer - WTFSEO.com
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#SEJSummit@RyanJones
Early Search Engines Focused on Keywords on the page.
20 years later, we still think like this
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The Customer Journey Is Evolving
Old Model New ModelPhoto Credit: Provided by the speaker
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META KeywordsDirectories
Words On Pages
Links
Other Shit Not Relevant To This Presentation
Search Is Evolving TooMachine Learning
Entities
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Neural Networks Rely On Training Sets. Which makes Me Think Of…..
• Human Raters• Live Experiments• Panda• Penguin• Spam Reports
#SEJSummit@RyanJones
It doesn’t matter how it works.It matters what the inputs are.
• Quality• Relevance• Trust• Speed• Etc.
#SEJSummit@RyanJones
Go Read Eric Enge’s Post:stonetemple.com/rankbrain-myth-busting/
Also AJ Kohn’s Post:blindfiveyearold.com/rankbrain-survival-guide
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#SEJSummit@RyanJones
What RankBrain Does NOT Do
• Anything with links• Penalize sites• Change any ranking factors about your site.
Google never said it was a “ranking factor” they said it was the “3rd most important signal contributing to results.”
That’s because RankBrain helps understand your query – and better decide what sites are relevant.
#SEJSummit@RyanJones
Crawling• Discovery• Finding Pages
Indexing• Like a book. List of words on pages.• Paragraph vectors, B+ trees, nofollow, canonical, etc.
Retrieval (relevance)• How relevant is this to my query? • Query Understanding, entities (is jaguar an animal or a car?)
Ranking (Post Retrieval)• Order by pagerank desc limit 10• Penalties, Speed, HTTPS, Mobile Friendly, etc.
How A Search Engine Works
Note: Google doesn’t separate these. This is for
illustration
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• 10 years ago we talked about TF-IDF
• Relevance was measured against the corpus of results.
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So Why Wouldn’t Other Factors & Algorithms Work This Way?
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“The Future Of Search Is Verbs”
Bill Gates, 2009
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Verbs = Intent
Words On
Pages
I Want To…Go somewhereDo SomethingAccomplish A
Task
#SEJSummit@RyanJones
Why We Search Doesn’t ChangeStop trying to give me words on a page.
Give me a solution. Help me accomplish something.
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How do we leverage that?Stop Asking:
How Do I Rank For “Keyword?”
What Tricks Can I Use?
Start Asking:
What Would People Search for “Keyword” Find useful? What Are They Trying To Do?
Then Build Something To Help Them
#SEJSummit@RyanJones
The Big Secret?If you’ve been doing SEO right, machine learning changes nothing!
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#SEJSummit@RyanJones
3 Takeaways1. Focus On Searcher Intent
2. Don’t ask “how do I..” ask “what do they..”
3. Don’t React To Change, Leverage It
Photo Credit: Shutterstock.com