SEO in the Age of HAL & Siri
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Transcript of SEO in the Age of HAL & Siri
GOOGLE & ARTIFICIAL INTELLIGENCE
Gil Reich (@GilR)Managing Greatness
Gil Reich, Managing Greatness. @GilR
This presentation
1.Google’s obsession with AI
2.How it will change the way we do internet marketing
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Gil Reich, Managing Greatness. @GilR
April Fools, 2000
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Gil Reich, Managing Greatness. @GilR
Try again
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Gil Reich, Managing Greatness. @GilR
Google Glass
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Gil Reich, Managing Greatness. @GilR
Watch out for that tree
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Gil Reich, Managing Greatness. @GilR
In-store directions
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Gil Reich, Managing Greatness. @GilR
A book?
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Gil Reich, Managing Greatness. @GilR
Great for stalking
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Gil Reich, Managing Greatness. @GilR
A few hours later
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Gil Reich, Managing Greatness. @GilR
The perfect date for geeks
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Gil Reich, Managing Greatness. @GilR
Quotes from ArtificialBrains
Google will fulfill its mission only when its search engine is AI-complete. - Larry Page, May 2002 (The Big Switch, page 212)
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Gil Reich, Managing Greatness. @GilR
Larry’s obsession
Every time I talk about Google's future with Larry Page, he argues that it will become an artificial intelligence. - Steve Jurvetson, January 2005 (source)
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Gil Reich, Managing Greatness. @GilR
Google X Lab
Google wants to be the best in search. To reach that goal Google wants to have the world's top AI research laboratory. - Google internal company paper, October 2006 (source)
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Gil Reich, Managing Greatness. @GilR
Don’t panic
HAL had a lot of information, could piece it together, could rationalize it. Hopefully it would never have a bug like HAL did where he killed the occupants of the spaceship. - Sergey Brin, November 2002 (source)
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Gil Reich, Managing Greatness. @GilR
Strong AI
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The road to omniscience
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Gil Reich, Managing Greatness. @GilR
The purring test
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Calling all data
In May 2010 I said that we weren’t using Social Signals. Now we are.
What we ended up doing is taking multiple data sources and intersecting them, so if one data source had a false negative, the others wouldn’t.
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User engagement
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Gil Reich, Managing Greatness. @GilR
Social & knowledge graphs
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Gil Reich, Managing Greatness. @GilR
Feeding the knowledge graph
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Gil Reich, Managing Greatness. @GilR
Structured data
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Semantic markup
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Document classifier
Gil Reich, Managing Greatness. @GilR
Government sitesWikipediaNew York Times
ScrapersThin Content
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Does this make me look …
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What’s in a name?
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Correlation is causation
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Footprint of a scraper
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UGC tips
If you can, fix: Spelling Capitalization Punctuation
Emoticons ?
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Beware scalable solutions
“If you bring industrial thinking to social, you’re screwed” – Avinash Kaushik
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Buying links?
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SEO is the undeadSEO will probably be dead in 6 months. – Leo Laporte, PubCon 20113 points he missed:
1.Backend is still search / AI2.Google is an AI company3.SEOs’ influence will likely grow
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Gil Reich, Managing Greatness. @GilR 34
Conclusion
Thriving with AI
Be like a good site. Keywords -> Entity, Knowledge,
Social & Author Graphs. In its bones, Google is an AI
company; search is just a step on the path.
Google & good SEOs are the undead.
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Gil Reich, Managing Greatness. @GilR
If you missed anything …
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