SEO Patents

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My presentation on SEO patents from SMX Munich in 2014.

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SEO Patents

  1. 1. SEO Patents Munich 03/26/2014 Malte Landwehr
  2. 2. Malte Landwehr https://plus.google.com/+MalteLandwehr/ http://twitter.com/maltelandwehr https://www.facebook.com/landwehr http://www.linkedin.com/in/landwehr • 2003 – now: SEO • 2007 – now: ORM • 2007 – 2014: Computer Science (BSc + MSc) • 2008 – 2010: CoFounder & Head of SEO • 2012 – 2013: Research (Social Network Analysis)
  3. 3. Malte Landwehr What does he want? „Big Dog“ robot from Boston Dynamics
  4. 4. Cloud Robotics
  5. 5. Patents
  6. 6. What is a patent?
  7. 7. Details!
  8. 8. Details!
  9. 9. Why you should monitor
  10. 10. Specific search term: Longer snippets
  11. 11. Malte Landwehr What else to monitor? • Acquisitions –Patents –Acquihire • Scientific publications
  12. 12. Finding & Monitoring Patents
  13. 13. Malte Landwehr Sources for Patents • http://www.patentfish.com/ Meta-Search Engine for Patents • https://www.google.com/?tbm=pts Google‘s Patent Search Engine • http://patft.uspto.gov/netahtml/PTO/search-bool.html United States Patent and Trademark Office • http://www.microsoft.com/en- us/Legal/IntellectualProperty/patents/ Patents owned by Microsoft • http://stks.freshpatents.com/YHOO-sym.php?max=2000 Patents for various companies
  14. 14. Play with the data 0 20 40 60 80 100 120 04.2013 05.2013 06.2013 07.2013 08.2013 09.2013 10.2013 11.2013 12.2013 01.2014 02.2014 Patentspublished Yahoo is NOT a tech company Google Yahoo
  15. 15. Malte Landwehr Google Patent Search https://www.google.com/?tbm=pts
  16. 16. Advanced Patent Search http://www.google.de/advanced_patent_search?hl=en
  17. 17. Malte Landwehr Google‘s scientific publications http://research.google.com/pubs/papers.html 0 50 100 150 200 250 300 350 400 Artificial Intelligence and Machine Learning Algorithms and Theory Human-Computer Interaction and Visualization Natural Language Processing Machine Perception Information Retrieval and the Web Security, Cryptography, and Privacy Data Mining Software Systems Distributed Systems and Parallel Computing Networking Economics and Electronic Commerce Data Management Speech Processing General Science Software Engineering Hardware and Architecture Machine Translation Mobile Systems Education Innovation # of publications
  18. 18. Malte Landwehr Google‘s scientific publications http://research.google.com/pubs/papers.html 0 50 100 150 200 250 300 350 400 Artificial Intelligence and Machine Learning Algorithms and Theory Human-Computer Interaction and Visualization Natural Language Processing Machine Perception Information Retrieval and the Web Security, Cryptography, and Privacy Data Mining Software Systems Distributed Systems and Parallel Computing Networking Economics and Electronic Commerce Data Management Speech Processing General Science Software Engineering Hardware and Architecture Machine Translation Mobile Systems Education Innovation # of publications
  19. 19. Malte Landwehrhttp://research.google.com/pubs/pub41096.html
  20. 20. Classic search engine topics 0 5 10 15 20 25 30 35 2008 2009 2010 2011 2012 2013 Numberofresearchpapers Information Retrieval and the Web Data Mining
  21. 21. Classic search engine topics? 0 10 20 30 40 50 60 70 80 2008 2009 2010 2011 2012 2013 Numberofresearchpapers Artificial Intelligence and Machine Learning Machine Perception Speech Processing
  22. 22. Malte LandwehrObvious trend! 0 20 40 60 80 100 120 140 2008 2009 2010 2011 2012 2013 Numberofresearchpapers Data Mining, Information Retrieval and the Web Machine Perception, Speech Processing, Artificial Intelligence and Machine Learning
  23. 23. Malte Landwehr Google scientist‘s views on Wikipedia (56x) • rigorous structure • large text collection with wide coverage • low coverage • unstructured and noisy content
  24. 24. Malte Landwehr Google scientist‘s views on Freebase (20x) • significantly more entities than Wikipedia • rich taxonomy • lacks context for most entities – descriptive text and hyperlinks in Wikipedia
  25. 25. Social Graph
  26. 26. Suggest comments
  27. 27. Malte Landwehrhttps://www.google.com/patents/WO2012173894A2
  28. 28. Agent Rank
  29. 29. Not just author!
  30. 30. Not just whole URLs!
  31. 31. Let Google find an expert! Have a question?
  32. 32. Let Google find an expert! Have a question? Applicable to author rank for search?
  33. 33. Voice Search
  34. 34. (partly)
  35. 35. Google, can you please tell me, how many developers does it take to change a filament lamp?
  36. 36. Malte Landwehr Case 1: entity relationship recognized Use the attribute filament lamp number of developers it takes to change 1
  37. 37. Malte Landwehr Case 2: entity relationship not recognized Strike that garbage Google, can you please tell me, how many developers does it take to change a filament lamp light bulb?
  38. 38. Malte Landwehr Case 2: entity relationship not recognized Strike that garbage Google, can you please tell me, how many developers does it take to change a filament lamp light bulb? how many developers take change light bulb
  39. 39. Changing queries
  40. 40. Malte Landwehrhttp://research.google.com/pubs/archive/36340.pdf
  41. 41. Small changes in language? Don’t matter!
  42. 42. Spoken language 2 written language
  43. 43. Google is NOT building the Star Trek computer!
  44. 44. Malte Landwehr Quote from Google It takes a great deal of time and concentration to process spoken information, and most user's pain threshold is fairly low. Google Search by Voice: A case study (p 19)
  45. 45. Malte Landwehr Another quote from Google A Google internal study also showed that some users […] prefer to keep their eyes on the screen at all times Google Search by Voice: A case study (p 23)
  46. 46. Voice search + context
  47. 47. Content
  48. 48. Gibberish content
  49. 49. Parts of documents
  50. 50. Malte Landwehr
  51. 51. Malte Landwehr
  52. 52. Malte Landwehrhttp://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/
  53. 53. Diversity in SERP
  54. 54. Fun with entities
  55. 55. Live example: Google can handle entities!
  56. 56. Live example: Google can handle entities! Malte Landwehr Age: 27 How old? 27
  57. 57. But not only if you feed Google enough data!
  58. 58. Thanks for your attention!

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