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  • Amazon Mechanical TurkIt is a marketplace for work. In a traditional marketplace, like the retail site that you’re probably already familiar with, there are buyers who spend money to purchase products and there are sellers who make money by selling their products. This is true in the Amazon Mechanical Turk Marketplace as well. Businesses, or Requesters as they are called on Mechanical Turk are buying work. Mechanical Turk Workers sell their work and earn money when the transaction is complete. And just like in the retail experience, Amazon Mechanical Turk takes care of all of the transaction details including getting the work “listed” on the site so Workers see it when they browse for Work as well as completing the payment transaction when work is approved by you, the Requester. Let’s talk in a bit more detail about how it works.
  • Requesters design HITs, Human intelligence tasks. These HITs are composed of Assignments which are published to the Mechanical Turk Marketplace. Workers select tasks to complete and submit their assignments to Requesters.Requesters approve or reject the results and pay Workers.


  • 1. Leveraging the Crowd for SEO
    SMX Advanced
    June 8, 2011
    Natala Menezes
    Sr Product Manager
    Amazon Mechanical Turk
  • 2. What is Crowdsourcing? Distributed problem solving
    Mechanical Turk makes crowdsourcing easy.
  • 3. Mechanical Turk is a marketplace for work.
    Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.
    Flexibility: Scale your workforce up and down quickly
    Accuracy: Get high quality, efficient and cost effective results.
    Price: Pay only when you are satisfied with the results.
    Speed: Start receiving results in minutes
  • 4. How it works
    Micro payments through Amazon Flexible Payments
    Huge workforce: Over 500,000 Workers, 190 countries
    Platform can handle millions of tasks, via Web or API
  • 5. Business Use Cases
    Sentiment Analysis
    Data Management
    Data Verification
    Data Entry & Collection
    Data De-duplication
    Algorithm Training
    Content & Media
    Moderate Photos & Content
    Content Creation & Editing
    Business Services
    Search Relevancy
    Product Usability Testing
  • 6. Search Experts <3 Big Data
    Search Marketing: Keyword expansion
    Adding attribute tags
    Pulling lists from publicly available tools
    De-duplication / data cleanup and organization
    Search query research “How would you search for X?”
    Web Research
    Competitive research – What is the tagline for this company?
    What is the SEOMoz Score for this website?
    Search Results Analysis
    Of the two results shown – which is the best result?
  • 7. Content Creation
    Article writing & editing
    Write a caption for a photo
    Summarize the benefits of a product
    Write a story about a specific topic
    Edit the grammar & style of an article
    Photo selection
    Find a creative commons photo for an article
    Transcribe video or audio content
    Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website.
  • 8. Content Management
    Content Moderation
    Is this photo appropriate given our guidelines?
    Is this a good question or article for our site?
    Content Discovery
    Do these photos have useful meta tags?
    What are the keywords used during this video?
    Content Analysis
    What is the sentiment of this tweet?
    Is this tweet positive or negative?
  • 9. Use Case: Lead Collection
    The Problem:
    Needed to create a list of local business contacts that met certain criteria:
    Review rating above 3 stars
    Vertical focus – family friendly restaurants only
    Within a certain distance of downtown
    The Solution
    Posted tasks to Mechanical Turk to gather information about potential contacts.
    Used this data to prioritize their list, then took the smaller subset for additional data augmentation
  • 10. Case Study: Magnum Photos
    “An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”
    "You can keyword an entire archive within weeks.“
    -- Meagan Young, Magnum's Web Content ManagerQuickly removed their backlog through access to on-demand workforce
    10 x more cost efficient than an in-house solution
  • 11. Things you can’t do:
    Disrupting or degrading the operation of any website or internet service
    Ex. Generate "referred" site visits or click through traffic
    Go to this website and click on the most valuable ad
    Ex. Ask Workers to take action to manipulate a website’s behavior or results
    Go to X search engine and search for “Danny Sullivan is Awesome”
    Violate the terms and conditions of an activity or website (for instance asking Workers to vote for something) or that directly or indirectly promote a site, service, or opinion or ask Workers to solicit third parties
    Ex. Ask a Worker to perform a marketing activity on your behalf – for instance voting for something
    “Tweet This” or “Like”
    Ex. Ask a Worker to write a review on a 3rd party site
    Go to Yelp and write a review for this restaurant
    Capturing PII
    Ex. requiring disclosure of the Worker's identity or e-mail address, either directly or indirectly
    Ex. requiring registration at another website or group
  • 12. Applications & Solution Providers
    Mechanical Turk supports a robust ecosystem of providers that have built or can build solutions to meet your needs.
  • 13. Thank you.Natala
  • 14. Framework
    What is crowdsourcing
    What is mturk
    What can you do w/ MTurk: big data tasks
    Keyword expansion
    Competitive research / web research
    Content Creation
    How to access
    Direct or partners
    A note on policy
  • 15. Content Discovery
    Search discovery requires attributes – keywords that users can use to find content that relates to them.
    Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.
    How it works:
  • 16. Search Enhancement / Relevance
    Search discovery requires categorization and expansion or classification of attributes – keywords that users can use to find content that relates to them.
    Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.
    How it works:
  • 17. How it works:.
    “Validate, Pay & Go”
    “Design & Publish”