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Artificial Intelligence Optimisation - BrightonSEO April 2017

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Richard Neill Horie
Home
SEO & Artificial Intelligence Optimisation
Twitter: @NeillHorie
Slideshare: http://bit.ly/europea...

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#brightonseo
Do you think you are
intelligent?
Don’t worry about
being perceived as a
narcissist.
Do you know the
airspeed...

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“Unladen European swallow’s airspeed
velocity is eleven metres per second.”
Source: https://www.flickr.com/photos/13129247...

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Artificial Intelligence Optimisation - BrightonSEO April 2017

  1. 1. Richard Neill Horie Home SEO & Artificial Intelligence Optimisation Twitter: @NeillHorie Slideshare: http://bit.ly/europeanswallow
  2. 2. #brightonseo Do you think you are intelligent? Don’t worry about being perceived as a narcissist. Do you know the airspeed of an unladen European swallow? SLIDESHARE VERSION
  3. 3. “Unladen European swallow’s airspeed velocity is eleven metres per second.” Source: https://www.flickr.com/photos/131292477@N08/25219116374 Alexa can answer; Alexa knows the answer. Alexa is an Artificial Intelligence Assistant. SLIDESHARE VERSION #brightonseo
  4. 4. ARTIFICIAL INTELLIGENCE OPTIMISATION #brightonseo
  5. 5. ARTIFICIAL INTELLIGENCE OPTIMISATION At Home, we have changed the way our business works, the way we think around technology, because of AI. We have changed from talking about Search Engine Optimisation to Artificial Intelligence Optimisation. And I think you should too. #brightonseo SLIDESHARE VERSION
  6. 6. Source: https://youtu.be/862r3XS2YB0?t=5m9s #brightonseo
  7. 7. Source: https://youtu.be/862r3XS2YB0?t=5m9s But what do I mean when I saw AI? DO I mean Wall-E, or the Terminator, or AI gods powered by Dyson Spheres? Do I mean the highly technical things talked about by other speakers in the AI stream? #brightonseo SLIDESHARE VERSION
  8. 8. Source: https://youtu.be/862r3XS2YB0?t=5m9s To talk about it properly, I first need to talk about intelligence, which I see as the ability to acquire knowledge and skills. To learn things like the airspeed velocity of an unladen European swallow. Based on this, AI is just a robot knowing things. #brightonseo SLIDESHARE VERSION
  9. 9. “In the US, on our mobile app in Android, one in five queries - 20% of our queries - are voice queries and that share is growing.” Sundar Pichai, I/O 2016 Keynote Source: https://youtu.be/862r3XS2YB0?t=5m9s#brightonseo
  10. 10. 2 trillion searches 2,000,000,000,000 Source: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247#brightonseo
  11. 11. 1 trillion non-mobile searches 1 trillion mobile searches Source: https://youtu.be/862r3XS2YB0?t=5m9s#brightonseo
  12. 12. 1 trillion non-mobile searches 500 billion other mobile searches 500 billion Android searches Source: https://www.comscore.com/Insights/Rankings/comScore-Reports-January-2016-US-Smartphone-Subscriber-Market-Share#brightonseo
  13. 13. 1 trillion non-mobile searches 500 billion other mobile searches #brightonseo 400 billion Android text searches 100 billion Android voice searches
  14. 14. The Amazon Echo was the best selling product on Amazon for 2016. A colleague uses one to read bedtime stories to his children. Another has given one to his elderly parents for Christmas. Source: https://www.flickr.com/photos/131292477@N08/25219116374#brightonseo SLIDESHARE VERSION
  15. 15. Dozens of devices at CES 2017 came bundled with Alexa. These range from fridges to televisions to phones. The next Motorola and Huawei phones are rumoured to come with Alexa. Source: https://www.flickr.com/photos/131292477@N08/25219116374#brightonseo SLIDESHARE VERSION
  16. 16. VOICE SEARCH IS AI In terms of knowing things and answering questions, voice search is AI. But when you start to consider it, it’s more than just voice search. Source: https://www.flickr.com/photos/131292477@N08/25219116374#brightonseo SLIDESHARE VERSION
