How Machine Learning is changing SEO
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Google updates its search engine algorithms at a lighting speed. An introduction of Machine Learning made SEO rules changed forever. In this talk, I'll try to sparkle a conversation & break down the recent revolutionary changes in Google algo to help the SEO community stay competitive.
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How Machine Learning is changing SEO
- 1. How Machine Learning is changing SEO 1 / What’s Machine Learning 2 / How it works 3 / Rankings Factors Evolution 4 / How it’s changing SEO 5 / What actions we can take Marcin Chirowski Head of SEO & Content Marketing
- 2. Who are you Marcin? + 38% UVs + 162% UVs + 97% UVs July-12 206,099 January-17 1,383,504 Monthly Unique Vistitors + 571% / Who are you Marcin? SEO & Content Marketing Consulting Cracking the SEO code since 2006
- 3. Machine learning gives computers the ability to learn without being explicitly programmed. “ “ Source: https://en.wikipedia.org/wiki/Machine_learning Author: Arthur Lee Samuel coined the term in 1959 / What’s Machine Learning 3/15
- 4. / How it works 4/15 Simplified architecture of a machine-learned search engine. 1. Machine Learning algorithm get’s a Training data set 2. ML algo then learns that data set 3. New examples are feeding constantly into Learning algo 4. ML algo identify the patters based on millions of examples 5. ML algo make a prediction and feed back to the ranking model
- 5. / Ranking Factors Evolution 2017 Algorithm Evolution 2015 7/15 200+
- 6. / How it’s changing SEO Our distorted view on AI vs. reality• Unknown % of ranking factors impacted • Unknown why something is ranking on Top • An Ever-Evolving Search Algorithm • Machine learning doesn't eliminate all your traffic overnight (like Panda or Penguin). It's gradual process. • Semantic search is here to stay • User signals will play the key role Rankings Influence Correlation
- 7. / What actions we can take 1 / Put more focus on user signals: Bounce Rate %, Page Depth, Avg. Time on Site, CTR % 2 / Find the donkeys & replace them with unicorns 3 / Don’t forget about creating great content & making sure you are promoting it well, as backlinks remain an important Google ranking factor
- 8. / Q&A Thanks! Done Marcin ChirowskiSEO & Content Marketing Freelance Consulting