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SearchLove London 2016 | Dr. Pete Meyers | Tactical Keyword Research in a RankBrain World

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Google launched RankBrain 18 months ago, and yet we still barely understand what it is or does. RankBrain represents a new way of measuring relevance, built on teaching machines to understand relationships between words. How should RankBrain change our approach to SEO and specifically to keyword research? Will we need to fight machine learning with machine learning?

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SearchLove London 2016 | Dr. Pete Meyers | Tactical Keyword Research in a RankBrain World

  1. 1. Tactical Keyword Research In A RankBrain World Dr. Pete Meyers, Marketing Scientist, Moz
  2. 2. Searches Are Evolving
  3. 3. @dr_peteSource: Search.GoogleBlog.com
  4. 4. @dr_pete AUGUST 2013 Source: SearchEngineLand.com
  5. 5. @dr_pete
  6. 6. @dr_pete
  7. 7. @dr_pete APRIL 2015* Source: SearchEngineLand.com
  8. 8. @dr_peteSource: BackChannel.com
  9. 9. @dr_pete
  10. 10. @dr_pete
  11. 11. @dr_pete
  12. 12. @dr_pete height “Tallness” tall feet meters size big
  13. 13. @dr_pete Now, Just Build Great Concepts
  14. 14. @dr_pete
  15. 15. The Old Way Is Dying
  16. 16. @dr_pete
  17. 17. @dr_pete
  18. 18. @dr_pete Results w/ all terms in Title & Description:
  19. 19. @dr_pete
  20. 20. @dr_pete
  21. 21. @dr_pete
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  34. 34. @dr_pete
  35. 35. The Algo Is Learning
  36. 36. @dr_pete
  37. 37. @dr_pete Deep learning is a branch of machine learning based on a set of algorithms that attempt to model high-level abstractions in data by using a deep graph with multiple processing layers, composed of multiple linear and non-linear transformations. Source: Wikipedia.org
  38. 38. Deep learning is a branch of machine learning based on a set of algorithms that attempt to model high-level abstractions in data by using a deep graph with multiple processing layers, composed of multiple linear and non-linear transformations. @dr_peteSource: Wikipedia.org
  39. 39. @dr_peteSource: Wikimedia.org
  40. 40. @dr_peteSource: Wikimedia.org
  41. 41. @dr_pete By early 2014, Google’s machine learning masters believed [the heuristic approach] should change. “We had a series of discussions with the ranking team,” says Dean. “We said we should at least try this and see, is there any gain to be had.” The experiment his team had in mind turned out to be central to search: how well a document in the ranking matches a query (as measured by whether the user clicks on it). Source: Bloomberg.com – Jeff Dean (Google)
  42. 42. @dr_peteSource: Udacity.com
  43. 43. @dr_pete RankBrain uses artificial intelligence to embed vast amounts of written language into mathematical entities -- called vectors -- that the computer can understand. If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly, making it more effective at handling never-before-seen search queries. Source: Bloomberg.com – Greg Corrado? (Google)
  44. 44. @dr_peteSource: TensorFlow.org WORD2VEC
  45. 45. @dr_pete RB ≠ TRANSLATION
  46. 46. @dr_pete COMPLETE RUBBISH
  47. 47. @dr_pete IS THIS RANKBRAIN?
  48. 48. @dr_pete
  49. 49. We Have to Adapt
  50. 50. @dr_peteSource: Moz.com/explorer
  51. 51. @dr_pete OPTION #1
  52. 52. @dr_pete OPTION #1
  53. 53. @dr_pete The Shard Height The Shard height in meters is 309 meters. Compared to other buildings in London, The Shard height ranking is number one. It's interesting to note that the Shard height comparison to London’s Big Ben is just over three times as high. Sometimes, British people say “metres” instead of meters. The Shard height in metres is also 309 metres. OPTION #2
  54. 54. The Shard Height The Shard height in meters is 309 meters. Compared to other buildings in London, The Shard height ranking is number one. It's interesting to note that the Shard height comparison to London’s Big Ben is just over three times as high. Sometimes, British people say “metres” instead of meters. The Shard height in metres is also 309 metres. @dr_pete OPTION #2
  55. 55. @dr_peteSource: Moz.com/explorer
  56. 56. @dr_peteSource: Moz.com/explorer
  57. 57. @dr_pete OPTION #3 (a) How Tall Shard (b) Height in Storeys (c) Tallest in Europe
  58. 58. @dr_pete (a) How Tall Shard (a) “How tall is The Shard?” (b) Height in Storeys (b) “The Shard is ___ storeys high” (c) Tallest in Europe (c) “Tallest building in Western Europe” OPTION #3
  59. 59. @dr_pete How Tall Is The Shard? The Shard of Glass (AKA Shard London Bridge) is 309 metres or 1,016 feet tall. The Shard is 72 storeys high, with an open-air observation deck on the 72nd floor. The London Shard is currently the tallest building in Western Europe, although Moscow's Federation Tower holds the broader European height record at 373 metres. OPTION #3
  60. 60. It’s All in The 3 G’s
  61. 61. @dr_pete 1. GATHER KEYWORDS
  62. 62. @dr_pete 2. GROUP KEYWORDS
  63. 63. @dr_pete 2. GROUP KEYWORDS (a) What Does It Cost? ( (b) Average Rent ( (c) Living Expenses (
  64. 64. @dr_pete 3. GENERATE IDEALS (a) What Does It Cost? (a) “What does it cost to live in London?” (b) Average Rent (b) “How much is the average rent?” (c) Living Expenses (c) “Living expenses in London per month”
  65. 65. @dr_pete
  66. 66. @dr_pete GATHER GROUP GENERATE
  67. 67. @dr_pete
  68. 68. @dr_pete
  69. 69. @dr_pete
  70. 70. @dr_pete FIND GAPS
  71. 71. @dr_pete KEYWORDS CONCEPTS *KEYWORDS*
  72. 72. Write for Brains*
  73. 73. @dr_peteBrain Icon: Marek Polakevic 2???20161999
  74. 74. @dr_pete “Shard height London” “How tall is the Shard “London Bridge?”
  75. 75. “How tall is the Shard “London Bridge?” “Shard height London” @dr_pete

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