  17. 17. “[Google] would understand exactly what you wanted, and it would give you the right thing. That's obviously artificial intelligence… and that is basically what we work on.” Larry Page, October 2000 Source: http://web.archive.org/web/20150323042808/http://achievement.org/autodoc/steps/vis?target=pag0-005#pag0-005#brightonseo
  18. 18. Google Assistant is the kind of AI they’ve been trying to develop. I could ask it for places to eat and it will show me breakfast places in Brighton. In fact, I don’t even need to ask – it will recommend some breakfast cafés proactively. SLIDESHARE VERSION #brightonseo
  19. 19. 2017 But that’s now. Let’s take a step back. #brightonseo SLIDESHARE VERSION SLIDESHARE VERSION
  20. 20. 2017 2006 In 2006, Google was answering our needs – it’s just that our needs were expressed as brute keywords. I would have typed ”breakfast café in brighton” to get the result, but I still got it.#brightonseo SLIDESHARE VERSION
  21. 21. 2017 2006 1996 Further back still, we can see that search was answering questions. Was Ask Jeeves bad at it? Yes, it was less sophisticated, but we also gave it very little to work with.#brightonseo SLIDESHARE VERSION
  22. 22. 2017 2006 1996 We had scrolling text, no structured data and our café probably didn’t even have a website. No wonder it struggled. Just because it wasn’t great, it doesn’t mean it wasn’t AI.#brightonseo SLIDESHARE VERSION
  23. 23. Source: https://youtu.be/862r3XS2YB0?t=5m9s My colleague was talking to someone at a conference recently, and AI came up. This person said, “You know, sooner or later, we’ll be marketing towards robots, not people.” To someone who has done SEO, it’s obvious that this has long been the case, but outside our bubble, AI is something different and new.#brightonseo SLIDESHARE VERSION
  24. 24. We are the gatekeepers of content. From all of our work on SEO, we should know what content our users need, and they’re trying to find out and what AI should tell them. #brightonseo SLIDESHARE VERSION
  25. 25. Don’t just rely on keyword research – look at live chat logs, call centre logs, standard question setups customer services deal with, user interviews, etc. #brightonseo KNOW QUESTIONS SLIDESHARE VERSION
  26. 26. Produce content, but write it to answer the questions being asked, not just vaguely talk about the same topic. Consider the structure of your answer, and look into how content is picked up by featured snippets. SLIDESHARE VERSION #brightonseo KNOW QUESTIONS ANSWER QUESTIONS
  27. 27. Build Brand Assistants, like Alexa Skills, Actions on Google or Facebook Messenger Bots. Don’t just leave it to customer services, or developers, without our input. Make sure whatever you build is better than Jeeves, if not than Google Assistant itself. SLIDESHARE VERSION #brightonseo KNOW QUESTIONS ANSWER QUESTIONS BUILD ASSISTANTS
  28. 28. ARTIFICIAL INTELLIGENCE IS OUR DOMAIN And throughout all of this, we must remember that AI is not someone else’s job. It’s our job. It’s our domain. We have owned it since Ask Jeeves, we own it now, and we need to act accordingly. #brightonseo SLIDESHARE VERSION
  29. 29. BLOG bit.ly/aiogoldrush SLIDESHARE bit.ly/europeanswallow neill.horie@homeagency.co.uk https://www.linkedin.com/in/neillhorie/ @NeillHorie #brightonseo
  30. 30. RECOMMENDED READING Actions on Google https://developers.google.com/actions/ Alexa Skills https://developer.amazon.com/alexa-skills-kit Facebook Messenger Bots https://messengerplatform.fb.com/ API.AI https://api.ai/ #brightonseo AI Assistant Experiments http://bit.ly/aioexperiments Can Google Tell Us The Truth? http://bit.ly/nonfacts
  31. 31. REFERENCES http://searchengineland.com/google-now-handles-2-999- trillion-searches-per-year-250247 Google now handles 2 trillion searches per year. https://youtu.be/862r3XS2YB0?t=5m9s Sundar Pichai keynote, over 50% of searches are mobile, and 20% of android mobile are voice. https://www.comscore.com/Insights/Rankings/comScore- Reports-January-2016-US-Smartphone-Subscriber-Market- Share At least 50% of mobile devices in the US are android. https://www.fool.com/investing/2017/01/10/amazoncom-incs- best-selling-product-in-2016.aspx Echo was the best selling product on Amazon for 2016. #brightonseo

