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

Tactical Keyword Research
In A RankBrain World
Dr. Pete Meyers, Marketing Scientist, Moz

@dr_peteSource: Search.GoogleBlog.com

@dr_pete
AUGUST 2013
Source: SearchEngineLand.com

@dr_pete
APRIL 2015*
Source: SearchEngineLand.com

@dr_peteSource: BackChannel.com

@dr_pete
height
“Tallness”
tall
feet
meters
size
big

@dr_pete
Now, Just Build
Great Concepts

@dr_pete
Results w/ all terms in
Title & Description:

@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

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

@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)

@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)

@dr_peteSource: TensorFlow.org
WORD2VEC

@dr_peteSource: Moz.com/explorer

@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

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

@dr_pete
OPTION #3
(a) How Tall Shard
(b) Height in Storeys
(c) Tallest in Europe

@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

@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

@dr_pete
2. GROUP KEYWORDS
(a) What Does It Cost?
(
(b) Average Rent
(
(c) Living Expenses
(

@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”

@dr_pete
GATHER
GROUP
GENERATE

@dr_pete
KEYWORDS
CONCEPTS
*KEYWORDS*

@dr_peteBrain Icon: Marek Polakevic
2???20161999

@dr_pete
“Shard height London”
“How tall is the Shard
“London Bridge?”

“How tall is the Shard
“London Bridge?”
“Shard height London”
@dr_pete

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

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

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