Editor's Notes

  • Hands up in the audience if you think you’re intelligent? Don’t be worried about narcissism. Okay, hands up if you know the airspeed of an unladen European swallow?
  • <audio should play>. Alexa can answer our question, and Alexa is an Artificial Intelligence Assistant.
  • At Home, we have changed from talking about search engine optimisation to artificial intelligence optimisation. We have changed the way we think about technology across our entire business because of what I will discuss in these slides. And we think everyone else in the industry should do the same.
  • At Home, we have changed from talking about search engine optimisation to artificial intelligence optimisation. We have changed the way we think about technology across our entire business because of what I will discuss in these slides. And we think everyone else in the industry should do the same.
  • So what do I mean when I say AI? Do I meant robots like Wall-E, or the Terminator, or AI Gods powered by Dyson Spheres? First we need to talk about intelligence. Intelligence is the ability to acquire of knowledge and skills. Things like the airspeed velocity of an unlanded european swallow. AI is just a robot knowing things and being able answer questions about them. In terms of answering questions, it’s important to think about voice search.
  • So what do I mean when I say AI? Do I meant robots like Wall-E, or the Terminator, or AI Gods powered by Dyson Spheres? First we need to talk about intelligence. Intelligence is the ability to acquire of knowledge and skills. Things like the airspeed velocity of an unlanded european swallow. AI is just a robot knowing things and being able answer questions about them. In terms of answering questions, it’s important to think about voice search.
  • So what do I mean when I say AI? Do I meant robots like Wall-E, or the Terminator, or AI Gods powered by Dyson Spheres? First we need to talk about intelligence. Intelligence is the ability to acquire of knowledge and skills. Things like the airspeed velocity of an unlanded european swallow. AI is just a robot knowing things and being able answer questions about them. In terms of answering questions, it’s important to think about voice search.
  • This is all based on extrapolation from the US stats, so might not be exact. However, this is just android – so Google Home use isn’t countered in that. This also doesn’t include things like Allo. Finally, dubious about how they count searches – e.g. reminders.
  • The Amazon Echo was the best selling product on Amazon for 2016. Colleague uses one to read bedtime stories to his children. Another has give one to his elderly parents for Christmas and they took straight to it in a way they didn’t with tablets or smartphones.
    Dozens of devices at CES 2017 came bundled with Alexa. These range from fridges to televisions to phones. The next Motorola and Huawei phones are rumoured to come with Alexa.
  • The Amazon Echo was the best selling product on Amazon for 2016. Colleague uses one to read bedtime stories to his children. Another has give one to his elderly parents for Christmas and they took straight to it in a way they didn’t with tablets or smartphones.
    Dozens of devices at CES 2017 came bundled with Alexa. These range from fridges to televisions to phones. The next Motorola and Huawei phones are rumoured to come with Alexa.
  • In terms of knowing things and answering questions, voice search is AI. But it’s more than just voice search.
  • So that takes us to now. Google Assistant is the kind of AI they’ve been trying to develop. I can ask Google for places to eat, and it will show me breakfast places in Brighton. In fact, I don’t even need to ask – it will show me it proactively. It’s using information it knows and providing it to me without me even needing to ask.
  • But that’s 2017, let’s take a step back before now.
  • In 2006, in the days before material design and flat logos, Google was answering our needs. It’s just that our needs were expressed in the form of brute keywords. I would type in “breakfast places in brighton” to get the result, but it was still pretty similar.
  • If we go back further still, to Ask Jeeves, we can see that right back in 1996, search was about answering questions. Was Ask Jeeves AI? Yes, but it was an AI with great limitations of what it could figure out, and a bunch of webmasters not structuring what they were saying very clearly.
  • If we go back further still, to Ask Jeeves, we can see that right back in 1996, search was about answering questions. Was Ask Jeeves AI? Yes, but it was an AI with great limitations of what it could figure out, and a bunch of webmasters not structuring what they were saying very clearly.
  • Looking further into the future, I’ll share an anecdote which didn’t happen to me, but a colleague of mine. My colleague was at a conference and he was talking about AI to someone, and they said, “You know, sooner or later we’ll be marketing to robots!” It’s easy for us in this room to forget, but not everyone else realises that this is what SEO has long been – marketing to robots so that they will show it to our users. We take it for granted, but it’s basically the future as far as everyone else is concerned.
  • We are the gatekeepers of content. From all our work on SEO, we should know everything our users will ask; all the answers they want; all the content they’re trying to find.
  • Don’t just rely on keyword research – look at live chat logs, call logs, standard questions the customer services are used to dealing with, etc.
  • Write content, but write it to answer the question, not just respond to it like you might do with mentioning accurate keywords. Write the content in such a way that it will/would be picked up by featured snippets.
  • Don’t just leave it to customer services or developers, help build the assistants – like Alexa Skills or Actions on Google – so that they are the very least better than Jeeves, but preferably better than the standard Google Assistant itself.
  • We have to remember through all of this that AI is not someone else's job. It's our domain, we have owned it since Ask Jeeves and we own it now.

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